WORLDWIDE AD SPENDING - Strathcom Media · WORLDWIDE AD SPENDING eMarketer’s Updated Estimates and Forecast for 2015–2020 OCTOBER 2016 Cindy Liu Contributors: Shelleen Shum, Martín

WORLDWIDE AD SPENDINGeMarketer’s Updated Estimates and Forecast for 2015–2020

OCTOBER 2016

Cindy Liu

Contributors: Shelleen Shum, Martín Utreras

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WORLDWIDE AD SPENDING: EMARKETER’S UPDATED ESTIMATES AND FORECAST FOR 2015–2020 ©2016 EMARKETER INC. ALL RIGHTS RESERVED 2

WORLDWIDE AD SPENDING: EMARKETER’S UPDATED ESTIMATES AND FORECAST FOR 2015–2020

Global ad spending is projected to rise faster than previously expected, growing 7.2% in 2016 to $550.51 billion,

eMarketer predicts. The lift is largely due to increased digital advertising activity, as well as greater spending related

to the US presidential election and the Summer Olympics in Rio.

■ Ad spending growth will hover between 5% and 9% each year of the forecast, with total spending climbing to $724.06 billion in 2020. Strong demand for digital advertising, particularly mobile, will be the main driver of spending increases.

■ The top five advertising markets worldwide—the US, China, Japan, UK and Germany—will continue to dominate in 2016 and the following forecast years. The US will lead with nearly $196 billion in total media ad spending this year—nearly 36% of the global total.

■ Digital ad spending (including mobile) will increase by 20.3% to reach $194.60 billion in 2016, making up 35.3% of total media ad spending. By 2020, spending will top $335 billion and represent over 46% of total media ad investment.

■ Mobile internet ad spending will drive digital media’s gains throughout the forecast period. In 2016, mobile will for the first time account for more than half of digital ad investment and almost 20% of total ad spending. By 2020, mobile’s share will climb to 73.7% of digital and 34.2% of total media ad investment.

WHAT’S IN THIS REPORT? This report includes eMarketer’s updated estimates for worldwide total media ad spending in 27 markets across Asia-Pacific, Central and Eastern Europe, Latin America, the Middle East and Africa, North America and Western Europe. The projections, which run through 2020, include estimates for total media ad spending, digital ad spending, digital ad spending by format and mobile internet ad spending. eMarketer’s data on US ad spending can be found in this report’s accompanying spreadsheet.

billions, % change and % of total media ad spendingDigital Ad Spending Worldwide, 2015-2020

2015

$161.77

21.2%

31.5%

2016

$194.60

20.3%

35.3%

2017

$229.25

17.8%

38.8%

2018

$269.85

17.7%

42.0%

2019

$304.34

12.8%

44.3%

2020

$335.48

10.2%

46.3%

Digital ad spending % change % of total media ad spending

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertisingSource: eMarketer, Sep 2016216604 www.eMarketer.com

KEY STAT: The global digital ad market is on track to climb 20.3% this year to $194.60 billion. Mobile internet ad spending, in particular, will fuel this growth, rising 51.7% to $109 billion, or more than 55% of digital ad investment.

CONTENTS2 Worldwide Ad Spending: eMarketer’s Updated Estimates

and Forecast for 2015–2020

3 Worldwide Ad Spending Overview

6 Complete Forecast

52 Editorial and Production Contributors

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WORLDWIDE AD SPENDING OVERVIEW

Spending on paid media worldwide will rise 7.2% in

2016 to $550.51 billion and grow to $724.06 billion

by 2020, for a compound annual growth rate (CAGR)

of 7.1% between 2015 and 2020. The expectation for

growth in 2016 is higher than eMarketer’s previous

forecast of 5.7% due to faster than predicted gains

in digital ad spending, greater ad investment in the

Olympics and a larger than expected boost in outlays

related to the US presidential election.

billions and % change

Total Media Ad Spending Worldwide, by Region,2015-2020

Total media ad spending (billions)

North America

Asia-Pacific

Western Europe

Latin America

Middle East &Africa

Central & EasternEurope

Worldwide

Total media ad spending growth (% change)

Latin America

Asia-Pacific

North America

Middle East &Africa


Western Europe

Worldwide

2015

$192.96

$158.56

$96.55

$30.00

$21.85

$13.65

$513.56

9.3%

8.1%

4.3%

6.0%

0.9%

3.3%

5.5%

2016

$205.96

$174.14

$99.24

$33.69

$23.10

$14.38

$550.51

12.3%

9.8%

6.7%

5.7%

5.3%

2.8%

7.2%

2017

$217.81

$195.65

$101.71

$36.99

$24.25

$14.65

$591.07

9.8%

12.4%

5.8%

5.0%

1.9%

2.5%

7.4%

2018

$230.11

$228.69

$104.04

$39.45

$25.35

$15.23

$642.86

6.6%

16.9%

5.6%

4.5%

3.9%

2.3%

8.8%

2019

$242.13

$255.30

$106.23

$41.31

$26.44

$15.78

$687.19

4.7%

11.6%

5.2%

4.3%

3.6%

2.1%

6.9%

2020

$254.28

$274.88

$108.34

$42.79

$27.49

$16.28

$724.06

3.6%

7.7%

5.0%

4.0%

3.1%

2.0%

5.4%

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;numbers may not add up to total due to roundingSource: eMarketer, Sep 2016216598 www.eMarketer.com

This report presents slight revisions of the forecasts and estimates in eMarketer’s April 2016 report, “Worldwide Ad Spending: The eMarketer Forecast for 2016.” For eMarketer’s complete September 2016 forecast for worldwide ad spending, please refer to this report’s accompanying spreadsheet.

The outlook for global ad spending through 2020 remains positive, powered by double-digit growth in digital media. Worldwide ad spending will reach $724.06 billion by the end of 2020, with annual gains hovering between 5% and 9%. A slight additional uptick in growth will occur in 2018, when South Korea hosts the Winter Olympics and Russia hosts the FIFA World Cup.

All of the markets included in this update are forecast to experience ad spending growth in 2016, but the rate of growth will vary widely across individual markets depending on economic growth and their level of advertising maturity, among other factors. The markets forecast to expand fastest in 2016 will be Argentina, China, India, Brazil and Indonesia, while the slowest growing markets will be Finland, Russia, Chile, Norway and France.

North America will remain the largest advertising market throughout eMarketer’s forecast. Ad expenditures in the region will grow 6.7% in 2016—marginally below the global average of 7.2%—and will total $205.96 billion, or 37.4% of global ad investment. Several major events, such as the presidential election and the Summer Olympics will boost ad spending in the US this year. But even without those events, North America’s ad market will continue to grow at a healthy rate of 5.8% next year.

Asia-Pacific will be the second-largest region for ad spending in 2016, with $174.14 billion in investment making up 31.6% of the global total. The region has been one of the fastest growing ad markets for years, and this year spending on paid media will swell a further 9.8%. Strong growth in China is powering the entire region, and this year the country will be responsible for nearly 46% of all ad spending there, worth $79.59 billion.

Western Europe’s ad market will grow by 2.8% in 2016 to nearly $100 billion as most of the region continues a slow recovery from the eurozone debt crisis that took place at the end of 2009. This year, France, Finland and Norway will join the rest of the region by finally showing positive growth in paid media ad spending.

Elsewhere in the region, the impact of the UK’s vote to leave the EU on that country’s advertising market remains unclear, as the future depends on the outcome of pending negotiations between the EU and UK. As such, eMarketer has not made any significant changes to its outlook for ad spending in the UK and the larger Western European region.

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Despite Latin America’s challenging economic environment and ongoing political crises in Brazil and elsewhere, the region will experience the fastest growth in ad spending of any region in 2016. Paid media outlays will total $33.69 billion in 2016, a 12.3% increase from last year, with the help of ad spending on the Summer Olympics in Brazil. In addition, economic inflation in Argentina will keep media prices high in that country this year and remain a factor in spending figures for the foreseeable future.

WORLDWIDE DIGITAL AD SPENDING Worldwide digital ad outlays will jump 20.3% in 2016 to $194.60 billion, or more than one-third of total media spending. Investment in digital formats will continue to rise at a robust pace throughout the forecast period, driven mainly by mobile advertising.


2015

$161.77

21.2%

31.5%

2016

$194.60

20.3%

35.3%

2017

$229.25

17.8%

38.8%

2018

$269.85

17.7%

42.0%

2019

$304.34

12.8%

44.3%

2020

$335.48

10.2%

46.3%



Digital ad spending will be highest in North America, valued at $75.84 billion, or 39.0% of the global total in 2016. North America will slip to the No. 2 spot in 2018, however, as spending in Asia-Pacific exceeds the region’s digital expenditures for the first time. Strong digital advertising activity in China will be mainly responsible for this trend.

In most regions, digital ad spending will make up between 35% and 40% of total media ad investments in 2016. Shares will be lower in Latin America (20.0%) and the Middle East and Africa (13.3%), which are among the smallest regional digital ad markets in the world.

Examining countries individually, the UK will have the highest proportion of digital to total media ad dollars, at 55.0% in 2016. It will be followed by China (52.3%) and Norway (51.2%). And although the US is the world’s biggest digital advertising market overall, digital will represent just 36.8% of the country’s total advertising this year—the same percentage as in Canada and only slightly higher than the 35.3% average worldwide.

WORLDWIDE MOBILE INTERNET AD SPENDING In 2016, mobile ad spending will overtake global ad investment on desktop and laptop computers for the first time. Advertisers will dedicate $108.88 billion worldwide toward mobile internet ad formats—a category that includes spending on search and display advertisements served to mobile phones and tablets, but excludes SMS, MMS and peer-to-peer (P2P) messaging-based ads. Mobile will also be responsible for a rising share of total media ad spending, accounting for nearly one-fifth of all ad investment in 2016.

Mobile Internet Ad Spending Worldwide, 2015-2020

Mobile internetad spending(billions)

—% change

—% of digital adspending

—% of total mediaad spending

2015

$71.75

76.6%

44.4%

14.0%

2016

$108.88

51.7%

55.9%

19.8%

2017

$143.54

31.8%

62.6%

24.3%

2018

$184.91

28.8%

68.5%

28.8%

2019

$217.42

17.6%

71.4%

31.6%

2020

$247.36

13.8%

73.7%

34.2%

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontabletsSource: eMarketer, Sep 2016216784 www.eMarketer.com

Mobile ad spending will continue to expand at a rapid rate, more than doubling between 2016 and 2020, when it will represent over a third of all ad spending. Richer and more engaging display advertising formats, such as native and video, will drive spending on mobile over the forecast period, as will improvements to targeting and measurement.


North America is the largest mobile advertising market in the world, with $47.46 billion in spending, or 43.6% of worldwide mobile advertising in 2016. North America will hold this position until 2018, when Asia-Pacific will become the largest mobile ad market.

This year, mobile internet ad spending growth rates will be in the triple digits for five countries with relatively small spending bases—Argentina, Indonesia, Peru, Brazil and India. But even in markets where mobile advertising is more mature, spending growth will be significant, rising 45.3% in the US and 65.0% in China.

WHAT HAS CHANGED SINCE OUR APRIL 2016 FORECAST?

■ eMarketer has increased its estimates of total worldwide ad spending growth for each year of the forecast. This year, total media ad spending will grow 7.2%, a significant jump from eMarketer’s April estimate of 5.7%. This is due to stronger than expected growth for the US, China, Australia, Spain and the UK.

■ Projections for worldwide digital ad spending have been raised for the entire forecast, with the 2016 figure up by $7.79 billion from eMarketer’s previous estimate. Our updated forecast calls for a 20.3% increase in digital ad spending this year. This is primarily based on bigger than expected spending in the US on mobile advertising and extra spending related to the Summer Olympics and the presidential election. In addition, several markets in Asia-Pacific, Latin America and Western Europe have experienced accelerated growth in digital advertising—these include China, Australia, New Zealand, Brazil, Mexico, Spain and the UK.

■ eMarketer has also raised its worldwide mobile internet ad spending estimates for the entirety of the forecast period, based on the same reasons it raised the numbers for digital in general. Mobile internet ad spending will grow 51.7% this year, a 6.1 percentage point increase from our earlier estimate.

Behind the Numbers

eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


COMPLETE FORECAST

TOTAL MEDIA AD SPENDING

billions and % changeTotal Media Ad Spending Worldwide, 2015-2020

2015

$513.56

2016

$550.51

2017

$591.07

2018

$642.86

2019

$687.19

2020

$724.06

Total media ad spending % change

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216592 www.eMarketer.com

5.5% 7.2% 7.4% 8.8% 6.9% 5.4%

billions and % change

Total Media Ad Spending Worldwide, by Region,2015-2020

Total media ad spending (billions)

North America

Asia-Pacific

Western Europe

Latin America

Middle East &Africa


Worldwide


Latin America

Asia-Pacific

North America

Middle East &Africa


Western Europe

Worldwide

2015

$192.96

$158.56

$96.55

$30.00

$21.85

$13.65

$513.56

9.3%

8.1%

4.3%

6.0%

0.9%

3.3%

5.5%

2016

$205.96

$174.14

$99.24

$33.69

$23.10

$14.38

$550.51

12.3%

9.8%

6.7%

5.7%

5.3%

2.8%

7.2%

2017

$217.81

$195.65

$101.71

$36.99

$24.25

$14.65

$591.07

9.8%

12.4%

5.8%

5.0%

1.9%

2.5%

7.4%

2018

$230.11

$228.69

$104.04

$39.45

$25.35

$15.23

$642.86

6.6%

16.9%

5.6%

4.5%

3.9%

2.3%

8.8%

2019

$242.13

$255.30

$106.23

$41.31

$26.44

$15.78

$687.19

4.7%

11.6%

5.2%

4.3%

3.6%

2.1%

6.9%

2020

$254.28

$274.88

$108.34

$42.79

$27.49

$16.28

$724.06

3.6%

7.7%

5.0%

4.0%

3.1%

2.0%

5.4%


% of total

Total Media Ad Spending Share Worldwide, by Region,2015-2020

2015 2016 2017 2018 2019 2020

North America 37.6% 37.4% 36.9% 35.8% 35.2% 35.1%

Asia-Pacific 30.9% 31.6% 33.1% 35.6% 37.2% 38.0%

Western Europe 18.8% 18.0% 17.2% 16.2% 15.5% 15.0%

Latin America 5.8% 6.1% 6.3% 6.1% 6.0% 5.9%

Middle East & Africa 4.3% 4.2% 4.1% 3.9% 3.8% 3.8%

Central & Eastern Europe 2.7% 2.6% 2.5% 2.4% 2.3% 2.2%

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;numbers may not add up to 100% due to roundingSource: eMarketer, Sep 2016216599 www.eMarketer.com

Total Media Ad Spending per Person Worldwide, by Region, 2015-2020

2015 2016 2017 2018 2019 2020

North America $539.94 $571.79 $599.49 $628.46 $655.84 $683.62

Western Europe $230.25 $235.64 $240.53 $245.09 $249.25 $253.06

Latin America $48.94 $54.44 $59.22 $62.58 $64.95 $66.76

Asia-Pacific $39.58 $43.10 $48.02 $55.67 $61.66 $65.73


$31.87 $33.54 $34.17 $35.51 $36.80 $37.94

Middle East &Africa

$15.37 $15.89 $16.32 $16.68 $17.02 $17.32

Worldwide $70.88 $75.17 $79.87 $85.97 $90.97 $94.78



billions

Total Media Ad Spending Worldwide, by Country,2015-2020

2015 2016 2017 2018 2019 2020

US $183.06 $195.76 $207.30 $219.27 $230.93 $242.77

China* $69.80 $79.59 $92.10 $107.63 $120.45 $132.29

Japan $35.51 $36.38 $37.39 $38.42 $39.40 $40.53

UK $25.35 $26.80 $28.12 $29.43 $30.63 $31.85

Germany $19.87 $20.14 $20.42 $20.61 $20.82 $20.98

Brazil $13.34 $14.87 $15.77 $16.54 $17.23 $17.83

France $11.28 $11.36 $11.47 $11.59 $11.71 $11.83

Canada $9.90 $10.19 $10.51 $10.84 $11.20 $11.51

Australia $10.14 $10.70 $11.06 $11.40 $11.79 $12.15

Italy $9.59 $9.69 $9.88 $10.08 $10.24 $10.39

South Korea $8.12 $8.48 $8.84 $9.26 $9.65 $9.99

India $6.66 $7.46 $8.37 $9.38 $10.68 $12.00

Spain $5.61 $5.95 $6.16 $6.30 $6.46 $6.61

Mexico $4.70 $4.99 $5.31 $5.63 $5.94 $6.17

Argentina $3.54 $4.96 $6.05 $6.84 $7.38 $7.75

Russia $4.75 $4.77 $4.82 $4.97 $5.11 $5.24

Netherlands $4.52 $4.59 $4.64 $4.67 $4.69 $4.72

Sweden $3.04 $3.13 $3.17 $3.22 $3.27 $3.31

Indonesia $2.36 $2.58 $2.80 $3.00 $3.23 $3.46

Thailand $2.22 $2.27 $2.32 $2.36 $2.40 $2.42

Norway $1.93 $1.94 $1.97 $2.00 $2.04 $2.07

Denmark $1.82 $1.87 $1.88 $1.90 $1.92 $1.94

New Zealand $1.40 $1.43 $1.47 $1.50 $1.53 $1.56

Finland $1.32 $1.33 $1.34 $1.36 $1.38 $1.40

Colombia $1.08 $1.13 $1.17 $1.21 $1.23 $1.25

Chile $1.04 $1.05 $1.07 $1.09 $1.11 $1.13

Peru $0.69 $0.73 $0.78 $0.83 $0.87 $0.90

Worldwide** $513.56 $550.51 $591.07 $642.86 $687.19 $724.06

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;*excludes Hong Kong; **includes countries not listedSource: eMarketer, Sep 2016216593 www.eMarketer.com

