2014 Full Year and Q IAB/PwC Digital Advertising Revenue Report

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1 2014 Full Year and Q IAB/PwC Digital Advertising Revenue Report April 2015

2 Welcome 2014 IAB/PwC Digital Ad Revenue Report Agenda 2014 Full Year and Q4 Digital Ad Revenue Highlights Sherrill Mane, SVP Research, Analytics & Measurement, IAB Detailed Analysis of IAB PWC 2014 Full Year and Q4 Report David Silverman, Partner, PriceWaterhouseCoopers POV from Magna Global on US Digital Media Vincent Letang, EVP Director of Global Forecasting, Magna Global Q & A 1 IAB 2014 Full Year and Q Digital Advertising Revenue Report

3 Important Note on Q&A We will open a voice line for journalists to ask questions at the end of the presentations. IAB members should ask questions using the WebEx user interface Please type questions into the Chat box on the WebEx user interface at any time during the presentations. We will create a queue and answer as many questions as possible following the presentations. Additional press questions should be directed to Laura Goldberg: Additional questions from IAB members should be directed to Kristina Sruoginis: p 2 IAB 2014 Full Year and Q Digital Advertising Revenue Report

4 2014 Full Year and Q IAB/PwC Digital Ad Revenue Report Highlights April 2015 Sherrill Mane SVP, Research, Analytics and Measurement, IAB 3 IAB 2014 Full Year and Q Digital Advertising Revenue Report

5 2014 Interactive Advertising Sets New Revenue Records 2014 annual US interactive ad revenues broke $49 billion, marking the fifth consecutive year of double-digit annual growth. This represents a 16% (or $6.7 billion) increase from 2013 s $42.8 billion. Mobile closes 2014 with stellar growth and substantial share of total digital ad dollars. Mobile at $12.5 billion now accounts for 25% of digital ad revenue, making it the second largest format measured. Annual ad revenue grew $5.4 billion or 76% over YAG. Fairly even split between search (48%) and display-related (49%) indicates that both are driving the growth. 4 * IAB 2014 Full Year and Q Digital Advertising Revenue Report

6 Fifth Consecutive Record Breaking Year Digital video remains the fastest growing format of the non-mobile display-related market, climbing 17% to $3.3 billion from $2.8 billion in And, with a nominal 1% growth rate, banners garnered $8.1 billion for a 16% share of interactive ad dollars. Search, at 38% of total digital ad revenue, grows 3%, earning $19.0 billion. With growth of 57% over 2013, social media ended 2014 with $7.0 billion in ad revenue 6 IAB 2014 Full Year and Q Digital Advertising Revenue Report

7 Fourth Quarter 2014 Interactive Advertising Sets More Records Fourth quarter 2014 revenue of $14.2 billion represents the best quarterly result ever for US interactive advertising. This is a 16.9% increase over same time last year ($12.1 billion in Q4 2013) Interactive advertising growth continues to outperform the total media market based on both Nielsen and Kantar estimates for Fourth Quarter and Full Year IAB 2014 Full Year and Q Digital Advertising Revenue Report

8 $ Billions 2014 Annual Revenue Growth Digital Ad Revenue Growth (2013 vs. 2014) $60.0 $50.0 $40.0 $30.0 $20.0 $10.0 $ % $49.5 Total Media Ad Revenue Growth (2013 vs. 2014) The Nielsen Company estimates total media revenues grew 1% over 2013 to $124.8 B; Kantar Media estimates a 0.7% increase to $141.2B $ Sources: IAB Digital Advertising Revenue Report, 2014 Full Year and 4 th Quarter Report; The Nielsen Company, MonitorPlus (Standard Calendar, Total includes B2B, National Internet (Display only), FSI Coupons), Apr. 2014; Kantar Press Release Apr IAB 2014 Full Year and Q Digital Advertising Revenue Report

