DIGITAL LANDSCAPE

DIGITALLANDSCAPE

TURKEYMARCH 2013

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

CONTENTS

DIGITAL LANDSCAPE CHAPTER 1

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /

SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

DIGITAL LANDSCAPE

74.7 millionpopulation

DIGITAL LANDSCAPE

To update this brand zone text, on the Insert tab, click Header & Footer

5

35 million

user

DIGITAL LANDSCAPE

The web and ‘Social’ explosion has given consumers a Voice

32,5 million Facebook users

Digital has 3rd biggest share in overall media spendings as of 2012

Biggest media owner today didn’t exist 11

years ago

%95 spend time on social websites

18,3 milion users/month2nd largest search engine

230 million minute spent every month

21,8 million online video viewers

More than 1 channel. Broadcast content + Youtube > Website >

Forum > Blog

10% smartphone penetration and rising

50% internet penetration20 million broadband users

OVERVIEW / TURKEY DIGITAL SNAPSHOT

DIGITAL LANDSCAPE

Source: Gemius Dec 2012

93,96% 87,69% 71,09% 35,69% 30,74%

30,28% 29,30% 28,25% 28,00% 27,84%

OVERVIEW / REACH FOR MAJOR ONLINE PLATFORMS

DIGITAL LANDSCAPE

2010

2011

2012

%41

%43

%47.2

%57%43

OVERVIEW / INTERNET PENETRATION

Source: IAB TR

YOY Internet Penetration Growth Dec 2012 Gender Distribution for Online Users

DIGITAL LANDSCAPE OVERVIEW / BROADBAND PENETRATION

Source: BTK 2012 Q3

The quality of digital experience and thus the opportunities for brands increases inline with the broadband penetration

2008 2009 2010 2011 2012-3 -

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

5,986,101

6,782,657

8,561,632

14,046,168

19,287,075

The # of Broadband Subscribers

DIGITAL LANDSCAPE OVERVIEW / MOBILE PENETRATION

Source: BTK 2012 Q3

Mobile internet usage increase along with the smartphone penetration

2011-3 2012-2 2012-3 -

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

5,324,701

10,587,586 11,561,579

The # of Mobile Internet Users

2011 2012 2013

12%15%

20%

0.10% 0.60% 1.00%

Smarp Device Penetration

Smartphone Penetration Tablet Penetration

Source: TGI

DIGITAL LANDSCAPE OVERVIEW / VIDEO IS EXPLODING

Source:Comscore Dec 2012

22 MIO TOTAL

UNIQUE VİEWERS

92%VIDEO

VIEWER IN ONLINE USERS

240/MONTHVIDEOS PER

VİEWER

24 HOURS/MONTH PER VIEWER

%300 increase

in premium

TV inventory

DIGITAL LANDSCAPE OVERVIEW / E-COMMERCE VOLUME

Source: BKM 2013 Report

2007 2008 2009 2010 2011 2012 TL-

TL5,000,000.00

TL10,000,000.00

TL15,000,000.00

TL20,000,000.00

TL25,000,000.00

TL30,000,000.00

TL35,000,000.00

E-Commerce Volume

Deal and private shopping initiatives exploded by 2010 and drove the growth for e-commerce in Turkey

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

CHAPTER 2

DIGITAL LANDSCAPE

DISPLAY

VIDEO

RICH MEDIA

STANDART DISPLAY

ADS

PERFORMANCE

SOCIAL ADS

DISPLAY / OVERVIEW

Now Display is powered by technologies that lead it to be:• More engaging• More targeted• More performance based• Effective to use all along

the consumer journey (not only for branding)

DIGITAL LANDSCAPE

Source: ComScore,2013

Jan Feb MSr Apr May Jun Jul Aug Sep Oct Nov Dec

200,000,000

400,000,000

600,000,000

800,000,000

Total Visits by Age Group

15-24 25-34 35-44 45-54 55+

15-24 25-34 35-44 45-54 55+

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

-4.13%-1.52%

8.25%

-1.25%

31.66%

Total Visits (000) Change in Percentage

DISPLAY / POTENTIAL OF DIFFERENT AGE GROUPS

Younger demographics still lead the online presence but +35-44 & 55+ also grow very significantly opening room for potential for brands targeting older segments