% change

Total Media Ad Spending Growth Worldwide, byCountry, 2015-2020

2015 2016 2017 2018 2019 2020

Argentina 49.0% 40.0% 22.0% 13.0% 8.0% 5.0%

China* 12.5% 14.0% 15.7% 16.9% 11.9% 9.8%

India 11.6% 12.0% 12.2% 12.1% 13.9% 12.4%

Brazil 5.7% 11.5% 6.1% 4.9% 4.2% 3.4%

Indonesia 5.3% 9.6% 8.4% 7.3% 7.6% 7.1%

US 4.4% 6.9% 5.9% 5.8% 5.3% 5.1%

Peru 7.0% 6.5% 7.0% 6.0% 5.0% 4.0%

Mexico 1.9% 6.1% 6.4% 6.0% 5.6% 3.9%

Spain 8.2% 6.1% 3.4% 2.4% 2.5% 2.2%

UK 8.4% 5.7% 4.9% 4.6% 4.1% 4.0%

Australia 7.2% 5.5% 3.4% 3.1% 3.4% 3.0%

Colombia 6.0% 5.0% 3.0% 3.5% 2.0% 1.5%

South Korea 4.2% 4.4% 4.3% 4.7% 4.3% 3.5%

Canada 2.7% 2.9% 3.2% 3.1% 3.3% 2.8%

Sweden 2.5% 2.8% 1.4% 1.6% 1.4% 1.3%

Denmark 2.5% 2.8% 1.0% 1.0% 0.9% 0.8%

New Zealand 3.7% 2.6% 2.5% 2.3% 2.0% 2.0%

Japan 1.8% 2.5% 2.8% 2.7% 2.5% 2.9%

Thailand 2.5% 2.3% 2.1% 1.7% 1.5% 1.0%

Netherlands 1.2% 1.5% 1.0% 0.6% 0.6% 0.5%

Germany 1.0% 1.4% 1.4% 1.0% 1.0% 0.8%

Italy 1.0% 1.0% 2.0% 2.0% 1.6% 1.5%

France -0.1% 0.7% 1.0% 1.0% 1.0% 1.0%

Norway -0.8% 0.7% 1.5% 1.8% 1.6% 1.5%

Chile -1.5% 0.5% 2.0% 1.9% 1.8% 1.6%

Russia -10.0% 0.5% 1.0% 3.0% 3.0% 2.5%

Finland -2.3% 0.3% 0.8% 1.7% 1.3% 1.3%

Worldwide** 5.5% 7.2% 7.4% 8.8% 6.9% 5.4%

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;*excludes Hong Kong; **includes countries not listedSource: eMarketer, Sep 2016216594 www.eMarketer.com


% of total

Total Media Ad Spending Share Worldwide, byCountry, 2015-2020

2015 2016 2017 2018 2019 2020

US 35.6% 35.6% 35.1% 34.1% 33.6% 33.5%

China* 13.6% 14.5% 15.6% 16.7% 17.5% 18.3%

Japan 6.9% 6.6% 6.3% 6.0% 5.7% 5.6%

UK 4.9% 4.9% 4.8% 4.6% 4.5% 4.4%

Germany 3.9% 3.7% 3.5% 3.2% 3.0% 2.9%

Brazil 2.6% 2.7% 2.7% 2.6% 2.5% 2.5%

France 2.2% 2.1% 1.9% 1.8% 1.7% 1.6%

Australia 2.0% 1.9% 1.9% 1.8% 1.7% 1.7%

Canada 1.9% 1.9% 1.8% 1.7% 1.6% 1.6%

Italy 1.9% 1.8% 1.7% 1.6% 1.5% 1.4%

South Korea 1.6% 1.5% 1.5% 1.4% 1.4% 1.4%

India 1.3% 1.4% 1.4% 1.5% 1.6% 1.7%

Spain 1.1% 1.1% 1.0% 1.0% 0.9% 0.9%

Argentina 0.7% 0.9% 1.0% 1.1% 1.1% 1.1%

Mexico 0.9% 0.9% 0.9% 0.9% 0.9% 0.9%

Russia 0.9% 0.9% 0.8% 0.8% 0.7% 0.7%

Netherlands 0.9% 0.8% 0.8% 0.7% 0.7% 0.7%

Sweden 0.6% 0.6% 0.5% 0.5% 0.5% 0.5%

Indonesia 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%

Norway 0.4% 0.4% 0.3% 0.3% 0.3% 0.3%

Thailand 0.4% 0.4% 0.4% 0.4% 0.3% 0.3%

Denmark 0.4% 0.3% 0.3% 0.3% 0.3% 0.3%

New Zealand 0.3% 0.3% 0.2% 0.2% 0.2% 0.2%

Chile 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%

Colombia 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%

Finland 0.3% 0.2% 0.2% 0.2% 0.2% 0.2%

Peru 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;*excludes Hong KongSource: eMarketer, Sep 2016216595 www.eMarketer.com

Total Media Ad Spending per Person Worldwide, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

US $569.62 $604.22 $634.67 $665.97 $695.81 $725.75

Australia $445.78 $465.19 $475.89 $485.80 $497.41 $507.57

UK $388.76 $407.23 $423.68 $439.63 $453.98 $468.32

Norway $369.96 $368.48 $370.15 $373.15 $375.68 $378.11

Denmark $325.22 $333.59 $336.20 $338.83 $341.14 $343.13

New Zealand $314.34 $319.90 $325.30 $330.20 $334.24 $338.40

Sweden $310.51 $316.65 $318.51 $321.01 $322.90 $324.52

Japan $279.78 $287.15 $295.73 $304.51 $313.03 $322.89

Canada $275.02 $281.52 $286.44 $293.77 $300.24 $307.34

Netherlands $266.95 $269.85 $271.47 $272.04 $272.63 $272.98

Germany $245.67 $249.38 $253.22 $256.12 $258.64 $259.70

Finland $241.83 $241.62 $242.66 $245.94 $248.34 $250.82

France $177.01 $177.57 $178.58 $179.71 $180.90 $182.03

South Korea $165.25 $172.36 $179.51 $187.80 $195.72 $202.43

Italy $155.03 $156.20 $158.99 $161.88 $164.24 $166.52

Spain $116.54 $122.59 $125.76 $127.74 $130.04 $132.06

Argentina $81.57 $113.15 $136.81 $153.25 $164.10 $170.87

Brazil $65.29 $72.23 $76.03 $79.20 $81.94 $84.19

Chile $59.61 $59.42 $60.14 $60.81 $61.45 $61.99

China* $51.27 $58.22 $67.13 $78.18 $87.23 $94.90

Mexico $38.85 $40.81 $43.00 $45.13 $47.19 $48.84

Russia $33.34 $33.53 $33.89 $34.94 $36.03 $36.99

Thailand $32.68 $33.32 $33.92 $34.39 $34.81 $35.07

Colombia $23.11 $24.02 $24.49 $25.10 $25.36 $25.50

Peru $22.51 $23.75 $25.17 $26.43 $27.49 $28.33

Indonesia $9.20 $9.99 $10.74 $11.43 $12.20 $12.97

India $5.32 $5.89 $6.53 $7.23 $8.14 $9.05

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;*excludes Hong KongSource: eMarketer, Sep 2016216597 www.eMarketer.com


Top 20 Countries, Ranked by Total Media Ad Spendingper Person and Digital Ad Spending per Internet User,2016Digital ad spending perinternet user (1)

1. Australia

2. UK (3)

3. US (3)

4. Norway

5. Denmark

6. New Zealand

7. Sweden

8. Canada (3)

9. Netherlands

10. Germany

11. Japan

12. Finland

13. South Korea

14. China (4)

15. France

16. Italy

17. Spain

18. Argentina

19. Brazil

20. Russia

Worldwide

$296.41

$277.07

$269.64

$215.31

$190.35

$181.38

$151.88

$127.37

$120.94

$91.88

$90.92

$77.53

$71.70

$57.65

$57.45

$49.79

$44.34

$29.08

$26.11

$19.29

$59.61

Total media ad spendingper person (2)

1. US

2. Australia

3. UK

4. Norway

5. Denmark

6. New Zealand

7. Sweden

8. Japan

9. Canada

10. Netherlands

11. Germany

12. Finland

13. France

14. South Korea

15. Italy

16. Spain

17. Argentina

18. Brazil

19. Chile

20. China (4)

Worldwide

$604.22

$465.19

$407.23

$368.48

$333.59

$319.90

$316.65

$287.15

$281.52

$269.85

$249.38

$241.62

$177.57

$172.36

$156.20

$122.59

$113.15

$72.23

$59.42

$58.22

$75.17

Note: countries within eMarketer's coverage only; (1) includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; (2) includes digital (desktop/laptop, mobileand other internet-connected devices), directories, magazines,newspapers, out-of-home, radio and TV; (3) includes SMS, MMS and P2Pmessaging-based advertising; (4) excludes Hong KongSource: eMarketer, Sep 2016216928 www.eMarketer.com

DIGITAL AD SPENDING


2015

$161.77

21.2%

31.5%

2016

$194.60

20.3%

35.3%

2017

$229.25

17.8%

38.8%

2018

$269.85

17.7%

42.0%

2019

$304.34

12.8%

44.3%

2020

$335.48

10.2%

46.3%



billions and % changeDigital Ad Spending Worldwide, by Region, 2015-2020

Digital ad spending (billions)

North America

Asia-Pacific

Western Europe

Latin America


Middle East &Africa

Worldwide

Digital ad spending growth (% change)

Latin America

Middle East &Africa

Asia-Pacific


North America

Western Europe

Worldwide

2015

$63.23

$54.53

$32.09

$5.28

$4.22

$2.42

$161.77

29.6%

30.0%

27.0%

21.1%

20.1%

12.6%

21.2%

2016

$75.84

$68.66

$35.16

$6.74

$5.12

$3.06

$194.60

27.8%

26.5%

25.9%

21.4%

19.9%

9.6%

20.3%

2017

$86.95

$86.83

$37.91

$8.05

$5.70

$3.80

$229.25

19.4%

24.0%

26.5%

11.3%

14.6%

7.8%

17.8%

2018

$97.59

$111.62

$40.45

$9.31

$6.24

$4.63

$269.85

15.6%

22.0%

28.6%

9.3%

12.2%

6.7%

17.7%

2019

$108.11

$130.65

$42.74

$10.54

$6.73

$5.56

$304.34

13.2%

20.0%

17.0%

8.0%

10.8%

5.7%

12.8%

2020

$118.20

$147.03

$44.91

$11.63

$7.21

$6.51

$335.48

10.4%

17.0%

12.5%

7.0%

9.3%

5.1%

10.2%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; numbers maynot add up to total due to roundingSource: eMarketer, Sep 2016216634 www.eMarketer.com


% of total

Digital Ad Spending Share Worldwide, by Region,2015-2020

2015 2016 2017 2018 2019 2020

North America 39.1% 39.0% 37.9% 36.2% 35.5% 35.2%

Asia-Pacific 33.7% 35.3% 37.9% 41.4% 42.9% 43.8%

Western Europe 19.8% 18.1% 16.5% 15.0% 14.0% 13.4%

Latin America 3.3% 3.5% 3.5% 3.4% 3.5% 3.5%



Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; numbers maynot add up to 100% due to roundingSource: eMarketer, Sep 2016216637 www.eMarketer.com

Digital Ad Spending as a Percent of Total Media AdSpending Worldwide, by Region, 2015-2020

2015 2016 2017 2018 2019 2020

Asia-Pacific 34.4% 39.4% 44.4% 48.8% 51.2% 53.5%

North America 32.8% 36.8% 39.9% 42.4% 44.7% 46.5%


Western Europe 33.2% 35.4% 37.3% 38.9% 40.2% 41.5%

Latin America 17.6% 20.0% 21.8% 23.6% 25.5% 27.2%


Worldwide 31.5% 35.3% 38.8% 42.0% 44.3% 46.3%


Digital Ad Spending per Internet User Worldwide, by Region, 2015-2020

2015 2016 2017 2018 2019 2020

North America $218.25 $255.52 $286.76 $316.51 $346.60 $375.44

Western Europe $103.41 $111.20 $118.03 $124.31 $129.89 $135.21

Asia-Pacific $33.64 $39.07 $46.06 $55.49 $61.22 $65.39


$18.06 $20.87 $22.43 $23.84 $25.12 $26.47

Latin America $16.27 $19.44 $22.25 $24.79 $27.15 $29.21

Middle East &Africa

$8.66 $10.16 $11.73 $13.38 $15.10 $16.75

Worldwide $52.88 $59.61 $66.46 $74.36 $80.10 $84.84


billionsDigital Ad Spending Worldwide, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

US* $59.82 $72.09 $82.86 $93.18 $103.39 $113.18

China** $31.56 $41.66 $54.16 $69.32 $81.80 $93.25

UK* $13.15 $14.73 $16.20 $17.58 $18.81 $20.03

Japan $8.72 $9.50 $10.31 $11.14 $11.92 $12.63

Germany $5.55 $5.85 $6.14 $6.38 $6.62 $6.82

Australia $4.49 $5.21 $5.68 $6.13 $6.56 $6.99

Canada* $3.41 $3.75 $4.09 $4.42 $4.73 $5.02

South Korea $2.74 $3.07 $3.37 $3.75 $4.10 $4.41

Brazil $2.50 $3.13 $3.60 $4.03 $4.47 $4.92

France $2.69 $2.84 $2.99 $3.14 $3.27 $3.40

Italy $1.73 $1.88 $2.03 $2.18 $2.31 $2.42

Netherlands $1.68 $1.78 $1.88 $1.97 $2.06 $2.14

Russia $1.47 $1.76 $1.94 $2.11 $2.28 $2.44

Spain $1.35 $1.54 $1.63 $1.71 $1.79 $1.87

Sweden $1.08 $1.26 $1.39 $1.50 $1.58 $1.64

Mexico $1.05 $1.31 $1.57 $1.85 $2.13 $2.35

Norway $0.92 $0.99 $1.07 $1.14 $1.22 $1.29

India $0.73 $0.98 $1.27 $1.60 $2.05 $2.56

Denmark $0.84 $0.93 $0.98 $1.03 $1.07 $1.12

Argentina $0.57 $0.87 $1.17 $1.46 $1.73 $1.93

New Zealand $0.54 $0.64 $0.73 $0.78 $0.84 $0.89

Indonesia $0.29 $0.38 $0.48 $0.56 $0.65 $0.75

Finland $0.34 $0.36 $0.38 $0.40 $0.43 $0.45

Thailand $0.28 $0.35 $0.42 $0.48 $0.53 $0.56

Chile $0.15 $0.18 $0.20 $0.21 $0.23 $0.24

Colombia $0.11 $0.13 $0.15 $0.17 $0.19 $0.20

Peru $0.07 $0.09 $0.10 $0.12 $0.13 $0.14

Worldwide*** $161.77 $194.60 $229.25 $269.85 $304.34 $335.48

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *includes SMS,MMS and P2P messaging-based advertising; **excludes Hong Kong;***includes countries not listedSource: eMarketer, Sep 2016216609 www.eMarketer.com