9 Early Internet and Mobile Ad Revenue Growth Rates Outpace Cable and Broadcast TV $14 $12 Comparative U.S. Advertising Media Annual Ad Revenue Growth For First 5 Years ($ Billions) 135% CAGR 110% CAGR $10 $8 $6 79% CAGR $4 $2 69% CAGR $0 Broadcast TV* ( ) Cable TV* ( ) Internet* ( ) Mobile ( ) Year 1 Year 2 Year 3 Year 4 Year 5 Compound Annual Growth Rate (CAGR) Sources: IAB/PwC Internet Ad Revenue Report, FY 2014; McCann-Erickson *Adjusted for Inflation 8 IAB 2014 Full Year and Q Digital Advertising Revenue Report

10 $ Billions Q Revenue Compared With Q Digital Ad Revenue Growth (Q4 '13 vs. Q 4 '14) $16.0 $14.0 $12.0 $10.0 $8.0 $6.0 $4.0 $ % $14.2 Total Media Ad Revenue Change (Q4 '13 vs. Q4 '14) According to Nielsen, total media revenues grew 2% from Q to Q Kantar Media estimates a 1.6% decrease. $2.0 $0.0 Q Q Sources: IAB Digital Advertising Revenue Report, 2014 Full Year and 4 th Quarter Report; The Nielsen Company, MonitorPlus (Standard Calendar, Total includes B2B, National Internet (Display only), FSI Coupons), Apr. 2014; Kantar Press Release Apr IAB 2014 Full Year and Q Digital Advertising Revenue Report

11 Display: Eight Category Avg. CPM Trend Weighted Average of all Buys in WebCosts Placed within the Quarter (as of March 2015) $30.00 $25.00 Finance / Insurance / Investment $20.00 Automotive $15.00 Home and Fashion Family & Lifestyles Entertainment $10.00 $5.00 $- News & Information Corporate Information Search Engines / Portals & Communities 1Q_12 2Q_12 3Q_12 4Q_12 1Q_13 2Q_13 3Q_13 4Q_13 1Q_14 2Q_14 3Q_14 4Q_14 WebCosts Exclusive Subscriber Report SQAD Copyright(c) SQAD LLC - All Rights Reserved

12 $14.00 $12.00 $10.00 WebCosts Display Composite Average CPM Fifty Same-Site Comparative Report WebCosts Display Composite Average CPM Fifty Same-Site Comparative Report $11.82 $11.61 $11.35 $8.00 $ $4.00 $2.00 $0.00 SQAD Copyright(c) SQAD LLC - All Rights Reserved 11

13 WebCosts In-Stream Video Composite Average CPM Fifteen, Same-Site, Comparative Report $25.00 $20.00 $21.46 $21.28 $15.00 $ $5.00 $0.00 SQAD Copyright(c) SQAD LLC - All Rights Reserved

14 Brand spend continues to rise Key Takeaways In 2014, non-mobile display-related ad formats* increased 5% over year ago to $13.5 billion Non-mobile display-related ad formats* revenue growth driven by: Banners up 1% to $8.0 billion; Digital video exhibits 17% increase, rising to $3.3 billion With relatively flat CPMs in display including video, most likely garnering brand dollar shifts in spend from other media Dollars shifting from other media into digital Revenue growth way ahead of the overall market and TV (national, spot and cable) continues, unabated, even in winter Olympics and mid term elections year Mobile likely garnering incremental spend 13 *Note: Display-related ad formats are defined as: banner ads, digital video commercials, rich media, and sponsorships. IAB 2014 Full Year and Q Digital Advertising Revenue Report

15 Key Takeaways Negligible change in advertising verticals contribution to digital revenue with Retail still leading at 21% Consumer Packaged Goods account for 6%, down from 7% in 2013 Kantar Media notes that in 2014 Overall, across media, CPG spend declined Personal Care Products down 2% and Food+Candy down 3.2% Spending by Top 10 advertisers dropped 4.2% Mid sized advertisers continue to grow spend, up 4.6% in IAB 2014 Full Year and Q Digital Advertising Revenue Report