DIGITAL LANDSCAPE

Source: Gemius Jan 2013

87,69% 71,09% 35,69% 30,74%

29,30% 28,25% 28,00% 27,84%

DISPLAY / MAJOR PLATFORMS

DIGITAL LANDSCAPE

MedyaNet ReklamZ Mynet Netbook Youtube Facebook Google0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Source: Gemuis, 2013 Total Unique Internet users: 26.302.830

DISPLAY / MEDIA HOUSES & THEIR REACH PROPORTION

Gemius Universe: 26 million

Global platforms are leading the reach but local players are also using their network with variety of sites to increase their reach potential

DIGITAL LANDSCAPE

PRINT Daily

Penetration:

540.000

WEB Daily Unique Visitor:

1.905.000 MOBILE Users:

971.257

PRINT Daily

Penetration:

1.147.000

Daily Unique Visitor:

1.877.000 Mobile: 750.000

PRINT Daily

Penetration:

764.000

Web Daily Unique Visitor:

570.000 MOBILE Users:

508.174

PRINT Daily

Penetration:

538.000

WEB Daily Unique Visitor:

941.000 MOBILE: 795.000

DISPLAY /RISE OF DIGITAL NEWSPAPERS ACROSS PLATFORMS

Consumers are after fresh, updated, real-time news coverage and thus following online platforms of news titles’ much more than the printed ones.

Source: Gemuis Jan 2013, BIAK Jan 2013

DIGITAL LANDSCAPE

Some of the titles’ online reach is even higher than their offline reach

Printed Titles Reach Dijital/Analogue Reach

DISPLAY /DIGITAL VS ANALOGUE REACHES PER TITLE

Source: Gemuis Jan 2013, BIAK Jan 2013

DIGITAL LANDSCAPE

• Rise of video– Premium inventory, TV integrated planning, branded content and viral

opportunities etc)

• Adaptive marketing – use of data, technology and performance

• Targeting– Audience buying rather than inventory buying– Across device, geography, demographic, behaviour etc

• Youtube– Entering Turkey in 1st half and intend to change many balances in online

display and video ecosystem

• Windows 8 launch

DISPLAY /TRENDS & GAME CHANGERS

DIGITAL LANDSCAPE CHAPTER 3

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

DIGITAL LANDSCAPE

22

VIDEO PENETRATION 91,2 % AMONG ONLINE USERS

REGULATIONS ON THE WAY, ILLEGAL CONTENTS BEING REMOVED

MASSIVE PREMIUM CONTENT INCREASE VIA LIVE AND RE-RUN TV-SERIES

5,2 BILLION VIDEOS BEING WATCHED PER MONTH

239 VIDEO & 23,1 HOUR PER VIEWER

Source: ComScore Jan 2013

DIGITAL LANDSCAPE

Method

Instream Advertising

Premium Content

User Generated

Content

Seeding

Video Portals

Device

Desktop iPhone Tablet Android

Online video inventory is available on all devices and contains both Premium Content i.e. Muhteşem YüzYıl and User Generated Content.

VIDEO /ONLINE VIDEO PLACEMENTS & METHODS

ONLINE VIDEO ECOSYSTEM

DIGITAL LANDSCAPE

PREMIUM CONTENT PORTALS

•Single Websites having deal with various content providers to serve the content

•Users can watch various TV content at any time and place

PREMIUM NETWORKS

•Video Networks have different inventories hosted in various sites

•Users can watch various TV content at any time and place

HOW TO PLATFORMS

•Websites having «How to» content

•Mostly editorial videos. Opportunity for branded content.

USER GENERATED

•Websites containing user generated content

•Brands can have their own channels

•Opportunity for viral seeding

PAY TV

•Platforms having deal with content providers to serve the content

•Viewers can reach to the content on different devices via a simple and cheap membership

VIDEO /TURKEY VIDEO LANDSCAPE

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

CHAPTER 4

DIGITAL LANDSCAPE SEARCH / A DIFFERENT MEDIA MODEL

TV, Outdoor, Press, Online Display& PR

Paid Search

Paid Search can compliment all media & should be the backbone of marketing

strategies where applicable.

