Yunus Guvenen, Digitouch Performance Media Group, Dominik Johnson, Yamondo a4uexpo Barcelona 2012

1. Where next for Performance Marketing?
Creating an Emerging Market Strategy

2. Dominik Johnson
Executive Manager Global Performance Alliance for
on twitter @dominik_johnson
Yunus Güvenen
Managing Partner for Performance Media
Group
on twitter @yunusguvenen

3. Agenda
- Stats on Emerging Markets
- Turkey
- Emerging Market Strategy (Turkey)
- Q&A

4. Stats on Emerging Markets
Where does the expertise come from?

5. Stats on Emerging Markets
Travelling & Hangouts
Yamondo.com - 14 partners around the globe

6. Stats on Emerging Markets
Source: YouTube Video The Guardian

7. Source: Yamondo.com website

8. Stats on Emerging Markets
Russia
Population Structure 54% female & 46% male
Population 139.390.205
Advertising in Russia Media Split
Total Ad Spending (bn USD) Online Ad Spending (mil. USD)
11.1 1,097 *
TV/Print/Outdoor/Radio
90%
10.0 *
8.7 * 886 *
7.7 736
708
6.4 598
+ 55 % vs.
2008
* estimated
2009 2010 2011 2012
Source: ZenithOptimedia, Mar 2010
2008
* estimated
2009 2010 2011 2012
Source: ZenithOptimedia, Mar 2010
10%
Media Split 2010 ( mil. USD )
Online
10 %
TV Print Outdoor Online Radio
4,252 1,184 1,058 736 327

9. yandex.ru Search engines
2008 2009 2010 2011 2012
mail.ru Email & messaging
010 * estimated Source: ZenithOptimedia, Mar 2010
odnoklassniki.ru Social networks
youtube.com Online video
Stats on Emerging%Markets
10
rambler.ru Web portals
UV = Unique Visitors Sourc
Print Outdoor Online Radio
Russia
1,184 1,058 736 327
Cinema 94
Rising Categories Risin
Jan 2009 vs. Jul 2010 * last 12 m
Search Query Growth
2005–2010 Category Growth Keywor
UV %
Travel 153 %
1908 %
6.0 mil. Sports 103 %
1.0 mil. Food & drink 93 %
1.0 mil.
Local 84 %
9.8 mil.
9.0 mil.
100 Beauty & personal care 84 %
2005 Jun 2010
d Planner* Aggregated Google Search queries Source: Google
* Search query growth per category
Source: Google * Selected
es
Search: Social:
Yandex 56% (2011)
Growth Category
VK.com 75 mil. (2011)
Google 31% (2011) Odnoklassniki 70 mil. (2011)
>5000 % Naomi Watts – british actress
Mail.ru 8% (2011) Facebook 7-9 mil (2011)
200 % Avatar – movie

10. Source: Yamondo.com website

11. Stats on Emerging Markets
United Arab Emirates
Population Structure 69% female & 31% male
Population 4.975.593
Media Split
Advertising in the United Arab Emirates
Total Ad Spending (bn USD) Online Ad Spending (mil. USD) TV/Print/Outdoor/Radio
98%
2.1 2.1 * 2.1 * 62 *
1.9 1.9
49 *
38
12
19
+ 417 %
vs.
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 2%
* estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 * estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010
Online
Media Split 2010 ( mil. USD )
2%
Newspapers Outdoor Magazines Radio TV 79

12. 2008 2009 2010 2011 2012 facebook.com Social networks
010 * estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 live.com Search engines
msn.com Web portals
2%
Stats on Emerging Markets blogspot.com Blogging services
UV = Unique Visitors Sour
utdoor
67 United Arab Emirates Magazines
238
Radio
147
TV 79
Online 38
Cinema 21
Rising Categories Risin
Jan 2009 vs. Jul 2010 * last 12
Search Query Growth
2005–2010 Category Growth Keywo
UV % Sports 92 % fifa
1080 %
2.9 mil. Travel 81 % facebo
2.9 mil. Beauty & personal care 76 % hotspo
2.0 mil. Food & drink 76 % gamez
1.3 mil.
100 Local 63 % bookin
1.2 mil.
2005 Jun 2010
d Planner* Aggregated Google Search queries Source: Google * Search query growth per category
Source: Google * Selected
hes
Search: Social:
Google 80% (2011) Facebook (2011)
Growth Category
Yahoo 10% (2011) Linkedin (2011)
500 % Football association
MSN 9% (2011)
300 % Social networks

