The importance of digital in the global media mix:

observations on users, usage and investment

15th February 2010

Asia and emerging markets are leading internet usage growth

Source: www.internetworldstats.com/Miniwatts Marketing Group

Internet users by region2009

Emerging territories skew internet age profile slightly younger

Source: comScore

Global internet users by age

December 2009 (%)

US, European and Asian markets (exc. China) have internet profile closer to car buying segments

Digital investment now exceeds TV media in some established markets

Internet vs TV Adspend

US$bn

Source: Warc

Investment levels reflect the many roles for digital: brand building, preference and sales delivery

Digital is stealing share of budget across the media spectrum

Source: European Interactive Advertisers Association Marketers Ad Barometer

The media mix is rapidly evolving as marketers reallocate share into digital

Press and TV are seeing major budget losses as audiences move to online vehicles

Media forecastsSource: Warc

Adspend forecast by Main Media: 2010 vs 2009Year-on-year change (%), top 5 markets

As a ‘lower bandwidth’ use, ‘communication’ prevails in emerging markets but Social usage is growing rapidly in these territories and bridges the gap between

communication and entertainment – and represents a massive and engaged audience for brands

Source: ComScore

Communication, Community and Entertainment dominate user behaviour

Source: ComScore

The switch from ‘portals’ to community sites is swift and dramatic

Source: ComScore

‘Social’ is a truly global user phenomenon and platform for brands

Asia is fuelling global internet growth

Source: ComScore Media Metrix (Aug 2008-Aug 2009)

Spotlight on Asia

Uses of the internet across Asia

Source: ComScore Media Metrix (Aug 2009)

Usage varies across Asia but the sophistication profile is advancing rapidly

However within community network sites (as most other areas of digital) there will always be a role for localisation and bespoke targeting

Source: ComScore Media Metrix (Aug 2009)

Global strategic partners e.g. Facebook can provide huge reach

Adspend is not just being driven by the relative time spent with media channels but the ‘quality’ of that time and users engagement and sales

proximity

Source: IPA Touchpoints

Spotlight on the UK

Digital now represents the largest group of media ‘channels’ in the UK as brand support their major investments in digital content, infrastructure

and e-commerce platforms

Source: Advertising Statistics Yearbook 2008:/Advertising Forecast 2009 AA/WARC/ONS/HM Treasury PB & Forecast September 09/CBI forecast

Spotlight on the UK

71 million

# of Users1 Social Networks2

84.3% reach

37%

Penetration

Sources:1comScore, Nov/09 | 2Ibope Nielsen Online, August 2009

Sou

rce:

Goog

le A

uto

moti

ve R

esearc

h (

2009)

77% of internet users that bought cars in the last 6 months used internet to search for vehicles

77% of internet users that bought cars in the last 6 months used internet to search for vehicles

41% of these users had used search engines to find manufacturer´s website

41% of these users had used search engines to find manufacturer´s website

Sou

rce: c

om

Score

(set/0

9)

Better than the global average in conversational content

Spotlight on Brazil

Source: IBOPE – TGI / Evolução da Penetração dos Meios no Total Geral da População

Digital is the only medium consistently growing

+ 2% - 27% - 19% -15%+95% - 26%- 8% - 7%

Open TV Radio Internet Magazine Billb.s Newspap Pay TV Cinema

Time Spent / Week (hours)

Age Age Age TotalTotal 14-19 20-25 26-42 43-61 62-75 EUA

Surfing the web on a computer(Personal Interests)Watching Television (Open TV, Pay TV)Surfing the web on a computer(Social Interests)

Listening to music CD´s (at home, in the car, portable device)

2.8

Brazil

Q. How many hours, in the total of a regular 7 days week, do you spend in the following activities?

2.53.2

Reading Magazines 1.93.83.53.12.01.31.7

3.83.6

Watching Movies (DHS/VHS) 3.43.03.83.42.32.6

3.53.6

Reading books 3.84.63.93.14.43.2

3.93.24.53.13.23.8

Sending instant/text message

Listening to the radio (AM/FM) 5.36.74.83.55.02.33.74.2

7.05.6

3.54.44.74.75.46.65.95.0

3.64.24.95.07.06.9

14.7

9.8 8.3 8.9 15.812.812.18.77.7

Age 14-25Total Brazil

13.8 8.011.814.413.015.413.9

Fonte: State of the Media Survey 2009 / Deloitte

Brazil, global leader in time spent online

Time Spent Online*

44,59 hours/mounth

* Ibope NetRatings (jun/09)

Automotive manufactures already know the Internet´s potential...

..and the investment on this medium has increased every year

R$ (000)

Source: Ibope Monitor – Estimative Jan - Dec 09

Investment 2009

Automotive manufacturers are already investing to keep up with audiences