PUSH PULL

DIGITAL LANDSCAPE SEARCH / THE SEARCH LANDSCAPE

Paid Search Results

Search Term

Natural Search Results

Paid Search Results

DIGITAL LANDSCAPE SEARCH / TURKEY IS SEARCHING

1. P

olan

d

2. U

K

3. F

inla

nd

4. T

urke

y

5. Ir

elan

d

6. B

elgi

um

7. F

ranc

e

8. P

ortu

gal

9. It

aly

10. S

wed

en

020406080

100120140160180

156.8143.8 140.8 138.3 129.9 129.9 129.4

118 114.8 112.3

Top 10 Countries in Europe

Searches persearcher

Note: ages 15+; home and work locations; excludes traffic from public computers such as internet cafes and access from mobile phones and PDAs

Source: comScore Media Metrix as cited in press release, Sep 29, 2010

DIGITAL LANDSCAPE SEARCH / SEARCH SPENDING

Display 40%

Mobil 4%

Classifieds8%

Other1%

Adwords33%

GDN15%

Digital Ad Spendings in Turkey 2012, H1

Source: Iab AdEx Report Turkey 2012, H1

%47 of total digital spending is in Search Engine

Advertising

DIGITAL LANDSCAPE SEARCH / SEARCH TRENDS

Valentine’s Day

Mother’s Day

New Year

Source: Google Trends

Special occasions like Valentine’s Day affect search trends

DIGITAL LANDSCAPE SEARCH / SEARCH TRENDS

Ramadan Period

Source: Google Trends

In Ramadan recipe search volumes increase

DIGITAL LANDSCAPE SEARCH / SEARCH BEHAVIOUR IS CHANGING

Source: Google Trends

Users’ search behavior is changing in time. They tend to search more specific keywords to find more efficient

results now

DIGITAL LANDSCAPE SEARCH / OFFLINE EFFECT ON SEARCH

Source: Google Trends

During Domestos TV commercial ‘Kötüyüm ben’ the search volumes for the brand keyword and

the slogan increased

DIGITAL LANDSCAPE SEARCH / SEARCH EFFECT ON BUYING BEHAVIOUR

Source: Internet Advertising Bureau, May 2008; iProspect & Jupiter, Aug 2007; Google internal study conducted by Milward Brown, 2007

57% of people have performed an online search after watching a TV aD

Likelihood of buying increases by more than 50% when TV and online are used

together

DIGITAL LANDSCAPE SEARCH / OVERALL SEARCH STRATEGY

• Setting a baseline for “ALWAYS ON” approach and BURSTS to promote campaigns.• To ensure consistent flow of traffic to your sites • Tactical SEO & Paid campaign will help build organic rankings + increase volume of organic traffic sites receive.

TIME

EN

GA

GEM

EN

T, S

ALE

S, AW

AR

EN

ES

S

ETC

.

Tactical Search

CampaignTactical Search

Campaign

Baseline line always on search

• Dial up or down• Campaign & channel

alignment• Key periods

After a period of time, SEO will be providing organic traffic

• “Always-on”• Key “Business

Critical” & “Brand” categories

Tactical

Search

Campaign

Tactical

Search

Campaign

PPCPPC & SEO

DIGITAL LANDSCAPE SEARCH /GOOGLE ENHANCED CAMPAIGNS

Before Enhanced Campaigns

Google announced a major change in their «adwords» product in Feb 2013

You will hear from Google the term “Legacy Campaigns. This refers to Before

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

CHAPTER 5

DIGITAL LANDSCAPE

"If you’re a young programmer today, you’re building for the mobile phone, that’s where the action is."

“Mobile will be a larger business than

the PC-Web.”

2009

”What’s really important right now is to get the mobile

architecture right. Mobile will ultimately be the way you

provision most of your services. The way I like to put it is, the answer should always

be mobile first.”

2010

“As I think about Google’s strategic

initiatives in 2011, I realize they’re all

about mobile.”

