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1 Digital Advertising Trends-Excerpt Prepared for: March 6, 2013

2 Altman Vilandrie & Company AV&Co. is the leading strategy firm focused on the Telecom, Media, and Tech sectors Background Founded in 2002 in Boston Locations Led by 8 Directors and 7 Principals 90+ consultants in North America San Francisco New York City Boston London Munich Budapest Additional 40 consultants in Europe operating as Solon Management Consulting Value Proposition Telecom, Media, & Technology (TMT) focus results in better advice and speed Fact-based, analytical, and economicsdriven approach Serve corporate and private equity clients 60+ countries where AV&Co./Solon has assisted clients March 6,

3 Digital Advertising Ecosystem Digital advertising has a complex ecosystem with companies looking to take on a variety of roles Demand Side Sales Channel Supply Side Public Ad Server Ad Servers Cross- Channel Traditional Ad Sales SSPs Verification/ Viewability Privacy Publisher s Internal Sales Media Buyers Advertisers Personalization / Dynamic Creative Creative Optimization Ad Networks Site Experience & Customer Engagement Agencies DSPs Publishers Premium Trading Desks Ad Exchanges Display Mobile Video Mid-Tier Managed Services Attribution Private Exchanges Niche / Long Tail Data Management Platforms 3 RD Party Data Data Onboarding 1 st Party Data Whse/CRM Data Analytics Site Analytics Cookie and Tag Management Sources: AV&Co. Research & Analysis March 6,

4 Hours Consumer Media Trends Dramatic growth in mobile; TV sees its first decline in time consumed Average Time Spent per Day with Major Media by US Adults CAGR 12:00 Feature phone Smartphone Tablet Mobile 71.4% 9:00 Online (Desktop) Online -5.7% 6:00 Other (Digital) Other Print Radio Print -14.7% Radio -4.3% 3:00 4:34 4:38 TV 4:31 TV -0.5% 0: Sources: emarketer March 6,

5 Consumer Media Trends: Multitasking Half of young consumers are usually multitasking in front of the TV How often are you engaged in the following types of activities while watching TV shows or movies? Using smart devices such as a tablet, laptop, or smartphone (% responding Always or Usually ) % % Age % Programming Related Multitasking % 77% 56% % Base: All respondents, Inset base: Usually or Always multitasking respondents Source: 2013 AV&Co./Research Now Survey, AV&Co. Research & Analysis March 6,

6 Customer Buying Pathway Over the course of the sales cycle, the customer has many interactions with different online and offline influencers Awareness Direct Response Conversion Social Advocacy Day 1: 10 am Day 4: 10 am Day 7: 1 pm 2 Weeks Later Unbranded Search on Smartphone Consumer searches for best internet provider and sees link to brand.com Branded Search on Desktop Consumer searches brand online, visits website, and browses offers Visits Brand Website Consumer visits brand.com and selects offer, but abandons cart Post on Facebook Consumer comments about new service on brand page Day 3: 8 pm Day 4: 10:05 am Day 8: 3 pm Ad on TV Consumer sees brand ad on TV Retargeted Ad Consumer sees retargeted ad for deal Visits Brand Store Consumer visits retail location to make purchase March 6,

7 Ad Spend ($B) Advertising Spending Trends Digital is the fastest growing ad spend category; TV continues steady growth $250 $200 $212 US Advertising Spend by Major Platform $219 $224 $234 $237 $247 $250 Digital CAGR 10.4% $150 TV 4.8% $100 $50 $0 Print Radio Direct Mail Other % 1.5% -4.4% -1.6% Sources: emarketer, SNL Kagan March 6,

8 Growth in Digital Advertising Rapid growth in mobile and video use is driving increases in digital advertising spending $70 $60 $50 AV&Co. Digital Ad Spend Forecast by Format ($B) CAGR Total 10.4% Mobile Video 46.2% All Mobile 34.6% $40 $30 $20 Mobile Video Mobile Display Mobile Search Desktop Video Desktop Display Desktop Video 15.9% All Desktop 1.4% $10 Desktop Search $0 Other Sources: emarketer, SNL Kagan March 6,

9 A Shift in Digital Advertising Buying Programmatic buying for video and display on ad exchanges is expected to erode reservation buying through traditional sales and ad networks $40 AV&Co. Digital Display and Video Ad Spend Forecast by Tactic ($B) CAGR $35 $30 $25 $20 Typical Tactic Efficiency Retargeting 5x-20x Look-alike targeting 2x-5x RTB 23.7% $15 RTB $10 $5 Reservation Reservation 3.9% $ Sources: emarketer, SNL Kagan, AV&Co. Research & Analysis March 6,

10 Digital Advertising Trends What does this mean for 2014 and beyond? Consumers are rapidly increasing time spent with mobile and video, but advertisers have been slow to follow, with disproportional amounts of their budgets still spent on print media expect a shift to digital Multitasking is a growing consumer behavior; companies that address this in the form of targeted cross-platform ads will continue to emerge When it comes to attribution, it s not as simple as Last Click advertisers need to use data to understand the effectiveness of online and offline tactics RTB has increased efficiency, improved transparency, and is growing fast-- decreasing advertisers dependency on ad networks and leading them to question the value of agency trading desks March 6,

11 AV&Co. Contact Information Shruti Joshi Direct: rd Avenue 20th Floor New York, NY Telephone Fax BOSTON NEW YORK SAN FRANCISCO March 6,

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