% change

Digital Ad Spending Growth Worldwide, by Country,2015-2020

2015 2016 2017 2018 2019 2020

Argentina 90.0% 52.0% 35.0% 25.0% 18.0% 12.0%

India 29.0% 34.0% 30.0% 26.0% 28.0% 25.0%

China* 34.0% 32.0% 30.0% 28.0% 18.0% 14.0%

Indonesia 40.0% 30.0% 25.0% 18.0% 15.0% 15.0%

Thailand 40.0% 25.0% 18.0% 15.0% 10.0% 7.0%

Mexico 30.0% 25.0% 20.0% 18.0% 15.0% 10.0%

Brazil 21.0% 25.0% 15.0% 12.0% 11.0% 10.0%

US** 20.4% 20.5% 14.9% 12.5% 11.0% 9.5%

New Zealand 33.0% 20.0% 13.0% 8.0% 7.0% 6.0%

Russia 19.0% 20.0% 10.0% 9.0% 8.0% 7.0%

Peru 23.0% 19.0% 18.0% 15.0% 12.0% 10.0%

Colombia 18.0% 17.0% 15.0% 12.0% 10.0% 8.0%

Sweden 18.0% 17.0% 10.0% 8.0% 5.0% 4.0%

Australia 25.0% 16.0% 9.0% 8.0% 7.0% 6.5%

Chile 24.0% 14.0% 12.0% 8.0% 6.0% 5.0%

Spain 20.0% 14.0% 6.0% 5.0% 4.7% 4.5%

UK** 17.3% 12.0% 10.0% 8.5% 7.0% 6.5%

South Korea 13.0% 12.0% 10.0% 11.0% 9.5% 7.5%

Canada** 15.0% 10.0% 9.0% 8.0% 7.0% 6.1%

Denmark 13.0% 10.0% 6.0% 5.0% 4.2% 3.8%

Japan 11.0% 9.0% 8.5% 8.0% 7.0% 6.0%

Italy 10.0% 9.0% 8.0% 7.0% 6.0% 5.0%

Norway 11.1% 8.0% 7.5% 7.0% 6.6% 6.2%

Finland 7.5% 6.5% 6.0% 5.5% 5.3% 4.8%

Netherlands 8.3% 6.0% 5.5% 5.0% 4.5% 4.0%

France 6.0% 5.5% 5.2% 5.0% 4.3% 4.0%

Germany 6.0% 5.3% 5.0% 4.0% 3.7% 3.0%

Worldwide*** 21.2% 20.3% 17.8% 17.7% 12.8% 10.2%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *excludes HongKong; **includes SMS, MMS and P2P messaging-based advertising;***includes countries not listedSource: eMarketer, Sep 2016216620 www.eMarketer.com

% of total media ad spending

Digital Ad Spending Share of Total Media Ad SpendingWorldwide, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

UK* 51.9% 55.0% 57.6% 59.7% 61.4% 62.9%

China** 45.2% 52.3% 58.8% 64.4% 67.9% 70.5%

Norway 47.7% 51.2% 54.2% 57.0% 59.8% 62.6%

Denmark 46.4% 49.6% 52.1% 54.2% 55.9% 57.6%

Australia 44.3% 48.7% 51.4% 53.8% 55.6% 57.5%

New Zealand 38.4% 44.9% 49.5% 52.2% 54.8% 57.0%

Sweden 35.5% 40.4% 43.8% 46.5% 48.2% 49.5%

Netherlands 37.1% 38.7% 40.4% 42.2% 43.9% 45.4%

Russia 30.9% 36.9% 40.2% 42.6% 44.6% 46.6%

Canada* 34.5% 36.8% 38.9% 40.8% 42.2% 43.6%

US* 32.7% 36.8% 40.0% 42.5% 44.8% 46.6%

South Korea 33.7% 36.2% 38.2% 40.5% 42.5% 44.1%

Germany 27.9% 29.0% 30.1% 31.0% 31.8% 32.5%

Finland 25.6% 27.2% 28.6% 29.7% 30.9% 31.9%

Mexico 22.3% 26.2% 29.6% 32.9% 35.9% 38.0%

Japan 24.6% 26.1% 27.6% 29.0% 30.2% 31.2%

Spain 24.0% 25.8% 26.4% 27.1% 27.7% 28.3%

France 23.9% 25.0% 26.1% 27.1% 27.9% 28.8%

Brazil 18.8% 21.0% 22.8% 24.4% 25.9% 27.6%

Italy 18.0% 19.4% 20.6% 21.6% 22.5% 23.3%

Argentina 16.1% 17.5% 19.3% 21.4% 23.4% 24.9%

Chile 14.8% 16.8% 18.5% 19.6% 20.4% 21.0%

Thailand 12.7% 15.5% 17.9% 20.3% 22.0% 23.3%

Indonesia 12.5% 14.8% 17.1% 18.8% 20.1% 21.5%

India 10.9% 13.1% 15.2% 17.1% 19.2% 21.3%

Colombia 10.5% 11.8% 13.1% 14.2% 15.3% 16.3%

Peru 10.5% 11.7% 12.9% 14.0% 14.9% 15.8%

Worldwide*** 31.5% 35.3% 38.8% 42.0% 44.3% 46.3%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *includes SMS,MMS and P2P messaging-based advertising; **excludes Hong Kong;***includes countries not listedSource: eMarketer, Sep 2016216621 www.eMarketer.com


% of total

Digital Ad Spending Share Worldwide, by Country,2015-2020

2015 2016 2017 2018 2019 2020

US* 37.0% 37.0% 36.1% 34.5% 34.0% 33.7%

China** 19.5% 21.4% 23.6% 25.7% 26.9% 27.8%

UK* 8.1% 7.6% 7.1% 6.5% 6.2% 6.0%

Japan 5.4% 4.9% 4.5% 4.1% 3.9% 3.8%

Germany 3.4% 3.0% 2.7% 2.4% 2.2% 2.0%

Australia 2.8% 2.7% 2.5% 2.3% 2.2% 2.1%

Canada* 2.1% 1.9% 1.8% 1.6% 1.6% 1.5%

South Korea 1.7% 1.6% 1.5% 1.4% 1.3% 1.3%

Brazil 1.5% 1.6% 1.6% 1.5% 1.5% 1.5%

France 1.7% 1.5% 1.3% 1.2% 1.1% 1.0%

Italy 1.1% 1.0% 0.9% 0.8% 0.8% 0.7%

Netherlands 1.0% 0.9% 0.8% 0.7% 0.7% 0.6%

Russia 0.9% 0.9% 0.8% 0.8% 0.8% 0.7%

Spain 0.8% 0.8% 0.7% 0.6% 0.6% 0.6%

Mexico 0.6% 0.7% 0.7% 0.7% 0.7% 0.7%

Sweden 0.7% 0.6% 0.6% 0.6% 0.5% 0.5%

India 0.5% 0.5% 0.6% 0.6% 0.7% 0.8%

Norway 0.6% 0.5% 0.5% 0.4% 0.4% 0.4%

Denmark 0.5% 0.5% 0.4% 0.4% 0.4% 0.3%

Argentina 0.4% 0.4% 0.5% 0.5% 0.6% 0.6%

New Zealand 0.3% 0.3% 0.3% 0.3% 0.3% 0.3%

Indonesia 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%

Thailand 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%

Finland 0.2% 0.2% 0.2% 0.1% 0.1% 0.1%

Chile 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

Colombia 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

Peru 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *includes SMS,MMS and P2P messaging-based advertising; **excludes Hong KongSource: eMarketer, Sep 2016216623 www.eMarketer.com

Digital Ad Spending per Internet User Worldwide, byCountry, 2015-2020

2015 2016 2017 2018 2019 2020

Australia $258.98 $296.41 $319.29 $341.07 $360.85 $380.07

UK* $253.67 $277.07 $298.41 $318.05 $336.42 $354.54

US* $229.37 $269.64 $303.23 $335.22 $367.70 $398.72

Norway $202.26 $215.31 $228.55 $241.63 $254.95 $268.47

Denmark $175.45 $190.35 $199.73 $208.31 $215.86 $222.95

New Zealand $152.91 $181.38 $203.02 $217.28 $230.43 $242.14

Sweden $131.32 $151.88 $165.33 $176.92 $184.27 $190.10

Canada* $117.96 $127.37 $136.56 $145.39 $153.72 $162.02

Netherlands $115.09 $120.94 $126.65 $132.16 $137.27 $141.90

Germany $88.11 $91.88 $95.75 $98.88 $101.90 $104.29

Japan $84.19 $90.92 $98.25 $105.71 $112.71 $119.38

Finland $73.83 $77.53 $81.12 $84.49 $87.97 $91.50

South Korea $64.70 $71.70 $78.06 $85.88 $93.43 $99.81

China** $46.08 $57.65 $71.76 $87.36 $98.23 $107.34

France $55.31 $57.45 $59.60 $61.89 $63.95 $65.95

Italy $46.86 $49.79 $52.79 $55.67 $58.19 $60.36

Spain $40.24 $44.34 $45.72 $46.93 $48.09 $49.39

Argentina $19.65 $29.08 $38.34 $46.96 $54.40 $59.99

Brazil $22.01 $26.11 $29.17 $31.99 $34.80 $37.53

Russia $16.83 $19.29 $20.56 $21.87 $23.11 $24.45

Mexico $15.68 $17.96 $20.20 $22.47 $24.53 $26.18

Chile $12.53 $13.93 $15.26 $16.18 $16.87 $17.44

Thailand $9.07 $10.39 $11.70 $13.04 $13.92 $14.48

Peru $5.00 $5.44 $5.90 $6.24 $6.49 $6.73

Colombia $4.51 $4.89 $5.40 $5.86 $6.29 $6.66

Indonesia $3.15 $3.72 $4.25 $4.59 $4.86 $5.31

India $2.32 $2.62 $2.96 $3.35 $3.91 $4.48

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *includes SMS,MMS and P2P messaging-based advertising; **excludes Hong KongSource: eMarketer, Sep 2016216626 www.eMarketer.com


billions, % change and % of totalDigital Ad Spending Worldwide, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search* $77.69 $89.47 $103.68 $121.67 $136.87 $150.62

—% change 20.1% 15.2% 15.9% 17.3% 12.5% 10.0%

—% of total 48.0% 46.0% 45.2% 45.1% 45.0% 44.9%

Display** $69.35 $89.58 $108.82 $130.29 $149.02 $166.17

—% change 25.7% 29.2% 21.5% 19.7% 14.4% 11.5%

—% of total 42.9% 46.0% 47.5% 48.3% 49.0% 49.5%

Classifieds $12.24 $12.88 $13.94 $14.97 $15.45 $15.61

—% change 8.4% 5.3% 8.2% 7.4% 3.2% 1.0%

—% of total 7.6% 6.6% 6.1% 5.5% 5.1% 4.7%

Other*** $2.49 $2.67 $2.81 $2.92 $3.00 $3.08

—% change 7.5% 7.1% 5.4% 3.7% 2.9% 2.7%

—% of total 1.5% 1.4% 1.2% 1.1% 1.0% 0.9%

Total $161.77 $194.60 $229.25 $269.85 $304.34 $335.48

—% change 21.2% 20.3% 17.8% 17.7% 12.8% 10.2%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; *paid listings, contextual text links and paidinclusion; **banners (static display), rich media, sponsorships, video(including advertising that appears before, during or after digital videocontent in a video player); ***email, mobile messaging and lead generationSource: eMarketer, Sep 2016216644 www.eMarketer.com

billions and % changeSearch Ad Spending Worldwide, 2015-2020

2015

$77.69

20.1%

2016

$89.47

15.2%

2017

$103.68

15.9%

2018

$121.67

17.3%

2019

$136.87

12.5%

2020

$150.62

10.0%

Search ad spending % change

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices;paid listings, contextual text links and paid inclusionSource: eMarketer, Sep 2016216980 www.eMarketer.com

billions, % change and % of total

Digital Ad Spending in Asia-Pacific, by Format,2015-2020

2015 2016 2017 2018 2019 2020

Search* $25.72 $30.11 $37.49 $48.18 $56.30 $63.32

—% change 28.6% 17.1% 24.5% 28.5% 16.8% 12.5%

—% of total 47.2% 43.9% 43.2% 43.2% 43.1% 43.1%

Display** $24.37 $33.57 $43.77 $57.22 $67.99 $77.51

—% change 28.2% 37.7% 30.4% 30.7% 18.8% 14.0%

—% of total 44.7% 48.9% 50.4% 51.3% 52.0% 52.7%

Classifieds $4.44 $4.98 $5.57 $6.21 $6.36 $6.21

—% change 13.3% 12.1% 11.7% 11.6% 2.3% -2.3%

—% of total 8.1% 7.3% 6.4% 5.6% 4.9% 4.2%

Total $54.53 $68.66 $86.83 $111.62 $130.65 $147.03

—% change 27.0% 25.9% 26.5% 28.6% 17.0% 12.5%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; numbers may not add up to total due to rounding;*paid listings, contextual text links and paid inclusion; **banners (staticdisplay), rich media, sponsorships and video (including advertising thatappears before, during or after digital video content in a video player)Source: eMarketer, Sep 2016216645 www.eMarketer.com


Digital Ad Spending in Central & Eastern Europe, byFormat, 2015-2020

2015 2016 2017 2018 2019 2020

Search* $2.64 $3.13 $3.42 $3.68 $3.91 $4.15

—% change 20.1% 18.5% 9.5% 7.5% 6.2% 6.2%

—% of total 62.5% 61.0% 60.0% 59.0% 58.0% 57.6%

Display** $1.33 $1.70 $1.97 $2.23 $2.50 $2.72

—% change 23.8% 27.9% 15.7% 13.4% 11.8% 8.9%

—% of total 31.5% 33.2% 34.5% 35.8% 37.1% 37.7%

Classifieds $0.25 $0.30 $0.31 $0.32 $0.33 $0.34

—% change 17.1% 17.3% 5.5% 3.4% 2.8% 2.7%

—% of total 6.0% 5.8% 5.5% 5.2% 5.0% 4.8%

Total $4.22 $5.12 $5.70 $6.24 $6.73 $7.21

—% change 21.1% 21.4% 11.3% 9.3% 8.0% 7.0%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; numbers may not add up to total due to rounding;*paid listings, contextual text links and paid inclusion; **banners (staticdisplay), rich media, sponsorships, video (including advertising that appearsbefore, during or after digital video content in a video player)Source: eMarketer, Sep 2016216649 www.eMarketer.com



Digital Ad Spending in Latin America, by Format,2015-2020

2015 2016 2017 2018 2019 2020

Display* $2.73 $3.50 $4.19 $4.86 $5.53 $6.12

—% change 29.9% 28.3% 19.7% 16.0% 13.8% 10.7%

—% of total 51.7% 51.9% 52.0% 52.2% 52.5% 52.6%

Search** $2.09 $2.70 $3.24 $3.77 $4.30 $4.77

—% change 30.4% 29.0% 20.0% 16.4% 13.9% 11.0%

—% of total 39.7% 40.1% 40.3% 40.5% 40.8% 41.0%

Classifieds $0.46 $0.54 $0.62 $0.67 $0.71 $0.74

—% change 24.5% 19.2% 14.3% 8.6% 5.0% 4.1%

—% of total 8.6% 8.0% 7.7% 7.2% 6.7% 6.3%

Total $5.38 $6.74 $8.05 $9.31 $10.54 $11.63

—% change 29.6% 27.8% 19.4% 15.6% 13.2% 10.4%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; *includes banners (static display), rich media,sponsorships, video (including advertising that appears before, during orafter digital video content in a video player), email, fixed and rotatingdisplay, Google AdSense, social media, pop-ups and takeovers; **includespaid listings, contextual text links, paid inclusion and sponsored links inGoogle AdWords and Yahoo Search/Bing; excludes SEOSource: eMarketer, Sep 2016216646 www.eMarketer.com


Digital Ad Spending in the Middle East & Africa, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search* $1.38 $1.77 $2.20 $2.70 $3.26 $3.81

—% change 32.3% 28.3% 24.4% 22.6% 20.8% 16.6%

—% of total 57.0% 57.8% 58.0% 58.3% 58.7% 58.5%

Display** $0.68 $0.84 $1.04 $1.27 $1.52 $1.82

—% change 27.7% 23.8% 24.0% 21.6% 20.0% 20.0%

—% of total 28.0% 27.4% 27.4% 27.3% 27.3% 28.0%

Classifieds and other*** $0.36 $0.45 $0.55 $0.67 $0.78 $0.88

—% change 25.8% 24.8% 22.3% 20.3% 16.7% 12.8%

—% of total 15.0% 14.8% 14.6% 14.4% 14.0% 13.5%

Total $2.42 $3.06 $3.80 $4.63 $5.56 $6.51

—% change 30.0% 26.5% 24.0% 22.0% 20.0% 17.0%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; numbers may not add up to total due to rounding;*paid listings, contextual text links and paid inclusion; **banners (staticdisplay), rich media, sponsorships and video (including advertising thatappears before, during or after digital video content in a video player);***email, mobile messaging, lead generation and classifiedsSource: eMarketer, Sep 2016216662 www.eMarketer.com


Digital Ad Spending in North America, by Format,2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Other***