13. Source: Yamondo.com website

14. Stats on Emerging Markets
Poland
Population Structure 52% female & 48% male
Population 38.463.689
Advertising in Poland Media Split
Total Ad Spending (bn USD)
3.4 *
Online Ad Spending (mil. USD)
511 *
TV/Print/Outdoor/Radio
87%
3.2
2.9 3.1 * 436 *
2.8
378
333
306
+ 67 %
vs.
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 13%
* estimated Source: ZenithOptimedia, Mar 2010 * estimated Source: ZenithOptimedia, Mar 2010
Online
Media Split 2010 ( mil. USD )
13 %
TV Online Magazines Outdoor Newspapers Radio

15. onet.pl Web portals
2008 2009 2010 2011 2012 nk.pl Social networks
010 * estimated Source: ZenithOptimedia, Mar 2010 allegro.pl Auctions
wp.pl Web portals
Stats on Emerging Markets
13 %
youtube.com Online video
UV = Unique Visitors Sour
Poland
Online
378
Magazines
307
Outdoor
248
Newspapers Radio
217 190
Rising Categories Risin
Cinema 40
Jan 2009 vs. Jul 2010 * last 12
Search Query Growth
2005–2010 Category Growth Keywo
UV % Travel 60 % demoty
0.0 mil.
530 % Local 43 % facebo
0.0 mil. Recreation 34 % youtub
9.8 mil. nasza k
Home & garden 20 %
9.8 mil.
8.9 mil.
100 Food & drink 19 % allegro
2005 Jun 2010
d Planner* Aggregated Google Search queries Source: Google
* Search query growth per category
Source: Google * Selected
hes
Search: Social:
Google 97% (2011)
Growth Category
Nasza-Klasa.pl 83% of Web-User in Poland (2011)
MSN 1,5% (2011) Facebook 59% (2011)
2450 % Humor
Netsprint-wp.pl 1,2% (2011) Fotka.pl 10% (2011)
450 % Social networks

16. Source: Yamondo.com website

17. Stats on Emerging Markets
China
Population Structure 51,5% female & 48,5% male
Population 1.330.141.295
Advertising in China
Media Split
Total Ad Spending (bn USD) Online Ad Spending (bn USD) TV/Print/Outdoor/Radio
81%
30.7 * 9.5 *
26.1 *
22.8
20.3 6.3 *
18.9
2.7
3.3
4.3
+ 252 %
vs.
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 19%
* estimated Source: ZenithOptimedia, Mar 2010 * estimated Source: ZenithOptimedia, Mar 2010
Online
Media Split 2010 ( mil. USD )
19 %
TV Newspapers Online Outdoor Radio 1,136

18. baidu.com Search engines
2008 2009 2010 2011 2012
qq.com Email & messaging
2010 * estimated Source: ZenithOptimedia, Mar 2010
sina.com.cn Web portals
taobao.com Classifieds
Stats 19 % Emerging Markets
on 163.com Web portals
UV = Unique Visitors Sou
pers
China Online
4,252
Outdoor
2,982
Radio 1,136
Magazines 446
Cinema 42
Rising Categories Risi
Jan 2009 vs. Jul 2010 * last 12
Search Query Growth
2005–2010 Category Growth Keyw
UV %
Sports 59 % xixi
170 mil. 350 % Real estate 44 %
140 mil. Home & garden 40 % 7k7k
110 mil.
Local 36 % 4399
87 mil.
81 mil.
100 Science 33 % dnf
2005 Jun 2010
Ad Planner* Aggregated Google Search queries Source: Google
* Search query growth per category
Source: Google * Select
hes
Search: Social:
Baidu 77% (2011)
Growth Category renren 160 mil. (Feb. 2011)
Google 18% (2011)
>5000 % XiXi – gaming site
WeiBo 250 mil. (2011)
Sogou 3% (2011)
>5000 % Seer – web game for children
300 % Qi K Qi K – flash games

19. Source: Yamondo.com website

20. Turkey
Population Structure 50% female & 50% male
Population 77.804.122
Advertising in Turkey
Media Split
Total Ad Spending (bn USD) Online Ad Spending (mil. USD) TV/Print/Outdoor/Radio
87%
2.7 * 243 *
2.5 2.4 *
2.2 204 *
2.0 173
vs.
132
73
+ 233 %
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 13%
* estimated Source: ZenithOptimedia, Mar 2010 * estimated Source: ZenithOptimedia, Mar 2010
Online
Media Split 2010 ( mil. USD )
8%
TV Newspapers Online Outdoor 150

21. facebook.com Social networks
2008 2009 2010 2011 2012
live.com Search engines
2010 * estimated Source: ZenithOptimedia, Mar 2010 msn.com Web portals
mynet.com Web portals
Turkey 8%
izlesene.com Photo & video sharing
UV = Unique Visitors Sou
Newspapers Online Outdoor 150
556 173 Radio 66
Rising Categories Risin
Magazines 53
Cinema 27
Jan 2009 vs. Jul 2010 * last 12
Search Query Growth
2005–2010 Category Growth Keywo
UV % Beauty & personal care 159 % faceb
1900 % Travel 94 % çeviri
6.0 mil.
11.0 mil. Online communities 89 % memu
6.1 mil. Real estate 53 % radyo
5.1 mil.
100 Telecommunications 27 % araba
4.6 mil.
2005 Jun 2010
Ad Planner* Aggregated Google Search queries Source: Google * Search query growth per category
Source: Google * Select
hes
Search: Social:
Google 98% (2011)
Growth Category
Facebook 30.3 mil. (2011)
Bing 1% (2011) Twitter 4 mil. (2011)
250 % Social networks
Yahoo 1% (2011)
200 % Translation

