IAB Review of Mobile Ad Spend 2009 in the UK where over 13m users now access the mobile web per month.

1. IAB/PwC mobile ad spend study April 27 th 2010

4. Things started to get more interesting

6. Mobile internet usage is still growing Source: Comscore 3 month rolling average

8. UK GDP dives to – 6% YOY in Q2 2009 GDP Growth Economy grows by 0.3% in Q4 2009

9. IPA Marketers’ Bellwether Q4 2009 Total budgets revised down for the 9 th quarter in succession

10. The ad market was hit hard in 2009 Source: WARC Year on year growth for 2009 (TV without sponsorship) Total advertising market growth -12.6%

11. 2009 saw the biggest decline in ad spend since records began Source: WARC – based on current prices

16. Research participants Thank you

20. 2009 total mobile ad spend breakdown Source : IAB / PwC mobile display ad spend survey 2009; search spend figure derived from modelling and industry estimates Total market £37.6m (50%) (41%) (4%) (4%) (1%) (2008 % share figures)

21. Growth for most formats Source : IAB / PwC mobile display ad spend survey 2009; search spend figure derived from modelling and industry estimates + 26% -47% + 26% +41% + 17%

22. 2009 total mobile display breakdown Source: IAB / PwC mobile display ad spend survey 2009 Total display £17.4m (9%) (82%) (2008 % share figures) (7%) (2%)

23. 2009 display revenue by quarter Source: IAB / PwC mobile display ad spend survey 2009 36% Q4 - 36% higher than next nearest quarter

24. Every quarter showed growth Source: IAB / PwC mobile display ad spend survey 2009 +28% +10% +20% +36%

25. Industry sector display market shares Source: PricewaterhouseCoopers / Internet Advertising Bureau IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. Data excludes unclassified, multi-advertiser and misc figures and covers 55% of mobile display revenues in 2009 . Based on 55% of total display ad spend

27. “ We’ve seen brands’ interest and confidence in mobile increase rapidly over the past 6 months, we’re making it a cornerstone of our activity as the time of mobile has already arrived ” Oliver Newton Head of Emerging Platforms I-Level

28. “ Despite the tough economic climate in 2009, we have seen many brands spending on mobile for the first time indicating the growing importance of this channel in reaching a large engaged consumer audience with the right message in the right place and at the right time ” Ed Laws Director Yahoo! mobile marketplace, EMEA

29. Source: Comscore GSMA/MMM

30. £

35. 5. OUTLOOK

39. Outlook – continued growth expected IAB Results +33%

40. 6. SUMMARY

41. Already hitting the headlines

44. Disclaimer The IAB retained PricewaterhouseCoopers LLP (the UK firm) (‘PwC’) to compile the mobile adspend figures collected by the IAB from its members in January through April 2009 and to deliver to the IAB the topline figures collated from this review; PwC has not verified the information which it received from the IAB, and provides no opinion or other form of assurance with respect to such information. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, neither the Interactive Advertising Bureau UK (the ‘IAB’) nor any of the IAB’s contributors/subcontractors accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.