In January 2007, JupiterResearch conducted a formal survey of advertisers and agencies in France, Spain and Italy. Respondents were asked approximately 26 closed-ended questions. They were targeted by familiarity with their company's search marketing efforts and online advertising initiatives. Source : http://www.sempo.org/learning_center/research/european_user_study_07

1. SEMPO European User Study February 13, 2007 SEM PO

2. Search Marketing Efforts Across France, Italy, & Spain Jupiter Custom Research For SEMPO February 2007 Richard Gans. Peter Sargent

7. Advertisers

8. Over 20% Of Advertisers Are Allocating 81-100% Of Search Marketing Budget To Organic Search Mgt, Paid Placement Fees Question:. What percentage of your 2006 search marketing budget is allocated to each of the following programs? (Results must add up to 100%. Enter “0” if you don’t allocate anything.) Percentage of Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only) % of Search Marketing Budget:

9. 62% Of Advertisers Plan To Increase Search Marketing Spend Over The Next 12 Months Question:. In the next 12 months, how does your company plan to change the amount of money it spends on search marketing? (Please select one.) Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy

10. Advertisers Focus More On SEO, Compared To Paid Search Question:. Which of the following best describes your search marketing efforts? (Please select one.) Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy

11. Advertisers Plan Greater Utilization Of Mobile, Video Search, Paid Per Call In 2007 Question: Which of the following search marketing tactics have you utilized in 2006, and which do you plan to utilize on in 2007? (Please select all that apply) Percentage of Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only)

12. Immediate Online Sales, Brand Awareness Are The Top Search Marketing Objectives Question: What are the major objectives of your company’s search marketing efforts? (Please select up to two) Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy

13. Competition, Tracking Effectiveness Are Advertisers’ Top Search Marketing Problems Question:. Which of the following problems has your company experienced in relation to your search marketing efforts? (Please select all that apply.) Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy Continued on next slide

14. Top Reasons Advertisers Hire Agencies Are To Improve Results And Due To Lack Of Internal Knowledge/Expertise Question:. For which of the following reasons did you hire a search agency? (Select top 2) Source: JupiterResearch SEMPO Survey (01/07) n =49 (advertisers using agency for search marketing services, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy Using Agency For Search Marketing Services

15. Advertisers Value The Knowledge Their Agency’s Employees Possess Question:. Thinking about the primary agency that handles your search marketing, which of the following statements do you agree with? (Please select all that apply) Source: JupiterResearch SEMPO Survey (01/07) n =49 (advertisers using agency for search marketing services, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy Using Agency For Search Marketing Services Continued on next slide

16. Advertisers Value The Knowledge Their Agency’s Employees Possess (cont.) Question:. Thinking about the primary agency that handles your search marketing, which of the following statements do you agree with? (Please select all that apply) Source: JupiterResearch SEMPO Survey (01/07) n =49 (advertisers using agency for search marketing services, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy Using Agency For Search Marketing Services Continued from previous slide

17. SEO Strategy And Paid Search/SEO Implementation Most Commonly Used Agency Services By Advertisers Question:. For which of the following search marketing services do you use an agency? (Please select all that apply.) Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy

18. Advertisers Most Prefer Revenue Share Model For Paying Agencies Question:. Given a choice, which of the following search agency payment methods would you prefer? (Please select one) Source: JupiterResearch SEMPO Survey (01/07) n =49 (advertisers using agency for search marketing services, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy Using Agency For Search Marketing Services

19. Roughly One Third Of Advertisers Don’t Know How Much They Are Paying In Agency/Tool Fees Question: What percentage of your search marketing budget goes towards agency fees and tool fees for each of the following services? (Please select one.) Percentage of Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only)

20. 26% Of Advertisers Would Consider Using Agency To Improve Results; 61% Satisfied With Keeping Search Marketing In-House Question:. Which of the following reasons might convince you to hire a search agency in the future? (Select top 2) Source: JupiterResearch SEMPO Survey (01/07) n =46 (advertisers not using agency for search marketing services, France, Spain, Italy only) Percentage of Advertisers From France, Spain, and Italy Not Using Agency For Search Marketing Services

21. Agencies

22. Agencies Across Spain, France, And Italy Have Similar Search Marketing Spending Levels Question: Approximately how much money did you spend on search marketing on behalf of your clients in the last 12 months? (Please include per-click fees, agency fees, tool fees) (Please select one.) Percentage of Agencies From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n =80 (French agencies); n=40 (Spanish agencies); n=70 (Italian agencies)

23. Competition Has Been Agencies’ Greatest Problem With Search Marketing Efforts Question:. Which of the following problems has your company experienced in relation to your search marketing efforts? (Please select all that apply.) Source: JupiterResearch SEMPO Survey (01/07) n = 190 (agencies, France, Spain, Italy only) Percentage of Agencies From France, Spain, and Italy Continued on next slide

24. Agencies And Advertisers Are Satisfied With ROI From Search Marketing Activities Question: How satisfied have you been with the return on investment (ROI) you received from your search marketing activities during the last 12 months? (Please select one) Percentage of Agencies/Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only); n=190 (agencies, France, Spain, Italy only)

25. The Same Top 3 Strategies Work For Both Agencies And Advertisers Question: Which strategies have had the most positive impact on your search marketing campaigns? (Please select up to three.) Percentage of Agencies/Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only); n=190 (agencies, France, Spain, Italy only) Integration has had a more positive effect for agencies, compared to advertisers

26. Survey Respondent Profile

27. Respondents By Location Advertisers Agency Question: Where are you located? (Please select one.) Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only); n=190 (agencies, France, Spain, Italy only)

28. Respondents By Annual Revenue Question: Which of the following best describes your company’s annual revenue for 2006? (Please select one.) Percentage of Agencies/Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only); n=190 (agencies, France, Spain, Italy only)

29. Respondents By Company Size Question: How many employees does your company have? (Please select one) Percentage of Agencies/Advertisers From France, Spain, and Italy Source: JupiterResearch SEMPO Survey (01/07) n = 95 (advertisers, France, Spain, Italy only); n=190 (agencies, France, Spain, Italy only)

30. SEMPO, Inc. 401 Edgewater Place, Suite 600 Wakefield, Massachusetts 01880 781.876.8866 [email_address] SEM PO