16 2014 Full Year and Q Detailed Analysis IAB/PwC 2013 Internet Ad Revenue Report April 2015 David Silverman Partner, PriceWaterhouseCoopers 15 IAB 2014 Full Year and Q Digital Advertising Revenue Report

17 IAB internet advertising revenue report 2014 full year results PwC

18 Agenda Survey methodology 2014 full year results Full year and quarterly trends Advertising formats Social media Pricing models Industry category spending Historical advertising growth of media About PwC PwC April

19 Survey Methodology Survey Scope The IAB Internet Advertising Revenue Report is part of an ongoing IAB mission to provide an accurate barometer of Internet advertising growth. To achieve differentiation from existing estimates and accomplish industry-wide acceptance, key aspects of the survey include: Obtaining historical data directly from companies generating Internet/online/mobile advertising revenues; Making the survey as inclusive as possible, encompassing all forms of internet/online advertising, including websites, consumer online services, ad networks, mobile devices and providers; and Ensuring and maintaining a confidential process, only releasing aggregate data. Methodology Throughout the reporting process, PwC: Compiles a database of industry participants selling internet/online and mobile advertising revenues. Conducts a quantitative mailing survey with leading industry players, including web publishers, ad networks, commercial online service providers, mobile providers, providers and other online media companies. Acquires supplemental data through the use of publicly disclosed information. Requests and compiles several specific data items, including monthly gross commissionable advertising revenue by industry category and transaction. Identifies non-participating companies and applies a conservative revenue estimate based on available public sources. Analyzes the findings, identifies and reports key trends. PwC April

20 In billions Annual revenues totaled $49.5 billion in 2014 Online advertising revenue increased 15.6% in $42.78 $49.45 PwC FY 2013 FY 2014 Source: IAB Internet Advertising Revenue Report, FY 2014 April

21 In billions Annual revenues totaled $49.5 billion in 2014 Online advertising revenue increased 15.6% in $ % $49.45 FY 2013 FY 2014 Source: IAB Internet Advertising Revenue Report, FY 2014 April 2015 PwC 20

22 In billions Fourth quarter revenues totaled $14.15 billion in 2014 $12.11 $14.15 Revenue in Q was 16.9% higher than in Q Q Q Source: IAB Internet Advertising Revenue Report, FY 2014 April 2015 PwC 21

23 In billions Fourth quarter revenues totaled $14.15 billion in 2014 $ % $14.15 Revenue in Q was 16.9% higher than in Q Q Q Source: IAB Internet Advertising Revenue Report, FY 2014 April 2015 PwC 22

24 In billions Strong Growth between Q and Q $12.21 $14.15 Revenue in Q was $1.94 billion higher than in Q Q Q Source: IAB Internet Advertising Revenue Report, FY 2014 April 2015 PwC 23

25 In billions Strong Growth between Q and Q $ % $14.15 Revenue in Q was $1.94 billion higher than in Q Q Q Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

26 In billions Quarterly growth continues upward trend Quarterly growth comparison, Q revenues crossed $14 billion for the first time $ Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

27 In billions 2014 shows record revenues Annual revenue Total Internet * CAGR: Compound Annual Growth Rate Source: IAB Internet Advertising Revenue Report, FY 2014 April 2015 PwC 26

28 In billions 2014 shows record revenues Annual revenue Mobile Non-Mobile % Mobile CAGR 10% Non-mobile CAGR * CAGR: Compound Annual Growth Rate Source: IAB Internet Advertising Revenue Report, FY 2014 April 2015 PwC 27

29 In billions Mobile shows the strongest YoY growth Advertising formats 2014 results and growth rates PwC $20 $18 $16 $14 $12 $10 $8 $6 $4 $2 $- $19.0 3% 4% Search $2.7 Classifieds & Directories 7% $1.9 Source: IAB Internet Advertising Revenue Report, FY % $ % $3.3 Lead Generation Mobile Digital Video Commercials $8.0 1% 1% 2014 Revenue 2014 vs % Growth $0.8 6% $1.4 Banners Ads Sponsorship Rich Media 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% April

