a publication

May 2015

INSIDE 5 41 46 51 53
Rob Norman’s Privacy A Short Walk The Tech The Numbers,
THIS Interaction Regulation Through The Stack Country By
2015 Numbers Country
ISSUE:
 INTERACTION BY ROB NORMAN.............................................................................5
CONTENTS PRIVACY REGULATION................................................................................................41
A SHORT WALK THROUGH THE NUMBERS....................................................... 46
THE TECH STACK .........................................................................................................51

THE NUMBERS:
ARGENTINA............................................................................................................................................. 53
AUSTRIA.................................................................................................................................................... 54
BELGIUM................................................................................................................................................... 55
BRAZIL....................................................................................................................................................... 56

THIS YEAR,
CANADA................................................................................................................................................... 57
CHILE......................................................................................................................................................... 58
CHINA........................................................................................................................................................ 59
CZECH REPUBLIC..................................................................................................................................60

NEXT YEAR DENMARK.................................................................................................................................................. 61

FINLAND................................................................................................................................................... 62
FRANCE..................................................................................................................................................... 63

INTERACTION
GERMANY................................................................................................................................................ 64
GREECE..................................................................................................................................................... 65
HONG KONG........................................................................................................................................... 66
HUNGARY................................................................................................................................................ 67

2015 INDIA.......................................................................................................................................................... 68
INDONESIA.............................................................................................................................................. 69
IRELAND.................................................................................................................................................... 70
ITALY.............................................................................................................................................................71
JAPAN........................................................................................................................................................ 72
LATVIA........................................................................................................................................................73
LITHUANIA................................................................................................................................................74
MALAYSIA................................................................................................................................................. 75
GroupM MEXICO..................................................................................................................................................... 76
Central St Giles NETHERLANDS.......................................................................................................................................77
1 St Giles High Street NEW ZEALAND....................................................................................................................................... 78
NORWAY................................................................................................................................................... 79
London WC2H 8AR PHILIPPINES.............................................................................................................................................80
United Kingdom POLAND..................................................................................................................................................... 81
PORTUGAL............................................................................................................................................... 82
All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval RUSSIA...................................................................................................................................................... 83
system, or transmitted in any form, or by any means, electronic, mechanical, photocopying or otherwise, without SINGAPORE............................................................................................................................................. 84
SLOVAK REPLUBLIC............................................................................................................................. 85
written permission from the copyright owners.
SOUTH KOREA....................................................................................................................................... 86
SPAIN......................................................................................................................................................... 87
SWEDEN................................................................................................................................................... 88
Every effort has been made to ensure the accuracy of the contents, but the publishers and copyright owners SWITZERLAND........................................................................................................................................ 89
cannot accept liability in respect of errors or omissions. Readers will appreciate that the data are as up-to-date TAIWAN.....................................................................................................................................................90
only to the extent that their availability, compilation and printed schedules will allow and are subject to change. THAILAND................................................................................................................................................. 91
TURKEY..................................................................................................................................................... 92
UK................................................................................................................................................................ 93
UKRAINE................................................................................................................................................... 94
URUGUAY................................................................................................................................................. 95
USA....................................................................................................................................................96

APPENDICES..................................................................................................................................98
 Welcome to This Year Next Year Interaction 2015, our annual collection of
observations and speculations on the short- and medium-term changes
INTRODUCTION in the topography of digital marketing. As ever this is not an attempt at
an audit of the year in digital but an attempt to illuminate areas of current
and near-future importance to the world’s largest advertisers. Indeed, this
edition has a narrower focus than usual, so some of it will be highly relevant
to some readers and less so to others. We focus on four themes:
1. In the world of internet advertising the ‘words of the year’ have been
‘programmatic’ ‘native’ and ‘messenger’; the first represents a truly
significant change in the nature of advertising and marketing with
data and technology as the catalyst of that change. The second is a
continuation of the effort of many years to bring advertising and content
closer to overcome increased ad avoidance or ad blindness in a world
where attention is every bit as fragmented as channel choice. The third,
which has become more pervasive more quickly than any technology
service in history, will affect marketing (narrowly) and communications
(broadly) in the coming years.
2. E-commerce, omni-channel marketing and in-store technology have
moved from the periphery to become central to retailers and brand
owners across categories from detergent to automotive.
3. We examine the current state of the internet in terms of the geographic
distribution of connectivity, the speed at which that connectivity
delivers services and content and just how far it has to go. The word
‘ecosystem’ is overused. People in the most advanced markets
sometimes think their ecosystem is typical. It is not.
4. We also look ahead generationally at the behavior of Millennials
and post-millennials and also at some of the audience distribution
characteristics of the media they favor most.

2014 has also been the year of ‘the internet of things’; of wearables; and the
less-discussed industrial internet (which GE describes at ge.com better than
we ever could). These have been widely surveyed elsewhere but we note
that within five years people will reflect on 2014’s idea of big data and say
‘they really had no idea’.

THE ONLY CERTAINTY The first of these reports was published in 2007 at a time when the online
advertising market was easily delineated as search (the first programmatic
IS CHANGE medium) and display. There was no market to speak of in social media,
online video or mobile. Times have changed. Social media has become the
dominant internet behavior in terms of time spent online. In the USA in the
first quarter of 2014 Freewheel (Comcast NBCU), estimates that fully 20% of
all video is consumed on mobile devices; that is a big change from zero.

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2007 was also the high-water mark of the PC age and the hopes for PC network which allows marketers to advertise in mobile apps which will be
broadband penetration. In 2007, ‘smartphone’ and ‘BlackBerry’ were complemented by LiveRail’s video capabilities. All Facebook’s activities are
synonymous; there was no ‘app’ for anything; a tablet was something likely to be even more synchronized as they complete the resurrection of
commandments came on; the term web 2.0 had yet to be coined; and the Atlas ad management platform it bought from Microsoft in 2013. Yahoo’s
Facebook was yet to send an invoice. The market was nearly recovered acquisition of BrightRoll means that it, alongside AOL vis AdadTV and
from the dotcom implosion, and the financial calamity of 2008 was on Facebook are creating meaningful competition for YouTube.
no-one’s horizon. Even if it had been, few would have predicted it would
catalyze today’s smartphone- and app- dominated internet economy. We In the early part of the year Google acquired Nest, giving the company an
covered many of these macro events in Interaction 2014, the year that installed base of intelligent in-home devices; Boston Dynamics, giving it a
marked the 25th anniversary of the conception of the World Wide Web. stake in robotics beyond autonomous vehicles; DeepMind to increase its
capabilities in machine learning and artificial intelligence; SkyBox Imaging
Much of the commentary we offered then remains true today. Google’s to speed up and increase the intelligence of its mapping suite; and Range
thirst for innovation and revenue has continued, Facebook is the Span to give it a greater foothold in retailer intelligence and planning.
undisputed number-two revenue generator and number-one acquirer,
Twitter teeters on the edge of matching penetration and revenue with its Twitter’s acquisitions focused on regaining control of its data ‘fire hose’ by
utility and celebrity. From an advertiser perspective Microsoft and Yahoo buying its long-standing data partner Gnip; the development of scalable
continue to meander, certainly as evidenced by their revenue growth, native advertising via Namo; expanding its e-commerce offer through
unlike the relentless Amazon. In the device sector, Apple has reclaimed its CardSpring; and MoPub to power off-platform targeting using Twitter data.
place as the world’s most valuable enterprise, and for the first time since
the passing of Steve Jobs there seems to be genuine optimism about its The newly-listed Alibaba made multiple purchases to enhance its mapping
product pipeline with the exceptional sales of the 6-series iPhones more and logistics including ChinaVision and AutoNavi. It also purchased UCWeb,
than offsetting the slowing growth of tablet penetration. The impact of the dominant Android web browser in China, to learn more about how
Apple Pay is yet to be evaluated. Samsung has wobbled but not fallen, people use apps and the mobile web, and the data these produce. Alibaba
and Xiaomi has made the ‘US$50 android’ a reality. Microsoft’s acquisition is increasingly hard to characterize as ‘the Amazon of China’.
of Nokia and its integration of both Windows Mobile and Android with its
devices are making some inroads into the market share of IOS and Android. Other notable transactions have included Apple’s purchase of Beats
Xbox One has cemented Microsoft’s leadership in console gaming but has to increase its control of the hardware ecosystem and to enter media
yet to translate into broad control of the living room. The recent acquisition streaming. Time Inc. was spun off from Time Warner, and News Corp
of Mojang (Minecraft) is of unknown consequence. split itself into video and non-video assets. Disney bought YouTube multi-
channel network Maker Studios. In July 2014 BSkyB took control of Sky in
The disruption of markets started with books, music, classified advertising Germany and Italy.
and travel and continues, notably, in seemingly prosaic sectors like taxis,
ride-sharing and short-term accommodation. In all cases the disruptor Vodafone divested its stake in Verizon and extended its cable interests in
is ‘capital light’ relative to the disrupted. Legacy rules of markets and Germany and Spain with the purchase of Kabel and Ono. In the pipeline are
often legacy laws that support them are under siege. It’s notable that the Comcast NBCU acquisition of Time Warner Cable and AT&T’s bid for
the new head of policy and communications for Uber, David Plouffe, is DirecTV.
widely recognized as the architect of the acclaimed Obama social media
campaign of 2008. The marketing clouds continue to gather with SalesForce, Oracle, Adobe
and others building suites of assets that collect and apply data in the pursuit
2014 was a big year in the corporate world. Facebook’s purchases of of marketing automation.
WhatsApp and Oculus VR (virtual reality) and Amazon’s acquisition of Twitch
(streaming video) are discussed later. Facebook also acquired LiveRail At the heart of almost all these transactions is a desire to capture as
to target users with video advertising across the internet and not just on many digital touch points, and passive and active customer interactions,
its own site by combining user data mined on Facebook with LiveRail’s to increase the volume and value of data and monetize it through
own data. Facebook also launched Audience Network, a mobile ad advertising, subscription and product sales.

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 Finally, 2014, has also been the first year of a serious attempt to monetize 3. That content adjacent to the ad appears meets whatever level of ‘brand
the ‘image graph’. Instagram and Pinterest, two totally different services safety’ the buyer requires.
united by the virality of sharing images, continue to grow their reach at a
remarkable pace. Pinterest has become an enormous source of traffic for 4. That content is not pirated.
both publishers and e-commerce platforms and now it’s time to test its
US$5bn valuation against its potential to translate influence into revenue. There are two principle types of impression fraud.
The portents are good. Pinterest has a devoted and growing user base and
the ability to link any pinned image to its point of origin, often somewhere it 1. Site Fraud, in which a publisher deliberately disguises low-quality
can be purchased, Pinterest makes a valuable direct connection from scrap impressions as saleable advertising content. One example is ‘stackable’
book to check book. ads, where only the top ad can be seen but the ad server counts all
as delivered. Another is ads so small - single pixels, even - they are
It is safe to assume there is much more to come. invisible, but still get counted. Site fraud affects hardly any direct buys
from publishers (0-1%) but some estimate fraud ranges 3%-16% in
Copies of This Year Next Year Interaction 2013 and 2014 are available on exchange-traded inventory.
request.
2. Non-human Traffic or ‘bots’ are often smart enough to mimic human
behavior, and can be difficult to detect. Some can click through to
sites, or populate online forms, but none generates real conversions
2014 has been the year of programmatic at least in those markets where
and they certainly don’t engage with brands. Bots follow the money,
data are available and capable of being appended to inventory.
PROGRAMMATIC targeting segments when they are advertising heavily.
Programmatic is the automation of the buying and selling of advertising
AND ADAPTIVE inventory: an efficient mechanism to clear markets.
These issues concern all good actors in the buying and selling of
advertising. Their resolution is central to preserving the integrity of the
MARKETING Programmatic trading works in reserve, auction and real-time markets.
market.
Buy-side and sell-side automation connects inventory supply and demand
Programmatic trading is certain to grow, and should bring these benefits to
and trades are executed subject to demand and yield optimization rules
advertiser, buyer and agency:
set by the two parties.
1. The least of these is automation for the sake of automation. Savings
The concept is far from new. Google Adwords has been a programmatic
may arise from deleting manual processes, but will inevitably be re-
staple for 15 years, but as an increasing number of publishers make
spent on trade execution technology, on the data required to create
an increasing proportion of inventory available to public and private
value and advantage and on the costs of people to set the rules under
exchanges, the investment in and dividends from automation are becoming
which transactions are agreed, executed and optimized.
substantial.
2. The most-discussed dividend relates to using data to improve targeting
The processes and business models relating to programmatic trading have
and thereby efficiency and effectiveness. There is already a hierarchy
been widely discussed and will continue to be so. GroupM has been at
of businesses to whom this is more or less valuable; and it is clear
the heart of the debate about the commercial dynamics and the effort to
the availability and application of data across the world is far from
counter four threats to the online advertising ecosystem:
consistent.
1. Ensuring that advertising impressions purchased are viewable, that is • At the top of the hierarchy are e-commerce businesses with either
to say in the sight of the viewer long enough for a practical rather than capacity or yield optimization challenges in categories like travel,
technical ‘opportunity to see’. Google has done well with TrueView. or businesses with unlimited inventory such as Netflix and VOD
sellers.
2. That the viewer, or worse, clicker or form-filler is a human and not a
• The second level comprises businesses to whom data can
‘bot’.

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 indicate the imminence of purchase intent. This includes later at reasonable prices, or that they think finding substitutes for TV is
automotive, insurance, retailers and many categories fulfilled in getting easier. Time will tell, but this may mark the beginning of structural
the e-commerce channel. change.
• At the third level sit the CPG / FMCG marketers where data is
Many publishers remain ambivalent towards programmatic, uncertain
generally less valuable because their inventory (goods available
if it is a threat or opportunity, and fearing ‘the race to the bottom’. But
at the point of sale) is harder to manage, and purchase behavior is
why employ a sales force when a machine can both optimize yield and
seen more quickly by the seller than the manufacturer, and intent
execute transactions? Why not trust the exchange, or multiple exchanges
signals are less clear.
or marketplaces to fulfill demand? The answer is simple enough; machines
• The source of the data is equally important. Re-targeting web site define quality and value differently from humans. The emotion is extracted
visitors is relatively simple as the data (a cookie) never changes from the calculus, as is historical pedigree and value of bundling with other
form. Shopping data, for loyalty cards for example, is every bit as inventory. Machines rightly have no regard for the manufacturing cost of an
powerful but more complex to apply. impression but also little appreciation of its value when aggregated, only its
value in isolation when matched with a particular user at a particular time.
3. For the very largest advertisers the greatest utility may reside in
improving what can be referred to as the ‘adaptive’ layer of marketing. The obvious response from publishers is to segment their own inventory
Advertising has always been a mix of foundation and adaptive layers. into a foundation layer and an adaptive layer, and for cross-media
publishers to set aside digital inventory as an adaptive reward for loyal
The foundation layer is here I am, this is what I do, and this is why I suit advertisers which continue to invest in the foundation layer. An advertiser
your purpose: a message delivered at a cadence that makes it persistently investing in multiple pages of Vogue or spots in prime time soccer would
memorable. It is hard to launch brands or create persistent brand thus be granted an advantage in the price or availability or quality of
awareness without a continued commitment to the foundation layer. programmatic inventory. Such an approach reconciles the interests of
the greatest investors in content and the greatest investors in brand
Adaptive and responsive marketing are often spoken of together but they advertising. The notion of a ‘level playing field’ has never benefited
are not the same. either of those groups: both are comfortable with conditional buying and
selling of media. Such a strategy does not preclude either automation or
Adaptive marketing is “advertising strategies that respond to data that the application of data to improve efficiency and effectiveness. It simply
anticipate or indicate positive or negative movements in consumer and requires sell-side rules which discriminate in making decisions that broaden
business sentiment or opportunity.” the context beyond the immediate moment of any given transaction.

It can be argued that adaptive is no more than tactical marketing which Responsive advertising characterised the rise of social networks:
allows a brand to alter weight, content or location of message delivery to ‘advertising created to respond to real-world or media events in a way
respond to opportunity or threat. Digital media are characterized by few coincident to the timing of that event and reflecting the context of that
supply-side constraints and less inertia compared, say, to newspapers event.’ This category encompasses the news rooming strategies of brands
or radio. Executed programmatically, the adaptive layer increases such as Oreo, Jaguar and Tide (to great acclaim) and to Yahoo’s Twitter
effectiveness and affords the advertiser greater discretion between up-front response to a Gmail outage (to rather less acclaim). There is nothing new
pricing advantages and just -in- time flexible delivery. about advertisers responding when their chosen athletes win and to many
other events including changes in the weather. What is new is being able
Advertisers like flexibility, hitherto limited by the speed of data delivery, to seize the opportunity with such speed and in so many ways. Live instant
the lead times for getting messaging to the audience, and the need to news platforms like Twitter and Facebook and search trend data combine
pay premium prices for lack of upfront commitment. The internet solves with rapid and even automated asset creation and delivery.
speed and lead, and may now solve need. The 2014 US TV upfront market
was weak, but not for the usual reason of a soft economy, because the We have discussed other facets of data-driven marketing in past
economy is doing OK. It may have been weak because advertisers are Interactions, and the persistent conclusion is the best results come from re-
more comfortable ‘shorting’ the market and picking up ‘scatter’ inventory targeting those you know and targeting ‘hand raisers’ who have searched

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on a brand, product or category revealing their intent and their place in Native advertising, content marketing and branded content are used both
the purchase funnel. Both have spawned marvelous business models often and interchangeably. We should try and tell them apart.
especially when the favored metric of the buyer is last click attribution. THE RISE OF NATIVE
Native advertising is ‘Communication by or about a brand, service or
Transaction data and intent derived from on-site browsing of advertiser ADVERTISING, THE corporation that is defined by sharing two or more of the form, context or
sites and from search have consistently proven most effective. They are functionality of its host media platform.’
high-quality signals of future outcomes. Thus far these have been more END OF STANDARDS
valuable than social data and general browsing data. This draws the distinction between native advertising and native ad
AND A VALUATION placements. Facebook News Feed, Twitter, LinkedIn Sponsored Updates
It’s our perspective that Facebook may have created a new layer of data and Buzzfeed and other ‘in stream’ ads are ‘native advertising’ as they
and with it a new and effective application of that data to advertising. PROBLEM follow the form, function and sometimes the context of the host provided
they have social relevance. These ads are distributable to the limits of the
More than 40 years ago, Bell Labs (the Google X of its day) offered an early available reach and frequency of the platform and the advertiser’s budget.
articulation of ‘Network Neighborhood Theory’. It proved ‘birds of a feather
flock together’ was true when applied to the sale of long-distance calling Nothing is new under the sun. The fashion and beauty advertisements in
plans. Vogue or Glamor or the beauty shots of cars in automotive magazines are
every bit as ‘native’, if distributable on a smaller scale than the mass reach
The same notion was applied by and with Facebook. If you could make of digital platforms.
friends (people you knew) then friends of those friends (people they
knew) would likely exhibit similar behaviors. The demise of organic reach Content marketing (beyond distribution on properties owned by the brand):
and the lack of traction of many other social-data-driven ad networks put ‘Communication by or about a brand, service or corporation that is not
a hole in the theory but now a more relevant set of social signals have advertising and which shares all of the look (or manner), context and
emerged which combined with Facebook’s scale have value. No one has functionality of its host media or platform.’ A Paid Post in the New York
named this but clumsily we will use ‘situational marketing’ defined equally Times uses an icon to identify the sponsor linking to an article which will
clumsily as ‘messaging delivered to specific cohorts as a consequence of be in the style and format of the host and (one imagines) relevant to the
a publicly-declared event that will lead to a shared experience with either sponsor, of interest to the reader, and which does credit to the host. The
family or friends.’ Marriage, childbirth, World Cup viewing parties and house same is true of Forbes BrandVoice and, in the historical context, every
moving: so many such events take place on Facebook daily they can be advertorial ever published.
aggregated into mass marketing opportunities. Twitter has established its
primacy in communication that leverages ‘moments’, like the Ellen ‘selfie’. One should also distinguish content marketing from branded content. The
Facebook may capture ‘planned spontaneity.’ latter is distributable beyond its host (unlike content marketing which may
be shared but not published elsewhere) and has no requirement to ape the
style of its host; it simply does not fit into a regular advertising container like
a time-proscribed TV spot or space-constrained IAB ad unit. Many media
companies including the New York Times, The Guardian, The Washington
Post and Condé Nast are becoming noted producers of brand content yet,
they are reluctant to allow that content to appear on platforms other than
their own. This appears self-destructive. Such productions are only as
valuable as the breadth of their distribution and it would seem logical for
those creators to allow, at a price licensed distribution further afield. This
might be described as a coalition of the willing (or threatened).

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How then are we to classify the ubiquitous ‘you might be interested in’ links This is especially important in environments demanding many small inputs.
and thumbnails? These are large-scale mechanisms for the distribution and Any advertiser wishing to discriminate between the effects of paid media
discovery of branded content and similar, generated by such as Taboola, or those of owned or earned assets must ascribe a value to an interaction,
Outbrain, and Plista (a WPP company). These links and thumbnails are time spent, a Like, a Tweet, retweet, a comment, review or share.
more or less native ad placements but are not themselves either native
advertising or content marketing.

