The document provides an overview of online media planning and buying. It discusses the growth of the online advertising market and different types of online advertising formats and channels. Key points covered include the increasing proportion of online adspend, the importance of accountability in online marketing, and how to effectively use paid search, display advertising, social media, and other digital channels.

1. Increasing Online Confidence Understanding online media planning and buying Alastair Cartwright July 2009

4. What do we want from today?

5. The online advertising market

6. Market background and trends

7. Marketing budgets to hit new low in Q4 08

8. … .And so it came to pass….

9. Markets in crisis

10. Disappeared from the High Street

11. Shoppers find convenience and value online

14. Accountability is Online’s trump card A A A K Q

15. Number of internet users in the UK Source: NRS UKOM: Jul-Dec 2008; Jul-Dec 2007 66% UK Pop 71% UK Pop 37% Online Pop 44% Online Pop Internet users going online more than once a day Number of people online

16. 2 thirds of broadband services are now above 2 MB Base: All who know speed of broadband connection at home. Q: Do you know the connection speed of your home broadband package? (Nov 06; Nov 07; Nov 08) Source: BMRB Internet Monitor Nov 2006; Nov 2007; Nov 2008 48% of home broadband users have used wireless broadband at home in the last month (Nov 2008)

17. Weekdays Saturdays Sundays Source: BMRB Internet Monitor, November 2008 Base: All Internet users aged 15+ Online second only to TV - % of media time for all internet users

18. UK Online Adspend Study Results for the full year of 2008 Prepared by PricewaterhouseCoopers for the IAB

19. £3,349.7m market in 2008 An increase of £537.1m year-on-year Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

20. 17.1 % increase 2008 vs. 2007 on a like for like basis Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

21. Online advertising reaches £846m in Q3 £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC ‘ 01 ‘ 03 ‘ 02 ‘ 04 ‘ 05 ‘ 06 ‘ 07 ‘ 08

22. Online in context… Breaking market trends in the UK ad industry

24. Online only medium showing growth in 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories. Total advertising market growth = -3.5% Year on year growth for 2008

25. Market Share Online’s share growth accelerates to 20% Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC

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

28. The digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC 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. Full year total £3,349.7m % share of revenues for the full year 2008

29. The digital media mix £ millions +7.7% +22.2% +22.7% Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC 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. All online formats are still experiencing growth

30. The digital media mix £ millions 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 Year on year comparison

31. Classifieds led by key players

32. The display digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC 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. Full year display total £637.4m % share of display revenues for the full year 2008 £495.8m £11.8m £15.5m £13.0m £11.7m £52.4m £12.7m £24.5m

33. 44% of gross display spend through networks

34. The online agency landscape

38. Media agency

40. Creative agency

47. The digital media armoury

49. Key display media channels Portals Definition: Web sites that feature numerous content categories and receive a high volume of web traffic Social media Definition: A social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency Verticals Definition: Web media that is focused on a specific area of content or targeted at a specific audience Networks Definition: Companies that aggregate ad inventory from hundreds of websites of various content categories Affiliate Networks Definition: Companies that provide a third party solution for advertisers to form relationships with thousands of smaller websites

55. Different display advertising formats

57. Search

61. Search Categories

63. May 2009 Account activity Spend £3,728 Click Thrus 6,442 Cost Per Click £0.58 Applications 1,001 Cost per Application £3.700 Conversion Rate 16.6%

66. Social networking sites

75. Basic principles of online creative

82. And finally

83. The most creative website ever?...

84. Thank you – Any questions Alastair Cartwright [email_address] 07866 682790 http://www.linkedin.com/in/alastaircartwright http://twitter.com/alcartwright