2011

2012Eric Schmidt

MOBILE

DIGITAL LANDSCAPE

AB C1 C2 DE0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%

TA Mobile Internet Users

MOBILE / MOBILE USERS DEMOGRAPHIC

64%36%

50%50%MaleFemale

TI

Mobile Internet Users

Source: Turkey TGINet 2012r1

15-17

18-20

21-24

25-34

35-44

45-54

55-64

65-74

75+0%

5%

10%

15%

20%

25%

30%

TA Mobile Users

25%

35%

27%

12%

1%

University Graduate High School Secondary School Graduate Primary School Graduate No Formal Education

DIGITAL LANDSCAPE MOBILE / MOBILE USERS DEMOGRAPHIC

Educated Higher SES Male Young

DIGITAL LANDSCAPE MOBILE / BIG PLAYERS

Turkcell Network MoveZ Mobilike

Mobia Admob Boom

Turkuvaz Medya Sahibinden Doğuş

Nokta Medya Google Yandex

DIGITAL LANDSCAPE

Ad models

Text Ad

Banner

Rich Media

Video

Advertorial

Sponsorship

Post – Click Mechanism

Click to Video

Click to MMS

Click to SMS

Click to Call

Click to Download

Click to Web

Targeting Options

Demographic

Behaviour

Device

Location

Carrier

Daypart

MOBILE / DISPLAY ENVIRONMENT

DIGITAL LANDSCAPE MOBILE / MOBILE INVENTORY / OPTIN DATABASE

3.5 M

12.5 M 5 M Targeting Crteria

Club Member

ship

Interest

Mobile Usage

Behaviour

Income

Location

Demography

Device

Roaming Data

OPT-IN DATA BASE POTENTIAL FOR EACH CARRIER TARGETING CRITERIA

DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Move-z

Kelime Avı istanbul.com.tr Mynet

KalorimetreFizy

DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Mobilike

ZaytungStartv

Maçkolik Turkcell Dergilik

DIGITAL LANDSCAPE MOBILE / Mobile Inventory / Mobia

Ekşisözlük

Mahmure

HurriyetFanatik

ekolay

Arabam

DIGITAL LANDSCAPE

Source: appannie.com, Turkey

MOBILE / TOP IOS APPS (IPHONE)

Game is not over.

8 of 10 grossing apps are in game category and

It has just

begun.

Paid Free Grossing

1 WhatsApp Messenger Bounty Racer Clash of Clans

2 Binlerce Film Ben Bilmem Eşim Bilir Candy Crush Saga

3 FIFA 13 by EA SPORTS Can Knockdown Hay Day

4 The Amazing Spider Lazors Top Eleven

5 Wood Camera - Vintage Photo Editor Temple Run 2 Poker by Zynga

6 TV Cebinizde Infinity Blade WhatsApp Messenger

7 iMilyoner iMajiCam Pro Okey Plus

8 Pimp Your Screen - Your Device Never Looked Cooler Candy Crush Saga Slotomania

9 Asphalt 7: Heat PIP Camera Temple Run 2

10 Fruit Ninja YouTube Subway Surfers

DIGITAL LANDSCAPE MOBILE / MMA EXPECTATIONS FOR 2013

Apps will shape brand

marketing

Mandeep Mason, director of mobile advertising,

International, Microsoft

Mobile web FTW

Alex Meisl, chairman and co-founder, Sponge

Retailers will

recognise the power of

mobile

Adhish Kulkarni, SVP, products & marketing, Lumata

Audience targeting

will hit the next level

Gavin Stirrat, managing director, EMEA, Millennial Media

Tablets to become

preferred ad medium

Jay Patel, managing director, IMImobile

DIGITAL LANDSCAPE

Source: The Drum

MOBILE / 10 MOBILE TRENDS FOR 2013

1. Marketers will realize that mobile requires a

total shift in their marketing approach.

2. Tablets will be the biggest short-term

disruptors.

3. Mobile platforms will be the catalyst for next-generation connected

experiences.

4. Sophisticated analytics wrapped around big data

will power smart apps.

5. Mobile will play a leading role in efforts to

engage consumers in emerging markets.

6. Mobile will require more formal

organizations, processes, and governance.

7. Leading marketers will take back ownership of

mobile from agencies and vendors.

8. The role of mobile marketing manager will

emerge.

9. Finding the right strategic mix of staff will

rise in importance.

10. Spending will increase especially to enable

mobile services.