It is unlikely the definitions above will be universally accepted, but they Messaging, in the form of SMS, has been a feature of marketing for 20
may help frame the thinking of brand owners, their content creators and years. For half that time it was the entirety of mobile marketing, making
distributors. What is certain is that successfully to execute at speed and
scale all require competent creativity and good coordination of agencies,
THE MEDIUM IS a great deal of money for telecom companies. Messaging was a vital
component of the early consumer web, from ICQ to Microsoft Messenger;
advertisers, publishers and content technology companies. THE MESSENGER for many, messaging was the alternative to voice- and e-mail. As ever, it was
consumers - a billion of them - who embraced the future with WhatsApp,
It is equally certain that content marketing will be controversial. The lines and Tencent’s WeChat long before marketers and agencies cottoned on.
between advertising (call it what it is) and editorial are often blurred, and As some rise, others fade, and Microsoft finally shut down Messenger in
the audience has the right to know and appraise for itself who’s saying 2014 to focus on Skype and its 360 million active monthly users.
what. The Center for the Digital Future at the Annenberg School at the
University of Southern California in its 11th annual report states that 58% of Marketers paid more attention when Microsoft purchased Skype in 2011 and
all the world’s internet users believe half or less of the information they see paid even more when Facebook acquired WhatsApp in February 2014 for
online to be reliable. It also says 43% of internet users are concerned with more than US$19bn (around 12 times what Google paid for YouTube and 20
government intruding on their online privacy and 57% feel the same about times what Facebook itself paid for Instagram). WhatsApp has possibly the
corporations. To be less trusted than politicians is a quite an achievement. highest conversion of monthly users to daily users of any app. The chance
Blurred lines won’t help. of Facebook becoming a Myspace-like supernova reduces every day.

More widely, the rise of this category of communication is laying waste to Our speculation is that the WhatsApp and Instagram acquisitions were
the concept of industry standards. Those with long memories of 30s, 15’s, similarly motivated. Facebook had observed that photos were sharers’
pages and spreads and even standard IAB units will be either delighted preferred medium. Instagram was the preferred platform for photos.
or discomfited by the dizzying array of formats now available. This is Facebook will also have observed that messaging was not an activity it
great news for brands in terms of innovation and the battle for attention, dominated but was central to the connected future. The acquisition put
but also a new source of cost throughout the marketing supply chain. Facebook back in control.
The combination of formats, devices and available bandwidth places
an increasing burden on the manufacture of communication assets, the Monetizing WhatsApp beyond its $1 annual membership is also much
responsive design required to make them work, and the ability to scale discussed. Facebook has undertaken to keep the platform ‘advertising
message delivery. free’ for now so it may be instructive to observe WeChat for signals of
commercial strategy. The platform integrates payment services, check (bill)
This can be summarized as a distribution problem (excess fragmentation) sharing, games, taxi-ordering and virtual goods commerce, all of which
and a manufacturing problem (excess segmentation) together raising the generate revenue. Rakuten also acquired Viber in 2014 giving Japan’s
risk of subscale communication. largest e-commerce player a stake in the messenger market and a user
foothold outside Japan.
Distribution problems are magnified by measurement challenges.
Another feature of the intersection of the social and messenger space has
• What is the desired reaction to an interaction with content? been the development and adoption of anonymous (albeit not quite as
• What is the value of that reaction? anonymous as its users might hope) services like Snapchat and Whispr.
As people start to stratify their private and public utterances as well as
• How many such reactions do you require over the period to justify the
their real and assumed identities, services will proliferate. It remains to be
expense?

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 seen if revenue from users or advertisers will follow. Given the value of and have far greater experience in managing the transition from one
‘persistent identity’ any assumptions in that regard are highly speculative. to another. This flexibility in resource is routine for agencies but few
At the opposite pole the last few months have seen the arrival of ELLO, a advertisers would want to create it for themselves.
social network that promises its users the utility of Facebook backed with
the promise to offer that utility while never exploiting its users data. Reports On the creative side of the equation many advertisers believe that the
suggest that ELLO is receiving 40,000 membership enquires per day. You adaptive and responsive opportunity is best exploited inside the business
say goodbye, and I say ELLO? where trends can be spotted, decisions can be made and assets created,
approved and distributed with minimum inertia. The watch word is agility.
Retailers have long left it to agencies to conceive the foundation layer, but
manage the adaptive layer themselves. This may be a trend, though again
One consequence of all of the programmatic, adaptive, responsive and the versatile agency experience may prove more valuable as creative talent
native opportunities has been an increase in the number of advertisers is often drawn to variety of opportunities. Teams working very closely over
THE ‘IN-HOUSE’ assessing the costs and benefits of increasing their ‘in-house’ capabilities. time on a very specific area tend to be better at iteration than invention.

CONUNDRUM Some businesses are more suited to this than others. The ones most at
home running their own programmatic buying are data-rich and execute
It is also worth noting that while many brands many make use of a
‘newsroom’ there are few that need one full-time. It may make more sense
on data all the time, and are great places to work for the data-enthused to rent agency capacity rather than create a people-heavy overhead.
employee who imagines a path from media trader to the board room.
In the area of consumer insight the availability of listening platforms has
In-house is an obvious threat to media agencies. To compete, these must encouraged some advertisers to think that there is now a ‘self-service
demonstrate scale, agnosticism, expertise, a deep bench of talent, and substitute’ for everything from creative development to copy testing,
experience of multiple technology stack components, categories and sentiment analysis and new product development. Automation is always
geographies. interesting, but often overvalued, and sometimes dangerous.

Going ‘in-house’ is not simple. Amazon, Facebook and Yahoo have Insight derived solely from the public utterances of users is almost
something in common; their programmatic inventory is available only if invariably biased by the unrepresentative nature of the digitally pre-
you use their proprietary tools. This raises the question of ‘just how many occupied, by the proliferation of false positives, and by enthusiasms which
trading stacks do you want to operate?’ A trade desk is one thing. A suite of obscure the indifference of the many and by the ‘Henry Ford problem’ - ‘If
digital office furniture is another. you asked people what they wanted they would ask for faster horses’.

Nor is running your own platform the same thing as eliminating risk. New product development has never been more important. The
Platforms give access to markets via more or less useful interfaces and development of functionally and emotionally differentiated products and
supporting market data. But the difference between winning and losing has supporting communications depends rather more on the quality and
relatively little to do with the platform and everything to do with intelligence ingenuity of insight than the speed at which it can be acquired.
and the human operators who set the rules. A platform is someone else’s
profit center: a business like the flow monsters of Las Vegas which transfer
principal risk to others. Their success rarely depends on the success or
failure of the advertisers’ trading strategy, in the short term at least. The
broader visibility that agencies have of demand and supply across all
inventory vendors may not be a perfect analog for the ability to count cards,
but it helps.

Nor is buy-side technology anything like steady-state. Many advertisers

have already switched platforms and many will switch again. In contrast,
the largest agencies know more about the range of tools in the market

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 In the early years of the millennium e-commerce comprised areas such In the UK GroupM estimates that just under 8% of e-commerce is now
as books, music and software in which the likes of Amazon and Apple transacted on smartphones and that 5.5% of consumers use online
THE RISE OF disrupted markets, and travel, where the internet simply vaporized the channels for their main grocery shopping. GroupM estimates that total
ancient byzantine workings. But beyond these were assumed to lie three China e-commerce may be at least double the eMarketer total and that
E-COMMERCE barriers to the development of e-commerce: fear, touch and logistics: the ‘marketplace’ activity of Alibaba may not be fully captured in the above
data.
AND RETAIL 1. People feared giving their payment details to virtual merchants. Fear
failed to become reality and payment security became accepted Kantar Retail offers interesting insight into the relative scale of Amazon in
TECHNOLOGY everywhere on mechanisms as varied as credit cards, PayPal and direct
charges to cell phones.
USA online retail and into the proportion of sales transacted online by other
major retailers:
2. Touch, sight and ‘buying experience’ were considered major barriers
in categories from clothing to food but were not. Apparel is a huge Retailer Category 2014 (F) online % of sales
part of e-commerce driven by innovators like Zappos. Yoox and Net-a- Sales US$Bn online
Porter, joined by retailers evolving to omni-channel. Later entrants may Amazon All 53.0 100.0
thank the pioneers for innovations such as zero risk zero cost returns
Apple Technology 12.4 42.4
that proved the convenience of the channel and a delightful shopper
experience that did not commoditize brands. Walmart Mass retail 8.6 2.5
3. Lastly, logistics. The shipping of single items and fresh items and the Office Depot Office supplies 4.9 43.5
‘weight to value’ ratio were assumed to be great challenges. The Macy’s Department store 4.1 14.5
revolution in order-pick-deliver logistics and the relentless enthusiasm
Best Buy Consumer electronics 3.9 10.7
of Amazon to put customers before short-term profit has driven the
entire market to do the same. In China the sale of 666 Daimler-Benz Home Depot Home / construction 3.5 4.8
Smart Cars on Sina Weibo may have been the final frontier. Gap Apparel 2.7 20.0

E-commerce continues to increase its share of total retail and its absolute
(Source: Kantar Retail)
growth. 7% of all UK retail sales are online, 6% in the USA and 3.5% in
China. We split out travel in the eMarketer (2013) data below as it is still a Amazon’s dominance of USA e-commerce is remarkable. Its online sales
large subset of business-to-consumer e-commerce. exceed those of the next 15 largest USA online merchants. Amazon is the
world’s 10th largest retailer with total sales approximately 16% of Walmart
Country Online retail total Travel total US$ Bn and 72% of world number-two Carrefour. By 2019 Kantar predicts Amazon
(excluding travel) will be number two spot with sales 27% of Walmart’s and 20% ahead
$US Bn of than number three’s. Relative to its competitors Amazon has unique
advantages as a seller of goods, media and the devices on which they are
USA 263 145 consumed. Amazon has received less acclaim for its original content than
China 133 47 Netflix, perhaps because it relies too much on algorithms to predict human
Japan 70 38 taste. We might speculate that while algorithms are good at predicting
UK 70 33 recurrence, they are less good at serendipity, and it is serendipity which
Germany 52 15 often provokes consumer curiosity and new sectors of demand and profit.
France 34 9
Brazil 13 8 The USA data above show the rapid migration of electronics and apparel
Mexico 3 8 to online channels compared to food. This contrasts with the rapid rise of
Australia 8 7 online grocery sales in the UK. How the recent roll-out of Amazon Fresh
India 4 11 and Amazon Subscribe and Save will change market dynamics will interest
Global 873 350 every brand owner and retailer in the USA.

18 19
Amazon is often compared to both Alibaba and eBay yet the businesses two countries also have much in common in the slow development of
are fundamentally different. Predominantly Amazon is a seller of goods ‘organized retail’ i.e. conventional formal shops instead of street vendors
purchased from third parties and goods manufactured on its behalf, so it and markets.
is a conventional retailer. The other two are toll-taking marketplaces. In
2013 Alibaba reported revenues of US$5.5bn from transaction volume of For now, the numbers are tiny in comparison with the West, but it is likely
almost US$250bn, which volume would make it the world’s second largest that e-commerce will reach its highest share of GDP in countries with
retailer now. For comparison, eBay reported 2013 revenues of US$6.8bn on the lowest organized retail and the fastest-growing middle class. Look at
US$83bn volume. eBay reports similar revenues from its PayPal business the potential: India’s 2013 retail was US$421bn, of which US$30bn was
which it plans to list separately in the near future. organized, of which US$4bn was online retailers and marketplaces. India’s
total e-commerce was only US$15bn, expected to double in 2014 and rise
eBay is also a strategic investor in NASDAQ-listed Mercado Libre, founded to US$90bn in 2021. Alibaba, Rakuten Ichiba (Japan’s leading e-commerce
1999 in Argentina and now the number one e-commerce player in Latin company) and Walmart are all poised to enter India by the end of 2015.
America. Mercado Libre has many similarities to eBay and Alibaba as it
is dominated by marketplaces and supported by proprietary payment Flipkart, the Jumia of India and its leading online e-commerce company is
systems. already valued 10 times higher than the largest brick-and-mortar retailer
Future Retail.
Alibaba operates two distinct marketplaces; Taobao, for small merchants,
and TMall, an aggregated digital shop window for big merchants which It seems likely that retail in Africa, India and other less developed markets
dominates the e-commerce of most major brands in China. This attracts may make a generational leap from traditional retail to e-commerce
such a large audience that Alibaba earns a lot of CPC and CPM ad revenue skipping the modern retail phase in part at least. This would be analogous
from display advertising triggered by search queries. The platforms to the ‘straight to mobile’ growth of internet usage and will be an essential
differ in this regard; Taobao takes advertising from anyone; only TMall ingredient of the growth of Asian manufacturers in particular who dominate
merchants may advertise on TMall. Advertising is essentially the only in domestic markets but lack traditional distribution partners beyond their
revenue stream for Taobao while TMall charges for advertising and earns borders.
sales commissions. We may thus liken Alibaba to a hybrid of Google and
eBay rather than Amazon. Like Google, a rapid transition to mobile and the
limitations that places on available advertising inventory may act a brake on
Alibaba’s growth. ‘Omni-channel’ marketing has become a key theme of retailer and brand
WHAT ARE THE owner strategy. The penetration of e-commerce, the proliferation of
It is interesting to speculate why eBay’s extraction rate is so much higher IMPLICATIONS FOR payment options, speedier delivery and the reduction of payment security
than Alibaba’s. We think it is because eBay caters for far fewer of the major paranoia has created an expectation among consumers in developed
corporate sellers who pay massive marketing services fees to the platform. ADVERTISERS AND markets that their channel choice is infinite. Retailers know that an omni-

Most discussions of e-commerce focus on the West and China yet ‘e

OTHER RETAILERS? channel customer is always more valuable and more loyal.

businesses’ are emerging worldwide. Amazon lookalike Jumia, founded Amazon is an existential competitive threat to other retailers. It possesses
2012, is already Africa’s largest e-commerce player, focusing on consumer a seemingly limitless willingness to invest in infrastructure and logistics.
electronics and clothing. Based in Nigeria, Africa’s most populous country, Prime now provides unlimited free delivery. And of course Amazon
Jumia has already expanded into Uganda, Cameroon, Egypt, Morocco, handles a huge library of media (now 30% of sales). Amazon spends
Cote D’Ivoire and….the UK. Jumia operates in partnership with MTN, the US$6.6bn delivering goods and recoups a little over half from shipping
South African-based mobile operator which has pursued an aggressive charges. Amazon’s pursuit of profit is long-term, not the quarterly
spectrum and roll-out plan and has 215 million subscribers across the imperative it is for its competitors.
continent.
Some retailers are likely to survive the Amazon squeeze. Those carrying
Like India, Nigeria is hardly bright red on the heat map of credit card goods unique to them (like IKEA). Those with good owned-and-operated
penetration and in both countries about 80% of e-commerce is COD. The multi-channel solutions (like Macy’s). Those embracing mobile commerce

20 21
apps for use in and out of the store (like Target) which give shoppers In terms of media allocation decisions there is limited dialog between brand
useful information, simultaneously saving costs and increasing basket size. marketers (consumer) and trade marketers (customer). The ascent of retailer
Amazon’s own app is the most widely-used in retail but Target and others media demands a change on two dimensions:
are focused on increasing utility and in- store adoption.
• Where does retailer inventory fit in the media mix?
Beacon technology such as Bluetooth low energy (BLE) and near
• How do you optimize media spend to drive the highest possible
field communication (NFC) send smartphones messages from nearby
proportion of sales in the channels with the optimum intersection of
transmitters, enabling finer ‘micro-location’ targeting than previously
volume and profitability?
possible. GPS gives you a shopper in a store: micro-location gives you a
consumer in an aisle, or even when he or she is adjacent to your product.
A small number of brand owners in consumer packaged goods run
their own e-commerce operations. The beauty sector may be the most
There is some speculation that Amazon Fresh, a same-day delivery
advanced, perhaps in response to the success of Sephora.com, but is not
service, may not just be about increasing CPG and food sales. It is as likely
alone. For many the motive cannot be short-term profit, as fulfillment costs
that Amazon is testing the general appetite for near-instant gratification,
offset much of the gain. The real gain is data about purchase behavior and
not previously a notable strength of e-commerce. If the appetite exists,
a bank of first-party data for retargeting and to create lookalike pools to use
Amazon’s share in many sectors will rise as latency falls and with it the
further afield.
threat to retailers at large.

For brand owners, this diversity is imperative but costly, requiring margin
sacrifice to achieve prominence in channel, and heavier trade support
which siphons funds away from branding and brands. If brands become
less familiar, less relevant and less representative of quality, trust and value,
their value to corporations falls. This is a long-term threat to generations of
investment and may help explain why some big advertisers have divested
some brand portfolios.

Following Facebook, Google, Twitter and LinkedIn’s ‘off platform’ use of

consumer data, the data arising from e-commerce gives some retailers still
more power over brand owners. Walmart and Amazon have ad networks
as well as sponsored links, the latter in common with other e-tailers.
Retailers have always sold in-store advertising, but this is different. Now
they purchase inventory in the open market, append their sales data to
it along with other targeting filters, and sell it to brand owners. Actual
sales data are good evidence of intent, so these networks may challenge
Google, the dominant force in intent-based advertising. Google Wallet is a
logical countermeasure. Amazon and Walmart are not alone. Tesco bought
Sociomantic in 2014, another ad network powered by retail data. Of all
players in e-commerce, Alibaba generates the most advertising revenues
from its partners.
The proliferation of e-tail and consumers’ rising expectations of satisfaction
We would qualify the advantages of such media. Walmart data is just from their favorite sellers may pose some medium-term threat to Google.
that: it tells us what price-conscious and generally poorer Americans buy. Searching for brands by name might conceivably migrate from Google to
These are bound to be lower-margin sales for brand owners. The value of Amazon and others. Along with the reduced role of brand web sites, as
capturing more such sales should be evaluated against channels that may evidenced by anemic traffic, this suggests budgets currently allocated to
better build brands and margins. search may also migrate.

22 23
 We have already noted that travel is a large part of e-commerce. Travel is notable on any number of levels not least that neither creates content in
one of Google’s biggest and most profitable segment. We do not envisage the traditional sense, rather they depend on user generation (Facebook,
collapse, but it is possible specialist platforms will come to dominate query and Twitter) or on indexation, aggregation and the provision of publishing
share for flights, rental cars and hotel rooms. platforms (Google) with revenues arising from consumer interactions
with that content. In addition both Google and Facebook have been
exceptionally capable of attracting the ‘long tail’ of advertisers to the same
GroupM forecasts online channels will represent 24% of all media platforms as the biggest companies in the world.
expenditure in 2015, from 9% in 2007: an increase from US$41bn to
THE UNEQUAL US$132bn. This includes all digital spend placed with multi-channel, multi- Google Search (still the dominant revenue engine), Facebook, Weibo,
screen media owners. As we have noted before, the future is here and is WeChat, WhatsApp and Twitter are high utility but low bandwidth, so work
AND UNEVEN becoming more evenly distributed, but still has a long way to go. According on any device at almost any connection speed.
to the GlobalWebIndex (GWI samples 40,000 internet users annually) more
DISTRIBUTION than 50% of all media time in 26 of the 32 countries surveyed was online. Given that some 30% of total online time is now on mobile devices and
growing it’s reasonable to expect still greater concentration of revenues.
OF EVERYTHING The regional variation in online’s share of ad investment is odd and often We commented last year on the value of persistently logged-in users
surprising: as a vital ingredient in extracting yield from impressions. Everything we
have seen since reinforces that view. Google and Facebook have been
Region 2007 % 2015 (f) Highest 2015 (f) Biggest 2015 (f) exceptionally successful in capturing advertisers, from the Fortune 1000 to
share % share market % % share market % share the local plumber, from network television to the Yellow pages. Albeit much
share (pop) % duplicated, they have around four million advertisers between them.
WHERE DID THE share
North America 8.9 19.3 Canada 24.8 USA 18.9
MONEY GO? Latin America 1.9 6.4 Venezuela 18.4 Brazil 5.5
One thing is for sure: social media dominate online media time, whether it
be Facebook and Twitter (almost everywhere but China and North Korea),
W. Europe 11.5 31.9 UK 50.6 UK 50.6 QQ in China, Taringa in Latin America or RockeTalk in India. The Global
CEE 5.2 24.5 Poland 33.4 Russia 26.6 Web Index estimates that fully half of all online time is spent on some form
Asia Pacific 9.0 28.2 Australia 42.0 India 2.1 of social networking in comparison with 12% on video, 10% on online audio
North Asia 6.9 30.4 China 37.5 China 37.5 and just 12% on what it calls ‘online press’. That last number suggests
ASEAN 0.7 5.0 Philippines 10.0 Indonesia 5.0 no good news ahead for monetizing non-video content. Common to the
MEA 0.3 6.8 Israel 19.5 Nigeria 9.6 biggest winners is a persistent view of their users from platform to platform
and over time thanks to persistent log-ins and the data that spring from this.
(Source: GroupM Worldwide Media and Marketing Forecasts)
16-24s are predictably the most avid users of the mobile internet, social
The BRIC markets are sharply divided between China and Russia on the media and online video. One third of their total viewing has come out of
one hand (high shares) and India and Brazil on the other (low). In digital television. The TV they do watch is nearly always accompanied by some
advertising, in relative terms, the decade of Latin America has yet to arrive. form of media multi-tasking. 75% of two-hour-plus daily mobile internet
users are committed multi-screeners and there is scant evidence that the
Advanced economies like Germany, Japan, France, Italy, Spain and South second-screen activity is directly related to the program concerned.
Korea lie below the 30% share line while the UK, Australia, Norway, Sweden
and Denmark are the only countries in the world above 40%. The UK is also In broad terms online advertising’s share of all marketing follows the
the world leader in e-commerce (not just retail) as a percentage of GDP with
CONNECTIVITY AND distribution of broadband penetration, and the global imbalance of
levels double those of Germany, treble the USA and seven times China. SPEED ARE THE KEYS the internet. Supporting this is Point Topic’s assessment of broadband
(Source: Boston Consulting Group. Economist Intelligence Unit) household penetration by region in Q4 2013. Point Logic collects data from
regulators and internet service providers around the world:
In this story there are many subplots. In 2014 half of all digital advertising
dollars passed through Google and Facebook in a ratio of 5:1. This is