—% change

—% of total

Total

—% change

2015

27.3%

44.8%

16.3%

48.5%

$1.91

3.0%

3.0%

7.4%

3.6%

$28.35

$30.67

$2.30

$63.23

20.1%

2016

27.6%

47.7%

15.0%

46.5%

0.3%

2.5%

8.0%

3.3%

$36.18

$35.27

$1.92

$2.48

$75.84

19.9%

2017

17.9%

49.1%

12.2%

45.5%

9.7%

2.4%

5.1%

3.0%

$42.65

$39.59

$2.10

$2.61

$86.95

14.6%

2018

12.9%

49.4%

12.3%

45.6%

7.2%

2.3%

3.4%

2.8%

$48.17

$44.47

$2.26

$2.69

$97.59

12.2%

2019

11.4%

49.6%

10.8%

45.6%

5.8%

2.2%

2.8%

2.6%

$53.66

$49.30

$2.39

$2.77

$108.11

10.8%

2020

9.8%

49.9%

9.4%

45.6%

4.3%

2.1%

2.6%

2.4%

$58.94

$53.92

$2.49

$2.84

$118.20

9.3%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; *banners (static display), rich media, sponsorships,video (including advertising that appears before, during or after digitalvideo content in a video player); **paid listings, contextual text links andpaid inclusion; ***email, mobile messaging and lead generationSource: eMarketer, Sep 2016216656 www.eMarketer.com


Digital Ad Spending in Western Europe, by Format,2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total

Classifieds and directories

—% change

—% of total

Other***

—% change

—% of total

Total

—% change

2015

$15.19

12.7%

47.3%

$11.89

16.7%

37.1%

$4.81

3.6%

15.0%

$0.20

8.0%

0.6%

$32.09

12.6%

2016

$16.49

8.6%

46.9%

$13.79

16.0%

39.2%

$4.69

-2.5%

13.3%

$0.19

-4.0%

0.5%

$35.16

9.6%

2017

$17.73

7.5%

46.8%

$15.20

10.2%

40.1%

$4.78

1.9%

12.6%

$0.21

9.5%

0.5%

$37.91

7.8%

2018

$18.85

6.3%

46.6%

$16.54

8.9%

40.9%

$4.84

1.2%

12.0%

$0.22

8.0%

0.6%

$40.45

6.7%

2019

$19.80

5.0%

46.3%

$17.82

7.7%

41.7%

$4.89

1.1%

11.4%

$0.23

4.6%

0.5%

$42.74

5.7%

2020

$20.66

4.3%

46.0%

$19.05

6.9%

42.4%

$4.95

1.3%

11.0%

$0.24

4.0%

0.5%

$44.91

5.1%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; *paid listings, contextual text links and paidinclusion; **banners (static display), rich media, sponsorships, video(including advertising that appears before, during or after digital videocontent in a video player); ***email, mobile messaging and lead generationSource: eMarketer, Sep 2016216663 www.eMarketer.com


MOBILE INTERNET AD SPENDING Mobile Internet Ad Spending Worldwide, 2015-2020

Mobile internetad spending(billions)

—% change



2015

$71.75

76.6%

44.4%

14.0%

2016

$108.88

51.7%

55.9%

19.8%

2017

$143.54

31.8%

62.6%

24.3%

2018

$184.91

28.8%

68.5%

28.8%

2019

$217.42

17.6%

71.4%

31.6%

2020

$247.36

13.8%

73.7%

34.2%


Mobile Internet Ad Spending Worldwide, by Region,2015-2020

Mobile internet ad spending (billions)

North America

Asia-Pacific

Western Europe

Latin America


Middle East &Africa

Worldwide

Mobile internet ad spending growth (% change)

Latin America


Middle East &Africa

Asia-Pacific

Western Europe

North America

Worldwide

2015

$32.58

$25.34

$11.47

$1.15

$0.86

$0.35

$71.75

131.7%

137.0%

100.0%

97.7%

60.0%

66.1%

76.6%

2016

$47.46

$40.47

$16.58

$2.16

$1.64

$0.56

$108.88

87.3%

90.9%

60.0%

59.7%

44.6%

45.7%

51.7%

2017

$59.49

$55.70

$21.59

$3.38

$2.50

$0.87

$143.54

56.6%

52.3%

55.0%

37.6%

30.2%

25.4%

31.8%

2018

$71.59

$78.86

$26.77

$5.11

$3.26

$1.31

$184.91

51.2%

30.4%

50.0%

38.0%

24.0%

20.3%

28.8%

2019

$80.87

$93.44

$30.37

$6.63

$4.18

$1.93

$217.42

29.7%

28.0%

47.0%

21.6%

13.5%

13.0%

17.6%

2020

$90.09

$107.56

$33.48

$8.15

$5.28

$2.80

$247.36

23.0%

26.4%

45.0%

15.1%

10.2%

11.4%

13.8%


% of digital ad spending and % of total media ad spending

Mobile Internet Ad Spending Share Worldwide, byRegion, 2015-2020

2015 2016 2017 2018 2019 2020

Mobile internet % of digital ad spending

North America 51.5% 62.6% 68.4% 73.4% 74.8% 76.2%

Asia-Pacific 46.5% 58.9% 64.2% 68.9% 71.5% 73.2%

Western Europe 35.7% 47.2% 56.9% 66.2% 71.1% 74.5%


Latin America 21.8% 32.0% 42.0% 54.9% 62.9% 70.1%


Worldwide 44.4% 55.9% 62.6% 68.5% 71.4% 73.7%

Mobile internet % of total media ad spending

Asia-Pacific 16.0% 23.2% 28.5% 33.6% 36.6% 39.1%

North America 16.9% 23.0% 27.3% 31.1% 33.4% 35.4%

Western Europe 11.9% 16.7% 21.2% 25.7% 28.6% 30.9%


Latin America 3.8% 6.4% 9.1% 13.0% 16.0% 19.1%


Worldwide 14.0% 19.8% 24.3% 28.8% 31.6% 34.2%


% of total

Mobile Internet Ad Spending Share Worldwide, byRegion, 2015-2020

2015 2016 2017 2018 2019 2020

North America 45.4% 43.6% 41.4% 38.7% 37.2% 36.4%

Asia-Pacific 35.3% 37.2% 38.8% 41.6% 43.0% 43.5%

Western Europe 16.0% 15.2% 15.0% 14.5% 14.0% 13.5%

Latin America 1.6% 2.0% 2.4% 2.8% 3.0% 3.3%



Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontablets; numbers may not add up to 100% due to roundingSource: eMarketer, Sep 2016216793 www.eMarketer.com


millions

Mobile Internet Ad Spending Worldwide, by Country,2015-2020

US

China*

UK**

Japan

Germany

Australia

South Korea

Canada

Brazil

France

Netherlands

Mexico

Italy

Sweden

Russia

Norway

Denmark

Spain

New Zealand

India

Argentina

Finland

Thailand

Indonesia

Chile

Colombia

Peru

Worldwide***

2015

$31,420

$16,902

$5,526

$3,437

$1,751

$1,496

$1,489

$1,159

$432

$597

$589

$466

$463

$425

$284

$381

$356

$263

$147

$124

$74

$128

$61

$41

$16

$14

$5

$71,753

2016

$45,659

$27,888

$8,012

$4,571

$2,562

$2,423

$1,936

$1,801

$929

$866

$825

$699

$648

$625

$534

$515

$480

$474

$265

$261

$200

$166

$112

$102

$31

$27

$11

$108,878

2017

$57,147

$37,928

$10,095

$5,942

$3,510

$3,150

$2,323

$2,344

$1,496

$1,212

$1,072

$909

$875

$856

$801

$659

$600

$688

$372

$508

$421

$208

$174

$184

$53

$49

$22

$143,541

2018

$68,640

$50,445

$12,316

$7,428

$4,388

$3,969

$2,741

$2,955

$2,334

$1,648

$1,340

$1,167

$1,137

$1,061

$1,041

$804

$720

$894

$483

$864

$745

$239

$258

$294

$84

$78

$38

$184,906

2019

$77,607

$61,038

$14,163

$8,319

$4,826

$4,564

$3,124

$3,266

$2,918

$1,896

$1,495

$1,447

$1,330

$1,178

$1,332

$904

$800

$1,028

$565

$1,209

$1,058

$263

$322

$376

$120

$110

$61

$217,421

2020

$86,564

$70,804

$15,721

$9,317

$5,213

$4,883

$3,437

$3,528

$3,531

$2,123

$1,622

$1,736

$1,496

$1,284

$1,679

$994

$864

$1,146

$605

$1,572

$1,375

$284

$354

$451

$148

$137

$85

$247,356

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontablets; *excludes Hong Kong; **includes SMS, MMS and P2Pmessaging-based advertising; ***includes countries not listedSource: eMarketer, Sep 2016216794 www.eMarketer.com

% change

Mobile Internet Ad Spending Growth Worldwide, byCountry, 2015-2020

2015 2016 2017 2018 2019 2020

Argentina 255.0% 170.0% 110.0% 77.0% 42.0% 30.0%

Indonesia 200.0% 150.0% 80.0% 60.0% 28.0% 20.0%

Peru 140.0% 120.0% 100.0% 70.0% 60.0% 40.0%

Brazil 125.0% 115.0% 61.0% 56.0% 25.0% 21.0%

India 125.0% 110.0% 95.0% 70.0% 40.0% 30.0%

Colombia 120.0% 95.0% 80.0% 60.0% 40.0% 25.0%

Chile 120.0% 90.0% 70.0% 60.0% 42.0% 23.0%

Russia 130.0% 88.0% 50.0% 30.0% 28.0% 26.0%

Thailand 150.0% 85.0% 55.0% 48.0% 25.0% 10.0%

New Zealand 165.0% 80.0% 40.0% 30.0% 17.0% 7.0%

Spain 90.0% 80.0% 45.0% 30.0% 15.0% 11.5%

China* 120.0% 65.0% 36.0% 33.0% 21.0% 16.0%

Australia 88.0% 62.0% 30.0% 26.0% 15.0% 7.0%

Canada 65.8% 55.4% 30.1% 26.1% 10.5% 8.0%

Mexico 122.4% 50.0% 30.0% 28.4% 24.0% 20.0%

Sweden 70.0% 47.0% 37.0% 24.0% 11.0% 9.0%

Germany 60.0% 46.3% 37.0% 25.0% 10.0% 8.0%

US 66.1% 45.3% 25.2% 20.1% 13.1% 11.5%

France 60.0% 45.0% 40.0% 36.0% 15.0% 12.0%

UK** 60.0% 45.0% 26.0% 22.0% 15.0% 11.0%

Italy 50.0% 40.0% 35.0% 30.0% 17.0% 12.5%

Netherlands 50.0% 40.0% 30.0% 25.0% 11.5% 8.5%

Norway 65.0% 35.0% 28.0% 22.0% 12.5% 10.0%

Denmark 55.0% 35.0% 25.0% 20.0% 11.0% 8.0%

Japan 40.0% 33.0% 30.0% 25.0% 12.0% 12.0%

South Korea 60.0% 30.0% 20.0% 18.0% 14.0% 10.0%

Finland 50.0% 30.0% 25.0% 15.0% 10.0% 8.0%

Worldwide*** 76.6% 51.7% 31.8% 28.8% 17.6% 13.8%



% of total

Mobile Internet Ad Spending Share Worldwide, byCountry, 2015-2020

2015 2016 2017 2018 2019 2020

US 43.8% 41.9% 39.8% 37.1% 35.7% 35.0%

China* 23.6% 25.6% 26.4% 27.3% 28.1% 28.6%

UK** 7.7% 7.4% 7.0% 6.7% 6.5% 6.4%

Japan 4.8% 4.2% 4.1% 4.0% 3.8% 3.8%

Germany 2.4% 2.4% 2.4% 2.4% 2.2% 2.1%

Australia 2.1% 2.2% 2.2% 2.1% 2.1% 2.0%

South Korea 2.1% 1.8% 1.6% 1.5% 1.4% 1.4%

Canada 1.6% 1.7% 1.6% 1.6% 1.5% 1.4%

Brazil 0.6% 0.9% 1.0% 1.3% 1.3% 1.4%

France 0.8% 0.8% 0.8% 0.9% 0.9% 0.9%

Netherlands 0.8% 0.8% 0.7% 0.7% 0.7% 0.7%

Mexico 0.6% 0.6% 0.6% 0.6% 0.7% 0.7%

Italy 0.6% 0.6% 0.6% 0.6% 0.6% 0.6%

Sweden 0.6% 0.6% 0.6% 0.6% 0.5% 0.5%

Norway 0.5% 0.5% 0.5% 0.4% 0.4% 0.4%

Denmark 0.5% 0.5% 0.4% 0.4% 0.4% 0.3%

Russia 0.4% 0.5% 0.6% 0.6% 0.6% 0.7%

Spain 0.4% 0.4% 0.5% 0.5% 0.5% 0.5%

India 0.2% 0.2% 0.4% 0.5% 0.6% 0.6%

New Zealand 0.2% 0.2% 0.3% 0.3% 0.3% 0.2%

Finland 0.2% 0.2% 0.1% 0.1% 0.1% 0.1%

Argentina 0.1% 0.2% 0.3% 0.4% 0.5% 0.6%

Indonesia 0.1% 0.1% 0.1% 0.2% 0.2% 0.2%

Thailand 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

Chile 0.0% 0.0% 0.0% 0.0% 0.1% 0.1%

Colombia 0.0% 0.0% 0.0% 0.0% 0.1% 0.1%

Peru 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontablets; *excludes Hong Kong; **includes SMS, MMS and P2Pmessaging-based advertisingSource: eMarketer, Sep 2016216803 www.eMarketer.com

% of total digital ad spending

Mobile Internet Ad Spending Share of Total Digital AdSpending Worldwide, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

China* 53.6% 66.9% 70.0% 72.8% 74.6% 75.9%

US 52.5% 63.3% 69.0% 73.7% 75.1% 76.5%

South Korea 54.4% 63.1% 68.8% 73.2% 76.2% 77.9%

UK** 42.0% 54.4% 62.3% 70.1% 75.3% 78.5%

Mexico 44.5% 53.4% 57.9% 62.9% 67.9% 74.0%

Denmark 42.2% 51.8% 61.1% 69.9% 74.4% 77.4%

Norway 41.5% 51.8% 61.7% 70.3% 74.2% 76.9%

Sweden 39.4% 49.5% 61.6% 70.7% 74.8% 78.4%

Japan 39.4% 48.1% 57.6% 66.7% 69.8% 73.8%

Canada 34.0% 48.0% 57.3% 66.9% 69.1% 70.3%

Australia 33.3% 46.5% 55.5% 64.7% 69.6% 69.9%

Netherlands 35.1% 46.4% 57.2% 68.1% 72.6% 75.8%

Finland 37.7% 46.0% 54.3% 59.1% 61.8% 63.7%

Germany 31.5% 43.8% 57.2% 68.7% 72.9% 76.4%

New Zealand 27.5% 41.3% 51.2% 61.6% 67.4% 68.0%

Italy 26.8% 34.4% 43.0% 52.2% 57.7% 61.8%

Thailand 21.5% 31.9% 41.8% 53.9% 61.2% 62.9%

Spain 19.6% 30.9% 42.2% 52.3% 57.5% 61.3%

France 22.2% 30.5% 40.5% 52.5% 57.9% 62.4%

Russia 19.3% 30.3% 41.3% 49.2% 58.4% 68.7%

Brazil 17.3% 29.7% 41.6% 58.0% 65.3% 71.8%

India 17.0% 26.7% 40.0% 53.9% 59.0% 61.4%

Indonesia 13.9% 26.7% 38.4% 52.1% 58.0% 60.5%

Argentina 13.0% 23.1% 36.0% 50.9% 61.3% 71.1%

Colombia 12.3% 20.4% 32.0% 45.7% 58.2% 67.3%

Chile 10.6% 17.6% 26.7% 39.6% 53.1% 62.2%

Peru 7.1% 13.1% 22.2% 32.8% 46.9% 59.7%

Worldwide*** 44.4% 55.9% 62.6% 68.5% 71.4% 73.7%



% of total media ad spending

Mobile Internet Ad Spending Share of Total Media AdSpending Worldwide, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