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

CHAPTER 6

DIGITAL LANDSCAPE

“Activate your fans, don’t just collect them like baseball cards in

2013” Jay Baer, Convince &

Convert

SOCIAL MEDIA

“We're moving from a world where we plan campaigns for the

future to one where we adapt campaigns to the moment” 

Dick Costolo, CEO Twitter

“The term social will eventually go away. Because

we’re social creatures. It’s who we are” 

Paul Adams, Facebook

DIGITAL LANDSCAPE SOCIAL MEDIA / TURKEY’S SOCIAL MEDIA USAGE

%96 of online users are visiting social media platforms

Over 80% of these users spend more than 2+hrs/day on social platforms

Source: Comscore Jan 2013

DIGITAL LANDSCAPE SOCIAL MEDIA / TURKEY’S SOCIAL MEDIA USAGE

Turkey is one of the most «social» countries. And not only interms of time spent on the platforms but also time spent with brands

Source: E-marketer, Comscore worldwide data Dec 2012

DIGITAL LANDSCAPE SOCIAL MEDIA / BIG PLAYERS

Facebook Twitter

Instagram Foursquare

Pinterest Linkedin

DIGITAL LANDSCAPE SOCIAL MEDIA / FACEBOOK USERS

2008 2009 2010 2011 20120

5

10

15

20

25

30

35Number of Facebook Users In Turkey

8 Million

14 Million

23 Million

29 Million

32 Million

Source: Facebook

DIGITAL LANDSCAPE SOCIAL MEDIA / FACEBOOK USAGE

6th biggest Facebook country with 32 million active users

13 million mobile Facebook users (over 40% of all users)

40 % Female

60 % Female

35+Over 20% of all users are 35 and older

%8 I-phone users

%6 Android users

%82 Other mobiles

Source: Facebook & Sociallab

DIGITAL LANDSCAPE

FACEBOOK OVERALL

POTENTIAL PER TARGET GROUP

FRIENDS OF FANS

ALL FANS

16% OF FANS

PHASINGEngagement

Ads

Marketplace ‘Like’ Ads

CONTENTEngagement Drivers/Big Digital Ideas

Engagement Drivers/Big Digital Ideas

Brand Message

Reach Generator

Reach Generator

Organic Content Discovery (Content seen

in Newsfeed)YEARLONG ACTIVITY

Sponsored Stories

Sponsored Stories

Engagement Ads

Engagement Ads

Sponsored Stories

Sponsored Stories

Engagement Ads

Engagement Ads

Engagement Ads

Always-On Investment

SOCIAL MEDIA / HOW TO UTILISE FACEBOOK TO REACH MORE FANS AND GET MORE ENGAGEMENT

DIGITAL LANDSCAPE SOCIAL MEDIA / TWITTER PENETRATION

6 million active users

100% growth in terms of active users in 2012

60% mobile40% desktop users

Source: Twitter

DIGITAL LANDSCAPE SOCIAL MEDIA / PINTEREST

• Pinterest has an increasing popularity that began at the first half of the 2012.

• 505K unique users per month• Younger and more female than the avg

internet user

Male

Female

0% 10% 20% 30% 40% 50% 60% 70%

Pinterest.com

Total Internet

55+

45-54

35-44

25-34

15-24

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

Pinterest.com

Total Internet

Source: Comscore Jan 2013

J J A S O N D J0

100

200

300

400

500

600

Total Unique Visitors (000) Trend

DIGITAL LANDSCAPE SOCIAL MEDIA / LINKEDIN

• Linkedin has 1.7 million Turkish users. • In 2012, Turkey was the fastest growing

country of Linkedin.• More male and older than the avg

internet user• Major targeting opportunities due to

massive «real» data that the platform owns

Male

Female

0% 10% 20% 30% 40% 50% 60% 70%

Linkedin.comTotal Internet

55+

45-54

35-44

25-34

15-24

0% 10% 20% 30% 40% 50%

Linkedin.com

Total Internet

J J A S O N D J0

0.5

1

1.5

2

2.5

Total Unique Visitors (000) Trend

Source: Comscore Jan 2013

DIGITAL LANDSCAPE SOCIAL MEDIA / BLOGS

• 86% of online users also visit blogs.