24 25
Region Online retail total (excluding travel) Country Fixed 500mb pre- Average Average
$US Bn Access* as paid Mobile speed speed
North America 30 % of avg. data as % of MBPS fixed MBPS
income per avg. income mobile
Latin America 10
capita per capita
W. Europe 31
CEE 17 USA 0.4 2.1 10.5 5.5
East Asia 15.7 UK 0.7 0.3 9.9 5.6
Asia other 2.2 Japan 0.7 2.1 14.6 5.7
ASEAN 2.2 France 0.8 0.5 6.6 5.9
Africa 1.9 Canada 1.1 1.3 9.7 6.3
(Source: Point Topic) Germany 1.1 4.0 8.1 2.9
Russia 1.2 2.0 8.6 6.1
These data naturally understate the number of individuals with internet Spain 1.3 1.6 7.2 4.8
access via multiple-occupation households, access outside the home or on Australia 1.6 0.5 6.0 4.6
mobile devices but still show access is something other than universal and Mexico 2.3 2.5 4.0 1.5
easy. Indeed, annual growth in broadband penetration slowed from 28% in
South Africa 4.8 3.8 2.6 1.7
2007 to 8% in 2013.
India 5.1 2.9 1.7 1.3
Akamai serves up to 30% of all internet traffic, and counts active IP China 5.6 3.8 3.2 4.8
addresses. Here is its reckoning in Q1 2014: it believes these numbers Philippines 12.4 6.3 2.1 N/A
understate total web users by around 20%. Nigeria 3.9 13.0 N/A N/A
(Source: ITU) *= cheapest available monthly plan
Country Unique IP Addresses M YOY Change %
USA 163 8.6 Note the staggering spread in the real cost of both fixed-access and mobile
China 124 11.0 data, and the relative affordability of mobile data compared to fixed access
Brazil 41 50.0 in parts of the faster-growth world. Unlocked shows us the price spread of
Japan 40 -3.3 an iPhone 5S expressed as a percentage of GDP per capita in December
Germany 37 -2.4 2013. 5S owners are to an extent a self-selecting upmarket segment, but
this table gives context for future uptake rates of high-end devices in China,
UK 29 -1.2
India and Africa.
France 28 5.7
South Korea 21 -1.6
Italy 20 -2.4 Country (selected) iPhone 5S cost as % Travel total
of GDP per capita US$ Bn
Russia 19 3.3
Global 873 350 USA 1.4 145
Australia 1.9 47
(Source: Akamai)
UK 2.5 38
Germany 2.5 33
In 1986 The Economist developed the Big Mac Index which compares
international purchasing power by calculating the number of hours South Korea 2.6 15
worked to earn a Big Mac in local currency. Courtesy of the International Russia 5.2 9
Telecommunications Union’s ‘Measuring the Internet society 2013’ we can Mexico 5.3 8
derive a ‘Big Gig’ index of data cost, speed, and affordability. This calculus China 9.6 8
applies more to mobile than fixed-line, as fixed-line pricing is governed India 22.7 7
more by capacity than usage (Source: Unlocked)

26 27
It’s not just the number of connections and the cost of devices, it’s the
speed of connection. ‘Broadband’ is an imprecise term. One technical
THE YEAR OF MOBILE? According to Morgan Stanley one billion smartphones were shipped in 2013
compared to 175 million in 2009. These smartphones now represent 30% of
definition is a connection of at least 256 kilobytes per second. In the real all mobile phones globally. Incidentally, smartphones shipped at three times
world, you need 4 megabytes per second for streaming video, and 10Mbps the rate of tablets in 2013 and at almost three times the rate of PCs.
for reliable HD.
Mobile internet usage is highest in regions with the low broadband
For most of the world’s users, connection speeds are barely adequate penetration. StatCounter as reported by KPCB compares mobile internet
for even low-bandwidth applications, but advertisers and consumers usage as a share of all internet use for May 2013 and May 2014:
demand ever-richer experiences. This affects the value exchange between
advertiser and consumer. A user might be willing to wait for a low-res
rendering of a winning goal to buffer its way to the screen, but far less Region 2013 % 2014 %
patient with an equally-poorly-rendered video ad which precedes it.
Bandwidth constraints are serious even in mature markets, as shown by the North America 11 19
increasingly bitter debate over the principle of ‘net neutrality’ between the Latin America 6 17
owners of bandwidth and its biggest consumers. Those in favor of neutrality
believe all content should be treated equally. Those against believe the Europe 8 16
biggest and most bandwidth hungry applications should pay a ‘fast lane’ Asia 23 37
toll.
Africa 18 28
Akamai estimates 56% of the global fixed broadband audience enjoys at
least 4 megabytes download per second. Even these average connection (Source: StatCounter)
speeds are just that, an average, and materially overstate the bandwidth
It seems the ‘next two billion’ will indeed be mobile, but again speed is key
available to private households at peak usage and include corporate and
to the consumer experience. Ericsson’s June 2014 Mobility Report states
government connections which operate at far higher speeds. The delivery
there are 6.8 billion mobile subscriptions globally, of which 2.2 billion are
of 10 megabytes or more remains the exception; only South Korea, Japan
also mobile broadband subscriptions, of which 300 million are mobile
and the Netherlands have more than one third of connections at 10 Mbps
data PC and tablet subs. Of the 2.2 billon, the ones of interest are the 3G+
plus.
and particularly LTE services providing a ‘PC-like’ broadband experience,
The global shortage of bandwidth may help explain Facebook’s increased although even these are severely constrained by data caps and charges.
domination of total internet time. It has succeeded in maximizing utility while LTE is another imprecise term, too. Average LTE download speeds vary
minimizing bandwidth, thereby satisfying users. from 27Mbps in South Korea to 21.5 in China, 12.3 in the USA, 10.2 in the UK,
5.8 in Brazil and 2.5 in India. (Source: Ookla Net Explorer Index.)
With the decline of fixed broadband growth and the meteoric rise of
smartphone shipments the expectation is that the next two billion internet % of subs % of subs % of subs
users will access the web and app ecosystem on devices other than the Region
3G / 4G LTE LTE 2109 (F)
PC. More than 60% of Facebook’s revenue and 80% of Twitter’s comes
from mobile. Something approaching half of Google queries come from North America 35 15 85
mobile, desktop query growth is close to flat, and 40% of YouTube views Latin America 15 0 25
are mobile. W. Europe 70 5 50
CEE 39 1 5
MEA 13 1 5
Asia Pacific 14 2 18

(Source: Ericsson)

28 29
 These data say ‘mobile is the future’ but also tell us of great near-term Mobile broadband
scarcity in rich-content experiences. Even the 2019 forecasts hardly shout
‘abundant data for all!’. Ericsson estimates 40% of all mobile data traffic in North Latin
Europe Asia Africa
2013 was video, rising to 50% in 2019. A rich experience for the richest 15% Service America America
% % %
of the world’s population; a restricted one for others which together with % %
the costs of data will mean that only the highest-utility and lowest-data-use
applications will be massively distributed. It also explains the motivation Netflix 5 4 N/A N/A N/A
of Google’s Project Loon and the Facebook-led Internet.org as means to YouTube 18 17 15 15 3
spread bandwidth in the rural and developing worlds.
Web 13 18 20 14 30
Perhaps the most graphic illustration of band- Blackberry N/A N/A N/A N/A 14
width starvation and data costs as a barrier is the
SSL 7 6 11 8 4
phenomenon of ‘missed call and ring back tone’
marketing in India. The essence of missed-call Facebook 14 13 8 17 3
marketing, used by brands and politicians, is that
Instagram 3 2 3 4 N/A
advertisers promote a phone number which the
user dials but then hangs up pre-connection. The Facebook 2013 9 10 7 10 N/A
user then receives a free voice-, music- or video
message. There are many variations, and at least (Source: Sandvine)
five companies competing in this area. Necessity
truly is the mother of marketing invention. These data are remarkable. First, as over-the-top entertainment (Netflix
etc.) increases its reach the use of peer-to-peer file sharing (BitTorrent) falls.
The most recent Sandvine Global Internet Phenomena Report for the first Second, the increasingly rich (video and photo) components of Facebook
WHO ATE THE DATA? half of 2014 paints a picture of downstream bandwidth consumption on including Instagram are making massive inroads into mobile broadband
both fixed and mobile networks across the world: use and consume almost the same bandwidth as the mobile web excluding
YouTube in total.
Fixed broadband
The consumer experience of the internet is far from homogenous. Devices
North Latin
THE IMPLICATIONS and speed vary dramatically. Even among the rich minority the experience
Europe Asia Africa
Service America
% %
America
% FOR ADVERTISERS is far from consistent. All this should give pause to advertisers, agencies
% % and content creators setting global guidelines, particularly if these might
exceed the capabilities of any networks or their users or there is a risk
Netflix 34 3 N/A 5 N/A budget allocations might be misaligned with the connected and capable
population. ‘Global’ guidelines must in fact allow for a high degree of
YouTube 13 19 27 29 14 geographic and infrastructural localization. We live in a world that is
simultaneously demanding of both global and local strategy and execution.
Web 12 17 10 11 23
It is equally clear that in high bandwidth homes such as the 44 million
SSL (mail, commerce) 3 6 1 11 7 Netflix streaming homes (30 million in the USA) advertisers can expect
a big fall in commercial impressions. This competition between Netflix,
Facebook 2 4 3 6 7 particularly when manifested as ‘binge viewing’ one show at a time, against
an established repertoire of linear channels with packed schedules,
Bit Torrent (peer to
3 11 19 7 11 is extraordinarily asymmetric. Moreover, Netflix can capture different
peer file sharing)
segments with one show at a time for each.

30 31
 With the permission of the Center for the Digital Future (CDF) at the
Annenberg School of the University of Southern California we reproduce
IS THERE A WIDER The CDF data shows a new order of devices and also of content. ‘User-
generated’ has pejorative connotations it no longer deserves as it
THE MILLENNIALS data in this section from their 2013 Digital Future Report. In the 11th year of SHIFT IN CONTENT embraces social networking and messaging. Outside of sports and the very
the Center’s repeating observations of digital media use a specific segment best (and very worst) of television and movies, the axis of entertainment
CONSUMPTION
– A GLIMPSE was devoted to the behaviors of Americans aged between 18 and 34. Note
the contrast with 35+ ‘non-Millennials’, particularly viewing behavior. Three AHEAD?
maybe tilting inexorably. Bad news perhaps for US$1m per episode
sitcom stars and better news for audiences which can tell celebrity and
INTO THE MEDIA quarters of this group never watch TV shows or movies on any device other
than a television.
worth apart, or which values a more intimate relationship with the people
who entertain it. In August 2014 Variety reported that the most influential
FUTURE Question Millennials Non-Millennials
celebrities among 13-18 year old Americans were Smosh, the Fine Brothers
and PewDiePie. The most influential non-YouTube star is the late Paul
% answering yes, often or sometimes Walker of Universal’s Fast and Furious franchise.
Shopping
Compared a price in store on a The roster of YouTube stars is as well-known as it is incomprehensible to
68 43 many established buyers, sellers and creators of advertising. Yet it’s not
mobile device
just about entertainment in the usual form. Among the more remarkable
Looked for a better price nearby
46 24 manifestations of UGC is Twitch. With an estimated 50 million monthly
on a mobile device
unique users, Twitch streams video game-playing to anything from a few
Purchased an item with a mobile
23 10 to tens of thousands of real-time spectators. This may be a fad, but it may
device
signify the wider trend suggested above. In August of 2014 Amazon (!) paid
Viewing US$1bn for Twitch.
Watch pay TV online 23 10
Watch free TV online 55 24 Millennial behavior around massively multiplayer fantasy games such
as World of Warcraft was once caricatured by solitary misanthropes in
Watch pay movies on line 42 22 darkened rooms. This view is simply obsolete, and while the intensity of
Watch P2P / pirated movies online 16 8 the new behavior may be transient there is no denying its reality
PC Viewing
UGC 32 22 Twitch is one manifestation of a broader phenomenon. Live game play as
both participant and spectator is now widely distributed in countries such as
TV Shows 44 20
South Korea where bandwidth is truly abundant. Mainstream brands cannot
How to videos 54 36 ignore this. As the behavior grows we no longer accept ‘they will grow out
Music videos 64 28 of it’ as a reason to ignore the channel.
Movies 33 11
Smartphone viewing In last year’s Interaction we wrote of Electronic Arts and its massive online
TV Shows 17 7 player base as a potential competitor to YouTube for the attention of
young male audiences. This specific prediction did not materialize, but
Music videos 46 21
we think we have called the direction of travel right. It may be time to
The Center also reports that 70% of Millennials consider social networking revisit the assumption ‘high common denominator’ mass media, however
sites as ‘very or extremely important’ compared to 51% (perhaps the more uncomfortable that may be for the communications industry and its clients.
surprising figure) of non-Millennials. On those social networks Millennials
report following nine brands on each of Facebook and Twitter. Non- The broad conclusion that we can reach from the data can be summarized
Millennials follow four on Facebook and just one on Twitter. Except for the as ‘if they can they will.’ Like their predecessors, younger cohorts will
providers of exceptional experiences or service the hammer is juxtaposed adopt technology on the best available device if is sufficiently useful and
with the nail in the coffin of organic reach. reasonably priced. What we have seen so far portends even faster rates of
change.

32 33
 Television as the dominant advertising medium is not confronting an properties than exists today, and infuse audience data with real meaning.
imminent apocalypse. In fact, ‘traditional’ TV distributed on non-traditional
devices dominates digital video revenue. That said advertisers require 1. Daily unique visitors – an indicator of the frequency of visits and by
non-traditional video if they wish to maximize reach against today’s younger extension the value placed on that property by the user; three quarters
audiences, and the effect will compound over time as fewer cultivate the of Facebook users visit daily, one half of LinkedIn users visit monthly -
traditional TV habit. This scenario is already playing out in homes without do the math.
multichannel TV, which is the majority of the world’s population.
2. Average time spent per daily unique within five user quintiles from
most to least time spent – an indicator of the depth of the relationship
between property and user.
SOME SPECULATION Almost anyone who turns 13 in 2015, will have been born after 9/11, will have
lived their whole life under the Patriot Act, had access to broadband since 3. A frequency distribution with accompanying geo-demographic and
ABOUT THE LIFE OF their first day at school, had a smart phone as their first phone, used a tablet device data by user quintile from the heaviest users to the lightest
users – such as the relationship between the relatively small cohort
before they turned 10 and may never have read a ‘paper’ newspaper, or
POST-MILLENNIALS IN bought a CD or a DVD much less an encyclopedia. of active Tweeters and the larger contingent of passive followers,
or the relationship between YouTube devotees and those who view
THE USA occasionally.
They certainly could not tell the
difference between broadcast 4. Volume of content shared to Facebook, Twitter, LinkedIn and YouTube
and cable, most likely had no per unique visitor - showing the likelihood of that property being
idea that video had not always a source of influence. The majority of the 10 most-shared sources
been on-demand, always had a on Facebook and Twitter are news organizations with their roots in
games console, never knew a television or newspapers. Three are the BBC, The Guardian and The
world without Google or YouTube Mail Online; two of the other three are Buzzfeed and the Huffington
and used Facebook or Instagram Post. What might this imply? At another level, two recipe sites with a
by their 10th birthday (one way or vastly different sharing profile may indicate a difference in value to
another) advertisers.

By 2017 the majority of media All these data matter, but daily usership and usage distribution are the most
they consume will have IP characteristics – it will behave like the internet, important. Facebook has been the most forthcoming, revealing 829 million
be on demand with personal day parts, be stream-based or be connected daily active users, 654 million daily active mobile users and an average
to a social stream and signals from that stream and much of it advertising of 40 minutes daily usage in the USA; it does not publish any more on
free in the sense we understand it today – certainly in the context of the era the composition of that average. Twitter, LinkedIn and others report only
of television’s dominance of both media consumption and advertising. monthly active users with little sense of engagement as might be indicated
by time spent or particularly time spent per user. YouTube reports monthly
uniques and an aggregate of total viewing hours.

Analog media is relatively easy to understand in respect of the distribution This invites speculation and uncertainty about just how important the
profile of audiences. The demographics of any program are measurable internet’s dominant services are in the lives of users.
THE PARETO and visible, the same is true for print. It is reasonably safe to assume that
buyers of a magazine or newspaper represent a reasonably steady state In the case of YouTube we know there are one billion active monthly
PRINCIPLE OF of consumption and the profiles of heavy, medium and light users are
relatively easy to establish. This is less easy to interpret for online media.
unique users and that six billion hours of video are consumed a month; an
impressive average of six hours per unique visitor. If 20% of those users
ONLINE MEDIA In Interaction 14 (and again now) we suggested four new data points that
consumed YouTube at the Facebook average of 40 minutes per day or 20
hours per month it would mean two-thirds of YouTube’s total viewing was
would better illuminate a far more textured view of the web’s leading accounted for by 200m individuals and that the remaining 80% of the users

34 35
were averaging five minutes per day, or between one and two video views, Officer Nikesh Arora said: ‘Part of our ability to get consumer packaged
not all of which are available for advertising. goods companies to come and advertise with us is our ability to convince
them that brands can be built on the internet and YouTube clearly is the
We believe the Pareto principle does apply to YouTube, equally to Face- key player in our brand story vis-a-vis advertisers, because they still think
book and to Twitter and indeed 80:20 may be conservative. The sellers visually - they still think video when they think brand advertising, not just
might not think this is important, and indeed it might be unexceptional text ads.’
among online media generally. In this case however it does matter, because
of the large share of total advertising the two dominant players attract. For As an aside, YouTube’s advertising revenue from its billion monthly uniques
buyers who want to tell brand stories, particularly using video, this is critical, is estimated at US$5bn. Facebook’s one billion plus users generate
and the implications for ad load to lighter users considerable. US$10bn. For color, Netflix generates US$4.4bn from ‘just’ 44 million
streaming and 11m DVD subscribers. To the frustration of some advertisers
Millward Brown Digital’s Compete Panel data for July 2014 shows the age, and agencies (but not to users) it seems unlikely Netflix will carry ads
income and gender profiles for the 20% heaviest desktop and mobile app any time soon. If it did, with a market capitalization of less than a twelfth
users of Facebook, YouTube and, for contrast, cnn.com: of Google’s and an increasingly global footprint, it could be a tempting
acquisition.

Facebook You Tube CNN

Age Desktop Mobile Desktop Mobile Desktop Mobile
18-24 12 12 26 21 9 4
1. The distribution of bandwidth and the cost of data are now the only
25-34 20 25 22 32 18 20
consumer-gating factors to the spread of the internet and the services
35-44
45-54
21
21
29
20
19
17
24
12
17
26
32
23
CONCLUSION it allows. Bandwidth distribution is more constrained than some suggest
• For now we believe this remains a significant constraint to the
Facebook You Tube CNN deployment of marketing communications
Income Desktop Mobile Desktop Mobile Desktop Mobile
2. The only barriers to the growth of e-commerce appear to be economic
<$30,000 39 8 37 15 13 0 and logistic. Few consumer behavioral barriers remain.
30 to $60,000 27 47 26 50 25 53
>$60,000 34 33 37 35 44 47 3. Google, Facebook, Twitter, Linked In, Amazon and soon Pinterest
(and their regional analogs) have become the foundation layer of
Facebook You Tube CNN
digital marketing and most or all will appear on almost every future
Gender Desktop Mobile Desktop Mobile Desktop Mobile communications plan. They have combined utility, simplicity and virality
Female 57 75 44 62 35 66 that suggest they have developed durable franchises.
Male 43 25 56 38 65 34
4. For marketers and their agencies, threat and opportunity remain in
equilibrium. Both are massive. Agencies must integrate legacy systems
The data go some way towards illustrating the significantly younger skew of and practices from media buying into communications planning,
YouTube, the older skew of mobile users the overall gender skew towards attribution and creative development and promote automation in so
women of Facebook and the (more surprising?) massive skew towards doing.
women in respect of the mobile usage of both platforms.
5. Commercial gating factors in respect of programmatic advertising
YouTube’s success is pivotal to Google’s advertising future, along with its remain significant; while we tend to believe that all media havin the
continued brilliance at monetizing search, AdSense and mobile inventory. characteristics of the internet can be sold programmatically, it does not
On Google’s earnings call in the early part of 2014 its then Chief Business

36 37
 necessarily mean that they will, or that if they are, that their inventory marketplace model rather than its current e-retail approach; it might acquire
will necessarily find its way into open exchanges and be sold to the to do so. It’s also possible that Google could reach a fork in the road at
highest bidder impression-by-impression. which it makes a decision about its dependence on advertising revenue.
It could double down and think about acquiring a company with globally
• Scarce inventory (usually of high reach of particular value to a
relevant intellectual property and both ‘live’ and ‘physical’ entertainment
premium audience) will not be sold on exchanges
assets – like Disney. Second, eBay may be the target that most rapidly
• Some inventory will be reserved for certain buyers accelerates Google into e-ommerce and creates an opportunity to replicate
an AliBaba (services plus commission model) in competition with Amazon.
• Some inventory will be offered only in bulk, not cherry-pickable, if
Alternatively it may conclude that devices and the data that come from
revenue-optimal for the seller
them are more valuable long-term and look at one of the healthcare giants
6. For marketers, brands are everything. The principal challenge for those as a target to build an entirely new business model, which, like Google
brands is gaining and retaining consumer attention across channels itself, touches billions of people. We can only assume that Softbank, the
and devices which themselves enable avoidance of ‘unwanted content’ owner of Sprint and part owner of Yahoo Japan will use its enormous assets
like never before. to make a disruptive acquisition.