China* 24.2% 35.0% 41.2% 46.9% 50.7% 53.5%

UK** 21.8% 29.9% 35.9% 41.9% 46.2% 49.4%

Norway 19.8% 26.5% 33.4% 40.1% 44.4% 48.1%

Denmark 19.6% 25.7% 31.9% 37.8% 41.6% 44.6%

US 17.2% 23.3% 27.6% 31.3% 33.6% 35.7%

South Korea 18.3% 22.8% 26.3% 29.6% 32.4% 34.4%

Australia 14.7% 22.7% 28.5% 34.8% 38.7% 40.2%

Sweden 14.0% 20.0% 27.0% 32.9% 36.0% 38.8%

New Zealand 10.6% 18.5% 25.3% 32.2% 36.9% 38.7%

Netherlands 13.0% 18.0% 23.1% 28.7% 31.8% 34.4%

Canada 11.7% 17.7% 22.3% 27.3% 29.2% 30.6%

Mexico 9.9% 14.0% 17.1% 20.7% 24.4% 28.1%

Germany 8.8% 12.7% 17.2% 21.3% 23.2% 24.8%

Japan 9.7% 12.6% 15.9% 19.3% 21.1% 23.0%

Finland 9.7% 12.5% 15.5% 17.6% 19.1% 20.3%

Russia 6.0% 11.2% 16.6% 21.0% 26.1% 32.0%

Spain 4.7% 8.0% 11.2% 14.2% 15.9% 17.4%

France 5.3% 7.6% 10.6% 14.2% 16.2% 17.9%

Italy 4.8% 6.7% 8.9% 11.3% 13.0% 14.4%

Brazil 3.2% 6.3% 9.5% 14.1% 16.9% 19.8%

Thailand 2.7% 4.9% 7.5% 10.9% 13.5% 14.7%

Argentina 2.1% 4.0% 7.0% 10.9% 14.3% 17.7%

Indonesia 1.7% 4.0% 6.6% 9.8% 11.6% 13.0%

India 1.9% 3.5% 6.1% 9.2% 11.3% 13.1%

Chile 1.6% 3.0% 4.9% 7.7% 10.8% 13.1%

Colombia 1.3% 2.4% 4.2% 6.5% 8.9% 11.0%

Peru 0.7% 1.5% 2.9% 4.6% 7.0% 9.4%

Worldwide*** 14.0% 19.8% 24.3% 28.8% 31.6% 34.2%


TOTAL DIGITAL AND MOBILE INTERNET AD SPENDING, BY REGION AND COUNTRY

billions

Total Media Ad Spending in Asia-Pacific, by Country,2015-2020

2015 2016 2017 2018 2019 2020

China* $69.80 $79.59 $92.10 $107.63 $120.45 $132.29

Japan $35.51 $36.38 $37.39 $38.42 $39.40 $40.53

Australia $10.14 $10.70 $11.06 $11.40 $11.79 $12.15

South Korea $8.12 $8.48 $8.84 $9.26 $9.65 $9.99

India $6.66 $7.46 $8.37 $9.38 $10.68 $12.00

Indonesia $2.36 $2.58 $2.80 $3.00 $3.23 $3.46

Thailand $2.22 $2.27 $2.32 $2.36 $2.40 $2.42

New Zealand $1.40 $1.43 $1.47 $1.50 $1.53 $1.56

Other $22.36 $25.25 $31.30 $45.74 $56.17 $60.47

Asia-Pacific $158.56 $174.14 $195.65 $228.69 $255.30 $274.88

Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), directories, magazines, newspapers, out-of-home, radio and TV;numbers may not add up to total due to rounding; *excludes Hong KongSource: eMarketer, Sep 2016216955 www.eMarketer.com

billions

Digital Ad Spending in Asia-Pacific, by Country,2015-2020

2015 2016 2017 2018 2019 2020

China* $31.56 $41.66 $54.16 $69.32 $81.80 $93.25

Japan $8.72 $9.50 $10.31 $11.14 $11.92 $12.63

Australia $4.49 $5.21 $5.68 $6.13 $6.56 $6.99

South Korea $2.74 $3.07 $3.37 $3.75 $4.10 $4.41

India $0.73 $0.98 $1.27 $1.60 $2.05 $2.56

New Zealand $0.54 $0.64 $0.73 $0.78 $0.84 $0.89

Indonesia $0.29 $0.38 $0.48 $0.56 $0.65 $0.75

Thailand $0.28 $0.35 $0.42 $0.48 $0.53 $0.56

Other $5.18 $6.87 $10.42 $17.86 $22.21 $25.00

Asia-Pacific $54.53 $68.66 $86.83 $111.62 $130.65 $147.03

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; numbers maynot add up to total due to rounding; *excludes Hong KongSource: eMarketer, Sep 2016216956 www.eMarketer.com


Digital Ad Spending Share and Growth in Asia-Pacific,by Country, 2015-2020

2015 2016 2017 2018 2019 2020

Digital ad spending growth (% change)

India 29.0% 34.0% 30.0% 26.0% 28.0% 25.0%

China* 34.0% 32.0% 30.0% 28.0% 18.0% 14.0%

Indonesia 40.0% 30.0% 25.0% 18.0% 15.0% 15.0%

Thailand 40.0% 25.0% 18.0% 15.0% 10.0% 7.0%

New Zealand 33.0% 20.0% 13.0% 8.0% 7.0% 6.0%

Australia 25.0% 16.0% 9.0% 8.0% 7.0% 6.5%

South Korea 13.0% 12.0% 10.0% 11.0% 9.5% 7.5%

Japan 11.0% 9.0% 8.5% 8.0% 7.0% 6.0%

Other 25.7% 32.5% 51.8% 71.4% 24.4% 12.5%

Asia-Pacific 27.0% 25.9% 26.5% 28.6% 17.0% 12.5%

Digital ad spending share (% of total)

China* 57.9% 60.7% 62.4% 62.1% 62.6% 63.4%

Japan 16.0% 13.8% 11.9% 10.0% 9.1% 8.6%

Australia 8.2% 7.6% 6.5% 5.5% 5.0% 4.8%

South Korea 5.0% 4.5% 3.9% 3.4% 3.1% 3.0%

India 1.3% 1.4% 1.5% 1.4% 1.6% 1.7%

New Zealand 1.0% 0.9% 0.8% 0.7% 0.6% 0.6%

Indonesia 0.5% 0.6% 0.6% 0.5% 0.5% 0.5%

Thailand 0.5% 0.5% 0.5% 0.4% 0.4% 0.4%

Other 9.5% 10.0% 12.0% 16.0% 17.0% 17.0%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; numbers maynot add up to 100% due to rounding; *excludes Hong KongSource: eMarketer, Sep 2016216959 www.eMarketer.com

billions

Mobile Internet Ad Spending in Asia-Pacific, byCountry, 2015-2020

2015 2016 2017 2018 2019 2020

China* $16.90 $27.89 $37.93 $50.44 $61.04 $70.80

Japan $3.44 $4.57 $5.94 $7.43 $8.32 $9.32

Australia $1.50 $2.42 $3.15 $3.97 $4.56 $4.88

South Korea $1.49 $1.94 $2.32 $2.74 $3.12 $3.44

New Zealand $0.15 $0.27 $0.37 $0.48 $0.57 $0.60

India $0.12 $0.26 $0.51 $0.86 $1.21 $1.57

Thailand $0.06 $0.11 $0.17 $0.26 $0.32 $0.35

Indonesia $0.04 $0.10 $0.18 $0.29 $0.38 $0.45

Other $1.65 $2.91 $5.12 $10.38 $13.92 $16.13

Asia-Pacific $25.34 $40.47 $55.70 $78.86 $93.44 $107.56

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontablets; numbers may not add up to total due to rounding; *excludes HongKongSource: eMarketer, Sep 2016216958 www.eMarketer.com

billions

Total Media, Digital and Mobile Internet Ad Spendingin Central & Eastern Europe, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

Total media ad spending*

Russia $4.75 $4.77 $4.82 $4.97 $5.11 $5.24

Other $8.90 $9.60 $9.83 $10.27 $10.67 $11.04

Central & Eastern Europe $13.65 $14.38 $14.65 $15.23 $15.78 $16.28

Digital ad spending**

Russia $1.47 $1.76 $1.94 $2.11 $2.28 $2.44

Other $2.75 $3.36 $3.76 $4.12 $4.45 $4.76


Mobile internet ad spending***

Russia $0.28 $0.53 $0.80 $1.04 $1.33 $1.68

Other $0.58 $1.11 $1.70 $2.22 $2.84 $3.60


Note: numbers may not add up to total due to rounding; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216936 www.eMarketer.com


billions

Total Media, Digital and Mobile Internet Ad Spendingin Latin America, by Country, 2015-2020

2015 2016 2017 2018 2019 2020


Brazil $13.34 $14.87 $15.77 $16.54 $17.23 $17.83

Mexico $4.70 $4.99 $5.31 $5.63 $5.94 $6.17

Argentina $3.54 $4.96 $6.05 $6.84 $7.38 $7.75

Colombia $1.08 $1.13 $1.17 $1.21 $1.23 $1.25

Chile $1.04 $1.05 $1.07 $1.09 $1.11 $1.13

Peru $0.69 $0.73 $0.78 0.83 $0.87 $0.90

Other $5.61 $5.96 $6.84 $7.31 $7.54 $7.75

Latin America $30.00 $33.69 $36.99 $39.45 $41.31 $42.79


Brazil $2.50 $3.13 $3.60 $4.03 $4.47 $4.92

Mexico $1.05 $1.31 $1.57 $1.85 $2.13 $2.35

Argentina $0.57 $0.87 $1.17 $1.46 $1.73 $1.93

Chile $0.15 $0.18 $0.20 $0.21 $0.23 $0.24

Colombia $0.11 $0.13 $0.15 $0.17 $0.19 $0.20

Peru $0.07 $0.09 $0.10 $0.12 $0.13 $0.14

Other $0.82 $1.05 $1.26 $1.46 $1.67 $1.85

Latin America $5.28 $6.74 $8.05 $9.31 $10.54 $11.63


Brazil $0.43 $0.93 $1.50 $2.33 $2.92 $3.53

Mexico $0.47 $0.70 $0.91 $1.17 $1.45 $1.74

Argentina $0.07 $0.20 $0.42 $0.74 $1.06 $1.37

Chile $0.02 $0.03 $0.05 $0.08 $0.12 $0.15

Colombia $0.01 $0.03 $0.05 $0.08 $0.11 $0.14

Peru $0.01 $0.01 $0.02 $0.04 $0.06 $0.09

Other $0.14 $0.26 $0.43 $0.66 $0.91 $1.14

Latin America $1.15 $2.16 $3.38 $5.11 $6.63 $8.15

Note: numbers may not add up to total due to rounding; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising, ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216929 www.eMarketer.com

billions, % change and % of total media ad spending*

Digital Ad Spending in the Middle East & Africa,2015-2020

2015

$2.42

30.0%

11.1%

2016

$3.06

26.5%

13.3%

2017

$3.80

24.0%

15.7%

2018

$4.63

22.0%

18.3%

2019

$5.56

20.0%

21.0%

2020

$6.51

17.0%

23.7%

Digital ad spending% change % of total media ad spending*

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *includesdigital (desktop/laptop, mobile and other internet-connected devices),directories, magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216639 www.eMarketer.com

billions

Total Media, Digital and Mobile Internet Ad Spendingin North America, by Country, 2015-2020


US

Canada

North America


US

Canada

North America


US

Canada

North America

2015

$183.06

$9.90

$192.96

$59.82

$3.41

$63.23

$31.42

$1.16

$32.58

2016

$195.76

$10.19

$205.96

$72.09

$3.75

$75.84

$45.66

$1.80

$47.46

2017

$207.30

$10.51

$217.81

$82.86

$4.09

$86.95

$57.15

$2.34

$59.49

2018

$219.27

$10.83

$230.11

$93.18

$4.42

$97.59

$68.64

$2.95

$71.59

2019

$230.93

$11.20

$242.13

$103.39

$4.73

$108.11

$77.61

$3.27

$80.87

2020

$242.77

$11.51

$254.28

$113.18

$5.02

$118.20

$86.56

$3.53

$90.09

Note: numbers may not add up to total due to rounding; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; includes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216935 www.eMarketer.com


billions

Total Media Ad Spending in Western Europe, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

UK $26.80 $28.12 $29.43 $30.63 $31.85

Germany $20.14 $20.42 $20.61 $20.82 $20.98

France $11.36 $11.47 $11.59 $11.71 $11.83

Italy $9.69 $9.88 $10.08 $10.24 $10.39

Spain $5.95 $6.16 $6.30 $6.46 $6.61

Netherlands $4.59 $4.64 $4.67 $4.69 $4.72

Sweden $3.13 $3.17 $3.22 $3.27 $3.31

Norway $1.94 $1.97 $2.00 $2.04 $2.07

Denmark $1.87 $1.88 $1.90 $1.92 $1.94

Finland $1.33 $1.34 $1.36 $1.38 $1.40

Other $12.45 $12.66 $12.87 $13.07 $13.25

Western Europe

$25.35

$19.87

$11.28

$9.59

$5.61

$4.52

$3.04

$1.93

$1.82

$1.32

$12.21

$96.55 $99.24 $101.71 $104.04 $106.23 $108.34


billions

Digital Ad Spending in Western Europe, by Country,2015-2020

2015 2016 2017 2018 2019 2020

UK* $13.15 $14.73 $16.20 $17.58 $18.81 $20.03

Germany $5.55 $5.85 $6.14 $6.38 $6.62 $6.82

France $2.69 $2.84 $2.99 $3.14 $3.27 $3.40

Italy $1.73 $1.88 $2.03 $2.18 $2.31 $2.42

Netherlands $1.68 $1.78 $1.88 $1.97 $2.06 $2.14

Spain $1.35 $1.54 $1.63 $1.71 $1.79 $1.87

Sweden $1.08 $1.26 $1.39 $1.50 $1.58 $1.64

Norway $0.92 $0.99 $1.07 $1.14 $1.22 $1.29

Denmark $0.84 $0.93 $0.98 $1.03 $1.07 $1.12

Finland $0.34 $0.36 $0.38 $0.40 $0.43 $0.45

Other $2.76 $3.01 $3.22 $3.42 $3.59 $3.73

Western Europe $32.09 $35.16 $37.91 $40.45 $42.74 $44.91

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;excludes SMS, MMS and P2P messaging-based advertising; *includes SMS,MMS and P2P messaging-based advertisingSource: eMarketer, Sep 2016216931 www.eMarketer.com

billions

Mobile Internet Ad Spending in Western Europe, by Country, 2015-2020

2015 2016 2017 2018 2019 2020

UK* $5.53 $8.01 $10.10 $12.32 $14.16 $15.72

Germany $1.75 $2.56 $3.51 $4.39 $4.83 $5.21

France $0.60 $0.87 $1.21 $1.65 $1.90 $2.12

Netherlands $0.59 $0.82 $1.07 $1.34 $1.49 $1.62

Italy $0.46 $0.65 $0.87 $1.14 $1.33 $1.50

Sweden $0.42 $0.62 $0.86 $1.06 $1.18 $1.28

Norway $0.38 $0.51 $0.66 $0.80 $0.90 $0.99

Denmark $0.36 $0.48 $0.60 $0.72 $0.80 $0.86

Spain $0.26 $0.47 $0.69 $0.89 $1.03 $1.15

Finland $0.13 $0.17 $0.21 $0.24 $0.26 $0.28

Other $0.99 $1.41 $1.81 $2.22 $2.49 $2.73

Western Europe $11.47 $16.58 $21.59 $26.77 $30.37 $33.48

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontablets; numbers may not add up to total due to rounding; *includes SMS,MMS and P2P messaging-based advertisingSource: eMarketer, Sep 2016216932 www.eMarketer.com

NET DIGITAL AD REVENUES WORLDWIDE, BY COMPANY

billions

Net Digital Ad Revenues Worldwide, by Company,2015-2018

Google

Facebook

Alibaba

Baidu

Tencent

Microsoft

Yahoo

Twitter

Verizon (AOL and Millennial Media)

Amazon

LinkedIn

Youku Tudou

Pandora

IAC

Sohu.com

Sina

Yelp

Snapchat

Other

Total digital

2015

$53.05

$17.08

$8.12

$8.86

$2.63

$2.75

$3.32

$1.99

$1.34

$0.94

$0.96

$0.76

$0.93

$1.17

$0.97

$0.70

$0.48

$0.06

$55.67

$161.77

2016

$63.11

$25.94

$12.67

$8.89

$4.53

$3.16

$2.98

$2.26

$1.41

$1.21

$1.16

$1.11

$1.08

$0.92

$0.92

$0.80

$0.61

$0.37

$61.48

$194.60

2017

$72.69

$33.76

$18.12

$10.23

$7.47

$3.54

$3.00

$2.53

$1.47

$1.32

$1.29

$1.47

$1.24

$0.94

$0.92

$0.88

$0.73

$0.94

$66.69

$229.25

2018

$82.58

$42.20

$24.90

$12.20

$11.97

$3.85

$3.03

$2.79

$1.53

$1.44

$1.47

$1.90

$1.42

$0.97

$0.98

$0.95

$0.86

$1.76

$73.04

$269.85

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms; netad revenues after company pays traffic acquisition costs (TAC) to partnersitesSource: company reports; eMarketer, Sep 2016216080 www.eMarketer.com


% of total and billions

Net Digital Ad Revenue Share Worldwide, byCompany, 2015-2018

Google

Facebook

Alibaba

Baidu

Tencent

Microsoft

Yahoo

Twitter

Verizon (AOL and Millennial Media)