• Highly fragmanted ecosystem. Massive longtail potential

Blogger16%

Blogcu10%

Technorati10%

Wordpress5%

Milliyet3%Tumblr

3%Sikayet.var

2%

Other52%

Source: Comscore Jan 2013

DIGITAL LANDSCAPE SOCIAL MEDIA / SOCIAL GAMES

2009 2010 2011 2012 2013 2014 20150

5

10

15

20

25

Social Gamers (millions)

2009 2010 2011 2012 2013 2014 20150

10203040506070

Social Gaming Revenues (mio $)

Source: E-marketer SuperData Research and Viximo, «beyond facebook: look at local social networks en europe, Oct 2011

Most played social games in the world and in Turkey:1. SongPop (FreshPlanet)2. Dragon City (Social Point)3. Bike Race (Top Free games)4. Subway Surfers (Kiloo)5. Angry Birds Friends (Rovio)6. FarmVille 2 (Zynga)7. Scramble with Friends (Zynga)8. Clash of Clans (Supercell)9. Marvel: Avengers Alliance (Playdom)10. Draw Something (Zynga)11. Hay Day (Supercell)12. Baseball Heroes Syntasia)13. ChefVille (Zynga)14. CSR Racing (NaturalMotion Games)15. Candy Crush Saga (King.com)

Source: Allfacebook.com

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / GREAT IDEAS / SECTOR UPDATES

CHAPTER 7

DIGITAL LANDSCAPE E-COMMERCE

Facts and Figures

Purchasing Behaviors

Top 5 Players

Multi-Screen World

TV Effect On Search

Search Effect On Sales

Search Spending Split

Transfiguring Shopping

M-Commerce

2013 Trends

2013 Tag Cloud

DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES

Volume & Transactions2

00

5

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

*

0

10

20

30

40

50

60

1,4 billion TL

23 billion TL

31 billion TL

50billion TL

TL bn

*Source: BKM

Growth in e-commerce sector has been slowed down in 2012, still 34% growth realizes over TL 30B.

Number of transactions via Internet has increased 29%, from 126M to 162M.

61% growth expected in

2013

DIGITAL LANDSCAPE

In UK%78*

E-COMMERCE / FACTS AND FIGURES

E-commerce Growth Potential

In USA, time spent online per month

39 hours*

In Turkey33 hours*

In USA, ratio of online buyers to Internet users is

%88*

In Turkey%64*

In USA, ratio of internet users is

%76*

In Turkey%47**

*Source: emarketer, 2012**Source: TUIK, Households Research, Q1 2012

In UK35 hours*

In UK%73*

DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES

Who is the online buyer? MaleFemale

15-17

18-20

21-24

25-34

35-44

45-54

55-6465+Metropols

AB

C1

C2

DE

Working

Married

University Graduate

High School

0%

50%

100%

Internet user Purchase in last 6 months*Source: TGI Q2 2012

DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES

Who will be the online buyer?

*Source: TGI Aug 2012 survey results

In last 2.5 years, percentage of female online buyers increased

from %30 to %41.

Feb1

0

Feb1

1

Feb1

2

Aug1

2

0%10%20%30%40%50%60%70%80%90%

100%

30% 41%

Female Male

DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES

What do internet users buy?

Cloth

es

Shoe

s

Cosm

etics

Mob

ile p

hone

/ ph

one

acce

ssor

ies

Airline

tick

ets

Health

& B

eaut

y Pr

oduc

ts

Book

s

Compu

ter h

ardw

are

Elec

tricit

y or

gas

sup

plier

Small e

lectric

al a

pplia

nces

Cinem

a tic

kets

Home

deco

ratio

n

Toys

and

gam

es

Things

for t

he b

athr

oom

and

kitc

hen

Person

al T

echn

olog

y

Mus

ic do

wnloa

ds

Compu

ter s

oftw

are

or p

rogr

amm

es

Trav

el ti

cket

s (n

on-a

irline)