Finally, in a world driven by data and an algorithm for everything it’s worth
7. All marketers face margin challenges as retail power grows. All
remembering that humans love new things and they love serendipity and
marketers are under pressure to allocate a greater percentage of funds
browsing, because they know they don’t know what they don’t know. This
to their distribution partners.
is also why they are disloyal and forgetful, and this is why marketing must
be broad, persistent, and distinctive. As a consequence marketing as we
8. All see their growth coming from the next two billion connected
know will persist but it will need to clear ever-higher hurdles of relevance
consumers (‘connected’ signifying ‘prosperous’) and over time,
and engagement. For this last paragraph my thanks to Adam Smith, Futures
everyone. These people cannot be reached in the same universal way
Director of GroupM and the creator of This Year Next Year.
as allowed by the broadcast age which cultivated those very same
brands. We are fully immersed today in a new world order enabled by Galileo was right; the world is not flat. The supposed wish of Confucius
and constrained by the availability and cost of bandwidth and devices, came true; we do live in interesting times. Terms and conditions apply.
data costs to consumers and to marketers.
Rob Norman. Chief Digital Officer GroupM Worldwide
Looking further into the future the worlds of beacons and of augmented
and virtual reality will play their part in marketing and the creation of [email protected]; @robnorman
brand experiences which use engagement of the few as a hedge against
fragmented reach and attention. Already companies like Blippar are
providing virtual experiences that enrich the experience of inanimate
goods. The Facebook acquisition of Oculus VR in early 2014 has generated
much excitement on the assumption that Facebook’s scale and ingenuity
can create affordable hardware that will in turn enable new media and
brand experiences at scale. Mark Zuckerberg has suggested that Oculus
could herald the next information interface in the progression which began
with moveable type and progressed through the radio and television dial,
the remote control, the keyboard, the mouse, touch and gesture. If he is
right a new wave of experiences will in time be normal, for some.

2016 will be another year of innovation and acquisition. It has been 15

years since the AOL Time Warner merger. Nothing as seismic in M&A has
happened since. Maybe such an event is around the corner. It’s possible,
for example, that Amazon may pursue global expansion through the

38 39
 1. GroupM Worldwide Media Forecasts: GroupM publishes both global
and country specific forecasts that show trends in marketing spend in
GLOSSARY relation to GDP and analyse the changes in distribution of that spend
by channel.
OF SOURCES 2. Freewheel: Freewheel is a video streaming technology platform and a
subsidiary of Comcast
3. Global Web Index: Global Web Index profiles consumers in 32
countries and represents 89% of the worldwide internet audience
4. Point Topic: A leading resource for worldwide broadband, IPTV and
VoIP market intelligence
5. Unlocked
6. Akamai: Akamai’s network is one of the world’s largest distributed-
computing platforms, responsible for serving between 15 and 30
PRIVACY
percent of all web traffic
7. StatCounter
REGULATION
8. Ericsson
9. Sandvine: Sandvine Incorporated is a networking equipment company
based in Waterloo, Ontario, Canada. Sandvine network policy control
products are designed to implement broad network policies, ranging
from service creation, billing, congestion management, and security
10. eMarketer: eMarketer is an independent market research company that
provides insights and trends related to digital marketing, media and
commerce.
11. Kantar Retail: Kantar Retail is subsidiary of Kantar, WPP’s data
investment management arm. Kantar retail uses survey data to track
changes in shopper behavior and supplies interpretation of that data to
retailers and brand owners around the world.
12. International Telecommunications Union
13. The Center for the Digital Future at the Annenberg School at USC:
Interactive data are abundant but information can be scarce.
The Center is led by Dr. Jeffrey Cole. Its mission is to track changes
The first Interaction noted ‘the world is not flat’ (meaning
in the adoption and usage of the internet over time by asking a set of
the same everywhere) and today patterns remain hard to
consistent questions about consumer attitudes and usage. The Center
discern from under-standardised sources and enormous
has expanded the geographic reach of its work over recent years and
value ranges - but we’ll have a go anyway.
now offers global insights into the way the internet has changed, and
continues to change the world.

Historic financial data are sourced from United States Securities Exchange
Commission filings.

40 41
 The privacy world is a complex place and with the escalation of data use user’s device. These areas are indicated on the map (indicated with cross
and regulations that are region-specific it makes the job of marketers hatching and dots) and provide an illustration of governmental regulation
WHERE IN even more difficult. Online marketing requires an understanding of data
collection and use and what regulations may apply to that data. Each
layered with self-regulation.

THE WORLD IS country has a different set of regulations to follow for what is and is not
permitted related to the collection and use of digital data. In some countries
The advised approach is for marketers to be guided by what will build trust
with consumers, and what is best for consumers. The more marketers are
PRIVACY SELF- privacy is governed by consensus and self-regulations, in others by
government legislation. Global consistency in the approach to privacy is
transparent with their data practices, the more at ease users are likely to
feel. And the more comfortable users feel about the way marketers use
REGULATION? elusive. and secure their data, the more likely they are to continue sharing their
information.
Despite this global nature of marketing, distinctions in privacy regulations
present different touch points for individual countries. The accompanying After all, it is their data.
map aims to simplify this confusion by highlighting countries where there
are higher levels of self-regulation, low levels of self-regulation and even SELF-REGULATORY PRESENCE AND APPLICABLE COOKIE LAW
no presence of self-regulation. Each level of self-regulation carries with it
distinctive characteristics.

Areas imposing high levels of self-regulation (indicated with green)

characteristically have a framework of data privacy guidance that has
been developed by a consensus of market participants and industry
trade associations. Often these areas will allow trade associations to refer
enforcement of these self-regulatory principles to a governmental body
if there is a violation of those principles. These self-regulatory principles
tend to focus on areas of transparency and notice, and consumer choice to
share their data with marketers.

Regions that retain low levels of self-regulation (indicated with blue)

maintain a presence of industry trade associations, however they have not
yet presented or adopted a self-regulatory set of guidance or framework.
Often the first step to create a self-regulatory framework begins with
the presence and establishment of industry trade groups. These trade
associations are the same global associations present in areas of high
levels of self-regulation. KEY FOR SELF-REGULATORY PRESENCE
AND APPLICABLE COOKIE LAW
Lastly are the regions where there is no presence of self-regulation
NO OBA SELF-REGULATION ASSOC. OR SCHEME PRESENT
(indicated with orange). These areas do not maintain a presence of
SOME PRESENCE OF SELF-REGULATORY TRADE ASSOCIATIONS
trade associations, nor is there a scheme of self-regulatory principles for
marketers to abide by with relation to online data collection and use. STRONG SELF-REGULATORY SCHEME PRESENT

UNKNOWN

It is important to note, that despite the type of self-regulatory framework

a specific country may have, there may also be a government regulation
or law present in that country layered atop of self-regulation. These laws
typically focus on restrictions and limitations for data collection, use and
transfer, and apply to personal and sensitive data, consent requirements, SOURCE: The amended cookie directive: Unharmonised implementation, September
and storage of that data. For example, some countries have enacted laws 2014 (www.pinsentmasons.com), DLA Piper EU Law on Cookies Guide, September 2014,
http://www.dlapiperdataprotection.com/#handbook/world-map-section,
requiring certain levels of consent before cookies are deployed on a http://www.iab.net/global, http://www.edaa.eu/, http://www.aboutads.info/

42 43
SELF-REGULATORY PRESENCE AND
SELF-REGULATORY PRESENCE AND APPLICABLE
APPLICABLECOOKIE
COOKIELAW
LAW SELF-REGULATORY
SELF-REGULATORY PRESENCE
PRESENCE AND
AND APPLICABLE
APPLICABLE
COOKIE
COOKIELAWS
LAWSININ
EUROPE
EUROPE
NOOBA
NO OBA SELF-REGULATION
SELF-REGULATION ASSOC. OR
OR SCHEME
SCHEME PRESENT
PRESENT
Countries highlighted
Countries highlighted in this shade indicate
indicate that
that there
there is
is Argentina,
Argentina,Belize,
Belize,Egypt,
Egypt,ElElSalvador,
Salvador,Guatemala,
Guatemala,Honduras, India,
Honduras, Iran,
India, Iran,
noself-regulatory
no self-regulatory scheme
scheme for
for OBA
OBA or or electronic
electronic marketing.
marketing. Iraq,
Iraq,Israel,
Israel,Jordan,
Jordan,Lebenon,
Lebenon,Malta,
Malta,Morocco,
Morocco,Nicaragua,
Nicaragua,Qatar,
Qatar,Saudi
Saudi
Additionally there
Additionally there is
is no
no presence
presence of of well
well known
known industry
industrytrade
trade Arabia,
Arabia,Syria,
Syria,Taiwan,
Taiwan,Thailand,
Thailand,UAE,
UAE,Yemen
Yemen
groups such
groups such asas the
the DAA
DAA oror IAB.
IAB. ttII is
is possible
possible however,
however, that
that
thereare
there are laws
laws in
in these
these places
places specific
specific to to data
data protection
protectionof of
PIIand
PII and data
data security
security..
SOME PRESENCE
SOME PRESENCE OF OF SELF-REGULATORY
SELF-REGULATORY TRADE TRADE ASSOCIATIONS
ASSOCIATIONS
Countries highlighted in this shade indicate that there is
Countries highlighted in this shade indicate that there is Brazil,
Brazil,Chile,
Chile,China,
China,Colombia,
Colombia,Costa
CostaRica, Ecuador,
Rica, Hong
Ecuador, Hong Kong, Iceland,
Kong, Iceland,
some presence
some presence ofof industry
industry associations
associations and
and trade
trade groups,
groups, Indonesia, Japan, Luxemburg, Mexico, Panama, Peru, Phillippines,
Indonesia, Japan, Luxemburg, Mexico, Panama, Peru, Phillippines, Russia,
Russia,
however no
however no broader
broader self-regulatory
self-regulatory program
program implemented
implemented Serbia,
Serbia,Singapore,
Singapore,Slovenia,
Slovenia,South
SouthAfrica,
Africa,South Korea,
South Turkey,
Korea, Ukraine,
Turkey, Ukraine,
in that specific country. Uruguay, Vietnam
in that specific country. Uruguay, Vietnam
STRONG SELF-REGULATORY SCHEME PRESENT
STRONG SELF-REGULATORY SCHEME PRESENT
The strong indicator highlights countries with OBA self-regulatory Australia, Austria, Belgium, Bulgaria, Canada, Croatia, Cyprus, Czech
The strong indicator highlights countries with OBA self-regulatory Australia, Austria, Belgium, Bulgaria, Canada, Croatia, Cyprus, Czech
programs in their region. It is important to note that in Europe, Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary,
programs in their region. It is important to note that in Europe, Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary,
although there is a self-regulatory program, not every country Ireland, Italy, Latvia, Lichtenstein, Lithuania, Netherlands, New Zealand,
although there is a self-regulatory program, not every country Ireland, Italy, Latvia, Lichtenstein, Lithuania, Netherlands, New Zealand,
has implemented those standards. These locations are marked as Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland,
has implemented those standards. These locations are marked as Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland,
Strong as the program is present there. UK, United States
Strong as the program is present there. UK, United States
UNKNOWN
UNKNOWN
Information on any OBA self-regulatory programs or trade
Information on any OBA self-regulatory programs or trade
associations is not available for these areas.
associations is not available for these areas.
NO COOKIE LAW
NO COOKIE LAW
No highlighted border indicates that there is no cookie restrictions. Argentina, Australia, Belize, Bolivia, Bosnia, China, C osta Rica, Egypt,
No highlighted border indicates that there is no cookie restrictions. Argentina, Australia, Belize, Bolivia, Bosnia, China, C osta Rica, Egypt,
El Salvador, Guatemala, Honduras, Iceland, India, Indonesia, Iran, Iraq,
El Salvador, Guatemala, Honduras, Iceland, India, Indonesia, Iran, Iraq,
Israel, Japan, Jordan, Laos, Lebenon, Lichtenstein, Morocco, New Zealand,
Israel, Japan, Jordan, Laos, Lebenon, Lichtenstein, Morocco, New Zealand,
Nicaragua, North Korea, Norway, Pakistan, Panama, Paraguay, Peru, Qatar,
Nicaragua,
Russia, SaudiNorth Korea,
Arabia, Norway,
Serbia, Pakistan,
Singapore, SouthPanama,
Africa, Paraguay,
South Korea,Peru, Qatar,
Syria,
Russia, Saudi Arabia, Serbia, Singapore, South Africa, South
Taiwan, Thailand, Turkey, UAE, Ukraine, Venezuela, Vietnam, Yemen Korea, Syria,
Taiwan, Thailand, Turkey, UAE, Ukraine, Venezuela, Vietnam, Yemen
COOKIE IMPLIED CONSENT
COOKIE IMPLIED CONSENT
This indicator alerts the user to the fact that this country only Belgium, Brazil, Canada, Chile, Colombia, Czech Republic, Denmark,
This indicator
requires alerts
implied the user
consent to the
for use fact that this country only
of cookies. Belgium,Estonia,
Ecuador, Brazil, Canada,
Finland, Chile, Colombia,
Germany, CzechHungary,
Hong Kong, Republic, Denmark,
Ireland,
requires implied consent for use of cookies. Ecuador, Estonia,
Luxemburg, Malta, Finland, Germany, Hong
Mexico, Phillippines, Kong,Sweden,
Romania, Hungary,UK,Ireland,
United
Luxemburg,
States, Malta, Mexico, Phillippines, Romania, Sweden, UK, United
Uruguay
States, Uruguay
COOKIE EXPLICIT CONSENT
COOKIE EXPLICIT
This indicator CONSENT
alerts the suer to the fact that this country requires Austria, Bulgaria, Croatia, Cyprus, France, Greece, Italy, Latvia, Lithuania, SOURCE: The amended cookie directive: Unharmonised implementation, September
This indicator
explicit opt Inalerts
consenttheprior
suerto
tothe
thecookie
fact that this country requires
placement. Austria, Bulgaria,
Netherlands, Poland,Croatia, Cyprus,
Portugal, France,
Slovakia, Greece, Italy, Latvia, Lithuania,
Spain 2014 (www.pinsentmasons.com),
SOURCE: The amended cookieDLA Piper EU
directive: Law on Cookies
Unharmonised Guide, September
implementation, 2014,
September
explicit opt In consent prior to the cookie placement. Netherlands, Poland, Portugal, Slovakia, Spain http://www.dlapiperdataprotection.com/#handbook/world-map-section,
2014 (www.pinsentmasons.com), DLA Piper EU Law on Cookies Guide, September 2014,
http://www.iab.net/global, http://www.edaa.eu/, http://www.aboutads.info/
http://www.dlapiperdataprotection.com/#handbook/world-map-section,
SOURCE: The amended cookie directive: Unharmonised implementation, September
http://www.iab.net/global, http://www.edaa.eu/, http://www.aboutads.info/
2014 (www.pinsentmasons.com),
SOURCE: DLA Piper
The amended cookie directive: EU Law on Cookies
Unharmonised Guide, September
implementation, 2014,
September
http://www.dlapiperdataprotection.com/#handbook/world-map-section,
2014 (www.pinsentmasons.com), DLA Piper EU Law on Cookies Guide, September 2014,
http://www.iab.net/global, http://www.edaa.eu/, http://www.aboutads.info/
http://www.dlapiperdataprotection.com/#handbook/world-map-section,
http://www.iab.net/global, http://www.edaa.eu/, http://www.aboutads.info/

44 45
 We wondered if there would be any pattern of tablet proliferation. There is
A SHORT WALK not. Higher penetration (50% plus) is unsurprisingly more common in richer
countries, but there are plenty of rich countries where tablets are scarcer:
THROUGH Japan, Italy, France and Austria, just to give a few examples. It is not safe to
assume such countries must have a marked preference for smartphones,
THE NUMBERS with which tablets display only a middling correlation of ownership. Tablet
purchase might therefore be determined more by local characteristics:
perhaps being out of the home more, or having less compulsion to shop
online, or having less of a print media heritage.

Acceleration rates are not consistent either. Some countries find resistance

A SHORT WALK
at 60%, while others forge beyond. Denmark is striding to 70% in 2015,
Norway creeping.

There is one constant: where tablets are common, we find elevated

THROUGH THE smartphone penetration. A few countries here are testing levels of around
90% smartphone penetration in 2015.

NUMBERS Past Interactions have often used phrases like ‘the earth is not flat’ and ‘the
future is unevenly distributed’, and 4G is the latest reason to do so. The
top scorers in this survey are Poland, Belgium, the Baltics and Ireland, all
matching or exceeding superfast South Korea’s 70%. Rich countries falling
behind (below 40% in 2015) include the Netherlands, the UK, France and
Italy.

Turning to streaming audio we would judge 80% of the reporting countries

here to have small to medium usership (up to 30% of the population) and
the remaining 20% higher usership. Several countries have a strong core of
local services including China, Russia, Ukraine, Taiwan and South Korea. To
judge from this sweep, Spotify is easily the leading international brand, with
Deezer and Soundcloud collecting several citations.

Subscriber video-on-demand (SVOD) is now sufficiently large to be

measured in thousands of households in the majority of countries reported
here. Measuring the SVOD audience is another matter, and is not yet
Interactive data are abundant but information can be scarce.
compatible with linear TV in the few places it is measured at all. Netflix
The first Interaction noted ‘the world is not flat’ (meaning
reports only US and International subscriber totals, but we offer many local
the same everywhere) and today patterns remain hard to
Netflix household estimates here - with a notable absence of international
discern from under-standardised sources and enormous
competition so far. Netflix is widely if thinly dispersed in Latin America,
value ranges - but we’ll have a go anyway.
with redoubts in the Anglosphere of Canada, the UK and the Nordics.
Elsewhere, local services often lead the market more so than we see
with streaming audio. China, the country where TV advertising is the most
threatened by online video substitution, has many audio streams but no
SVOD at all.

Better SVOD audience measurement is needed. There are a few ways this
could happen. Publishers may consent to a standard, pooled measure.

46 47
 Some may offer their own independent and possibly non-standard THE WORLD’S MEDIA DAY - WEIGHTED BY LOCAL MEDIA INVESTMENT
measure. A sample of the population may consent to being tracked by a
third party. Or the buy-side may tag or observe the audience itself. The best
Agg av hours 2012 2013 2014 2015
method for advertisers is whichever dovetails best with other data, and their
own in particular. ‘Performance’ is tangible, but weaker for accounting the Online 3.00 3.40 3.74 3.91
intangibles which much brand and video advertising seeks. TV 3.71 3.65 3.57 3.47
Print 0.60 0.56 0.54 0.50
Radio 1.54 1.48 1.43 1.40
Dwelltime sources and methods vary, which sometimes creates large Total 8.85 9.09 9.27 9.28
THE MEDIA DAY year-to-year variances. Multitasking exaggerates the number of hours,
particularly in the USA. Global data in aggregate are however stable. Shares 2012 2013 2014 2015
Country-by-country figures showing our calculations are all in the electronic Online 34 37 40 42
version. TV 42 40 38 37
Print 7 6 6 5
Linear TV’s share of the media day continues to decline at the rate we
noted last year: between one and two percentage points annually. Some Radio 17 16 15 15
but not all of this is retrieved online, where competition is much tougher. Total 100 100 100 100
Legacy print and radio continue to donate share to online too, though it will
Av minutes 2012 2013 2014 2015
be interesting to see if these now find a floor.
Online 180 204 224 234
THE WORLD’S MEDIA DAY - WEIGHTED BY POPULATION TV 223 219 214 208
Print 36 33 32 30
Agg av hours 2012 2013 2014 2015 Radio 92 89 86 84
Total 531 545 556 557
Online 2.55 2.85 3.14 3.30
TV 3.19 3.24 3.15 3.07
Print 0.58 0.58 0.57 0.54 33 countries supplied e-commerce totals in our survey, up from 25 last time.
Radio 1.36 1.34 1.31 1.28 E-COMMERCE The dollarised total adds up to USD 1,331 billion for 2014 with a run-rate
of growth of 25% to take us to a predicted USD 1,656 billion in 2015. Last
Total 7.68 8.01 8.17 8.20
year’s run rate was 22%. The main reason for the pickup is China, where
Shares 2012 2013 2014 2015 online shopping (B2C) comprises 38% of our world’s total, with 41% growth
Online 33 36 38 40 expected in 2015.
TV 42 40 39 37 We had expected to reach an average USD 1,000 annual online shop per
Print 8 7 7 7 user by now. This is revised to USD 753 for 2015. The three reasons are our
Radio 18 17 16 16 larger pool of countries; internet usership expanding 10% annually; and a
Total 100 100 100 100 10% stronger dollar.

Av minutes 2012 2013 2014 2015 E-COMMERCE SPEND

Online 153 171 188 198 CAGR
2008 2009 2010 2011 2012 2013 2014 2015
TV 191 194 189 184 2012-2015
Print 35 35 34 32 World total
153 185 386 461 842 1,080 1,331 1,656 25%
USD bn
Radio 82 80 79 77 Per user
165 180 336 361 509 588 662 753 14%
Total 461 481 490 492 USD

48 49
 The UK again has easily the highest per-user e-commerce at USD 3,839
[Stg 2,553] expected in 2015. The nearest is again Denmark at USD
2,961. The UK also has the highest online share of measured advertising
investment (51% expected in 2015).

The World Bank tells us household final consumption was USD 42tn in
2013, or 60% of global GDP. If we assume half this is retail, this gives us total
retail of USD 24tn in 2015. E-commerce of USD 1.656tn would represent 7%
of this.