Amazon

LinkedIn

Pandora

Youku Tudou

IAC

Sohu.com

Sina

Yelp

Snapchat

Other

Total digital ad revenues (billions)

2015

32.8%

10.6%

5.0%

5.5%

1.6%

1.7%

2.1%

1.2%

0.8%

0.6%

0.6%

0.6%

0.5%

0.7%

0.6%

0.4%

0.3%

0.0%

34.4%

$161.77

2016

32.4%

13.3%

6.5%

4.6%

2.3%

1.6%

1.5%

1.2%

0.7%

0.6%

0.6%

0.6%

0.6%

0.5%

0.5%

0.4%

0.3%

0.2%

31.6%

$194.60

2017

31.7%

14.7%

7.9%

4.5%

3.3%

1.5%

1.3%

1.1%

0.6%

0.6%

0.6%

0.5%

0.6%

0.4%

0.4%

0.4%

0.3%

0.4%

29.1%

$229.25

2018

30.6%

15.6%

9.2%

4.5%

4.4%

1.4%

1.1%

1.0%

0.6%

0.5%

0.5%

0.5%

0.7%

0.4%

0.4%

0.4%

0.3%

0.7%

27.1%

$269.85

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms; netad revenues after company pays traffic acquisition costs (TAC) to partnersites; numbers may not add up to 100% due to roundingSource: company reports; eMarketer, Sep 2016216084 www.eMarketer.com

billions

Net Mobile Internet Ad Revenues Worldwide, by Company, 2015-2018

Google

Facebook

Alibaba

Baidu

Tencent

Twitter

Yahoo

Pandora

YP

Youku Tudou

Sohu.com

Yelp

Amazon

Snapchat

Other

Total mobile internet ad revenues

2015

$24.31

$13.19

$6.22

$4.52

$1.71

$1.74

$1.05

$0.74

$0.64

$0.38

$0.44

$0.22

$0.12

$0.06

$16.43

$71.75

2016

$37.57

$21.98

$11.89

$5.51

$3.62

$2.00

$1.33

$0.86

$0.77

$0.61

$0.51

$0.28

$0.22

$0.37

$21.37

$108.88

2017

$49.72

$29.71

$16.96

$6.86

$6.12

$2.27

$1.55

$1.01

$0.90

$0.85

$0.54

$0.34

$0.29

$0.94

$25.49

$143.54

2018

$61.26

$37.98

$22.58

$8.54

$10.06

$2.54

$1.72

$1.15

$1.02

$1.14

$0.58

$0.41

$0.44

$1.76

$33.73

$184.91

Note: includes display (banners, rich media, video and other) and search;excludes SMS, MMS and P2P messaging-based advertising; includes adspending on tablets; net ad revenues after companies pay trafficacquisition costs (TAC) to partner sitesSource: company reports; eMarketer, Sep 2016216087 www.eMarketer.com

% change

Net Mobile Internet Ad Revenue Growth Worldwide,by Company, 2015-2018

2015 2016 2017 2018

Snapchat - 519.0% 155.1% 88.2%

Tencent 393.1% 112.2% 69.0% 64.3%

Alibaba 206.6% 91.1% 42.7% 33.1%

Amazon 73.7% 81.6% 36.0% 50.2%

Facebook 77.8% 66.6% 35.2% 27.8%

Youku Tudou 109.0% 61.1% 39.6% 33.7%

Google 49.4% 54.5% 32.3% 23.2%

Yelp 60.5% 29.0% 21.3% 22.8%

Yahoo 36.5% 27.0% 16.7% 10.7%

Baidu 80.4% 22.0% 24.4% 24.5%

YP 25.0% 20.0% 17.0% 14.0%

Pandora 29.1% 17.2% 16.4% 14.0%

Sohu.com 65.2% 15.7% 5.7% 7.6%

Twitter 64.0% 15.4% 13.5% 11.6%

Other 93.2% 30.1% 19.3% 32.3%

Total 76.6% 51.7% 31.8% 28.8%

Note: includes display (banners, rich media, video and other) and search;excludes SMS, MMS and P2P messaging-based advertising; includes adspending on tablets; net ad revenues after company pays traffic acquisitioncosts (TAC) to partner sitesSource: company reports; eMarketer, Sep 2016216088 www.eMarketer.com


Net Mobile Internet Ad Revenue Share Worldwide, by Company, 2015-2018

Google

Facebook

Alibaba

Baidu

Tencent

Twitter

Yahoo

Pandora

YP

Youku Tudou

Sohu.com

Yelp

Snapchat

Amazon

Other

Total mobile internet adrevenues (billions)

2015

33.9%

18.4%

8.7%

6.3%

2.4%

2.4%

1.5%

1.0%

0.9%

0.5%

0.6%

0.3%

0.1%

0.2%

22.9%

$71.75

2016

34.5%

20.2%

10.9%

5.1%

3.3%

1.8%

1.2%

0.8%

0.7%

0.6%

0.5%

0.3%

0.3%

0.2%

19.6%

$108.88

2017

34.6%

20.7%

11.8%

4.8%

4.3%

1.6%

1.1%

0.7%

0.6%

0.6%

0.4%

0.2%

0.7%

0.2%

17.8%

$143.54

2018

33.1%

20.5%

12.2%

4.6%

5.4%

1.4%

0.9%

0.6%

0.6%

0.6%

0.3%

0.2%

1.0%

0.2%

18.2%

$184.91

Note: includes display (banners, rich media, video and other) and search;includes ad spending on tablets; excludes SMS, MMS and P2Pmessaging-based advertising; net ad revenues after companies pay trafficacquisition costs (TAC) to partner sites; numbers may not add up to 100%due to roundingSource: company reports; eMarketer, Sep 2016216089 www.eMarketer.com


billions

Net Search Ad Revenues Worldwide, by Company,2015-2018

Google

Baidu

Microsoft

Yahoo

Sohu.com

Other

Worldwide search ad spending

2015

$43.98

$6.82

$2.66

$1.65

$0.47

$22.11

$77.69

2016

$52.88

$6.22

$3.16

$1.37

$0.53

$25.32

$89.47

2017

$60.92

$7.36

$3.54

$1.38

$0.54

$29.94

$103.68

2018

$69.20

$8.78

$3.85

$1.40

$0.57

$37.88

$121.67

Note: includes search advertising that appears on desktop and laptopcomputers as well as mobile phones, tablets and other internet-connecteddevices; net ad revenues after company pays traffic acquisition costs (TAC)to partner sites; numbers may not add up to total due to roundingSource: company reports; eMarketer, Sep 2016216972 www.eMarketer.com

% change

Net Search Ad Revenue Growth Worldwide, by Company, 2015-2018

2015 2016 2017 2018

Sohu.com 47.0% 12.6% 2.9% 4.0%

Google 14.5% 20.2% 15.2% 13.6%

Microsoft 30.2% 18.6% 12.0% 9.0%

Baidu 27.5% -8.9% 18.5% 19.2%

Yahoo -7.5% -16.6% 0.6% 1.0%

Other 31.6% 14.5% 18.2% 26.5%

Worldwide search ad spending 20.1% 15.2% 15.9% 17.3%

Note: includes search advertising that appears on desktop and laptopcomputers as well as mobile phones, tablets and other internet-connecteddevices; net ad revenues after company pays traffic acquisition costs (TAC)to partner sitesSource: company reports; eMarketer, Sep 2016216973 www.eMarketer.com


Net Search Ad Revenue Share Worldwide, byCompany, 2015-2018

2015 2016 2017 2018

Google 56.6% 59.1% 58.8% 56.9%

Baidu 8.8% 6.9% 7.1% 7.2%

Microsoft 3.4% 3.5% 3.4% 3.2%

Yahoo 2.1% 1.5% 1.3% 1.1%

Sohu.com 0.6% 0.6% 0.5% 0.5%

Other 28.5% 28.3% 28.9% 31.1%

Total search adspending worldwide(billions)

$77.69 $89.47 $103.68 $121.67

Note: includes search advertising that appears on desktop and laptopcomputers as well as mobile phones, tablets and other internet-connecteddevices; net ad revenues after company pays traffic acquisition costs (TAC)to partner sites; numbers may not add up to 100% due to roundingSource: company reports; eMarketer, Sep 2016216974 www.eMarketer.com

billions

Net Display Ad Revenues Worldwide, by Company,2015-2018

Facebook

Google

Alibaba

Baidu

Twitter

Yahoo

Sohu.com

Other

Worldwide display ad spending

2015

$17.08

$9.07

$6.50

$2.15

$1.99

$1.68

$0.50

$30.38

$69.35

2016

$25.94

$10.23

$10.14

$2.79

$2.26

$1.61

$0.39

$36.21

$89.58

2017

$33.76

$11.78

$14.50

$3.01

$2.53

$1.62

$0.38

$41.25

$108.82

2018

$42.20

$13.38

$19.92

$3.59

$2.79

$1.64

$0.41

$46.37

$130.29

Note: includes display advertising that appears on desktop and laptopcomputers as well as mobile phones, tablets and other internet-connecteddevices; net ad revenues after company pays traffic acquisition costs (TAC)to partner sites; numbers may not add up to total due to roundingSource: company reports; eMarketer, Sep 2016216975 www.eMarketer.com

% change

Net Display Ad Revenue Growth Worldwide, byCompany, 2015-2018

2015 2016 2017 2018

Alibaba 34.1% 56.1% 43.0% 37.4%

Facebook 48.6% 51.9% 30.2% 25.0%

Baidu 42.8% 29.6% 7.7% 19.2%

Twitter 58.8% 13.2% 12.0% 10.4%

Google 17.5% 12.9% 15.1% 13.6%

Yahoo 0.7% -3.9% 0.8% 1.0%

Sohu.com 4.0% -22.1% -3.4% 8.3%

Other 15.9% 19.2% 13.9% 12.4%

Worldwide display ad spending 25.7% 29.2% 21.5% 19.7%

Note: includes display advertising that appears on desktop and laptopcomputers as well as mobile phones, tablets and other internet-connecteddevices; net ad revenues after company pays traffic acquisition costs (TAC)to partner sitesSource: company reports; eMarketer, Sep 2016216976 www.eMarketer.com


Net Display Ad Revenue Share Worldwide, byCompany, 2015-2018

2015 2016 2017 2018

Facebook 24.6% 29.0% 31.0% 32.4%

Google 13.1% 11.4% 10.8% 10.3%

Alibaba 9.4% 11.3% 13.3% 15.3%

Baidu 3.1% 3.1% 2.8% 2.8%

Twitter 2.9% 2.5% 2.3% 2.1%

Yahoo 2.4% 1.8% 1.5% 1.3%

Sohu.com 0.7% 0.4% 0.3% 0.3%

Other 43.8% 40.4% 37.9% 35.6%

Total display adspending worldwide(billions)

$69.35 $89.58 $108.82 $130.29

Note: includes display advertising that appears on desktop and laptopcomputers as well as mobile phones, tablets and other internet-connecteddevices; net ad revenues after company pays traffic acquisition costs (TAC)to partner sites; numbers may not add up to 100% due to roundingSource: company reports; eMarketer, Sep 2016216977 www.eMarketer.com



Net Search Ad Revenues Worldwide, by Company,2015-2018

Google

—% change

—% of total

Baidu

—% change

—% of total

Microsoft

—% change

—% of total

Yahoo

—% change

—% of total

Sohu.com

—% change

—% of total

Other

—% change

—% of total

Total search spending

2015

$43.98

14.5%

56.6%

$6.82

27.5%

8.8%

$2.66

30.2%

3.4%

$1.65

-7.5%

2.1%

$0.47

47.0%

0.6%

$22.11

31.6%

28.5%

$77.69

2016

$52.88

20.2%

59.1%

$6.22

-8.9%

6.9%

$3.16

18.6%

3.5%

$1.37

-16.6%

1.5%

$0.53

12.6%

0.6%

$25.32

14.5%

28.3%

$89.47

2017

$60.92

15.2%

58.8%

$7.36

18.5%

7.1%

$3.54

12.0%

3.4%

$1.38

0.6%

1.3%

$0.54

2.9%

0.5%

$29.94

18.2%

28.9%

$103.68

2018

$69.20

13.6%

56.9%

$8.78

19.2%

7.2%

$3.85

9.0%

3.2%

$1.40

1.0%

1.1%

$0.57

4.0%

0.5%

$37.88

26.5%

31.1%

$121.67

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices;net ad revenues after company pays traffic acquisition costs (TAC) topartner sites; includes paid listings, contextual text links and paid inclusion;numbers may not add up to total due to roundingSource: company reports; eMarketer, Sep 2016216984 www.eMarketer.com


Net Display Ad Revenues Worldwide, by Company,2015-2018

Facebook

—% change

—% of total

Google

—% change

—% of total

Alibaba

—% change

—% of total

Baidu

—% change

—% of total

Twitter

—% change

—% of total

Yahoo

—% change

—% of total

Sohu.com

—% change

—% of total

Other

—% change

—% of total

Total display spending

2015

$17.08

48.6%

24.6%

$9.07

17.5%

13.1%

$6.50

34.1%

9.4%

$2.15

42.8%

3.1%

$1.99

58.8%

2.9%

$1.68

0.7%

2.4%

$0.50

4.0%

0.7%

$30.38

15.9%

43.8%

$69.35

2016

$25.94

51.9%

29.0%

$10.23

12.9%

11.4%

$10.14

56.1%

11.3%

$2.79

29.6%

3.1%

$2.26

13.2%

2.5%

$1.61

-3.9%

1.8%

$0.39

-22.1%

0.4%

$36.21

19.2%

40.4%

$89.58

2017

$33.76

30.2%

31.0%

$11.78

15.1%

10.8%

$14.50

43.0%

13.3%

$3.01

7.7%

2.8%

$2.53

12.0%

2.3%

$1.62

0.8%

1.5%

$0.38

-3.4%

0.3%

$41.25

13.9%

37.9%

$108.82

2018

$42.20

25.0%

32.4%

$13.38

13.6%

10.3%

$19.92

37.4%

15.3%

$3.59

19.2%

2.8%

$2.79

10.4%

2.1%

$1.64

1.0%

1.3%

$0.41

8.3%

0.3%

$46.37

12.4%

35.6%

$130.29

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices;net ad revenues after company pays traffic acquisition costs (TAC) topartner sites; includes banners (static display), rich media, sponsorshipsand video (including advertising that appears before, during or after digitalvideo content in a video player); numbers may not add up to total due toroundingSource: company reports; eMarketer, Sep 2016217002 www.eMarketer.com

AUSTRALIA AD SPENDING FORECASTS

billions

Total Media Ad Spending in Australia, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital $4.49 $5.21 $5.68 $6.13 $6.56 $6.99

—Mobile $1.65 $2.71 $3.52 $4.26 $4.89 $5.24

TV* $2.61 $2.58 $2.60 $2.61 $2.65 $2.66

Print $1.67 $1.46 $1.29 $1.13 $1.01 $0.88

—Newspapers** $1.33 $1.16 $1.02 $0.89 $0.79 $0.69

—Magazines** $0.34 $0.30 $0.27 $0.24 $0.22 $0.19

Radio*** $0.77 $0.79 $0.80 $0.81 $0.82 $0.83

Out-of-home $0.60 $0.66 $0.70 $0.72 $0.76 $0.78

Total $10.14 $10.70 $11.06 $11.40 $11.79 $12.15

Note: converted at the exchange rate of US$1=AUD1.33; numbers may notadd up to total due to rounding; *excludes digital; **print only, excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216346 www.eMarketer.com


% change

Total Media Ad Spending Growth in Australia, byMedia, 2015-2020

2015 2016 2017 2018 2019 2020

Digital 25.0% 16.0% 9.0% 8.0% 7.0% 6.5%

—Mobile 88.0% 64.4% 30.0% 21.0% 15.0% 7.0%

Out-of-home 14.7% 10.0% 6.0% 3.8% 4.7% 3.8%

Radio* 2.0% 1.7% 1.4% 1.3% 1.6% 1.3%

TV** -1.5% -0.9% 0.5% 0.6% 1.3% 0.7%

Print -13.9% -12.8% -11.8% -12.5% -10.7% -12.4%

—Magazines*** -11.7% -11.4% -10.9% -11.3% -9.5% -10.4%

—Newspapers*** -14.5% -13.1% -12.0% -12.8% -11.0% -13.0%

Total 7.2% 5.5% 3.4% 3.1% 3.4% 3.0%

Note: *excludes off-air radio and digital; **excludes digital; ***print only,excludes digitalSource: eMarketer, Sep 2016216350 www.eMarketer.com

% of total

Total Media Ad Spending Share in Australia, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 44.3% 48.7% 51.4% 53.8% 55.6% 57.5%