Plac

ing

a be

t

Tech

nology

for t

he h

ome

Trav

el a

ccom

mod

ation

Holiday

s

Flow

ers

Groce

ries

Spor

ts e

quipm

ent

Educ

ation

cour

ses or

training

Compu

ter/v

ideo

gam

es

Tick

ets fo

r eve

nts

Car a

cces

sorie

sCar

sCDs

DVDs

Other

Furn

iture

Tick

ets fo

r spo

rting

eve

nts

Larg

e elec

trica

l app

lianc

es

Beer

/ W

ine

/ Spirit

s

Mus

ical ins

trum

ents /

equipm

ent

Jewellery

Prop

erty

Fina

ncial p

rodu

cts or

sha

res

Garde

ning

equ

ipm

ent

DIY e

quipm

ent

Recor

ds

0%

5%

10%

15%

20%

25%

30%

35%

*Source: TGI Q2 2012

DIGITAL LANDSCAPE E-COMMERCE / FACTS AND FIGURES

About once a week

About once a fortnight

About once a month

Once every two or three months

Less than once every two or three months

0% 10% 20% 30% 40%

Online shopping frequency

1 to 99 TL

100-199 TL

200-299 TL

300-499 TL

500-699 TL

700-999 TL

1.000-1.999 TL

2.000 to 3.999 TL

4.000 + TL

Don't Know

0% 5% 10% 15% 20% 25% 30%

Amount of spend (last 6 months)

How frequently and how much do internet users spend?

*Source: TGI Q2 2012

DIGITAL LANDSCAPE E-COMMERCE / PURCHASING BEHAVIORS

Six Key Purchasing Behaviors*

*Source: iconoculture, 2013

Segment Short identifier Shopping categories Digital’s solution Values

Keep Up Frequently used goodsGroceryHousehold staplesHealthGrooming

Shopping listsBasket promptsSwitch-and-save solutions

ReliabilityAccessPracticalityFlexibility

Stock UpFeel prepared for and guarded against budget fluctuations

Household staplesGroceryHealth

KidsSeasonal events Subscriptions

Layaway

ControlConfidenceReliabilityThrift

Respond Daily needs, shortages of essentialsGroceryHousehold staplesHealth

BeautyGrooming

Same-day deliveryOnline prescriptionsArtisan store collections

SavvyPracticalityAccessFreshness

Hunt Mission is less about time but appropriate productElectronicsFashionDecorBeauty

GroomingGiftsSpeacialty foods

Price comparisonsMembers-only sites

SavvySimplicityPurposeDiscovery

Gratify Immediate want or need, less-thought-outIndividual foodstuffsHealthBeauty

GroomingFashion Surprise and mystery subscriptions

One-click purchases

SpontaneityConvenienceIndulgenceAccess

Enjoy A need, but it’s driven by personal enjoyment

FashionDecorHousehold goodsElectronicsCooking items

BeautyGroomingFoodBeverage

StorytellingEditorial selling

ExperienceFunEscapeDiscovery

FUN

CTIO

NA

LEM

OTI

ON

AL

DIGITAL LANDSCAPE E-COMMERCE / TOP 5 PLAYERS

Jan-

2012

Feb-

2012

Mar

-201

2

Apr-

2012

May

-201

2

Jun-

2012

Jul-2

012

Aug-

2012

Sep-

2012

Oct

-201

2

Nov-

2012

Dec-

2012

Jan-

2013

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

HEPSIBURADA.COM MARKAFONI.COM TRENDYOL.COM UCUZU.COM TEKNOSA.COM

Uniqie visitors of Top 5 e-commerce website

*Source: comScore

DIGITAL LANDSCAPE E-COMMERCE / MULTI-SCREEN WORLD

*Source: Google /IPSOS/Sterling 2012

Added value in multi-channel environment – impact of offline / online marketing on each other

of people have used multiple devices

sequentially to shop online

Smartphones’ accessability enables spur of the moment shopping

19%Planned81%Spontaneous

Online shopping is a multi-screen activity

%67

Of people use multiple screens sequentially90%

Search is the most common way consumers continue from one device to another

Consumers move between multiple devices to accomplish their goals

81%Browsing the Internet

67%Shopping Online

46%ManagingFinances

43%Planning a trip

Popular cross device activities:

DIGITAL LANDSCAPE E-COMMERCE / TRANSFIGURING SHOPPING

E-commerce in new formats

E-commerce

Selling in website

F-commerce

Selling in social media channels

Application

Like

Ads

Deals

Share

M-commerce

Selling over mobile devices

Pre-Store

In-Store

Post-Store

Re-commerce

Reselling to whom bought before

Nextism

Statusphere

Excusumption

Push-Commerce

Recommendations to customers

DIGITAL LANDSCAPE E-COMMERCE / 2013 TRENDS

Easier Payment Methods

Becoming multi-channel:

hitting the streets with

new shops or digital windows

Vertical private

shopping websites to be more popular

Offline and digital ad spendings will vary

more

Product description

videos, richmedia and pre-roll ads to be increased

Focus on mobile

and socialFMCG (Cosmetics, health/beauty products and

groceries) becoming an

important online sector

Subscription & rental

e-commerce are growing

DIGITAL LANDSCAPE E-COMMERCE / 2013 TAG CLOUD

Targeted email marketing

Customer segmentation

Remarketing

BIG DATAAnalysis and Reporting

Facebook OfferSocial Commerce

SoLoMoBid Optimisation

PERSONALRecommendation Engines Video video video!

