1. Wednesday, 4.00 – 5.00pm Improving Online Ad Effectiveness Research MODERATOR: Simon Booth, Technical Director, Tangozebra PANELISTS: Nick King, Director of Research, Diffiniti Laurence Bour, Head of Research, Internet Advertising Bureau Simon Falconer, Strategic Planner, Guardian Unlimited

2. IAB UK Online Ad Spend Study Results for the full year 2005 Prepared by PricewaterhouseCoopers for the IAB

3. Background Census of all major UK online media owners Official Advertising Association figures since 1997 Information collected each half year Analysis available by Format Industry category Source: IAB/PricewaterhouseCoopers

4. £1,366.4m market in 2005 Source: IAB/PricewaterhouseCoopers

5. 65.6% increase An increase of £541.3m on comparable full year results Source: IAB/PricewaterhouseCoopers 2005 vs 2004

6. Full year 2005 Market share nears 8% Internet 7.8% Source: PricewaterhouseCoopers / Internet Advertising Bureau / The Advertising Association / Radio Advertising Bureau / WARC

7. Online drives the whole market Total advertising market growth = 2.5% Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC

8. The digital media mix The developing mix of ad products

9. The digital media mix % share of revenues for the full year 2005 Full year total – £1,366.4m IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

10. The digital media mix All formats have experienced actual growth, especially paid-for search listings IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

11. Industry categories

12. Recruitment lead the market in the second half of 2005 IAB estimates for actual ad spend by industry are based on samples of categorised net revenue from key IAB members provided by PwC. The ranking now shows Telecoms as a separate category (previously included in Business & Industrial). Data excludes unclassified figures and covers 55% of online revenues in H2 2005. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Recruitment & Finance continue to dominate the online advertising market

13. Automotive and Entertainment & Media are catching up with the perennial leaders IAB estimates for actual ad spend by industry are based on samples of categorised net revenue from key IAB members provided by PwC. The ranking now shows Telecoms as a separate category (previously included in Business & Industrial).Data excludes unclassified figures and covers 55% of online revenues in H2 2005. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

14. The next milestone £2 billion A real possibility within next 12 months This would make online bigger than national press

15. Branding studies User 1 User 2 User 3 * banner * * skyscraper * * No exposure * * mpu * * banner *

16. Branding studies User 1 Exposed User 2 Exposed User 3 Control * banner * * skyscraper * * No exposure * * survey * * mpu * * banner *

17. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness Message association Brand favourability Brand perception …

18. Branding studies Metrics gathered Spontaneous awareness

19. Branding studies Metrics gathered Spontaneous awareness Prompted awareness

20. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness

21. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness Message association

22. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness Message association Brand favourability

23. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness Message association Brand favourability Brand perception

24. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness Message association Brand favourability Brand perception Demographics

25. Branding studies Metrics gathered Spontaneous awareness Prompted awareness Advertising awareness Message association Brand favourability Brand perception Demographics …

26. Branding studies Breakdowns: Demographic segments Sites Creatives Interactions …

27. Scope Client expectation RelationshipsImplementation Planning Quantity

28. Thank you