—Mobile 16.2% 25.3% 31.8% 37.3% 41.5% 43.1%

TV* 25.7% 24.2% 23.5% 22.9% 22.4% 21.9%

Print 16.5% 13.7% 11.7% 9.9% 8.5% 7.3%

—Newspapers** 13.1% 10.8% 9.2% 7.8% 6.7% 5.7%

—Magazines** 3.4% 2.8% 2.4% 2.1% 1.8% 1.6%

Radio*** 7.6% 7.4% 7.2% 7.1% 7.0% 6.8%

Out-of-home 5.9% 6.1% 6.3% 6.3% 6.4% 6.5%

Note: numbers may not add up to 100% due to rounding; *excludes digital;**print only, excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216348 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Australia, 2015-2020

Total media adspending* (billions)

—% change

Digital ad spending**(billions)

—% change

—% of total media ad spending

Mobile internet ad spending*** (billions)

—% change



2015

$10.14

7.2%

$4.49

25.0%

44.3%

$1.50

88.0%

33.3%

14.7%

2016

$10.70

5.5%

$5.21

16.0%

48.7%

$2.42

62.0%

46.5%

22.7%

2017

$11.06

3.4%

$5.68

9.0%

51.4%

$3.15

30.0%

55.5%

28.5%

2018

$11.40

3.1%

$6.13

8.0%

53.8%

$3.97

26.0%

64.7%

34.8%

2019

$11.79

3.4%

$6.56

7.0%

55.6%

$4.56

15.0%

69.6%

38.7%

2020

$12.15

3.0%

$6.99

6.5%

57.5%

$4.88

7.0%

69.9%

40.2%

Note: converted at the exchange rate of US$1=AUD1.33; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216843 www.eMarketer.com

billions, % change and % of totalDigital Ad Spending in Australia, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search* $2.25 $2.56 $2.76 $2.94 $3.12 $3.31

—% change 20.2% 14.1% 7.7% 6.7% 6.1% 5.8%

—% of total 50.0% 49.2% 48.6% 48.0% 47.6% 47.3%

Display** $1.53 $1.84 $2.07 $2.26 $2.45 $2.65

—% change 41.2% 20.8% 12.1% 9.2% 8.5% 8.2%

—% of total 34.0% 35.4% 36.4% 36.8% 37.3% 37.9%

Classifieds $0.72 $0.80 $0.85 $0.93 $0.99 $1.03

—% change 11.7% 11.7% 6.2% 9.4% 6.3% 4.4%

—% of total 16.0% 15.4% 15.0% 15.2% 15.1% 14.8%

Total $4.49 $5.21 $5.68 $6.13 $6.56 $6.99

—% change 25.0% 16.0% 9.0% 8.0% 7.0% 6.5%

Note: converted at the exchange rate of US$1=AUD1.33; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *paidlistings, contextual text links and paid inclusion; **banners (static display),rich media, sponsorships and video (including advertising that appearsbefore, during or after digital video content in a video player)Source: eMarketer, Sep 2016216668 www.eMarketer.com


BRAZIL AD SPENDING FORECASTS

billions

Total Media Ad Spending in Brazil, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* $7.21 $7.93 $8.25 $8.49 $8.66 $8.75

Digital $2.50 $3.13 $3.60 $4.03 $4.47 $4.92

—Mobile $0.47 $0.98 $1.57 $2.44 $3.05 $3.66

Print $1.88 $1.91 $1.93 $1.94 $1.95 $1.96

—Newspapers** $1.37 $1.39 $1.41 $1.42 $1.42 $1.43

—Magazines** $0.50 $0.51 $0.52 $0.52 $0.53 $0.53

Radio**** $0.96 $1.00 $1.02 $1.04 $1.05 $1.06

Out-of-home $0.78 $0.90 $0.97 $1.04 $1.10 $1.14

Total $13.34 $14.87 $15.77 $16.54 $17.23 $17.83

Note: converted at the exchange rate of US$=BRL3.33; numbers may notadd up to total due to rounding; *excludes digital; **print only; excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216225 www.eMarketer.com

% change

Total Media Ad Spending Growth in Brazil, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 21.0% 25.0% 15.0% 12.0% 11.0% 10.0%

—Mobile 120.0% 110.0% 60.0% 55.0% 25.0% 20.0%

Out-of-home 11.0% 15.0% 8.0% 7.0% 5.0% 4.0%

TV* 4.0% 10.0% 4.0% 3.0% 2.0% 1.0%

Radio** 2.0% 3.7% 2.0% 1.5% 1.5% 1.0%

Print -4.3% 1.6% 1.1% 0.6% 0.5% 0.3%

—Magazines*** -5.0% 2.0% 1.5% 1.0% 0.5% 0.3%

—Newspapers*** -4.0% 1.5% 1.0% 0.5% 0.5% 0.3%

Total 5.7% 11.5% 6.1% 4.9% 4.2% 3.4%

Note: *excludes digital; **excludes off-air radio and digital; ***print only;excludes digitalSource: eMarketer, Sep 2016216233 www.eMarketer.com

% of total

Total Media Ad Spending Share in Brazil, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* 54.1% 53.3% 52.3% 51.3% 50.3% 49.1%

Digital 18.8% 21.0% 22.8% 24.4% 25.9% 27.6%

—Mobile 3.5% 6.6% 10.0% 14.8% 17.7% 20.5%

Print 14.1% 12.8% 12.2% 11.7% 11.3% 11.0%

—Newspapers** 10.3% 9.4% 8.9% 8.6% 8.3% 8.0%

—Magazines** 3.8% 3.4% 3.3% 3.2% 3.1% 3.0%

Radio*** 7.2% 6.7% 6.5% 6.3% 6.1% 6.0%

Out-of-home 5.9% 6.1% 6.2% 6.3% 6.4% 6.4%

Note: numbers may not add up to 100% due to rounding; *excludes digital;**print only; excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216232 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Brazil, 2015-2020


—% change


—% change



—% change



2015

$13.34

5.7%

$2.50

21.0%

18.8%

$0.43

125.0%

17.3%

3.2%

2016

$14.87

11.5%

$3.13

25.0%

21.0%

$0.93

115.0%

29.7%

6.3%

2017

$15.77

6.1%

$3.60

15.0%

22.8%

$1.50

61.0%

41.6%

9.5%

2018

$16.54

4.9%

$4.03

12.0%

24.4%

$2.33

56.0%

58.0%

14.1%

2019

$17.23

4.2%

$4.47

11.0%

25.9%

$2.92

25.0%

65.3%

16.9%

2020

$17.83

3.4%

$4.92

10.0%

27.6%

$3.53

21.0%

71.8%

19.8%

Note: converted at the exchange rate of US$1=BRL3.33; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216871 www.eMarketer.com

billions, % change and % of totalDigital Ad Spending in Brazil, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Display* $1.17 $1.47 $1.69 $1.90 $2.11 $2.34

—% change 21.0% 26.3% 15.0% 12.0% 11.5% 10.5%

—% of total 46.6% 47.1% 47.1% 47.1% 47.3% 47.5%

Search** $1.15 $1.44 $1.66 $1.87 $2.08 $2.29

—% change 22.1% 25.3% 15.2% 12.5% 11.2% 10.2%

—% of total 46.0% 46.1% 46.2% 46.4% 46.5% 46.6%

Classifieds $0.19 $0.21 $0.24 $0.26 $0.28 $0.29

—% change 14.8% 14.9% 13.3% 8.7% 5.9% 4.7%

—% of total 7.4% 6.8% 6.7% 6.5% 6.2% 5.9%

Total $2.50 $3.13 $3.60 $4.03 $4.47 $4.92

—% change 21.0% 25.0% 15.0% 12.0% 11.0% 10.0%

Note: converted at the exchange rate of US$1=BRL3.33; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *includesbanners (static display), rich media, sponsorships, video (includingadvertising that appears before, during or after digital video content in avideo player), email, fixed and rotating display, Google AdSense, socialmedia, pop-ups and takeovers; **includes paid listings, contextual textlinks, paid inclusion and sponsored links in Google AdWords and YahooSearch/Bing; excludes SEOSource: eMarketer, Sep 2016216719 www.eMarketer.com


CANADA AD SPENDING FORECASTS

billions of C$ and % changeTotal Media Ad Spending in Canada, 2015-2020

2015

C$12.66

2.7%

2016

C$13.03

2.9%

2017

C$13.44

3.2%

2018

C$13.86

3.1%

2019

C$14.32

3.3%

2020

C$14.72

2.8%



billions of C$

Total Media Ad Spending in Canada, by Media,2015-2020

Digital

—Mobile

TV*

Print

—Newspapers**

—Magazines**

Radio***

Out-of-home

Total

2015

C$4.36

C$1.49

C$3.24

C$2.71

C$2.18

C$0.53

C$1.60

C$0.75

C$12.66

2016

C$4.80

C$2.31

C$3.25

C$2.59

C$2.07

C$0.52

C$1.62

C$0.77

C$13.03

2017

C$5.23

C$3.00

C$3.29

C$2.49

C$1.99

C$0.51

C$1.64

C$0.80

C$13.44

2018

C$5.65

C$3.78

C$3.32

C$2.43

C$1.93

C$0.50

C$1.65

C$0.81

C$13.86

2019

C$6.04

C$4.18

C$3.39

C$2.38

C$1.89

C$0.50

C$1.67

C$0.84

C$14.32

2020

C$6.41

C$4.51

C$3.42

C$2.36

C$1.87

C$0.49

C$1.68

C$0.84

C$14.72

Note: numbers may not add up to total due to rounding; *excludes digital;**print only, excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216251 www.eMarketer.com

% of total

Total Media Ad Spending Share in Canada, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 34.5% 36.8% 38.9% 40.8% 42.2% 43.6%

—Mobile 11.8% 17.7% 22.3% 27.3% 29.2% 30.7%

TV* 25.6% 25.0% 24.5% 24.0% 23.7% 23.2%

Print 21.4% 19.8% 18.5% 17.5% 16.7% 16.0%

—Newspapers** 17.2% 15.9% 14.8% 13.9% 13.2% 12.7%

—Magazines** 4.2% 4.0% 3.8% 3.6% 3.5% 3.3%

Radio*** 12.7% 12.4% 12.2% 11.9% 11.6% 11.4%

Out-of-home 5.9% 5.9% 5.9% 5.9% 5.8% 5.7%


% change

Total Media Ad Spending Growth in Canada, byMedia, 2015-2020

2015 2016 2017 2018 2019 2020

Digital 15.0% 10.0% 9.0% 8.0% 7.0% 6.1%

—Mobile 65.0% 55.0% 30.0% 26.0% 10.5% 8.0%

Out-of-home 5.0% 3.0% 3.0% 2.0% 3.0% 1.0%

Radio* 0.5% 1.0% 1.0% 1.0% 1.0% 0.8%

TV** -3.0% 0.5% 1.0% 1.0% 2.0% 1.0%

Print -6.2% -4.4% -3.6% -2.6% -1.8% -1.0%

—Magazines*** -7.0% -2.0% -2.0% -1.0% -1.0% -1.0%

—Newspapers*** -6.0% -5.0% -4.0% -3.0% -2.0% -1.0%

Total 2.7% 2.9% 3.2% 3.1% 3.3% 2.8%


billions of C$ and % changeDigital Ad Spending in Canada, 2014-2020

2014

C$3.79

11.0%

2015

C$4.36

15.0%

2016

C$4.80

10.0%

2017

C$5.23

9.0%

2018

C$5.65

8.0%

2019

C$6.04

7.0%

2020

C$6.41

6.1%

Digital ad spending % change

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices,and includes all the various formats of advertising on those platforms;includes SMS, MMS and P2P messaging-based advertisingSource: eMarketer, March 2016; confirmed and republished, Sep 2016205707 www.eMarketer.com

billions of C$, % change and % of totalDigital Ad Spending in Canada, by Device, 2015-2020

2015 2016 2017 2018 2019 2020

Desktop* C$2.87 C$2.49 C$2.23 C$1.87 C$1.86 C$1.90

—% change

—% of total

Mobile** C$1.49 C$2.31 C$3.00 C$3.78 C$4.18 C$4.51

—% change

—% of total

Total C$4.36 C$4.80 C$5.23 C$5.65 C$6.04 C$6.41

—% change

-0.6% -13.3% -10.5% -16.3% -0.1% 1.8%

65.8% 51.9% 42.6% 33.0% 30.8% 29.6%

65.0% 55.0% 30.0% 26.0% 10.5% 8.0%

34.2% 48.1% 57.4% 67.0% 69.2% 70.4%

15.0% 10.0% 9.0% 8.0% 7.0% 6.1%

Note: numbers may not add up to total due to rounding; *includesspending on nonmobile connected devices; **includes ad spending ontabletsSource: eMarketer, Sep 2016216268 www.eMarketer.com


millions of C$Digital Ad Spending in Canada, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search C$2,334 C$2,543 C$2,746 C$2,937 C$3,113 C$3,270

Display C$1,837 C$2,066 C$2,295 C$2,526 C$2,745 C$2,951

—Traditionaldisplay

C$1,498 C$1,670 C$1,859 C$2,049 C$2,236 C$2,411

—Video C$327 C$384 C$424 C$463 C$496 C$526

—Video games C$12 C$12 C$13 C$13 C$14 C$14

Classifieds C$161 C$158 C$157 C$153 C$151 C$151

Email C$22 C$24 C$26 C$28 C$30 C$32

Mobilemessaging

C$8 C$7 C$6 C$5 C$5 C$4

Total C$4,362 C$4,798 C$5,230 C$5,648 C$6,044 C$6,408

Note: numbers may not add up to total due to rounding; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentionedSource: eMarketer, March 2016; confirmed and republished, Sep 2016205624 www.eMarketer.com

% change

Digital Ad Spending Growth in Canada, by Format,2014-2020

2014 2015 2016 2017 2018 2019 2020

Display 18.4% 18.4% 12.4% 11.1% 10.0% 8.7% 7.5%

—Video 27.9% 23.0% 17.3% 10.4% 9.3% 7.0% 6.1%

—Traditional display 16.8% 17.6% 11.4% 11.3% 10.2% 9.1% 7.8%

—Video games 0.0% 7.1% 3.9% 3.9% 4.0% 4.0% 4.0%

Email 6.4% 14.8% 10.0% 9.0% 8.0% 7.0% 6.1%

Search 13.9% 13.7% 9.0% 8.0% 7.0% 6.0% 5.1%

Classifieds -41.9% -0.4% -1.9% -0.9% -2.8% -0.9% -0.3%

Mobile messaging -10.0% -11.1% -12.5% -14.3% -16.7% -10.0% -8.9%

Total 10.9% 15.0% 10.0% 9.0% 8.0% 7.0% 6.0%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentionedSource: eMarketer, March 2016; confirmed and republished, Sep 2016205625 www.eMarketer.com

% of total

Digital Ad Spending Share in Canada, by Format,2014-2020

2014 2015 2016 2017 2018 2019 2020

Search 54.1% 53.5% 53.0% 52.5% 52.0% 51.5% 51.0%

Display 40.9% 42.1% 43.1% 43.9% 44.7% 45.4% 46.1%

—Traditional display 33.6% 34.3% 34.8% 35.5% 36.3% 37.0% 37.6%

—Video 7.0% 7.5% 8.0% 8.1% 8.2% 8.2% 8.2%

—Video games 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2%

Classifieds 4.3% 3.7% 3.3% 3.0% 2.7% 2.5% 2.4%

Email 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%

Mobile messaging 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones, tablets and other internet-connected devices onall formats mentioned; numbers may not add up to 100% due to roundingSource: eMarketer, March 2016; confirmed and republished, Sep 2016205699 www.eMarketer.com

billions of C$ and % changeMobile Ad Spending in Canada, 2014-2020

2014

C$0.90

111.5%

2015

C$1.49

65.0%

2016

C$2.31

55.0%

2017

C$3.00

30.0%

2018

C$3.78

26.0%

2019

C$4.18

10.5%

2020

C$4.51

8.0%

Mobile ad spending % change

Note: includes advertising that appears on mobile phones and tablets on allformats; includes SMS, MMS and P2P messaging-based advertisingSource: eMarketer, March 2016, confirmed and republished, Sep 2016205712 www.eMarketer.com

millions of C$Mobile Ad Spending in Canada, by Format, 2015-2020

Search

Display


—Video

—Video games

Classifieds

SMS/MMS/P2P messaging

Email

Total

2015

C$761.4

C$699.7

C$591.7

C$101.3

C$6.7

C$16.4

C$8.0

C$4.5

C$1,490.0

2016

C$1,182.4

C$1,085.4

C$915.8

C$161.7

C$7.9

C$27.7

C$7.0

C$6.9

C$2,309.4

2017

C$1,540.2

C$1,408.1

C$1,183.2

C$216.2

C$8.7

C$39.0

C$6.0

C$9.0

C$3,002.2

2018

C$1,948.2

C$1,765.4

C$1,476.4

C$279.9

C$9.1

C$53.0

C$5.0

C$11.3

C$3,782.8

2019

C$2,161.1

C$1,943.4

C$1,616.5

C$317.7

C$9.2

C$58.5

C$4.5

C$12.5

C$4,180.0

2020

C$2,338.5

C$2,095.1

C$1,733.7

C$352.1

C$9.3

C$63.2

C$4.1

C$13.5

C$4,514.4

Note: includes advertising that appears on mobile phones and tablets on allformats mentioned; numbers may not add up to total due to roundingSource: eMarketer, March 2016, confirmed and republished, Sep 2016205700 www.eMarketer.com