30 % of total revenue Historical trends in internet advertising formats Revenue share by major ad formats, % 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Search Mobile Banner Classifieds Digital Video Lead Generation Rich Media Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

31 Distributing Mobile across formats demonstrates its importance to Search and Display Formats 2014 (Mobile separated) 25% 38% 10% 27% Search Display Other Mobile Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

32 Distributing Mobile across formats demonstrates its importance to Search and Display Formats 2014 (Mobile separated) Formats 2014 (Mobile included) 25% 10% 38% 10% 40% 50% 27% Search Display Other Mobile Search Display Other Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

33 In billions Social media demonstrates continued growth Social media ad revenues, PwC * CAGR: Compound Annual Growth Rate Source: IAB Internet Advertising Revenue Report, FY 2014 April

34 Performance-based pricing shows slight uptick Internet ad revenues by pricing model, 2013 vs Total $42.8 billion Total $49.5 billion Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

35 % of total revenue Historical pricing model trends Internet ad revenues by pricing model, % 60% 50% 46% 48% 51% 57% 59% 62% 65% 66% 65% 66% 40% 30% 41% 47% 45% 39% 37% 33% 31% 32% 33% 33% 20% 13% 10% 0% 5% 4% 4% 4% 5% 4% 2% 2% 1% CPM Performance Hybrid Note: Pricing model definitions may have changed over the time period depicted both within the survey process and as interpreted by respondents Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

36 % of total revenue Internet ad revenues by major industry category $42.8 B in 2013 vs. $49.5 B in 2014 FY 2014 FY % 21% 13% 13% 12% 12% 9% 9% 8% 9% 7% 6% 6% 7% 5% 5% 5% 5% 4% 4% Retail Financial Services Auto Telecom Leisure Travel Consumer Packaged Goods Consumer Electronics & Computers Media Pharma & Healthcare Entertainment Amounts do not total to 100% as minor categories are not displayed. Source: IAB Internet Advertising Revenue Report, FY 2014 PwC April

37 Historical advertising growth of media Comparative U.S. advertising media annual ad revenue growth for first 5 years (In billions) $14 $12 135% CAGR 110% CAGR $10 $8 $6 79% CAGR $4 $2 69% CAGR $0 Broadcast TV* ( ) Cable TV* ( ) Internet* ( ) Mobile ( ) Year 1 Year 2 Year 3 Year 4 Year 5 Compound Annual Growth Rate (CAGR) Sources: IAB/PwC Internet Ad Revenue Report, FY 2014; McCann-Erickson *Adjusted for Inflation PwC April

38 PwC New Media Group Contacts For information about our New Media Group, contact one of the following PwC professionals: New York David Silverman Partner, Assurance Services York Russ Sapienza Partner, Advisory Services Stephanie Faskow Manager, Advisory Services Source: IAB Internet Advertising Revenue Report, FY 2014 PwC October April 9,

39 2014 Full Year and Q POV from Magna Global on US Digital Media April 2015 Vincent Letang EVP, Director of Global Forecasting, MagnaGlobal 38 IAB 2014 Full Year and Q Digital Advertising Revenue Report

40 Perspective on US Digital Media IAB/PWC Webinar April 22, 2015

41 About MAGNA Intelligence MAGNA Intelligence is a division of MAGNA GLOBAL (IPG Mediabrands), focusing on market research and forecasting. We analyze and forecast: net advertising revenues, ad costs and inflation, market profiles, media consumption, technology trends (e.g. programmatic). Scope: all media categories, 73 countries. We invented it: we started adspend forecasting 65 years ago in the US (Bob Coen). We are trusted: primary source of Wall Street s media analysts. Quoted by WSJ, Bloomberg, AdExchanger etc. Ad Spend Forecasts Inflation Forecasts Media Economy Reports Programmatic Report 40 + Insert client logo

