Zenith Optimedia Global Ad Expenditure Forecast

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ADSPENDS FORECASTS

Décembre 2011

PAID, OWNED AND EARNED – EVERYTHING IS NOW LINKED

Microsite www.

‘Paid’ Paid

‘Owned’ Owned

‘Earned’ Earned

GLOBAL ADSPEND AND GDP GROWTH
YEAR‐ON‐YEAR % CHANGE, CURRENT PRICES +10,0 +8,0 +6,0 +4,0 +2,0 ‐ ‐2,0 ‐4,0 ‐6,0 ‐8,0 ‐10,0 ‐12,0 Source:  ZenithOptimedia, IMF

+3,5 +4,7 +5,2 +5,8

02

03

04

05

06

07

08

09

10

11

12 GDP

13

14

Adspend

GLOBAL ADVERTISING ‐ MAJOR MEDIA*
YEAR‐ON‐YEAR % CHANGE, CURRENT PRICES
2011 North America Of which USA f hi h Western Europe Asia Pacific 2.3 2.2 1.8 5.4 2012  2012 3.6 3.5 2.0 7.2 9.7 8.0 6.0 1.5 6.8 2013 3.7 3.5 2.8 7.3 10.4 10.1 7.7 2.4 8.7 2014 4.4 4.3 3.3 8.2 11.2 10.6 8.4 0.0 3.4

Asia Pacific excluding Japan 10.2 Central & Eastern Europe Latin America 8.5 6.0

Middle East & North Africa ‐15.5 Rest of World Global Major Media: US$ Million % Change Source:  ZenithOptimedia

6.4

464,304 3.5

485,924 4.7

511,394 5.2

541,194 5.8

* TV, Print, Radio, Cinema, Outdoor, Internet

GLOBAL ADSPEND BY REGION
2011
C & E Europe p 5.5% Rest of world 3.4% Latin  Latin America 7.1% North  America 35,6% Asia Pacific 18,8% Western  Europe 22,3% Japan 9,0% C & E Europe C&EE 6,2% Rest of world 3,3% 3 3%

2014
Latin  America 7,6% North  America 34,3%

Asia Pacific 16,3% Japan 9,8% 9 8%

Western  Western Europe 20,8%

Developing markets: 32.3% p g
Source:  ZenithOptimedia

Developing markets: 35.9% p g

GROWTH FORECASTS IN KEY EUROPEAN MARKETS (2012)
YEAR‐ON‐YEAR % CHANGE, CURRENT PRICES 20
Russia

15 Gro owth (%) 10 5 0
Czech Rep Czech Rep Hungary Portugal Switzerland Nordics Poland

France

UK

Germany

‐5 ‐10 10 ‐5

Ireland Netherlands Greece

Italy Spain

0

5

10 15 20 Market size (US$ billion)

25

30

Source:  ZenithOptimedia

TOP 10 ADVERTISING MARKETS
US$ MILLION, CURRENT PRICES

2011 1 2 3 4 5 6 7 8 9 10 USA Japan China Germany UK Brazil France Australia A li Canada Italy

Adspend 154,935 45,358 29,943 24,419 24 419 18,355 15,470 15 470 12,823 11,417 11 41 10,529 10,040 1 2 3 4 5 6 7 8 9 10

2014 USA Japan China Germany UK Brazil France Australia A li Russia Canada

Adspend Growth (%) 14 v 11 173,165 11.8 48,825 7.6 76 46,381 26,005 26 005 20,345 18,442 18 442 13,827 13,035 13 03 12,592 12,458 54.9 6.5 65 10.8 19.2 19 2 7.8 14.2 54.0 18.3

Source:  ZenithOptimedia

BEYOND THE BRICS, THE MISSATs – THE NEXT WAVE  OF EMERGING AD MARKETS 90 wth in ad d expend diture 20 011‐2014 4  Grow (%) 80 70 60 50 0 40 30 20 10 Mexico 0 0 South Korea India South Africa South Africa Brazil Russia Turkey China Argentina Indonesia

Half of all global adspend  growth from these ten  growth from these ten markets 2011‐2014 30 40

‐10

10 20 Market size in 2011 (US$ billion) Market size in 2011 (US$ billion)

Source:  ZenithOptimedia

GLOBAL ADSPEND SHARE BY MEDIUM
2011 2014

Cinema 0,5% 0 5% Outdoor 6.8% 6 8% Radio 7,2% Television 40,2% Internet 15,9% Newspapers 20.0% Magazines 9,4% Cinema 0,5% Outdoor 6.8% Radio d 6,7% Internet 21,2%

Newspapers 16.5% g Magazines 7,9%

Television 40,3%

Source:  ZenithOptimedia

MARKET SHARE OF THE MAIN INTERNET PORTALS
100,0% 90,0% , 80,0% 70,0% M Market share 60,0% 50,0% 50 0% 40,0% 30,0% 30 0% 20,0% 10,0% 10 0% 0,0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source:  ZenithOptimedia

Other internet Other internet Facebook AOL Yahoo! Microsoft Google

GLOBAL INTERNET ADSPEND BY TYPE
120 100 U US$ billio on 80 60 40 20 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 Display Source:  ZenithOptimedia

Classified

Search

USA: INTERNET DISPLAY ADSPEND BY TYPE
20 US$ bil llion 15 10 5 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 Conventional display Social media S i l di Source:  ZenithOptimedia

Internet video/rich media Mobile M bil...
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