‘Programmatic’ is ambiguous and can mean automated transaction or THE TECH

‘PROGRAMMATIC’ algorithmic ‘decisioning’. We asked our correspondents to estimate what

AND ONLINE
percentage of local digital display ad investment was automated. The
result is a global average in 2014 of 29%, or 19% excluding the USA, where
automation accounted for about 44%. We also asked what percentage
STACK
VIDEO online video comprised of local digital display. The global answer: 23%, or
17% ex USA. Individual values appear in each country entry.

Interactive data are abundant but information can be scarce.

The first Interaction noted ‘the world is not flat’ (meaning
the same everywhere) and today patterns remain hard to
discern from under-standardised sources and enormous
value ranges - but we’ll have a go anyway.

50 51
 US analyst Pivotal tracks 135 independent ad tech names. At the time of
THE TECH STACK writing, the biggest employer among them was Criteo and the smallest
Axonix (a mobile ad exchange). Most are USA-based and USA-focused.

We asked our network outside the USA to pick the most familiar names ARGENTINA
from Pivotal’s set of larger employers (300+ staff). Any large group of ad
tech will change almost daily: we apologise to Outbrain and Maxpoint, who
were not on the list when we asked the question. This ranking is based
on a simple raw count of mentions. It implies no commercial endorsement
other than praise for having built international brand recognition. Our thanks SNAPSHOT 2012 2013 2014 2015e
to Pivotal for generously letting us manhandle its data.
Smartphone penetration % 16 21 25 29
2015e adult internet users % 67%
Tablet penetration % 6 10 13 15
2015e e-commerce per E-commerce in ARS bn (excluding travel) 12.9 18.2 30.1 40.0
157
adult internet user USD E-commerce per adult internet user ARS 563 728 1,111 1,379
2014e video ad investment
% citations outside USA of online display
% Adult media usage (hrs per day in decimals)
Online (15+, ex mobile) 0.83 0.65 0.62 0.70
2014e automated % of TV (18+) 3.90 3.40 3.20 3.15
10%
Sizmek (adserving) online display Print (18+) 0.62 0.60
Radio (18+) 6.20 5.70 5.30 5.30
AppNexus/OAS (ad tech platform)
Total 10.93 9.75 9.74 9.75
TubeMogul (video ad network and DSP)
Adult media usage (percentages)
SocialBakers (social analytic) Online 8 7 6 7
TV 36 35 33 32
Videology (video ad network and platform)
Print 0 0 6 6
Historic sources: comScore; TGI; INDEC;
Rubicon (SSP and ad tech platform) eMarketer; CACE/TNS; Digital TV Research;
Radio 57 58 54 54
adCuality Total 100 100 100 100
inMobi (mobile ad network)
Criteo (ad network)
Pubmatic (SSP) Uniques 000s Av minutes per Av minutes per
Top websites Apps Users 000s
(Dec 2014)* month month
YuMe (video ad network)
Facebook Sites 15,148 439 Instagram 1,793 13
Marin Software (paid search bid mgmnt) Google Search 15,098 31 WhatsApp 111 2
Uniques 000s Av minutes per OTT SVOD Estimated HH 000s
WebTrend (site analytic) Global websites
(Dec 2014)* month
Netflix 480
Mediamath (DSP) Twitter 3,875 50 Cablevisón On Demand 16
YouTube 14,314 207
Turn (DSP) Direct TV On Demand 7
Yahoo 11,527 69 Streaming audio Estimated HH 000s
Adform (DSP) LinkedIn 1,702 18
Musica.com 2,001
*ex mobile Terra Musica 743
0 2 4 6 8 10 12
Spotify 736

52 53
 AUSTRIA BELGIUM

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 69 78 82 85 Typical home download Smartphone penetration % 20 41 43 75
21 33
Mbps Tablet penetration % 21 31 37 40 Mbps
Tablet penetration % 16 30 40
Adult media usage (hrs per day in decimals) 4G penetration % 54 75
2015e adult internet users % 100% 2015e adult internet users % 74%
Online 0.90 0.97 1.05 Adult media usage (hrs per day in decimals)
2014e video ad investment TV 2.30 2.42 2.38 2014e video ad investment Online
19% 15%
of online display Print 0.60 0.51 0.45 of online display
TV 4.33 4.30 4.28 4.25
Radio 3.00 3.18 3.18 Print
Total 6.80 7.08 7.06 Radio 4.35 4.32 4.25 4.25
Adult media usage (percentages) Adult media usage (percentages) n/a
Online 13 14 15
TV 34 34 34
Historic sources: CIM TV & Radio, comScore,
Print 9 7 6
BMM; EU
Historic sources: AGTT/GfK; Evogenius;
Radio 44 45 45
Standard Radiotest; OVA; OWA; Mindtake;
Werbeplanung Marktstudie Online Total 100 100 100

Av minutes per OTT SVOD Estimated users 000s

Top three local websites Uniques 000s*
month
Nieuwsblad.be 1,923 50.2 Netflix 80+
Av minutes per Skynet.be 1,343 9.6
Top three local websites Uniques 000s Av minutes per Streaming audio Estimated users 000s
month Apps Users 000s 2dehands 1,331 33.3
month
ORF.at 3,055 439 Spotify 2,100
Snapchat - 13 Av minutes per
Global websites Uniques 000s* Deezer 110
Herold.at 2,428 Instagram 839 month
Radionomy 10
willhaben.at 2,216 31 WhatsApp 2,614 2 Twitter.com 587 15.4
Av minutes per Av minutes per Facebook 4,128 238.8
Global websites Uniques 000s Streaming audio Users 000s
month month YouTube 3,181 138.0
Twitter.com 693,000 50 Spotify 611 n/a Yahoo! 1,948 103.3
Facebook 3,146,000 207 Google search 4,549 15.9
YouTube 4,459,000 69 LinkedIn 1,590 20.5
Yahoo! - 18 Av minutes per
Apps Users 000s *three-month rolling average to January 2015.
Google search - month
Mobile not included.
LinkedIn 457,000 Instagram 302 13

54 55
 BRAZIL CANADA

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 20 27 34 42 Typical home download Smartphone penetration % 31 35 55 61
2 25
Mbps Tablet penetration % 1 3 6 10 Mbps Tablet penetration % 15 33 38 42
4G penetration % 1 2 8 4G penetration % 5 19 36 60
2015e adult internet users % 69% 2015e adult internet users % 82%
E-commerce in BRL bn (excluding travel) 24 30 39 50 E-commerce in CAD bn (excluding travel) 21.5 21.6 25.4 29.6
E-commerce per adult internet user BRL 281 322 381 463 E-commerce per adult internet user CAD 1,000 987 1,153 1,283
2015e e-commerce per 2015e e-commerce per
148 1,011
adult internet user USD Adult media usage (hrs per day in decimals) adult internet user USD Adult media usage (hrs per day in decimals)
Online 2.80 3.00 3.40 3.80 Online 1.68 1.27 1.28 1.29
2014e video ad investment
TV 4.80 4.70 4.60 4.50 16% TV 4.17 4.04 4.14 4.22
Historic sources: TGI Ibope; comScore; AB- of online display
Print 1.05 1.00 1.00 1.00 Print 0.64 0.50 0.60 0.58
Comm; PwC; Anatel Radio 2.55 2.50 2.50 2.40 Radio 1.91 1.89 1.30 1.31
Total 11.20 11.20 11.50 11.70 Total 8.40 7.70 7.32 7.41
Adult media usage (percentages) Adult media usage (percentages)
Online 25 27 30 32 Online 20 16 17 17
TV 43 42 40 38 TV 50 52 57 57
Print 9 9 9 9 Apps Users 000s** Print 8 6 8 8
Radio 23 22 22 21 Radio 23 25 18 18
Total 100 100 100 100 Snapchat 678 Total 100 100 100 100
Instagram 3,752
WhatsApp 1,687 Historic sources: comScore; Numeris InfoSys TV; PMB; NADbank; eMarketer
Estimated
OTT SVOD *desktop only annual
users 000s Uniques Av minutes
Top local websites average
Netflix.com 2,141 000s* per month
Uniques 000s Av minutes Apps Estimated HH 000s Rogers On Demand n/a msn.ca (Email/News/Entertainment Portal) 9,268 35 **mobile annual
Top three local websites
(Dec 2014) per day Snapchat 10,000 Bell Fibre TV n/a Kijiji.ca (Classified Ad site) 8,583 58 average
UOL (multipurpose portal) 60,691 11.3 Instagram 22,000 CraveTV n/a CBC.cae (News) 6,805 18
Globo.com (news & entertainment) 51,497 13.9 WhatsApp 45,000 Global Go n/a Blogspot.ca (Blog hosting site) 5,821 6
Terra (news & entertainment) 51,343 5.7 OTT SVOD Estimated HH 000s Shomi n/a Amazon.ca 4,756 18
Uniques 000s Av minutes Estimated Uniques Av minutes
Global websites Net Now 2,500 Streaming audio Global websites
(Dec 2014) per day users 000s 000s* per month
Netflix 2,200
Twitter.com 60,691 11.3 Twitter.com 5,000 33
Sky On Demand 2,000 Soundcloud 1,246
Facebook 58,546 53.0 Facebook 16,682 442
Streaming audio Estimated users 000s CBC.ca 695
YouTube 46,143 29.5 YouTube 15,036 257
Yahoo! 40,348 13.7 TIMmusic by Deezer 1,800 Songza 400 Yahoo! 10,535 42
Google search 62,632 4.5 Rdio 500 Tunein 356 Google search 19,914 90
LinkedIn 11,378 7.3 Spotify Brasil 7,000 Grooveshark 380 LinkedIn 5,863 24

56 57
 CHILE CHINA

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 56 70 34 42 Typical home download Smartphone penetration % 21 33 38 44
3 4
Mbps Tablet penetration % 6 7 6 10 Mbps Tablet penetration % 7.5 13 17 22
4G penetration % 1 2 2 8 4G penetration (000s) 7 10
2015e adult internet users % 54% 2015e adult internet users % 52% E-commerce in CNY billion (inc. B2B, travel, O2O, exc. group buying) 8,080 10,116 12,271 15,008
E-commerce in USD bn (excluding travel) 2.0 2.6 39 50
E-commerce per adult internet user USD 303 366 381 463
E-commerce in CNY billion (online shopping only) 1,187 1,892 2,815 3,955
2015e e-commerce per 2015e online shopping per
366 1,170 E-commerce (online shopping only) per adult internet user CNY 2,833 4,130 5,746 7,324
adult internet user USD Adult media usage (hrs per day in decimals) adult internet user USD
Online 1.03 1.00 3.40 3.80 Adult media usage (hours per day in decimals)
2014e video ad investment Ages 15-69 36 cities
TV 3.90 3.93 4.60 4.50 8%
Historic sources: comScore; Ibope; Ipsos; of online display Online 3.01 3.26 3.61 3.80
Print 0.40 0.37 1.00 1.00
Sernac; eMarketer Radio 4.00 4.00 2.50 2.40 TV 2.76 2.70 2.50 2.40
2014e automated % of
8% Print 0.65 0.64 0.62 0.58
Total 9.33 9.30 11.50 11.70 online display
Radio 0.85 0.81 0.75 0.70
Adult media usage (percentages) Total 7.27 7.41 7.49 7.48
Online 11 11 30 32 Adult media usage (percentages)
TV 42 42 40 38 Online 41 44 48 51
Print 4 4 9 9 Streaming audio Monthly users
TV 38 36 33 32
Radio 43 43 22 21 (PC) 000s
Print 9 9 8 8
Total 100 100 100 100 iTunes 91,574 Radio 12 11 10 9
Kugou music 94,180 Total 100 100 100 100
Kuwo music player 47,423
Historic sources: comScore; Numeris InfoSys TV; PMB; NADbank; eMarketer
Streaming audio Monthly users Av minutes
(mobile) 000s Top three Uniques m
per visitor
local websites (Dec 2014)
QQ music 39,311 per day
Av minutes Apps Users 000s Kugou music 38,700 qq.com (Social Networking) 450.04 12
Top three local websites Uniques 000s
per visit Instagram 383 TTPod 30,495 baudu.com (Chinese Language Multimedia Search Engine/Encyclopedia) 464.10 11
Google.cl 5,778 3 OTT SVOD Estimated HH 000s Kuwo music player 25,631 360.cn (Antivirus Distributor) 270.58 4
Facebook.com 4,640 16 Netflix 230 MIUI music player 16,126 Av minutes
Global websites Uniques m Global Av minutes
Live.com (News/Ent/Email/Cloud Storage) 4,467 8 Baidu music 14,044 per visitor Uniques m
Streaming audio Estimated HH 000s (PC) (Dec 2014) websites per visitor
Av minutes Xiami 11,575 per day (Dec 2014)
Global websites Uniques 000s Spotify 1,250 (Mobile) per day
per visit Duomi 11,493 Twitter.com 3.38 6 Twitter.com 0.84 3
Twitter.com 632 6 Free Music Download n/a Qingting FM 11,053 Facebook 7.44 3 Facebook 2.59 5
Facebook 4,656 16 Pandora n/a Kaola FM 10,684 YouTube 12.79 59 YouTube 2.26 3
YouTube 3,954 21 Ximalaya FM 8,567 Yahoo! 0.13 9 LinkedIn 0.15 2
Yahoo! 2,902 3 NetEase Cloud Google.com search 59.00 3
3,682 Historic sources: China National Resident Survey;
Google search 5,778 3 Music Google.cn search 55.16 3 CNNIC; iResearch; MIT; iResearch
LinkedIn 891 5 Douban FM 2,970 LinkedIn 4.12 3 2014 media hours are January-June only

58 59
 CZECH REPUBLIC DENMARK

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 10 11 33 55 Typical home download Smartphone penetration % 50 60 73 83
11 20
Mbps Tablet penetration % 2 2 13 18 Mbps Tablet penetration % 41 58 69
4G penetration % 33 47
E-commerce in EUR bn (excluding travel) 1.7 2.7 3.1 3.6
2015e adult internet users % 78% 2015e adult internet users % 95%
E-commerce per adult internet user EUR 253 404 446 505 E-commerce in DKK bn excluding travel 51.0 58.7 69.7 87.8
E-commerce per adult internet user DKK 13,840 14,379 16,607 20,845
2015e e-commerce per Adult media usage (hrs per day in decimals) 2015e e-commerce per
535 2,961
adult internet user USD Online 1.86 1.86 2.40 2.70 adult internet user USD Adult media usage (hours per day in decimals)
TV 3.52 3.58 3.68 3.70 Online 1.61 1.57 1.62 1.70
2014e video ad investment 2014e video ad investment TV 2.28 2.26 2.21 2.19
8% Print 0.31 0.31 0.20 0.20 7%
of online display of online display
Radio 2.19 2.17 2.28 2.40 Print 0.60 0.52 0.46 0.45
2014e automated % of on- Total 7.88 7.92 8.56 9.00 2014e automated % of on- Radio 1.39 1.35 1.33 1.32
3% 53% Total 5.88 5.70 5.62 5.66
line display line display
Adult media usage (percentages)
Online 24 23 28 30 Adult media usage (percentages)
Historic sources: MML-TGI; NetMonitor;Medi- TV 45 45 43 41 Online 27 28 29 30
aresearch; APEK Print 4 4 2 2 TV 39 40 39 39
Radio 28 27 27 27 Print 10 9 8 8
Total 100 100 100 100 Radio 24 24 24 23
Total 100 100 100 100

Historic sources: Danskernes mdievaner; Danish Chamber of Commerce; Gemius; eMarketer; Bloomberg

Av minutes Apps Users 000s

Top three local websites Uniques 000s
per month Instagram 80
Seznam.cz (search engine/news) 5,790 16 Streaming audio Users 000s Uniques Av minutes Apps Users 000s
Top three local websites
novinky.cz (newa) 3,982 115 000s per month
Spotify 200 Snapchat 678
idnes.cz (news/entertainment) 3,643 108 dr.dk (national broadcaster portal) 1,998 132
Instagram 784
Av minutes krak.dk (directory/search) 1,768 38
Global websites Uniques 000s WhatsApp 165
per month ekstrabladet.dk (popular news) 1,673 212
Twitter.com 150 6 Uniques Av minutes OTT SVOD Estimated HH 000s
Global websites
Facebook 4,400 16 000s per month Netflix 790
YouTube 5,000 21 Twitter.com 743 19 Viaplay 335
Yahoo! 3 Facebook 3,459 540 HBO Nordic 240
Google search 6,000 3 YouTube 3,630 80
LinkedIn 5 Streaming audio Estimated users 000s
Yahoo! 206 68
Google search 3,836 422 Spotify 1,880
LinkedIn 1,526 32 Wimp 723

60 61
 FINLAND FRANCE

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Smartphone penetration % 45 56 66 70 Typical home download Smartphone penetration % 47 53 56 59
2015e adult internet users % 99% 11
Tablet penetration % 11 21 40 45 Mbps Tablet penetration % 11 19 36 38
4G penetration (000s) 10,000 19,500
2015e e-commerce per E-commerce in EUR bn (excluding travel) 7.2 7.6 6.7 7.5
2,238 2015e adult internet users % 78%
adult internet user USD E-commerce per adult internet user EUR 2,178 2,342 1,926 2,113 E-commerce in EUR bn (including travel) 45 50 57 64
Adult media usage (hrs per day in decimals) E-commerce per adult internet user EUR 1,115 1,182 1,317 1,456
2014e video ad investment 2015e e-commerce per
10% 1,542
of all online Online 2.10 2.30 2.45 2.60 adult internet user USD Adult media usage (hrs per day in decimals)
TV 2.94 2.57 2.53 2.45 Online 1.30 1.48 1.61 1.77
2014e video ad investment
Print 0.92 0.95 0.83 0.80 28% TV 4.13 4.03 3.85 3.80
of online display
Radio 1.74 1.72 1.60 1.55 Print 0.81 0.80 0.78 0.75
Total 7.70 7.54 7.41 7.40 Radio 2.43 2.47 2.38 2.37
Adult media usage (percentages) Total 8.67 8.78 8.62 8.69
Online 27 31 33 35 Adult media usage (percentages)
TV 38 34 34 33 Online 15 17 19 20
Print 12 13 11 11 TV 48 46 45 44
Radio 23 23 22 21 Print 9 9 9 9
Total 100 100 100 100 Radio 28 28 28 27
Total 100 100 100 100
Historic sources: TNS Atlas; comScore

Historic sources: Médiamétrie, 126 000, NetRatings, Media In

Life (GroupM); IP; Les Echos; ARCEP; SRI UDECAM 2014

Uniques Av minutes Apps Users 000s Uniques 000s Av dwelltime Apps Users 000s
Top three local websites Top three local websites
000s* per visit Snapchat n/a (Dec 2014) per month Instagram (mobile 15+) 5,383
Iltalehti (news/entertainment) 2,893 4 Instagram 382 Orange.fr (Mobile Technology/Comms) 19,635 02:25:44 Streaming audio Estimated users 000s
Ilta-Sanomat ((news/entertainment) 2,559 4 WhatsApp 7 leboncoin.fr (Buying/Selling Platform) 16,377 02:18:50
Vevo (YouTube) 4,320
Yle.fi (news) 2,557 5 OTT SVOD Estimated HH 000s pagesjaunes.fr (Localised Search Engine/Weather) 15,785 00:15:42
Deezer 4,092
Uniques Av minutes Uniques 000s Av dwelltime
Global websites Netflix 400 Global websites Spotify 1,459
000s* per visit (Dec 2014) per month
HBO n/a
Twitter.com 632 6 Twitter.com 4,868 00:32:48
Facebook 4,656 16 Streaming audio Estimated users 000s Facebook 26,759 05:48:43
YouTube 3,954 21 Spotify app 798 YouTube 23,245 02:08:27
Yahoo! 2,902 3 Spotify website 196 Yahoo! 14,149 01:20:50
Google search 5,778 3 Google search 33,289 01:20:59
LinkedIn 891 5 LinkedIn 5,051 00:11:57

62 63
 GERMANY GREECE

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Smartphone penetration % 34 41 50 53 Smartphone penetration % 22 35 45 49
2015e adult internet users % 84% 2015e adult internet users % 64%
Tablet penetration % 18 25 33 37 Tablet penetration % 0.2 5 11 15
2015e e-commerce per E-commerce in EUR bn (excluding travel) 23.3 33.1 39.0 43.6 2014e video ad invest-
742 Adult media usage (hrs per day in decimals)
adult internet user USD E-commerce per internet user EUR 457 637 689 701 ment of online display ex 3%
YouTube Online 2.20 2.35
2014e video ad investment Adult media usage (hrs per day in decimals)
24% TV 2.50 2.50
of online display
Online (desktop only) 1.54 1.91 2.25 1.77
Print 0.59 0.50
TV 3.71 3.41 3.71 3.80
Print 0.42 0.46 0.47 0.75 Radio 1.90 1.90
Radio 3.19 2.28 1.96 2.37 Total 7.19 7.25
Total 8.85 8.06 8.39 8.69
Adult media usage (percentages)
Adult media usage (percentages)
Online 31 32
Online 17 24 27 20
TV 42 42 44 44 TV 35 34
Print 5 6 6 9 Print 8 7
Radio 36 28 23 27 Radio 26 26
Total 100 100 100 100
Total 100 100

Historic sources: Statista; AGOF; netzoekonom.de; Goldmedia

Historic sources: TGI; FocusBari; Web-id; Ened; Google Analytics

Av minutes Apps Users 000s Streaming audio Uniques 000s

Top three local websites Uniques 000s Top three local websites Uniques 000s
per month Instagram 4,200 Spotify 550
T-Online (mobile/communications provider) 26,860 44 WhatsApp 32,000 ProtoThema.gr (news) 4,579
ebay.de 24,800 100 OTT SVOD Estimated market share % Newsbomb.gr (news) 4,523
bild.de (news) 17,080 Amazon Prime 33 Meteo.gr (weather) 4,384
Av minutes
Global websites Uniques 000s iTunes 11
per month Global websites Uniques 000s
Maxdome (Pro7 Sat1) 11
Twitter.com 2,500
Netflix 8 Twitter.com 600
Facebook 27,380 126
Videoload (DT) 3 Facebook 4,600
Yahoo! 10,700
Watchever (Vivendi) 2 YouTube 4,900
LinkedIn 3,937
Streaming audio Yahoo! 3,200
Spotify n/a Google search n/a
Deezer n/a LinkedIn n/a

