Panel session with Peter Chapin, Freemax Media, Stephan Kalleder, Solon Management Consulting, Dr Andreas Palm, 1&1 Internet AG, Dorothea von Wichert-Nick, affilinet a4uexpo Barcelona 2012

1. Soho –
Sizing the opportunity

2. Soho Number Crunching – The European
Perspective
Just a few figures
Retailers /
1,1 0,1 Craftsmen
1,6 about an amazing
Service / Renting
6,0 Mass market
1,8 Construction
• 19m enterprises
Manufacturing • 39m employees
Hotels / • € 1,293 bn revenue –
2,8 Restaurants
the only company
Transport /
Communication segment with growth
Others
6,0 in 2010!

3. And what is the Performance marketing potential?
$<v
SoHo Total SME
# of Enterprises 19.2 mn 20.8 mn
# of Employees 38,9 mn (2/SoHo) 87,5 mn (4.2/SME)
Revenue / Enterprise 67,369 € p.a./SoHo 167,962 € p.a./SME
Profit, Salary, -42,777 € p.a./SoHo -123,913 € p.a./SME
Investment
Relevant Spending 24,592 € p.a./SoHo 44,050 € p.a./SME
Thereof online (15%) 3,690 € p.a./SoHo 6,600 € p.a./SME
Thereof performance 920 € p.a. / SoHo 1,650 € p.a./SME
Total Performance € 17.7 bn € 34.4 bn

4. Driving online sales by understanding the buying
process
Key information sources along the buying process
70%
60%
50%
40%
30%
20%
10%
0%
Research / Engagement Consideration / Comparison Purchase

5. Advertisers with strong interest in Soho and B2B
segment, affilinet with attractive advertiser
portfolio

6. OUR MISSION: YOUR SUCCESS
affilinet GmbH E. dwichertnick@affili.net
Dorothea Wichert-Nick www.affili.net
Joseph-Wild-Str. 20
81829 München