Payment platforms

Delivery options & promotions

Media Channels’ Variety

INTERACTIVITY

Augmented Reality Tools (for testing the fit)

Mobile Applications

Conversion & ROIOptimisation

SEOUp-sell – Down-sell – Cross-sell

DIGITAL LANDSCAPE

OVERVIEW / DISPLAY / VIDEO / SEARCH / MOBILE /SOCIAL MEDIA / E-COMMERCE / NEW TECHNOLOGIES/

CHAPTER 8

DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE

AUTOMATED HEALTH

BEYOND SIZE AND

DEFINITION

SENSORS IN EVERYTHING.

DATA EVERYWHERE.

PHABLETS &

TABTOPS

TOUCHLESS INTERACTION

THE APPMOBILE

CONNECTED HOME

EVERYONE IS THINKING MOBILITY

FIRST

DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE

Hapifork: Detects the loop made when you pick up food, put it in your mouth, and then return the fork to your plate. If you have carried out the action too quickly it buzzes in your hand to tell you to slow down. Uploads data to a smartphone app to help you keep track of your eating habits

GeckoCap: Small glowing smart button that can be added to any asthma inhaler. Notification system lets you know when each inhaler was used, or when their inhaler is running low.

Withings Wi-Fi body scale: Weighs you and tracks the evolution of your weight. No need to manually track your measurements.

Data & sensors everywhere

DIGITAL LANDSCAPE

Rest’s baby onesie: Employs sensors that detect respiration, skin temperature and body position, sending data to a smartphone or tablet. Warns a parent if child is ill or having problems breathing.

Parrot’s flower power: Wireless plant sensor that helps keep track of the soil around your plant and provides feedback to let you know exactly what you need to do to keep the particular plant species alive

Ubox:Smart pillbox that helps you take your medicine on time. Can share your schedule with your chosen loved ones and your doctor. Warns them if you have missed a vital pill.

NEW TECHNOLOGIES/ CES 2013 UPDATE

Data & sensors everywhere

DIGITAL LANDSCAPE

Fitbit:By day it tracks your steps. By night it can track your sleep. Users keep track of how they're doing by opening the Fitbit app. It can nudge the wearer if they need to be more active as the day goes on.

Trakdot luggage tracker: Can be packed in a suitcase and uses a mobile phone connection to update users on the whereabouts of their luggage. Automatically goes to sleep during flights.

Vue’s disposable 7 day patchCollects more than 5,000 data points per minute. Data uploaded for use as a guideline to determine the need for behavioural modification to promote weight loss and other wellness efforts.

NEW TECHNOLOGIES/ CES 2013 UPDATE

Data & sensors everywhere

DIGITAL LANDSCAPE NEW TECHNOLOGIES/ CES 2013 UPDATE

Leap motion’s Leap: a $70 device that will enable consumers to add precise three-dimensional motion detection to their computers

Touchless Interaction becoming accessable and mainstream

MYO armband. Lets you use the electrical activity in your muscles to wirelessly control your computer, phone, and other favorite digital technologies

DIGITAL LANDSCAPE NEW TECHNOLOGIES/ GOOGLE GLASS

Allow you to capture what you see with the help of the camera which is placed at the corner of the glasses. You can do all of these with your voice command. You can use the glasses as a navigation device. Your view angle turns out to be your data. Besides, Google Glass will help you to describe what you see. It will also help you to share your photos and videos in social pages with your friend, just with a voice command.

DIGITAL LANDSCAPE NEW TECHNOLOGIES/ 4 THINGS TO REMEMBER

Sensors in everythingData everywhereHyper connected worldThink mobility first

DIGITAL LANDSCAPE

THANKYOU!