64 65
 HONG KONG HUNGARY

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 50 53 62 70 Typical home download Smartphone penetration % 18 24 31 40
40 20
Mbps Mbps Tablet penetration % 2 6 11 17
Tablet penetration % 19 21 24 27 4G penetration %
4G penetration % (ex pre-paid) 5 28 49 55
2015e adult internet users % 86% 2015e adult internet users % 65% E-commerce in HUF bn (including travel) 177 210 266 350
Adult media usage (hrs per day in decimals) E-commerce per adult internet user HUF 39,500 44,322 53,285 66,692
2014e video ad investment 2015e e-commerce per
12% Online 2.45 2.40 2.43 2.40 232 Adult media usage (hrs per day in decimals)
of online display adult internet user USD
TV 2.85 2.75 2.23 2.15 Online 1.53 1.71 1.90 2.15
Print 1.18 1.17 1.12 1.07 2014e video ad investment TV 5.03 5.02 5.02 5.00
n/a
of online display Print 0.33 0.36 0.35 0.33
Radio 1.12 1.10 1.05 1.01
Radio 3.00 2.95 2.85 2.80
Total 7.60 7.42 6.83 6.63 2014e automated % of
23% Total 9.89 10.04 10.12 10.28
online display
Adult media usage (percentages) Adult media usage (percentages)
Online 32 32 36 36 Online 15 17 19 21
TV 38 37 33 32 TV 51 50 50 49
Print 16 16 16 16 Print 3 4 3 3
Radio 15 15 15 15 Radio 30 29 28 27
Total 100 100 100 100
Total 100 100 100 100
Historic sources: Gemius-Ipsos; Nielsen; Millward Brown TGI; Ipsos/GfK; IAB
Historic sources: Statista; AGOF; netzoekonom.de; Goldmedia
Historic sources: Nielsen Media Index; comScore

Av minutes Top three local websites Uniques 000s Apps Users 000s
Top three local websites Uniques 000s Apps Users 000s
per visit
Instagram 343 www.origo.hu (news) 450 Snapchat 187
Yahoo sites 4,534 6
www.blog.hu (independent news) 4,880 Instagram 560
Google sites 4,045 10 WhatsApp 27
www.startlap.hu (news portal) 2,250 WhatsApp 240
Microsoft sites 2,943 4 OTT SVOD Estimated users 000s
Av minutes Global websites Uniques 000s Streaming audio Users 000s
Global websites Uniques 000s nowTV 1,269
per visit
Twitter.com 450 Spotify 110
Twitter.com 320 9
Facebook 4,880 Deezer 80
Facebook 2,637 13
YouTube 563 21 YouTube 2,250 SoundCloud 90
Yahoo! 4,061 3 Yahoo! n/a
Google search 2,731 2 Google search 4,900
LinkedIn 548 5 LinkedIn 370

66 67
 INDIA INDONESIA

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % (of all handset users) 14.8 21.0 26.0 Typical home download
2 6 Smartphone penetration % 10.6 17 24 29
Mbps Mbps
Tablet penetration % (of all internet users) 1.4 2.0 2.7 3.9 Tablet penetration % 1.1 2 4 5
4G penetration (000s) <1,000 >1,000
2015e adult internet users % 42% 2015e adult internet users % 36% 4G penetration % >1
E-commerce in INR bn (exc. travel and digital downloads) 128 181 224 334
E-commerce per adult internet user INR 935 956 862 954 2015e e-commerce per E-commerce in USD bn (excluding travel) 1.1 1.6 2.4
2015e e-commerce per 25
15 adult internet user USD E-commerce per adult internet user USD 15 19 25
adult internet user USD Adult media usage (hrs per day in decimals)
Online 3.40 3.77 3.90 Historic sources: eMarketer; Portio Research; comScore; Akamai
2014e video ad investment
30% TV 2.48 2.42 2.59 2.66
of online display
Print (top 10 titles) 0.34
2014e automated % of Radio 0.47 Uniques 000s Av minutes
20% Top three local websites
online display Total 2.48 6.63 6.36 6.56 (Dec 2014) per month
Adult media usage (percentages) Lazada Sites (e-commerce) 6,087 119
Online 51 Kaskus (social) 5,965 317
TV 37 Kompas Gramedia (news) 5,881 144
Print 5 Uniques 000s Av minutes
Global websites
Radio 7 (Dec 2014) per month
Total 100 Twitter.com 4,169 177
Facebook 14,207 4,832
Historic sources: IAMAI-IMRB; TAM; IRS; Crisil Research India; eMarketer; MAIT; Akamai YouTube 12,449 2,799
Yahoo! 13,031 1,944
Google search 16,253 833
LinkedIn 2,834 30
Apps Estimated users 000s*
Top three local websites Uniques 000s*
Snapchat 24,000
Google Sites 250,000 Instagram 3,000
Facebook 113,000 WhatsApp 5,000
Yahoo Sites 30,000 Streaming audio Estimated users 000s*
Global websites Uniques 000s Hungama >10,000
Saavn >9,000
Twitter.com 25,000
Gaana >3,000
Facebook 113,000
YouTube 50,000 * Publisher and GroupM estimates
Yahoo! 30,000
Google search 250,000
LinkedIn 24,000

68 69
 IRELAND ITALY

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 51 64 70 74 Typical home download Smartphone penetration % (Users 15+) 40 45 48 52
14 9
Mbps Tablet penetration % 9 21 29 31 Mbps Tablet penetration % (Users 15+) 9 15 22 28
4G penetration (000s) 66 70 4G penetration % of smartphone users 15+ 28 33
2015e adult internet users % 90% 2015e adult internet users % 51% 4G penetration % (adults 15+) 14 17
E-commerce in EUR bn 3.7 4.3 6.5 8.3
E-commerce per adult internet user EUR 1,237 1,299 1,923 2,404 E-commerce in EUR bn (excluding travel) 5.7 6.6 8.0 9.2
2015e e-commerce per 2015e e-commerce per
2,546 354 E-commerce per adult internet user EUR 227 262 306 334
adult internet user USD Adult media usage (hrs per day in decimals) adult internet user USD
Online 2.87 2.02 2.40 2.50 Adult media usage (hrs per day in decimals)
2014e video ad investment 2014e video ad investment
16% TV 2.87 2.81 2.60 2.55 30%
of online display of internet display Online 0.70 0.64 0.85 0.93
Print
TV 4.35 4.45 4.45 4.42
Radio 2.14 2.22 2.42 2.42 2014e automated % of
10% Print 0.27 0.28 0.25 0.22
Total 7.88 7.05 7.42 7.47 online display
Radio 2.08 2.17 2.20 2.20
Adult media usage (percentages) Total 7.40 7.54 7.75 7.77
Online 36 29 32 33 Adult media usage (percentages)
Historic sources: Eurisko; Audipress; Audiweb;
TV 36 40 35 34
Auditel; Politecnico di Milano; Mobile Next; Online 9 8 11 12
Print n/a n/a n/a n/a Sinottica/TSSP; comScore Mobilens; Ookla TV 59 59 57 57
Radio 27 31 33 32 Net Index; Print 4 4 3 3
Total 100 100 100 100
Radio 28 29 28 28
Historic sources: comScore; Visa Europe; AMAS; Forrester; TGI; Eircom Household Survey; Irish Total 100 100 100 100
Times; IAB Ireland

Uniques Av minutes Apps Users 000s Uniques 000s Av minutes Users 000s Av minutes
Top three local websites Top three local websites Apps
000s* per month Snapchat 517 (Oct 2014) per month (Oct 2014) per month
Distilled Media (Classified ads) 1,363 43 Instagram 395 La Repubblica (Online Newspaper) 11,070 25 Snapchat 218 117
RTE.ie (News/Entertainment) 1,046 18 WhatsApp 699 Leonardo.it (News/Email Provider) 9,955 8 Instagram 6,758 133
Irish Times (News) 888 24 OTT SVOD Estimated HH 000s SeatPG Directories Online (Telephone Directory/Maps/Advertising) 9,989 6 WhatsApp 16,072 509
Uniques Av minutes Pianetadonna.it (Womens Lifestyle/News/Fashion/Beauty) 9,779 6
Global websites Netflix 150 Estimated
000s* per month Uniques 000s Av minutes OTT SVOD
Streaming audio Estimated users 000s Global websites users 000s
Twitter.com 669 (Oct 2014) per month
Facebook 1,703 126 Spotify 205 Twitter.com 9,552 39 (All services) 940
YouTube 1,399 Facebook 22,681 758 Streaming Estimated
Yahoo! 1,612 YouTube 20,372 97 audio users 000s
Google search 2,767 Yahoo! 17,120 52
LinkedIn 304 Google search 23,840 112 (All services) 4,886
LinkedIn 6,335 12 Spotify 2,797

70 71
 JAPAN LATVIA

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 16 37 51 57 Typical home download Smartphone penetration % 12 18 28 32
61 8
Mbps Tablet penetration % 8 18 24 29 Mbps Tablet penetration % 4 6 12 20
4G penetration % 28 43 63
4G penetration % 10 45 70 72
2015e adult internet users % 95% 2015e adult internet users % 76%
E-commerce in JPY tn (excluding travel) 6.3 7.5 8.5 9.5
Adults who ever shop online % 32% 37% 40% 45%
2015e online shopping per E-commerce per adult internet user JPY 62,433 72,152 81,950 91,100 2014e video ad investment
750 12%
adult internet user USD Adult media usage (hrs per day in decimals) of online display Adult media usage (hrs per day in decimals)
2014e video ad investment Online 1.96 2.19 2.31 2.45 2014e automated % of Online 1.00 0.96 0.96 0.96
31% TV 2.69 2.53 2.52 2.52 3%
of online display online display TV 2.87 2.72 2.80 2.83
Print 0.68 0.64 0.64 0.64
2014e automated % of Radio 0.53 0.52 0.52 0.50 Print 0.45 0.42 0.38 0.35
7%
online display Total 5.86 5.88 5.99 6.11 Radio 4.48 4.20 4.27 4.27
Total 8.80 8.29 8.41 8.41
Adult media usage (percentages)
Online 33 37 39 40 Adult media usage (percentages)
TV 46 43 42 41
Online 11 12 11 11
Print 12 11 11 10
Radio 9 9 9 8 TV 33 33 33 34
Total 100 100 100 100 Print 5 5 5 4
Historic sources: Video Research; Nielsen; comScore; eMarketer Radio 51 51 51 51
Total 100 100 100 100

Uniques 000s Av minutes Apps Users 000s

Top three local websites
(Dec 2014) per visit Instagram 2,189 Av minutes Uniques
Top three local websites Uniques 000s Streaming audio
Google 67,207 7 OTT SVOD Estimated HH 000s per month 000s
Yahoo JP 59,993 7 Inbox (Email provider/Social Networking) 743 447 Spotify 50
Hulu 900
FC2.com (blogging/video portal) 43,800 3 Delfi (News) 726 289
Streaming audio Users 000s
Uniques 000s Av minutes Tvnet (News/Jobs/Email/Games Portal) 704 259 Historic sources: TNS; Gemius; Media
Global websites PlayStation Music (Spotify) n/a
(Dec 2014) per visit House estimates
Twitter.com 19,267 Global websites Uniques 000s
Facebook 19,160 126 Twitter.com 55
YouTube 31,987 Facebook 204
Yahoo! 58,793 YouTube 361
Google search 41,318 Yahoo! 19
LinkedIn 1,205 Google search 704
LinkedIn 1

72 73
 LITHUANIA MALAYSIA

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 18 28 39 46 Typical home download Smartphone penetration % 55 57 65 70
46 6
Mbps Mbps
Tablet penetration % 4 12 19 25 Tablet penetration % 11 16 19 23
4G penetration (000s) 19 29 65 75 4G penetration % 5 6 7 10
2015e adult internet users % 75% 2015e adult internet users % 98%
Adult media usage (hrs per day in decimals) Adult media usage (hrs per day in decimals)
2015e e-commerce per
Online 1.97 2.06 1.97 2.07 n/a Online 2.69 2.71 2.72 2.78
adult internet user USD
TV 3.83 3.92 3.65 3.70 TV* 3.28 3.35 1.88 1.80
2014e video ad investment Print 0.44 0.56 0.82 0.75
Print 0.65 0.59 0.54 0.50 24%
of online display
Radio 1.79 1.63 1.57 1.50
Radio 2.62 2.60 2.32 2.14
2014e automated % of Total 8.20 8.25 6.99 6.83
Total 9.07 9.17 8.48 8.41 20%
online display
Adult media usage (percentages)
Adult media usage (percentages) Online 33 33 39 41
Online 22 22 23 25 TV 40 41 27 26
TV 42 43 43 44 Print 5 7 12 11
Print 7 6 6 6 Radio 22 20 22 22
Radio 29 28 27 25 Total 100 100 100 100
Total 100 100 100 100 *2014 drop explained as a reduction in average dwelltime on free-to-air channels
Historic sources: 3D Malaysia; Internet World Sats; We Are Social; Global Web Index; comScore;
Historic sources: TNS; EC MCMC; Asean DNA

Av minutes Uniques 000s Av minutes

Top three local websites Uniques 000s Apps Users 000s Top three local websites Apps Users 000s
per month (Jan 2015) per visit
Delfi.lt (news portal) 1,198 246 Instagram 31 Maybank2u.com.my (banking/payment) 3,136 9 Snapchat n/a
15min.lt (news) 1,003 132 Mudah.my (small ads) 2,119 3 Instagram 4,575
Lrytas.lt (news) 836 164 CIMBClicks.com.my (online banking) 1,618 7
WhatsApp 11,590
Global websites Uniques 000s Global websites Uniques 000s
OTT SVOD Estimated HH 000s
Twitter.com 24 Twitter.com 5,490
Facebook 874 Facebook 8,664 (Any service) 742
YouTube 775 YouTube 7,415 Streaming audio Estimated users 000s
Yahoo! 105 Yahoo! 5,517
Historic sources: Dept. of Statistics; Comms & Mulitimedia Commission; Erics- Spotify 1,500
Google search 1,265 Google search 11,779
son; 3D; comScore; GroupM
LinkedIn 17 LinkedIn 3,355

74 75
 MEXICO NETHERLANDS

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 12.6 19.2 25.0 38.0 Typical home download Smartphone penetration % 58 67 76 79
4 14
Mbps Mbps Tablet penetration % 34 53 61 64
Tablet penetration % 2.2 4.3 8.0 12.0
2015e adult internet users 4G penetration % 6 22 38
44% 2015e adult internet users % 90%
% E-commerce in MXN bn (excluding travel) 6.2 7.9 9.8 11.4 E-commerce in EUR bn (excluding travel) 6.0 6.7 8.7 11.9
E-commerce per adult internet user MXN 449 547 610 685 E-commerce per adult internet user EUR 481 531 679 917
2015e online shopping per 2015e e-commerce per
44 971
adult internet user USD adult internet user USD
Adult media usage (hrs per day in decimals) Adult media usage (hrs per day in decimals)
2014e video ad investment Online 1.80 2.50 2.40 2.50 2014e automated % of Online 1.68 1.76
16% 31%
of online display online display TV 3.38 3.38 3.47 3.38
TV 2.70 2.67 2.53 2.45
Print 0.37 0.33
2014e automated % of Print 0.80 0.60 0.60 0.50
10%-15% Radio 3.21 3.12 2.97 2.88
online display
Radio 0.59 0.59 0.56 0.70 Total 6.59 6.51 8.49 8.36
Total 5.89 6.36 6.09 6.15 Adult media usage (percentages)
Online 20 21
Adult media usage (percentages)
TV 41 40
Online 31 39 39 41 Print 4 4
TV 46 42 42 40 Radio 35 34
Print 14 9 10 8 Total 100 100
Radio 10 9 9 11 Historic sources: Midia Tijd; SKO; MMS; NLO; Thiuswinkel.org; GfK; DDMM; Breedbandwinkel
Total 100 100 100 100

Historic sources: TGI; eMarketer; comScore Av minutes per Av minutes

Top three local websites* Uniques 000s Apps Users 000s
active day per active day
Marktplaats (Auction/Buying & Selling) 7,060 11 Snapchat 717 7
Bol.com (Retail) 6,611 6 Instagram 2,756 8
Top local websites Uniques 000s Apps Users 000s NU.nl (News) 6,369 7 WhatsApp 6,972 16
Instagram 1,424 Av minutes per
MercadoLibre (small ads) 4,899 Global websites Uniques 000s *sites and apps; all platforms
WhatsApp 149 active day
eBay 2,246 Twitter.com 4,917 9
OTT SVOD Estimated HH 000s Facebook 10,797 28
Amazon Sites 1,927 YouTube 9,291 14
Netflix 1,200
Wal-Mart 1,808 Yahoo! 1,750 4
Streaming audio Estimated users 000s Google search 11,530 7
Linio Sites 1,734 Any service 884 LinkedIn 4,185 5

76 77
 NEW ZEALAND NORWAY

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 48 59 67 Smartphone penetration % 65 80 84 87
25 2015e adult internet users % 91%
Mbps Tablet penetration % 29 39 48 Tablet penetration % 33 47 63 70
4G penetration % 58 65 2015e e-commerce per
2015e adult internet users % 96% 2,114 E-commerce in NOK bn (exc. travel and events) 28.6 33.0 57.0 64.0
E-commerce in NZD bn (estimated, ex travel) 2.8 2.7 4.2 5.3 adult internet user USD
E-commerce per adult internet user NOK 8,583 9,723 15,565 17,274
2015e e-commerce per E-commerce per adult internet user NZD 984 946 1,332 1,631 2014e video ad investment
1,181 7% E-commerce per adult internet user NZD 984 946 1,332 1,631
adult internet user USD Adult media usage (hrs per day in decimals) of all online
Adult media usage (hrs per day in decimals)
Online 2.69 2.71 2.72 2.78
2014e video ad investment 2014e automated % of Online 1.50 1.70 2.12 2.22
20% TV 3.28 3.35 1.88 1.80 12%
of online display online display TV 2.60 2.42 2.89 2.75
Print 0.44 0.56 0.82 0.75
2014e automated % of Radio 1.79 1.63 1.57 1.50 Print 1.55 1.60 1.58 1.60
7% Radio 0.48 0.48 0.53 0.51
online display Total 8.20 8.25 6.99 6.83 Historic sources: Forbruker & Media MGI;
eMarketer; TNS Gallup; Total 6.13 6.20 7.11 7.08
Adult media usage (percentages)
Adult media usage (percentages)
Online 33 33 39 41
Online 24 27 30 31
TV 40 41 27 26
TV 42 39 41 39
Print 5 7 12 11
Print 25 26 22 23
Radio 22 20 22 22
Radio 8 8 7 7
Total 100 100 100 100
Total 100 100 100 100

Historic sources: Colmar Brunton; Nielsen; Research NZ

Av minutes
Top three local websites Uniques 000s OTT SVOD Estimated users 000s
per month Top three local websites Uniques 000s Av minutes per month OTT SVOD Est uniques/m 000s
Trademe (auction site) 1,939 181 Lightbox n/a VG.no 163 181 Netflix 226
Stuff (news/ents) 1,690 134 NRK.no 740 134 TV2 Sumo 77
Streaming audio Estimated users 000s
NZ Herald (news) 1,225 90 Viaplay 58
Dagbladet 705 90
Pandora 255 Streaming audio Est uniques/m 000s
Global websites Uniques 000s Global websites Uniques 000s
Spotify 200 Spotify 432
Twitter.com 372 iHeart Radio 250 Twitter.com 163
Wimp 198
Facebook 2,348 Facebook 740
YouTube 1,581 YouTube 705
Yahoo! 1,548
Historic sources: Dept. of Statistics; Comms & Mulitimedia Commission; Erics- Google search 875
Google search 2,334
son; 3D; comScore; GroupM LinkedIn 128
LinkedIn 453

78 79
 PHILIPPINES POLAND

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 79 84 Typical home download Smartphone penetration % 33 50 58 70
4 12
Mbps Tablet penetration % 61 64 Mbps Tablet penetration % 3 8 18 30
4G penetration % 15 28 4G penetration % (best provider) 58 73 84
2015e internet users % 40% 2015e adult internet users % 62%
Adult media usage (hrs per day in decimals) E-commerce in PLN bn (excluding travel) 21.5 26.0 27.3 30.0
Online n/a 1.50 1.60 1.70 2015e e-commerce per E-commerce per adult internet user PLN 1,112 1,232 1,267 1,364
349
TV 4.80 4.80 4.80 4.80 adult internet user USD
Print n/a 1.00 0.80 0.77 Adult media usage (hrs per day in decimals)
2014e video ad investment
Radio 1.70 1.30 1.30 1.30 7% Online 1.28 1.26 1.30 1.40
of online display
Total 6.50 8.60 8.50 8.57 TV 4.05 4.12 4.30 4.27
2014e automated % of Print 0.47 0.48 0.47 0.48
Adult media usage (percentages) 7%
online display Radio 4.42 4.53 4.48 4.45
Online 17 19 20 Total 10.22 10.39 10.55 10.60
TV 56 56 56
Adult media usage (percentages)
Print 12 9 9
Online 13 12 12 13
Radio 15 15 15
TV 40 40 41 40
Total 100 100 100
Print 5 5 4 5
Historic sources: Global Web Index; Nielsen; Internet Live Stats/ITU Radio 43 44 42 42
Total 100 100 100 100
Historic sources: NetTrack/SMG; AGB Nielsen; PBC/SMG; Radio Track/SMG; GUS; Megapanel; Interaktywnie.
com/IAB; PMR; IAB