22. Emerging Market Strategy (Turkey)
Why everybody about Turkey?
- GDP per Capita: Growing at 7% per year (8.3% in Q3 2011)
- Population / Demographics: 77,8 Million / Median Age is 27
- E-Commerce Users: Grew 2.5 times to 22Million in the last 2 years
- E-Commerce Growth: Over 100% in 2011, reaching $15M

23. Emerging Market Strategy (Turkey)
Why everybody about Turkey?
- E-Commerce Audience: 70% of online users are younger than 34 years
of age
- Credit Card Penetration: 60% (compared to an EU average of less than 50%)
- Strong Logistics: Ship any product in 24 hours if the customer is within
600km from the company warehouse.

24. Emerging Market Strategy (Turkey)
Why everybody about Turkey?
- 2nd Fastest growing digital market in 2010 (30%)
- 6th Fastest growing digital market in 2011 (25%)
- Mobile represents 1.8% share of Digital Ad Market
- Online Communities: Turkey is Facebook’s 5thlargest user base
(number 1 for Friendfeed and number 8 for Twitter).
- Investments: Kleiner Perkins, Naspers, Ebay, Amazon, Intel Capital and
others doing large deals in Turkey; Gittigidiyor at $275M, Markafoni at $220M

25. Emerging Market Strategy (Turkey)
Opportunities and Challenges

26. Emerging Market Strategy (Turkey)
Digital Advertisment Eco-System in the USA
Source: Luma Partners

27. Emerging Market Strategy (Turkey)
Digital Advertisement Eco-System in Turkey

28. Emerging Market Strategy (Turkey)
- Estimated Number of E-Commerce Sites in Turkey: 25.000
- Major Players (Local and International) – Markafoni Group, Otto Group, Rocket Internet,
Dogan Online Group etc…
- Pre-dominantly Retail/E-Commerce
- Travel sector has begun with Turkish Airlines leading the way, other competitors have confirmed
to start their affiliate program by September 2012.
- Telco, Finance, Insurance is substantially small at the moment – soon to be implemented “digital
signature” law may change everything.
- Strong opportunity for e-commerce players, many foreign groups have setup successful
businesses already.
Advertisers Eco-System

29. Emerging Market Strategy (Turkey)
- (GelirOrtaklari) is the first and leading affiliate network in Turkey
- Zanox has opened its Istanbul office in 2011
- TradeDoubler Cooperation
- Few smaller networks also exist
- Many Sales Houses but few AdNetworks
Network Eco-System

30. Emerging Market Strategy (Turkey)
- A REAL opportunity for Affiliate Publishers
- Coupon Sites: less than 5 players
- Cashback Sites: less than 5 players
- Comparison Sites: 3 sizeable players
- Product Review Sites: none
- Email DB / Co-Reg.: less than 5 players
- Meta-searches: no localized player
- Product Review Videos: none
Publisher Eco-System

31. Emerging Market Strategy (Turkey)
Founded in 2008
42 Employees
Endeavor Company, backed by several international investors.
4 Major Business Lines
Plan ROI Agency:
Specialized in digital media planning/buying and advanced search engine marketing
GelirOrtaklari:
Turkey’s leading affiliate network, with over 100 advertisers and 6000 publishers
Retarget+:
Turkey’s leading personliased remarketing platform
Adinomi:
Building Turkey’s first audience network

32. We
wish you
an
awesome
#a4uexpo

33. Dominik Johnson
Executive Manager (GPA)
Thank you! explido WebMarketing GmbH & Co. KG
twitter:
twitter.com/dominik_johnson
facebook:
facebook.com/dominik.johnson
Q&A
linkedIn:
de.linkedin.com/in/dominikjohnson
XING:
xing.com/profile/Dominik_Johnson
Telefon:
+49 821 / 21 77 95 - 631
E-Mail:
dominik.johnson@explido.de
Yunus Güvenen
Managing Partner
Digitouch
twitter:
twitter.com/yunusguvenen
facebook:
facebook.com/yunus.guvenen
linkedIn:
tr.linkedin.com/yunus-guvenen/1/244/a1
XING:
xing.com/profile/Yunus_Guvenen
Telefon:
+90 533 357 50 - 36
E-Mail:
yunus.guvenen@digitouch.com.tr