The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada

Copyright © 2009 Interactive Advertising Bureau of Canada 1

The Consumer Is Shouting! The Consumer Is Shouting! Are You Listening?Are You Listening?

Paula GignacPaula GignacPresident, IAB CanadaPresident, IAB Canada


The Interactive Advertising Revenue Picture…The Interactive Advertising Revenue Picture…

Total Online Revenue: $1.24 Billion (Including Video)

Total Video Revenue: $9 Million

Total Mobile: $2.7 Million

Total Social: ??

Totals based on IAB Canada’s 2007 Actuals


Canadians Love The Web…Canadians Love The Web…

Proprietary and Confidential Do not distribute without written permission from comScore 4

Canada Is The Highest Penetrated Country Canada Is The Highest Penetrated Country (73%) (73%) We view The Most Content/Spend The Most We view The Most Content/Spend The Most Time Time

Canada Is The Highest Penetrated Country Canada Is The Highest Penetrated Country (73%) (73%) We view The Most Content/Spend The Most We view The Most Content/Spend The Most Time Time

Avg. Pages per Visitor Avg. Hours per Visitor

Online Population Reach

Source: comScore Inc Worldwide – All Locations, - July 2008, Persons 15+


Canadians Love Online Video…Canadians Love Online Video…

6© comScore, Inc. Proprietary and Confidential.

Canada Leads in Online Video ReachCompared to Top Countries

Source: comScore Video Metrix, Worldwide, Persons 2+ (15+ for asterisk*), February 2009

Canada 21,129 88% 3,107,826 147.1

United Kingdom* 29,768 81% 4,017,400 135

Germany* 31,281 82% 3,363,571 107.5

France* 28,888 82% 2,539,880 87.9

United States 145,177 76% 13,072,164 90

Total Unique Viewers (000)

Online Reach % Videos (000s) Videos per Viewer January 2009 Location

#1#1


Total Minutes Spent On Video Has Grown Significantly Over the Past Year

Source: comScore Video Metrix, comScore Media Metrix, Canada, All Locations, February 08-09

+60%

-2%Total Minutes Spent Online % Change YoY

Total Minutes Spent Streaming Video % Change YoY


Practically Everybody Is Doing It…

Canadian Household IncomeCanadian Household Income Demographic Video UsageDemographic Video Usage

Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged 18-34 who viewed

the most minutes per viewer and viewed the most videos per viewer.

Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged 18-34 who viewed

the most minutes per viewer and viewed the most videos per viewer.

Source: comScore Video Metrix, Canada, All Locations, February 2009

1%

11%

14%

21%

14%

19%

20%

Less than 15,000 15,000 - 24,999 25,000 - 39,999

40,000 - 59,999 60,000 - 74,999 75,000 - 99,999

100,000 or more


Canadians Love Their Mobile Devices…Canadians Love Their Mobile Devices…

Proprietary and Confidential Do not distribute without written permission from comScore

Moving from Geek to Chic

January 200545 models

April 2008152 models


3G Subscribers Are Driving Online Mobile3G Subscribers Are Driving Online Mobile

3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency. Services include wide-area wireless voice telephony, video calls, and broadband wireless data, all in a mobile environment.

-11% +489%

Source: comScore Inc, M:Metrics – Mobil Lens, US July 2006 - July 2008, All Locations,


Canadians Love Social Media…Canadians Love Social Media…


December 2008

Location

Unique Visitors

(000)

%Reach (Web Pop.)

Avg. Minutes

per Visitor

Avg. Pages

per Visitor

Avg. Visits per

Visitor

World-Wide 770,338 76.4 208.1 543 17.8

United States 124,058 76.0 242.0 514 19.6

United Kingdom 29,869 81.5 270.0 539 21.6

Germany 25,678 69.4 242.2 857 23.1

France 23,485 69.1 147.6 391 17.5

Canada 19,772 90.7 380.7 804 34.9

Conversational Media Around the WorldReach of the Worldwide Web Population

Source: comScore Inc, Worldwide, Persons 15+ December ’2008, All Locations

*Person 15+


Social Networking in North AmericaSocial Networking in North America

Canada UV’s(000)

FACEBOOK.COM 18,151

Blogger 9,984

WORDPRESS.COM* 5,978

MySpace Sites 5,124

FLICKR.COM 4,224

United States UV’s(000)

MySpace Sites 75,919

FACEBOOK.COM 54,552

Blogger 46,720

WORDPRESS.COM* 23,891

FLICKR.COM 20,698

Top Social Networking

Sites in North

American

Growth of Top 10 Social Networking Sites in North America

Source: comScore Inc, North America, Persons 15+ December ’2008, All Locations


% Composition UV by Region% Composition UV by Region

GenderGender

Social Networking: Canadian Demographic Breakdown Social Networking: Canadian Demographic Breakdown

% REACH and % Composition Age Group

% REACH and % Composition Age Group

Social Networking Attracting Users of all demographic groups

Source: comScore Inc, Canada October 2008, All Locations,


Video, Mobile, Social – It’s All Converging…Video, Mobile, Social – It’s All Converging…

Google Confidential and Proprietary17

ComScore, Feb. 2009**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.

88% of online Canadians viewed a video in January

Video + Social...

50% of videos watched were through YouTube


Canada Wins Again...

Country

YouTube Unique Monthly Users

YouTube Reach

United States 81M 42%

United Kingdom

20.6M 56%

Germany 18.4M 48%

Canada* 16.4M 68%France 13.1M 37%

Italy 9.6M 45%

Spain 9.3M 50%

ComScore, Feb. 2009**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.


Source: ComScore Media Medtrix, February 2009

Profile of Canadian Visitors•16.4M users (68% reach)•51% male, 49% female*•67% are between 18 and 54 years old

•64% have a HHI $60K+* •3 hours and 45 minutes watching per month**


Mobile + Social…Mobile + Social…

October 2007 October 2008 % Change

Almost Every Day 0.6% 1.9% 217%

At Least Once Each Week

1.0% 2.2% 120%

Once to Three Times During Month

1.9% 3.8% 100%Source: comScore Inc. – M:metrics US- November 2008


Social Networking: Younger Demographics Adopting Social Networking on MobileSocial Networking: Younger Demographics Adopting Social Networking on Mobile

% of Mobile Users Accessing Social Networking

Younger Demographics Adopting Social Networking On Mobile Devices

Source: comScore Inc. US – M: Metrics – October 2008 – Social Media


Mobile+Web+Video+Social…

Service Penetration, Smart v. Feature Phones, April 2008, US

23%

20%

11%

6%

6%

4%

4%

40%

45%

59%

28%

17%

24%

24%

0% 10% 20% 30% 40% 50% 60% 70%

Photo Messaging

Playing Games

Browsing

Music

Video

Social Network/Blogs

Downloaded Apps

Percent Phone Owners Using Service in Month

SmartphoneFeaturePhone


This Trend Is Highest In iPhone Owners…This Trend Is Highest In iPhone Owners…

Service Penetration, Market v. iPhone Owners,

21%

14%

8%

6%

5%

32%

88%

74%

31%

51%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Playing Games

Browsing

Music

Video

Social Network/Blogs

Percent Phone Owners Using Service in Month

iPhoneMarket


We’ve Seen The Trends…We’ve Seen The Trends…

Now Let’s Learn About The Tactics Now Let’s Learn About The Tactics That Leverage Them…That Leverage Them…

The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada

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