Uniques 000s Uniques 000s Top three local websites Uniques 000s Av minutes per month Apps Users 000s
Top three local websites Streaming audio
(Jan 2015) (Jan 2015)
onet.pl (Search/News Portal) 13,669 296 Snapchat n/a
Lazada.com.ph (general retail) 1,970 Spotify 324 allegro.pl (Auction Site) 12,239 200 Instagram 2,274
Abs-cbnnews.com 1,073 Soundcloud 175
Inquirer.net (news) 725 wp.pl (Seach Portal/Email/Chat) 11,309 318 WhatsApp n/a
8tracks.com 15 OTT SVOD Estimated users 000s
Uniques 000s Global websites Uniques 000s
Global websites
(Jan 2015) Twitter.com 2,529 cyfraplus.pl 257
Twitter.com 1,214 Facebook 16,850 hbogo.pl 137
Facebook 7,704 Streaming audio Estimated users 000s
YouTube 16,199
YouTube 5,534
Yahoo! 3,243 Spotify 462
Yahoo! 4,922
Google search 4,872 Google search 19,661 SoundCloud 420
LinkedIn 331 LinkedIn 1,249 Deezer 87

80 81
 PORTUGAL RUSSIA

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 24 31 45 52 Typical home download Smartphone penetration % 24 35 42 45
75 9
Mbps Tablet penetration % 4 9 21 25
Mbps
Tablet penetration % 6 15 24 28
2015e adult internet 4G penetration % 0.4 1 1 3
2015e adult internet users % 64% Adult media usage (hrs per day in decimals) 77%
users % E-commerce in RUB bn (payments, retail, content, games) 626 800 1,150 1,430
Online 0.60 0.71 0.78 0.82
2014e video ad investment 2015e e-commerce per E-commerce per adult internet user RUB 16,155 18,908 25,732 31,066
18% TV 4.83 5.10 5.07 5.00 456
of online display adult internet user USD
Print Individual 10+ media usage (urban; hrs per day in decimals)
2014e video ad invest- Online (desktop only) 2.23 2.26 2.16 2.13
Radio 3.23 3.22 3.27 3.25 21%
ment of online display TV 2.68 2.61 2.70 2.71
Total 8.67 9.03 9.11 9.07 Print 0.28 0.28 0.26 0.25
2014e automated % of Radio 1.95 1.99 1.91 1.90
10%
Adult media usage (percentages) online display
Total 7.14 7.14 7.04 6.99
Online (from home) 7 8 9 9 Media usage (percentages)
TV 56 57 56 55 Online 31 32 31 30
Print 0 0 0 0 TV 38 37 38 39
Radio 37 36 36 36 Print 4 4 4 4
Radio 27 28 27 27
Total 100 100 100 100
Total 100 100 100 100
Historic sources: Netpanel Marktest; comScore
Historic sources: Synovate Comcon; Russian Target Index; TNS; Data Insight

Web uniques Av minutes Av minutes

Top three local websites Apps Users 000s
000s per month per month Av minutes
Top three local websites Uniques 000s 15+ Apps Users 000s
sapo.pt(Search/Email Portal) 3,537 50 Snapchat n/a per month Instagram 8,467
xl.pt (Classified/News) 1,909 29 Mail.ru (Email/Search/Social Network) 66,779 6
Instagram 680 11 WhatsApp 102
iol.pt (Search/News Portal) 1,771 24 Yandex.ru (Search Engine) 60,610 3
WhatsApp n/a OTT SVOD (selection only) Estimated HH 000s
Web uniques Av minutes VK.com (Social Networking) 53,571 12
Global websites Av minutes IVI.RU 30000
000s per month Streaming audio Users 000s Global websites Uniques 000s 15+
Twitter.com 858 42 per month Twitter.com 4,093 Amediateka.ru 10000
Facebook 4,762 502 Spotify 1,400 Facebook 17,012 Yotaplay 5000
YouTube 4,191 155 YouTube 36,342 Streaming audio Estimated users 000s
Yahoo! 1,232 7 Yahoo! 2,700 VK music 14,000
Google search 4,260 46 Google search 24,456 Yandex music 7,859
LinkedIn 764 10 LinkedIn 2,662 Zvooq.ru 5,000

82 83
 SINGAPORE SLOVAK REPLUBLIC

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 74 78 87 90 Typical home download Smartphone penetration % 20 30 60 65
100 10
Mbps Tablet penetration % 31 42 45 50 Mbps Tablet penetration % 16 19
4G penetration % 37 45 4G penetration % 15 20
2015e adult internet users % 82% 2015e adult internet users % 76%
E-commerce in SGD bn 0.9 1.2 1.7 2.5 E-commerce in EUR bn (excluding travel) 0.4 0.6 0.7 0.7
2015e e-commerce per E-commerce per adult internet user SGD 254 345 472 625 2015e e-commerce per E-commerce per adult internet user EUR 167 201 197 203
450 215
adult internet user USD adult internet user USD Adult media usage (hours per day in decimals)
Adult media usage (hours per day in decimals)
Online 0.66 1.50 2.50 2.60
2014e video ad investment Online 7.33 7.33 2014e video ad investment
5% 16% TV 3.50 3.45
of online display TV 2.33 2.20 of online display
Print 0.41 0.38
Print 0.33 0.30
2014e automated % of Radio 2.86 2.75
80% Radio 0.25 0.25
online display Total 9.27 9.18
Total 10.24 10.08
Adult media usage (percentages)
Adult media usage (percentages) Online 27 28
Online 72 73 TV 38 38
TV 23 22 Print 4 4
Print 3 3 Radio 31 30
Radio 2 2 Total 100 100
Total 100 100
Historic sources: MML; TNS; AIMonitor
Historic sources: We Are Social/eMarketer; Telmar/3D; World Internet Stats; SingStat/Google/Nielsen;
Alexa; Netindex

Weekly Av minutes
Top three local websites Apps Users 000s
Av minutes Estimated HH uniques 000s per week
Top three local websites Uniques 000s OTT SVOD
per visit 000s www.azet.sk (Search Portal/News/Weather) 2,904 71 Snapchat n/a
AsiaOne (news) 669 3 www.zoznam.sk (Search Portal/News/Email/Buying & Selling) 2,362 27 Instagram 52
RecordTV n/a
Channel News Asia.com 584 1 www.sme.sk (Search Portal/News/Email/Buying & Selling) 2,164 26 WhatsApp 200
TodayOnline.com (news/ents) 215 2 Streaming audio Users 000s Weekly
Global websites
Av minutes uniques 000s Streaming audio Users 000s
Global websites Uniques 000s
per visit Spotify 170 Twitter.com 150
Twitter.com 265 42 Facebook 2,000 Spotify 188
Facebook 2,300 502 YouTube 2,200 Deezer n/a
YouTube 800 155 Yahoo! n/a
Yahoo! 800 7 Google search 2,200
Google search 2,800 46 LinkedIn 320

84 85
 SOUTH KOREA SPAIN
Historic sources: Korea Communications
SNAPSHOT
Commission; Statistics Korea; KISA; 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Korea Online Shopping Assoc.; Nielsen Typical home download 10 to
Typical home
Koreanclick; download
Akamai; XaxisMbps 25 Smartphone penetration % 67 80 85 87 Smartphone penetration % 59 80 87 93
Tablet penetration % 6 12 14 18 Mbps 30 Tablet penetration % 23 43 57 65
4G penetration % 30 52 62 70 4G coverage % (not penetration) 53 67 75 85
2015e adult internet users % 84% 2015e adult internet users % 74%
E-commerce in KRW bn (excluding travel) 43,314 54,750 58,664 67,463 E-commerce in EUR bn (excluding travel) 7.1 8.7 11.1 14.4
2015e e-commerce per E-commerce per adult internet user KRW 000s 1,498 1,744 1,799 2,020 2015e e-commerce per E-commerce per adult internet user EUR 300 341 402 484
1,793 512
adult internet user USD Adult media usage (hours per day in decimals) adult internet user USD
Adult media usage (hours per day in decimals)
2014e video ad investment Online 3.62 3.85 4.18 4.31 2014e video ad investment Online 0.95 1.20 1.34 1.50
15% TV 3.19 3.11 2.83 2.79 10% TV 4.26 4.33 4.24 4.20
of online display of online display
Print 0.49 0.49 0.49 0.49 Print 0.22 0.21 0.19 0.17
Radio 1.00 1.07 1.07 1.08 2014e automated % of Radio 1.68 1.67 1.61 1.61
16%
Total 8.30 8.52 8.56 8.68 online display Total 7.11 7.41 7.38 7.48
Adult media usage (percentages) Adult media usage (percentages)
Online 44 45 49 50 Online 13 16 18 20
TV 38 36 33 32 TV 60 58 57 56
Print 6 6 6 6 Print 3 3 3 2
Radio 12 13 12 13 Radio 24 23 22 22
Total 100 100 100 100 Total 100 100 100 100

Historic sources: EGM; CNMC; IAB; comScore

Av minutes per
Apps Users 000
month
Instagram 3,545 130
Kakao Talk 31,521 2,734 Av minutes Estimated HH
Top three local websites Uniques 000s OTT SVOD
Uniques 000s Av minutes Estimated HH 000s per month 000s
Top three local websites OTT SVOD
(Dec 2014) per month (Jan 2015) Elpais.com (Worldwide Spanish News) 6,979 40 RecordTV n/a
Naver (Search) 30,529 306 KT olleh TV 5,859 Elmundo.com (Worldwide Spanish News) 6,856 37
Daum (Search/e-mail/news) 25,694 167 SK B TV 2,829 milanuncios.com (Classified Ads/Buying & Selling) 6,376 50 Streaming audio Users 000s
Nate (Search/e-mail/news/small ads) 17,273 11 LG U+ 1,949 Av minutes
Global websites Uniques 000s Spotify 170
Av minutes Estimated users per visit
Global websites Uniques 000s Streaming audio Twitter.com 6,372 60
per visit 000s (Dec 2014)
Twitter.com 9,201 86 Melon 5,323 Facebook 17,774 350
Facebook 18,789 451 Milk 1,371 YouTube 15,828 209
YouTube 26,499 228 Mnet 1,315 Yahoo! 5,759 13
Googlesources:
Historic search Euromonitor; NetworksAsia; comScore
5,200 11 Bugs 645 Google search 24,598 89
LinkedIn 435 5 Olleh Music 295 LinkedIn 3,279 28

86 87
 SWEDEN SWITZERLAND

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 52 65 74 84 Smartphone penetration % 46 53 61
12 2015e adult internet users % 10
Mbps Tablet penetration % 17 36 53 58 Tablet penetration % 9 15 25

2015e adult internet users % 95% E-commerce in SEK bn (excluding travel) 31.6 37.3 42.9 48.0
E-commerce per adult internet user EUR 4,690 5,468 6,173 6,761 Adult media usage (hours per day in decimals)*
2015e e-commerce per Online 1.12 1.12 1.15 1.18
785 Adult media usage (hours per day in decimals)
adult internet user USD TV 2.27 2.18 2.13 2.08
Online 1.05 1.12 1.75 1.80
TV 1.88 1.82 1.95 1.90 Print 0.47 0.47 0.45 0.45
2014e video ad investment
20% Print 0.52 0.45 0.44 0.42 Radio 1.88 1.85 1.80 1.75
of online display
Radio 0.93 0.93 0.94 0.94 Total 5.73 5.61 5.53 5.47
2014e automated % of on- Total 4.38 4.32 5.08 5.06
10%
line display
Adult media usage (percentages) Adult media usage (percentages)
Online 24 26 34 36
Online 20 20 21 22
TV 43 42 38 38
Historic sources: Orvesto Konsument; Print 12 10 9 8 TV 40 39 39 38
E-barometern; KIA-index; Twitter; Radio 21 22 19 19 Print 8 8 8 8
Google; Internetstatistik; IRM
Total 100 100 100 100 Radio 33 33 33 32
Total 100 100 100 100

*2014 is still a forecast Historic sources: Mediapulse; NET-metrix

Weekly uniques Av minutes Av minutes Top three local websites* Uniques 000s OTT SVOD Estimated HH 000s
Top three local websites Apps MAUs 000s
000s* per visit per month
Snapchat 894 130 20min.ch – D-CH (News) 1,988 Netflix new and n/a
aftonbladet.se (News) 4,362 08:33
Instagram 1,900 search.ch (Search Engine) 1,871 Cablecom new and n/a
expressen.se (News/Entertainment 2,592 08:19
WhatsApp n/a 2,734 Blick Online (News/Entertainment) 1,779 Swisscom new and n/a
blocket.se (Local Buying/Selling /Jobs) 2,334 n/a
Weekly uniques Av minutes OTT SVOD Estimated HH 000s Others Uniques 000s
Global websites
000s* per visit
Twitter.com 1,300 86 Netflix 1,686 Twitter.com 600
Facebook 5,200 451 Viaplay 960 Facebook 3,410
YouTube 4,100 228 Cmore 417 YouTube n/a
Yahoo! n/a 11 Estimated users Yahoo! n/a
Streaming audio Google search n/a
Google search (50m queries daily) 5 000s
LinkedIn 787 Spotify 3,572 LinkedIn n/a

*Week 52 of 2014 *German Speaking

88 89
 TAIWAN THAILAND

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 21 27 65 71 Typical home download Smartphone penetration % 4 16 28 33
10 19
Mbps Tablet penetration % 12 16 29 33 Mbps
Tablet penetration % 1 6 12 18
4G penetration % 9 27
2015e adult internet users % 77% 2015e adult internet users % 32% 4G auction
E-commerce in NTD (excluding travel) 490 637 883 1,006 4G penetration % planned for
2015e e-commerce per E-commerce per adult internet user NTD 29,589 38,601 54,422 62,099 2014e video ad investment late 2015
1,962 16%
adult internet user USD Adult media usage (hours per day in decimals) of online display
Adult media usage (hrs per day in decimals)
2014e video ad investment Online 1.96 2.87 2.75 2.85
12% TV 2.95 2.65 2.48 2.40 Online 2 to 3 2 to 3 1 to 2 2 to 3
of online display
Print 0.49 0.61 0.33 0.30 TV 3 to 4 3 to 4 3 to 4 2 to 3
2014e automated % of on- Radio 0.73 0.69 0.65 0.60 Print <0.5 <0.5 <0.5 <0.5
3%
line display Total 6.13 6.82 6.21 6.15
Radio 1 to 2 2 to 3 1 to 2 1 to 2
Adult media usage (percentages)
Total n/a n/a n/a n/a
Online 32 42 44 46
Historic sources: Nielsen; UDN.com; TV 48 39 40 39 Historic sources: Nielsen; Office of Statistics; Truehits
twnic.net.tw; comScore; DMA Print 8 9 5 5
Radio 12 10 11 10
Total 100 100 100 100

Av minutes Av minutes
Top three websites Uniques 000s* Apps Users 000s
per month per month
Yahoo Sites 12,999 8 Instagram 885 130 Uniques 000s Av minutes
Top three local websites Apps Users 000s
Google Sites 12,337 9 (Jan 2015) per month
OTT SVOD Estimated HH 000s
Facebook 9,967 14 www.sanook.com (portal) 1,488 40 Instagram 1,700
Weekly uniques CHT MOD 1,300 www.khaosod.co.th (pop news) 1,229 37
Others KBRO 680
000s* www.kapook.com (portal) 1,096 50
YouTube 8,363 Estimated users Uniques 000s
Streaming audio Global websites
Yahoo! 12,999 000s (Jan 2015)
Google search 8,813 Kkbox 10,000 Twitter.com 4,500
LinkedIn 620 Spotify 600 Facebook 30,000
YouTube 2,625
Yahoo! n/a
Google search n/a
*three-month average 4Q 2014 LinkedIn n/a

90 91
 TURKEY UK

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 15 20 30 38 Typical home download Smartphone penetration % 62 70 78 87
6 11
Mbps Tablet penetration % 0.6 1 3 4 Mbps Tablet penetration % 29 38 50 60
4G penetration % 30 4G penetration % 4 22 38
2015e adult internet users % 78% 2015e adult internet users % 89%
E-commerce in TRL bn (including travel) 30.7 42.9 31.5 60.0 E-commerce in GBP bn (including travel) 78 91 104 120
E-commerce per adult internet user TRL 1,022 1,227 767 1,333 E-commerce per adult internet user GBP 1,870 2,106 2,278 2,553
2015e e-commerce per 2015e e-commerce per
509 3,839
adult internet user USD adult internet user USD Adult media usage (hours per day in decimals)*
Adult media usage (hours per day in decimals)
Online 1.30 1.50 1.65 1.80 Online 1.55 2.12 2.22
2014e video ad investment 2014e video ad investment
21% TV 3.10 2.90 2.68 2.49 20% TV 4.01 3.87 3.74 3.62
of online display of online display
Print 0.48 0.46 0.44 0.42 Print 0.35 0.37 0.35
Radio 1.01 0.98 1.01 1.04 2014e automated % of Radio 1.89 1.52 1.60
47%
Total 5.89 5.84 5.78 5.75 online display Total 8.05 7.46 7.57
*Averaged Mon-Fri and Sa-Su
Adult media usage (percentages)
Online 22 26 29 31 Adult media usage (percentages)
TV 53 50 46 43 Online 19 28 29
Print 8 8 8 7 TV 53 46 45
Radio 17 17 17 18 Historic sources: IPA touchpoints; BARB;
Print 4 5 5
Total 100 100 100 100 TGI; comScore; IMRG Cap Gemini; Radio 24 20 21
Orange; Telegraph/CCS; Ofcom; Akamai; Total 100 100 100
Decipher Mediabug; Enders Analysis
Historic sources: TGI; Gemius

Top websites Uniques 000s Av minutes per visit OTT Free and SVOD Claimed users 16+ 000s
Google Sites 39,330 7.8 BBC iPlayer 19,380
Av minutes Apps Users 000s Microsoft Sites 30,543 6.1 ITV Player 11,220
Top three local websites Uniques 000s
per month Instagram 3,960 Facebook 27,876 12.4 4oD 10,200
Sahibinden.com.tr 21,659 172 OTT SVOD Estimated HH 000s Yahoo Sites 25,643 9.1 Netflix 7,140
Hürriyet.com.tr 20,612 125 Tivibu 1,700 Amazon Sites 24,864 5.9 Demand 5 4,080
İzlesene.com.tr 17,532 75 Digiturk Plus 450 Sky Go 3,570
BBC Sites 24,120 3.6
Streaming audio Estimated users 000s Amazon Prime Instant Video 3,060
Global websites Uniques 000s eBay 21,642 8.6
Spotify 2,500 iTunes 3,060
Twitter.com 6,527 Other websites
Deezer 448 Streaming audio Estimated users 000s
Facebook 19,626 Twitter.com 9,892 5.0
Karnaval.com 424 Spotify 4,200
YouTube 17,261 Linkedin 9,505 5.0 Soundcloud (user-generated) 2,800
Yahoo! 2,433 Apps Uniques 000s TuneIn (aggregator) 1,800
Google search 22,372 Instagram 10,121 Radioplayer (aggregator) 1,800
LinkedIn 2,041 WhatsApp 5,113 Deezer 1,200

92 93
 UKRAINE URUGUAY

SNAPSHOT 2012 2013 2014 2015e SNAPSHOT 2012 2013 2014 2015e
Typical home download Smartphone penetration % 7 14 24 39 Typical home download Smartphone penetration % 9 28 63 80
29 22
Mbps Tablet penetration % 1 2 7 13 Mbps (fibre) Tablet penetration % 2 9 20 36
4G penetration %
2015e adult internet users % 61% E-commerce in UAH bn (excluding travel) 12.7 19.0 20.9 19.5 2015e adult internet users % 91% Internet shoppers (000s) 508 632 768 900
E-commerce per adult internet user UAH 849 1,122 1,049 921
Internet shoppers % of internet users 30-65 59 58 65 69
2015e e-commerce per
42 Adult media usage (hours per day in decimals)
adult internet user USD
Online 0.90 0.99 1.08 1.18 Adult media usage (hours per day in decimals)
2014e video ad investment TV 3.73 3.67 4.45 4.46 Online 1.39 1.44 1.50 1.60
18% TV 3.23 3.17 3.26 3.20
of online display Print 0.37 0.29 0.26 0.24
Radio 0.73 0.60 0.61 0.60 Print n/a n/a n/a n/a
2014e automated % of Total 5.74 5.55 6.40 6.48 Radio n/a n/a n/a n/a
4%
online display Total 4.62 4.61 4.76 4.80
Adult media usage (percentages)
Online 16 18 17 18 Adult media usage (percentages)
TV 65 66 70 69 Online 30 31 32 33
Print 7 5 4 4 TV 70 69 68 67
Radio 13 11 9 9 Print
Total 100 100 100 100 Radio
Total 100 100 100 100
Historic sources: TNS, GfK, Nielsen, Gemius; Morgan Stanley; TNS Infratest

Historic sources: Grupo Radar-Perfil del internauta; Ookla; comScore;