42 US Market Forecast Long Term Trend: 2015 will Barely Catch up with Pre-Recession Highs Long Term Ad Spend Forecasts (All Media, excl. P&O) (yoy %)

43 US Market Forecast Long Term Trend: Total Spend will Re-Accelerate in % 9% Long Term Ad Spend Forecasts (All Media, excl. P&O) ($bn) 10% 8% 7% 6% 5% 4% 4.5% 4.1% Incl. P&O 2014: +3.0% 2015: +2.7% 3% 2% 1.7% 1% 0% -1% -2% -3% -4% -5% -7% -7% -15% 42

44 US Market Forecast Digital Media Now Concentrate all the Growth 20% Ad Spend Growth by Media Category (excluding P&O) 19% 15% 17% 15% 10% 5% 0% -5% 4.5% 1.7% 4.1% 4% Total (Exc. DM) Total Digital 1% Total TV OOH 0% -1% -2% -3% Incl. P&O 2014: +3.0% 2015: +2.7% Total Traditional -3% 0% -7% Print Radio -3% 4% 1% 1% -10% -15% % -11%

45 US Market Forecast Mobile, Social, Video will Continue to Drive US Digital Spend 60% US Digital Ad Spend: Growth by Format/Platform 76% 53% 50% 47% 40% 39% 30% 20% 16% 19% 10% 7% 8% 0% 0% Search Video Display Other Social Total Digital Mobile Desktop

46 US Market Forecast Mobile Digital Ad Revenues will Catch-up with Desktop by US Digital Media Mobile vs Desktop ($b) $95bn $49bn Mobile Desktop 45

47 US Market Forecast 85% of Display-Related Inventory will be Traded Programmatically by % US Programmatic Forecasts 90% 80% 37% 31% 26% 22% 17% 15% 70% 60% 50% 51% 32% 33% 33% 32% 30% 30% 40% 25% 30% 20% 10% 24% 30% 36% 41% 46% 52% 56% 0% RTB Non-RTB Traditional 46

48 US Market Forecast Acceleration in the Shift to Digital: 2014 a Tipping Point? 5% Market Share Gains/Losses by Media Category (% vs. pvs year) 4% 3% 2% 1% 0% % -2% -3% -4% Digital National TV Other 47 Reading: in 2011, print, radio and OOH media combined lost 3.5% in market share compared to the previous year, while digital media captured an extra 3% and television captured 0.5%.

49 US Market Forecast Digital Media to Become #1 Media Category in Advertising Revenue by Media Category: LT Forecast ($bn) Television Print Digital Other 0 48

50 Global Forecast Digital Media is Already Bigger than TV in 14 Other Markets Share of Total Advertising Revenues in Selected Markets (2014) 50% 45% 40% 40% 46% 39% 37% 41% 44% 35% 30% 30% 28% 28% 31% 25% 22% 20% 18% 15% 10% 5% 0% US UK Netherlands China Germany Denmark TV Digital (incl. online video) 49

51 Global Forecast Digital Media is Already Bigger than TV in 14 Other Markets Share of total advertising Revenues in Selected Markets (2014) 50

52 Global Forecast Search will Remain the #1 Format but Video & Social will Grow Faster 300 Global Digital Ad spend by Format ($b) $256bn $142bn Search Display Social Video Other 51

53 Perspective on US Digital Media IAB/PWC Webinar April 22, 2015

54 Questions? Please type questions into the Chat box on the WebEx user interface at any time during the presentations. We will create a queue and answer as many questions as possible following the presentations. Additional press questions should be directed to Laura Goldberg: Additional questions from IAB members should be directed to Kristina Sruoginis: IAB 2014 Full Year and Q Digital Advertising Revenue Report

55 FOLLOW-UP QUESTIONS: Additional questions from IAB members should be directed to Kristina Sruoginis: Additional press questions should be directed to Laura Goldberg: Reports (from 1996 to present) can be found at: IAB 2014 Full Year and Q Digital Advertising Revenue Report

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