Werbeplanung.at Summit 10

1. Searching All Over the World A View From Outside Austria Simon Greenman Werbeplanung.at Summit 10 Managing Director - Online, European Directories Vienna, 15th-16th July 2010

2. Introduction Simon Greenman, MD Online - European Directories Who is European Directories? Local search and lead generation company Total revenues circa €700M in 2009 Operations in eight countries – Finland, Sweden, Denmark, Netherlands, Austria, Czech, Slovakia and Poland Leading country brands including Over 740,000 small business customers serviced by over 3,000 sales representatives So what can we learn from other countries? Lets take a look at what is happening around the world. 2 Commercial in Confidence European Directories Country Footprint

3. How Much Advertising is Online?* Austria is an under developed market for online advertising. 8% of total advertising is online versus 17-33% in other markets. * groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts” ** all in EUR at exchange rate 8/7/10

4. How Much Paid Search is Online?* Compared to highly developed markets, paid search is a tiny fraction of total advertising market. 3% compared to 13% in Netherlands and 21% in UK. * groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts” ** all in EUR at exchange rate 8/7/10

5. What About the Online Media Mix? Compared to highly developed markets such as Netherlands and UK, Paid Search in Austria is much a smaller part of online media mix. * groupM Autumn 2009 “This Year, Next Year Worldwide media and marketing forecasts” ** all in EUR at exchange rate 8/7/10

7. And Search is Cheap in Austria (for Now)!* Search is cheap in Austria for now, with prices in the relatively mature US market consistently 10x Austria. * Data courtesy of Matchcraft, inc ** all in EUR at exchange rate 8/7/10

8. So What Should You Do? Take advantage of the “good times.” SEM is: Cheap and has a fantastic ROI in many categories; and Relatively little effort to design and manage campaigns. But recognise that prices will rise along with the time and complexity of campaign management. What should you do? Buy clicks smartly based on tracking and optimisation technology Maximise ROI of search spend by maximising website conversion Ensure that your traffic is from multiple sources. Look at vertical search sites.

9. How to Win Online - Compare the Meerkat Example 9

10. Vertical Specialists with Strong Brands Get ‘Free’ Traffic & Gain Share….“Compare the Meerkat” 10 ‘car insurance’ queries -20% in two years ‘compare the market’ queries +400%

11. Driving Website Effectiveness – Increase Conversion Rates 11

17. But The World of Online Is Changing Very Quickly! 30 billion references in 2008 100 years old 76 billion searches in July 2009 11 years old 480 million registered users 6 years old 400 million active users 8 billion minutes of usage every day 1.4 million business fan pages 5 years old Plan to Change Your Plan! Especially Mobile and Facebook 5 years old 25 million unique visitors in Aug 2009 4 years old Over 1 billion video views a day 11,575 views per second 2 years old 7.5 million phones sold in last three months 2 years old 58 million global visitors in Sep 2009 2 years old 20 million unique visitors in May 2009

18. Searching All Over the World Simon Greenman s . greenm a n @ europe a ndirectories . com Managing Director - Online, European Directories Vienna, 15thJuly 2010