Hours per Apps Users 000s Uniques 000s Av minutes Apps Users 000s
Top three local websites Uniques 000s Top three local websites
month Instagram 1.651 (Dec 2014) per month Instagram 237
vk.com (social networking) 11,637 06:22:47 OTT SVOD Estimated HH 000s El Pais (news) 784 7 OTT SVOD Estimated HH 000s
mail.ru (email) 10,530 03:23:09 Megogo.net 40 El Observador (news) 412 2 Netflix 75
yandex.ua (search portal) 9,612 04:31:24 Oll.tv 5 Montevideo Comm (news/e-mail) 389 5
Streaming audio Estimated users 000s
Divan.tv 2 Uniques 000s
Global websites Uniques 000s Global websites Spotify 5
Streaming audio Estimated users 000s (Dec 2014)
Twitter.com 2,229 Vk.com 8,642 Twitter.com 447
Facebook 6,336 Zaycev.net 1,759 Facebook 1,368
YouTube 9,768 YouTube 1,208
Yahoo! 855 Yahoo! 861
Google search 9,573 Google search 1,436
LinkedIn 555 LinkedIn 231

94 95
 USA

SNAPSHOT 2012 2013 2014 2015e

Typical home download Mbps 35 Smartphone penetration % 48 65 75 82
2015e internet users % 88% Tablet penetration % 28 44 49 54
4G penetration %
2015e e-commerce per
1,230
internet user USD E-commerce in USD bn 226 264 305 350
2014e video ad investment of
online display
2014e automated % of online
35%
E-commerce per internet user USD
Adult media usage (hrs per day in decimals)
906 992 1,112 1,230
APPENDICES
44% Online and nonvoice mobile 4.55 5.24 5.80 6.00
display
Linear TV 4.63 4.52 4.41 4.24
Uniques Print 0.63 0.53 0.46 0.40
Top websites 000s Radio 1.53 1.50 1.47 1.44
(Dec 2014) Total 11.34 11.79 12.14 12.08
Google sites 238
Yahoo sites 216 Adult media usage (percentages)
Facebook 207 Online 40 44 48 50
AOL, Inc. 199 TV 41 38 36 35
Amazon sites 181 Print 6 4 4 3
Microsoft sites 168 Radio 13 13 12 12
Mode Media 145 Total 100 100 100 100
CBS Interactive 137 Online TV minutes per day (ex tablet)
Comcast NBC Universal 135 Average for whole population aged 2+ 6.5 7.2 10.9 13.0
Apple, Inc. 135 Average for online TV users aged 2+ 11.4 13.6 20.9 23.7

Users 000s Av daily Estimated users Historic sources:

Other social Streaming audio US Census Bureau;
(Dec 2014) minutes 2014
Snapchat 30,167 6.9 World Bank; Pandora
Pandora 81,500 Media Inc; eMarketer;
Instagram 93,244 4.3 Last.FM (CBS) 50,000 comScore; Nielsen;
Pinterest 79,532 2.7 Grooveshark 30,000 Ookla; IAB
Tumblr 68,562 2.4 Spotify 13,000
Twitter 98,729 2.2 Songza (Google) 6,000
LinkedIn 101,471 0.6 Beats Music (Apple) 500
Google+ 104,214 0.8 iTunes Radio n/a
Vine 38,395 1.3 Slacker n/a
OTT SVOD Homes % (Q4 2014) iHeartRadio n/a
Netflix 36 Rdio n/a
Amazon Instant Video 13 Rhapsody n/a
Hulu Plus 7 Xbox Music n/a

96 97
INTERACTION AD INVESTMENT USD M INTERACTION AD INVESTMENT
(FROM THIS YEAR NEXT YEAR DECEMBER 2014) CHANGES YEAR-ON-YEAR %
2012 2013 2014 2015f 2012 2013 2014 2015 2012 2013 2014 2015f 2012 2013 2014 2015f
NORTH AMERICA 38,216 41,976 47,065 54,700 ASIA-PACIFIC (all) 26,386 33,976 42,530 52,736 NORTH AMERICA 10.4 9.8 12.1 16.2 ASIA-PACIFIC (all) 26.8 28.8 25.2 24.0
Canada 2,726 3,113 3,513 3,759 Australia 2,991 3,613 4,389 4,975 Canada 15.4 14.2 12.8 7.0 Australia 27.4 20.8 21.5 13.4
USA 35,491 38,862 43,552 50,942 Bangladesh 1 2 4 7 USA 10.0 9.5 12.1 17.0 Bangladesh 42.1 30.0 123.1 100.0
India 314 408 551 755 India 28.0 30.0 35.0 37.0
LATIN AMERICA 1,428 1,543 1,801 2,236 LATIN AMERICA 23.3 8.0 16.7 24.1
Japan 7,464 8,067 8,883 9,726 Japan 7.7 8.1 10.1 9.5
Argentina 210 179 230 287 Argentina 55.7 -14.5 28.0 24.9
New Zealand 290 373 415 459 New Zealand 11.6 28.7 11.3 10.7
Brazil 585 552 637 811 Brazil 4.3 -5.6 15.4 27.4
Pakistan 6 6 12 15 Pakistan -0.2 0.2 100.0 25.0
Chile 90 110 134 163 Chile 24.3 22.3 22.0 22.0
Colombia 68 99 117 153 NORTH ASIA 15,072 21,126 27,721 36,021 Colombia 15.3 45.9 18.7 31.1 NORTH ASIA 38.8 40.2 31.2 29.9
Mexico 345 492 581 697 China 12,291 17,953 24,204 32,120 Mexico 30.0 42.8 18.0 20.0 China 46.8 46.1 34.8 32.7
Peru 20 31 45 65 Hong Kong 674 896 1,104 1,309 Peru 52.7 55.0 46.7 42.9 Hong Kong 32.6 32.8 23.3 18.5
Puerto Rico 13 16 20 24 South Korea 1,786 1,831 1,895 1,993 Puerto Rico 27.5 25.5 25.0 20.0 South Korea 5.3 2.5 3.5 5.2
Uruguay 12 16 19 22 Taiwan 320 446 517 599 Uruguay 50.0 33.3 18.8 15.8 Taiwan 14.3 39.5 16.0 15.9
Venezuela 87 48 18 13 Venezuela 142.1 -44.8 -62.0 -30.2
ASEAN 248 381 556 778 ASEAN 59.9 54.0 45.9 40.0
WESTERN EUROPE 24,841 27,619 30,511 33,502 Indonesia 72 107 150 209 WESTERN EUROPE 9.7 11.2 10.5 9.8 Indonesia 92.8 48.6 39.8 39.7
Austria 499 589 627 665 Malaysia 84 112 164 226 Austria 18.4 18.2 6.4 6.0 Malaysia 55.6 33.5 47.1 37.5
Belgium 403 459 505 537 Thailand 68 130 196 284 Belgium 14.5 14.0 10.0 6.4 Thailand 45.8 91.9 51.4 44.6
Denmark 702 747 803 848 Vietnam 24 33 46 60 Denmark 4.0 6.5 7.5 5.6 Vietnam 40.0 35.0 40.0 30.0
Finland 278 297 332 372 Finland 1.7 6.8 12.0 12.0
France 3,374 3,487 3,596 3,702 MIDDLE EAST & AFRICA 1,056 1,130 1,184 1,425 France 5.4 3.4 3.1 3.0 MIDDLE EAST & AFRICA 56.7 6.9 4.8 20.3
Germany 4,517 4,878 5,341 5,875 Israel 963 1,000 1,000 1,150 Germany 10.0 8.0 9.5 10.0 Israel 60.5 3.8 0.0 15.0
Ireland 146 180 199 220 Nigeria 19 38 58 122 Ireland 14.9 22.9 10.7 10.2 Nigeria 190.9 103.1 53.8 110.0
Italy 1,621 1,665 1,767 1,899 South Africa 75 92 126 153 Italy 14.1 2.7 6.1 7.5 South Africa 10.3 23.0 36.9 21.4
Netherlands 1,447 1,568 1,709 1,839 Netherlands 8.3 8.4 9.0 7.6
Norway 713 839 944 1,043 WORLD 94,656 109,529 126,771 148,535 Norway 7.2 17.7 12.5 10.4 WORLD 15.4 15.7 15.7 17.2
Portugal 77 89 109 120 Portugal 6.8 14.8 22.6 10.0
Spain 1,100 1,120 1,187 1,282 Spain -2.1 1.8 6.0 8.0
Sweden 1,095 1,251 1,474 1,676 Sweden 12.9 14.3 17.8 13.7
Switzerland 595 668 730 814 Switzerland 9.8 12.2 9.3 11.5
UK 8,275 9,780 11,186 12,610 UK 12.5 18.2 14.4 12.7
CENTRAL & EASTERN CENTRAL & EASTERN
2,728 3,286 3,680 3,937 28.5 20.4 12.0 7.0
EUROPE EUROPE
Bulgaria 18 18 20 21 Bulgaria 4.5 -0.7 10.3 6.2
Croatia 16 19 21 24 Croatia 20.5 15.0 11.3 17.2
Czech Republic 151 159 165 171 Czech Republic 5.0 5.0 4.1 3.5
Estonia 15 17 20 24 Estonia 9.1 10.4 20.8 18.8
Hungary 88 90 96 97 Hungary 2.8 2.8 6.3 1.3
Latvia 14 15 13 14 Latvia 13.4 6.1 -13.1 7.0
Lithuania 12 14 17 18 Lithuania 21.4 14.7 17.9 6.5
Montenegro 2 2 3 4 Montenegro 87.5 20.0 38.9 28.0
Poland 676 720 756 792 Poland 22.2 6.4 5.0 4.8
Romania 31 38 45 52 Romania 29.4 22.7 18.5 15.6
Russia 1,194 1,521 1,801 1,918 Russia 34.7 27.4 18.4 6.5
Serbia 15 17 20 24 Serbia 50.0 16.7 14.3 18.8
Slovak Republic 51 75 85 92 Slovak Republic 14.8 46.3 13.3 8.8
Slovenia 15 15 16 16 Slovenia 20.0 0.0 4.2 4.0
Turkey 385 498 544 603 Turkey 50.3 29.4 9.2 10.8
Ukraine 44 68 58 66 Ukraine 15.3 55.9 -14.3 13.4

98 99
INTERACTION SHARES OF ALL MEDIA INTERACTION AD INVESTMENT
INVESTMENT PER USER USD
2012 2013 2014 2015f 2012 2013 2014 2015 2012 2013 2014 2015f 2012 2013 2014 2015f
NORTH AMERICA 22.1 23.8 25.9 29.0 ASIA-PACIFIC (all) 17.9 21.5 25.4 29.5
NORTH AMERICA 114 124 138 158 ASIA-PACIFIC (all) 33 36 40 43
Canada 24.1 28.0 30.8 32.2 Australia 27.5 32.3 38.2 41.6
USA 22.0 23.5 25.6 28.8 Bangladesh 0.5 0.6 1.2 2.1 Canada 127 142 160 163 Australia 192 223 271 300
India 5.5 6.5 7.8 9.5 USA 113 123 137 158 India 2 2 2 2
LATIN AMERICA 5.3 5.6 6.0 6.8
Japan 20.4 21.6 23.1 24.6 Japan 74 78 86 93
Argentina 7.5 8.1 8.8 9.6
New Zealand 17.8 21.8 23.9 25.7 LATIN AMERICA 12 12 11 13 New Zealand 102 130 133 141
Brazil 5.0 4.4 4.5 5.1
Pakistan 1.0 0.8 1.5 1.8 Argentina 9 7 8 10
Chile 7.8 9.3 10.9 12.7
Colombia 3.0 3.9 4.1 4.7 NORTH ASIA 18.7 24.0 29.3 35.3 Brazil 7 6 6 8 NORTH ASIA
Mexico 7.0 9.3 10.7 12.2 China 19.4 25.5 31.9 38.7 Chile 20 23 China 29 39 49 59
Peru 3.4 4.7 6.6 8.8 Hong Kong 10.3 12.5 14.6 16.5 Mexico 25 34 36 42
Puerto Rico 2.5 2.9 3.6 4.2 South Korea 20.0 20.7 20.8 21.8 Hong Kong 152 199 251 307
Uruguay 5.0 6.6 7.5 8.2 Uruguay 14 15 16 17 South Korea 62 58 58 60
Taiwan 17.4 24.3 26.3 29.1
Venezuela 7.6 12.9 14.2 15.6 Venezuela 2 1 Taiwan 19 27 32 37
ASEAN 2.2 3.0 4.2 5.4
WESTERN EUROPE 25.2 28.1 30.5 32.7 Indonesia 4.2 5.4 6.5 8.0 WESTERN EUROPE 93 101 107 113
Austria 12.2 13.8 14.5 15.2 Malaysia 5.5 7.0 10.3 13.3 ASEAN
Austria 71 84 87 90
Belgium 16.2 18.2 19.9 20.9 Thailand 2.3 4.0 6.2 8.5 Indonesia 1 1 2 2
Denmark 34.0 36.9 40.2 42.5 Vietnam 2.3 2.2 2.6 2.9 Belgium 62 69 75 77
Malaysia 5 6 8 11
Finland 16.9 19.7 22.7 25.7 Denmark 190 183 191 201
MIDDLE EAST & AFRICA 6.2 6.3 6.7 7.4 Vietnam 1 1 2
France 24.0 25.5 26.8 27.5 Finland 84 91 95 105
Germany 21.9 23.4 25.3 27.5 Israel 17.8 18.1 20.1 21.1
Nigeria 2.1 4.0 7.1 11.0 France 84 82 83 84
Ireland 15.8 19.9 22.0 23.4 WORLD 57 60 63 67
South Africa 2.4 2.7 3.5 4.0 Germany 89 94 94 94
Italy 16.3 18.7 20.3 21.5
Netherlands 30.7 34.4 37.3 39.7 Ireland 49 54 59 64
Norway 29.2 33.6 37.3 40.1 WORLD 19.8 22.2 24.7 27.6 Italy 31 31 33 36
Portugal 11.4 14.0 15.7 16.5 Netherlands 117 124 133 141
Spain 19.0 21.0 21.3 21.9 Norway 214 247 258 281
Sweden 30.7 37.9 42.8 47.2
Switzerland 15.0 17.1 19.0 21.1 Portugal 15 16 20 22
UK 40.7 44.7 48.1 51.3 Spain 47 44 43 43
CENTRAL & EASTERN Sweden 162 183 212 236
18.3 21.1 23.3 24.9 Switzerland 103 115 118 129
EUROPE
Bulgaria 5.7 5.8 6.5 7.0 UK 198 226 245 268
Croatia 7.4 8.8 9.9 11.7
Czech Republic 19.2 21.4 22.0 22.9 CENTRAL & EASTERN
Estonia 16.6 17.3 20.0 22.8 23 25 25 26
EUROPE
Hungary 17.0 18.1 18.7 18.7 Bulgaria
Latvia 15.5 15.9 13.7 14.4
Czech Republic 23 24 24 24
Lithuania 9.9 11.4 13.1 13.4
Montenegro 5.4 6.4 8.8 11.2 Hungary 20 19 19 19
Poland 27.3 31.5 32.2 32.8 Latvia 11 12 10 11
Romania 8.7 10.7 12.2 13.6 Lithuania 7 9 11 10
Russia 18.9 21.9 25.1 27.7 Poland 35 34 35 36
Serbia 6.9 8.8 9.6 11.1
Slovak Republic 15.9 22.9 26.0 27.6 Russia 31 36 40 42
Slovenia 10.0 11.1 12.3 13.1 Slovak Republic 21 27 26 26
Turkey 16.9 19.5 20.7 21.9 Turkey 13 14 13 13
Ukraine 7.5 10.5 12.3 13.3 Ukraine 3 4 3 3

100 101
ADULT INTERNET USERS (THOUSANDS) TOTAL E-COMMERCE IN USD (MILLIONS)
2012 2013 2014 2015f 2012 2013 2014 2015f 2012 2013 2014 2015f 2012 2013 2014 2015f
NORTH AMERICA 335,371 338,332 340,893 346,464 ASIA-PACIFIC (all) 806,281 953,257 1,069,884 1,226,690 NORTH AMERICA ASIA-PACIFIC (all)
Canada 21,457 21,893 22,001 23,101 Australia 15,546 16,236 16,207 16,600
Canada 17 17 20 23 Australia 24 28 30 33
USA (all ages) 313,914 316,439 318,892 323,363 India 137,000 189,000 260,000 350,000
Japan 101,228 103,254 103,600 104,500 USA 226 264 305 350 India 2 3 4 5
LATIN AMERICA 122,818 133,622 163,505 172,212 Japan 52 61 70 78
New Zealand 2,852 2,876 3,116 3,250
Argentina 22,900 25,000 27,100 29,000
NORTH ASIA LATIN AMERICA New Zealand 2 2 3 3
Brazil 85,259 93,081 102,387 108,000
Chile 6,593 7,101 China 419,052 458,244 489,806 540,000 Argentina 1 1 2 3
Mexico 13,794 14,455 16,074 16,637 Hong Kong 4,440 4,509 4,395 4,263 Brazil 8 10 12 16 NORTH ASIA
Uruguay 865 1,086 1,177 1,300 South Korea 28,910 31,400 32,602 33,405
Chile 0 2 2 3 China 190 302 449 632
Venezuela 10,174 10,174 Taiwan 16,560 16,502 16,225 16,200
Mexico 0 1 1 1 South Korea 38 49 52 60
WESTERN EUROPE 271,010 279,231 291,381 302,517 ASEAN
Taiwan 15 20 28 32
Austria 6,987 7,003 7,240 7,350 Indonesia 59,600 72,700 83,600 93,400
WESTERN EUROPE
Belgium 6,486 6,700 6,700 7,000 Malaysia 17,723 19,200 20,140 21,300
Singapore 3,370 3,480 3,600 4,000 Denmark 7 8 10 12 ASEAN
Denmark 3,685 4,079 4,197 4,213
Finland 3,306 3,256 3,489 3,550 Vietnam 35,855 36,592 39,772 Finland 8 8 7 8 Indonesia 0 1 2 2
France 40,345 42,287 43,290 43,950 France 48 53 60 68 Singapore 1 1 1 2
Germany 51,000 51,923 56,620 62,200 WORLD (million) 1,655 1,837 2,011 2,201
Germany 25 35 41 46
Greece 4,728 4,934 5,002 5,112
Ireland 4 5 7 9 WORLD USD bn 842 1,080 1,331 1,656
Ireland 2,990 3,309 3,401 3,440
Italy 52,796 52,998 53,185 53,360 Italy 6 7 8 10
Netherlands 12,374 12,628 12,827 13,013 Netherlands 6 7 9 13
Norway 3,332 3,394 3,662 3,705 Norway 3 4 7 8
Portugal 5,223 5,423 5,480 5,500
Spain 7 9 12 15
Spain 23,563 25,465 27,517 29,718
Sweden 4 4 5 6
Sweden 6,738 6,822 6,950 7,100
Switzerland 5,749 5,808 6,173 6,306 UK 117 137 156 180
UK 41,708 43,201 45,648 47,000

CENTRAL & EASTERN CENTRAL & EASTERN

119,386 132,329 145,176 153,050 EUROPE
EUROPE
Czech Republic 6,529 6,657 6,940 7,050 Czech Republic 2 3 3 4
Hungary 4,481 4,738 4,992 5,248 Hungary 1 1 1 1
Latvia 1,224 1,271 1,242 1,256
Poland 6 7 7 8
Lithuania 1,664 1,604 1,559 1,757
Poland 19,336 21,111 21,539 22,000 Russia 10 13 2 2
Russia 38,762 42,310 44,691 46,032 Slovak Republic 0 1 1 1
Slovak Republic 2,400 2,743 3,306 3,550 Turkey 12 16 12 23
Turkey 30,000 35,000 41,000 45,000
Ukraine 1 1 1 1
Ukraine 14,990 16,895 19,907 21,156

102 103
E-COMMERCE PER USER USD
2012 2013 2014 2015f 2012 2013 2014 2015f
NORTH AMERICA ASIA-PACIFIC (all)
Canada 788 778 909 1,011 Australia 1,573 1,736 1,878 1,981
USA 719 835 956 1,082 India 15 15 14 15 GroupM is the leading global media investment management operation. It serves as the parent company to WPP media
Japan 514 594 674 750
agencies including MAXUS, MediaCom, MEC and Mindshare.
LATIN AMERICA New Zealand 712 685 965 958
Our primary purpose is to maximise the performance of WPP’s media communications agencies on behalf of our clients,
Argentina 35 46 69 86 our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as
Brazil 90 103 122 148 NORTH ASIA trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The
Chile 303 366 China 452 659 918 1,170 agencies that comprise GroupM are all global operations in their own right with leading market positions.
Mexico 29 35 39 44 South Korea 1,330 1,548 1,598 1,793
The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new
Taiwan 935 1,219 1,719 1,962
communication services, to bring unfair competitive advantage to our clients and our companies.
WESTERN EUROPE
Denmark 1,966 2,042 2,359 2,961 ASEAN For further information about this report please contact [email protected]
Finland 2,307 2,480 2,040 2,238 Indonesia 0 15 19 25
France 1,181 1,252 1,395 1,542 Singapore 183 249 340 450
Germany 484 675 730 742
GroupM
Central Saint Giles
Ireland 1,311 1,376 2,037 2,546 Mean 509 588 662 753
1 St Giles High Street
Italy 115 131 159 182 Median 468 578 674 742 London
Netherlands 510 562 719 971 WC2H 8AR
Norway 1,050 1,190 1,904 2,114 If the median is closing on the mean, then the data are becoming more T +44 (0)20 7969 4083
'skewed to the right' F +44 (0)20 7896 4714
Spain 318 361 426 512
This means the tail of smaller buyers is getting longer
Sweden 545 635 717 785
UK 2,812 3,167 3,426 3,839
A WPP Company

CENTRAL & EASTERN

EUROPE
Czech Republic 268 428 473 535
Hungary 137 154 185 232
Poland 285 315 324 349
Russia 261 306 42 50
Slovak Republic 177 212 208 215
Turkey 390 469 293 509
Ukraine 39 51 48 42

104 105