% change

Mobile Ad Spending Growth in Canada, by Format,2014-2020

2014 2015 2016 2017 2018 2019 2020

Classifieds 171.9% 101.7% 69.1% 40.8% 35.7% 10.5% 8.0%

Search 120.1% 65.3% 55.3% 30.3% 26.5% 10.9% 8.2%

Display 107.5% 65.4% 55.1% 29.7% 25.4% 10.1% 7.8%

—Video 175.4% 100.4% 59.6% 33.7% 29.5% 13.5% 10.8%


103.0% 60.4% 54.8% 29.2% 24.8% 9.5% 7.2%

—Video games -6.0% 85.6% 17.1% 10.9% 4.3% 1.3% 1.1%

Email 164.3% 98.0% 55.0% 30.0% 26.0% 10.5% 8.0%

SMS/MMS/P2Pmessaging

-10.0% -11.1% -12.5% -14.3% -16.7% -10.0% -8.9%

Total 111.5% 65.0% 55.0% 30.0% 26.0% 10.5% 8.0%

Note: includes advertising that appears on mobile phones and tablets on allformats mentionedSource: eMarketer, March 2016; confirmed and republished, Sep 2016205703 www.eMarketer.com

% of digital ad spending in each format

Mobile Ad Spending Share in Canada, by Format,2014-2020


Display

—Video games


—Video

Search

Email

Classifieds

Total

2014

100.0%

27.3%

32.8%

29.0%

19.0%

22.4%

11.9%

5.0%

23.8%

2015

100.0%

38.1%

56.9%

39.5%

31.0%

32.6%

20.5%

10.2%

34.2%

2016

100.0%

52.5%

64.2%

54.9%

42.1%

46.5%

28.9%

17.5%

48.1%

2017

100.0%

61.3%

68.5%

63.7%

51.0%

56.1%

34.4%

24.9%

57.4%

2018

100.0%

69.9%

68.7%

72.0%

60.4%

66.3%

40.2%

34.7%

67.0%

2019

100.0%

70.8%

66.9%

72.3%

64.1%

69.4%

41.5%

38.7%

69.2%

2020

100.0%

71.0%

65.0%

71.9%

67.0%

71.5%

42.2%

41.9%

70.4%

Note: includes advertising that appears on mobile phones and tablets on allformats mentioned; read chart as saying in 2014, mobile search adspending is 22.4% of total search ad spendingSource: eMarketer, March 2016; confirmed and republished, Sep 2016205704 www.eMarketer.com

% of total

Mobile Ad Spending Share in Canada, by Format,2014-2020

Search

Display

—Traditional display

—Video

—Video games

Classifieds


Email

2014

51.0%

46.9%

40.9%

5.6%

0.4%

0.9%

1.0%

0.3%

2015

51.1%

47.0%

39.7%

6.8%

0.5%

1.1%

0.5%

0.3%

2016

51.2%

47.0%

39.7%

7.0%

0.3%

1.2%

0.3%

0.3%

2017

51.3%

46.9%

39.4%

7.2%

0.3%

1.3%

0.2%

0.3%

2018

51.5%

46.7%

39.0%

7.4%

0.2%

1.4%

0.1%

0.3%

2019

51.7%

46.5%

38.7%

7.6%

0.2%

1.4%

0.1%

0.3%

2020

51.8%

46.4%

38.4%

7.8%

0.2%

1.4%

0.1%

0.3%

Note: includes advertising that appears on mobile phones and tablets on allformats mentioned; numbers may not add up to 100% due to roundingSource: eMarketer, March 2016; confirmed and republished, Sep 2016205705 www.eMarketer.com

CHINA AD SPENDING FORECASTS

billions

Total Media Ad Spending in China, by Media,2015-2020

Digital

—Mobile

TV*

Out-of-home

Print

—Newspapers**

—Magazines**

Radio***

Total

2015

$31.56

$19.72

$19.61

$8.36

$5.96

$5.14

$0.82

$4.31

$69.80

2016

$41.66

$32.53

$18.92

$9.02

$5.50

$4.72

$0.78

$4.49

$79.59

2017

$54.16

$44.25

$18.64

$9.48

$5.21

$4.46

$0.76

$4.62

$92.10

2018

$69.32

$58.85

$18.73

$9.86

$5.01

$4.27

$0.74

$4.71

$107.63

2019

$81.80

$70.91

$18.83

$10.15

$4.92

$4.18

$0.73

$4.76

$120.45

2020

$93.25

$82.26

$18.92

$10.35

$4.96

$4.22

$0.73

$4.81

$132.29

Note: converted at the exchange rate of US$1=RMB6.23; excludes HongKong; numbers may not add up to total due to rounding; *excludes digital;**print only, excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216347 www.eMarketer.com

% change

Total Media Ad Spending Growth in China, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 34.0% 32.0% 30.0% 28.0% 18.0% 14.0%

—Mobile 115.0% 65.0% 36.0% 33.0% 20.5% 16.0%

Out-of-home 10.0% 8.0% 5.0% 4.0% 3.0% 2.0%

Radio* 8.0% 4.0% 3.0% 2.0% 1.0% 1.0%

TV** -2.0% -3.5% -1.5% 0.5% 0.5% 0.5%

Print -13.5% -7.7% -5.2% -3.9% -1.9% 0.9%

—Magazines*** -10.0% -6.0% -2.3% -2.0% -1.0% 0.0%

—Newspapers*** -14.0% -8.0% -5.7% -4.2% -2.0% 1.0%

Total 12.5% 14.0% 15.7% 16.9% 11.9% 9.8%

Note: excludes Hong Kong; *excludes off-air radio and digital; **excludesdigital; ***print only, excludes digitalSource: eMarketer, Sep 2016216354 www.eMarketer.com

% of total

Total Media Ad Spending Share in China, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 45.2% 52.3% 58.8% 64.4% 67.9% 70.5%

—Mobile 28.3% 40.9% 48.0% 54.7% 58.9% 62.2%

TV* 28.1% 23.8% 20.2% 17.4% 15.6% 14.3%

Out-of-home 12.0% 11.3% 10.3% 9.2% 8.4% 7.8%

Print 8.5% 6.9% 5.7% 4.7% 4.1% 3.7%

—Newspapers** 7.4% 5.9% 4.8% 4.0% 3.5% 3.2%

—Magazines** 1.2% 1.0% 0.8% 0.7% 0.6% 0.6%

Radio*** 6.2% 5.6% 5.0% 4.4% 4.0% 3.6%

Note: excludes Hong Kong; numbers may not add up to 100% due torounding; *excludes digital; **print only, excludes digital; ***excludesoff-air radio and digitalSource: eMarketer, Sep 2016216349 www.eMarketer.com


billions, % change and % of totalDigital Ad Spending in China, by Device, 2015-2020

Mobile*

—% change

—% of total

Desktop**

—% change

—% of total

Total

—% change

2015

$19.72

115.0%

62.5%

$11.84

-17.7%

37.5%

$31.56

34.0%

2016

$32.53

65.0%

78.1%

$9.12

-23.0%

21.9%

$41.66

32.0%

2017

$44.25

36.0%

81.7%

$9.91

8.6%

18.3%

$54.16

30.0%

2018

$58.85

33.0%

84.9%

$10.47

5.7%

15.1%

$69.32

28.0%

2019

$70.91

20.5%

86.7%

$10.88

3.9%

13.3%

$81.80

18.0%

2020

$82.26

16.0%

88.2%

$10.99

1.0%

11.8%

$93.25

14.0%

Note: excludes Hong Kong; converted at the exchange rate ofUS$1=RMB6.23; numbers may not add up to total due to rounding;*includes display (banners, video and rich media), search and SMS, MMSand P2P messaging-based advertising; includes ad spending on tablets;**includes spending on nonmobile connected devicesSource: eMarketer, Sep 2016216361 www.eMarketer.com

billions, % change and % of total digital ad spendingDigital Ad Spending in China, by Format, 2015-2020

Display*

—% change

—% of total digital ad spending

—Video**

——% change

——% of display ad spending

Search***

—% change


Classifieds

—% change

—% of total digitalad spending

Total

2015

$14.68

32.6%

46.5%

$3.94

55.1%

26.9%

$15.15

36.9%

48.0%

$1.74

22.8%

5.5%

$31.56

2016

$21.66

47.6%

52.0%

$6.04

53.1%

27.9%

$17.91

18.3%

43.0%

$2.08

20.0%

5.0%

$41.66

2017

$28.87

33.3%

53.3%

$8.39

39.0%

29.1%

$22.75

27.0%

42.0%

$2.55

22.2%

4.7%

$54.16

2018

$37.29

29.2%

53.8%

$11.09

32.1%

29.7%

$29.11

28.0%

42.0%

$2.91

14.4%

4.2%

$69.32

2019

$44.50

19.3%

54.4%

$13.50

21.7%

30.3%

$34.35

18.0%

42.0%

$2.94

1.1%

3.6%

$81.80

2020

$51.29

15.3%

55.0%

$15.39

14.0%

30.0%

$39.16

14.0%

42.0%

$2.80

-5.0%

3.0%

$93.25

Note: converted at the exchange rate of US$1=RMB6.23; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; excludes Hong Kong; *includes banners (static display), richmedia, sponsorships and video; **includes advertising that appears before,during or after digital video content in a video player; ***includes paidlistings, contextual text links and paid inclusionSource: eMarketer, Sep 2016216375 www.eMarketer.com

Mobile Internet Ad Spending in China, 2015-2020

Mobile internet ad spending (billions)

—% change



2015

$16.90

120.0%

53.6%

24.2%

2016

$27.89

65.0%

66.9%

35.0%

2017

$37.93

36.0%

70.0%

41.2%

2018

$50.44

33.0%

72.8%

46.9%

2019

$61.04

21.0%

74.6%

50.7%

2020

$70.80

16.0%

75.9%

53.5%

Note: converted at the exchange rate of US$1=RMB6.23; includes display(banners, video and rich media) and search; includes ad spending ontablets; excludes SMS, MMS and P2P messaging-based advertising;excludes Hong KongSource: eMarketer, Sep 2016216381 www.eMarketer.com

billions, % change and % of total mobile internet ad spending

Mobile Internet Ad Spending in China, by Format,2015-2020

Display (1)

—% change

—% of total mobile internet ad spending

—Mobile video (2)

——% change

——% of mobiledisplay ad spending

Search (3)

—% change


Other (4)

—% change


Total

2015

$9.23

133.7%

54.6%

$1.78

132.6%

19.2%

$7.27

105.7%

43.0%

$0.41

103.1%

2.4%

$16.90

2016

$17.49

89.5%

62.7%

$3.32

87.1%

19.0%

$9.76

34.3%

35.0%

$0.64

58.1%

2.3%

$27.89

2017

$23.97

37.1%

63.2%

$4.95

49.1%

20.7%

$13.09

34.1%

34.5%

$0.87

36.0%

2.3%

$37.93

2018

$32.18

34.3%

63.8%

$7.10

43.3%

22.1%

$17.15

31.1%

34.0%

$1.11

27.2%

2.2%

$50.44

2019

$38.58

19.9%

63.2%

$9.31

31.2%

24.1%

$21.18

23.5%

34.7%

$1.28

15.5%

2.1%

$61.04

2020

$44.61

15.6%

63.0%

$11.23

20.6%

25.2%

$24.78

17.0%

35.0%

$1.42

10.5%

2.0%

$70.80

Note: converted at the exchange rate of US$1=RMB6.23; includesadvertising that appears on mobile phones and tablets on all formatsmentioned; excludes Hong Kong; (1) includes banners (static display), richmedia, sponsorships and video (including advertising that appears before,during or after digital video content in a video player); (2) includesadvertising that appears before, during or after digital video content in avideo player; (3) includes paid listings, contextual text links and paidinclusion; (4) includes classifieds and emailSource: eMarketer, Sep 2016216383 www.eMarketer.com

Digital and Mobile Video Ad Spending in China,2015-2020

Mobile video* (billions)

—% change

—% of digital video ad spending

—% of mobile display ad spending

Total digital video(billions)

—% change

—% of digital display adspending

2015

$1.78

132.6%

45.0%

19.2%

$3.94

55.1%

26.9%

2016

$3.32

87.1%

55.0%

19.0%

$6.04

53.1%

27.9%

2017

$4.95

49.1%

59.0%

20.7%

$8.39

39.0%

29.1%

2018

$7.10

43.3%

64.0%

22.1%

$11.09

32.1%

29.7%

2019

$9.31

31.2%

69.0%

24.1%

$13.50

21.7%

30.3%

2020

$11.23

20.6%

73.0%

25.2%

$15.39

14.0%

30.0%

Note: converted at the exchange rate of US$1=RMB6.23; includesadvertising that appears before, during or after digital video content in avideo player; excludes Hong Kong; *includes advertising that appears onmobile phones and tabletsSource: eMarketer, Sep 2016216385 www.eMarketer.com


billions

Net Digital Ad Revenues in China, by Company,2015-2018

Alibaba

Baidu

Tencent

Youku Tudou

Sohu.com

Sina

Other

Total digital ad spending

2015

$7.83

$8.84

$2.46

$0.76

$0.97

$0.69

$10.01

$31.56

2016

$12.05

$8.87

$4.12

$1.11

$0.92

$0.80

$13.80

$41.66

2017

$17.10

$10.21

$6.72

$1.47

$0.92

$0.88

$16.86

$54.16

2018

$23.38

$12.17

$10.78

$1.90

$0.98

$0.95

$19.16

$69.32

Note: converted at the exchange rate of US$1=RMB6.23; net ad revenuesafter companies pay traffic acquisition costs (TAC) to partner sites;excludes Hong KongSource: eMarketer, Sep 2016216364 www.eMarketer.com

% change

Net Digital Ad Revenue Growth in China, by Company,2015-2018

2015 2016 2017 2018

Tencent 116.5% 67.6% 63.1% 60.4%

Alibaba 33.0% 53.9% 42.0% 36.8%

Youku Todu 33.7% 46.5% 32.4% 29.2%

Sina 16.3% 15.2% 10.2% 7.9%

Baidu 30.9% 0.3% 15.1% 19.2%

Sohu.com 21.1% -5.3% 0.2% 5.7%

Other 28.2% 37.8% 22.2% 13.7%

Note: net ad revenues after companies pay traffic acquisition costs (TAC) topartner sites; excludes Hong KongSource: eMarketer, Sep 2016216365 www.eMarketer.com

% of total

Net Digital Ad Revenue Share in China, by Company,2015-2018

2015 2016 2017 2018

Sina 31.7% 33.1% 31.1% 27.6%

Alibaba 24.8% 28.9% 31.6% 33.7%

Baidu 28.0% 21.3% 18.9% 17.6%

Tencent 7.8% 9.9% 12.4% 15.5%

Youku Tudou 2.4% 2.7% 2.7% 2.7%

Sohu.com 3.1% 2.2% 1.7% 1.4%

Note: net ad revenues after companies pay traffic acquisition costs (TAC) topartner sites; excludes Hong KongSource: eMarketer, Sep 2016216373 www.eMarketer.com

% of total

Net Digital Ad Revenue Share in China, by Company,2015-2018

2015

28.0%

24.8%

7.8%

39.4%

2016

21.3%

28.9%

9.9%

39.9%

2017

18.9%

31.6%

12.4%

37.2%

2018

17.6%

33.7%

15.5%

33.2%

Baidu Alibaba Tencent Other*

Note: net ad revenues after companies pay traffic acquisition costs (TAC) topartner sites; excludes Hong Kong; numbers may not add up to 100% dueto rounding; *includes Sohu.com, Youku Tudou and otherSource: eMarketer, Sep 2016216387 www.eMarketer.com

Net Mobile Internet Ad Revenues in China, byCompany, 2015-2018

Net mobile internet ad revenues (millions)

Alibaba

Baidu

Tencent

Youku Tudou

Sohu.com

Other

Total mobile internetad spending

Net mobile internet ad revenue growth (% change)

Tencent

Alibaba

Youku Tudou

Baidu

Sohu.com

Other

Net mobile internet ad revenue share (% of total)

Alibaba

Baidu

Tencent

Sohu.com

Youku Tudou

Other

2015

$5,912.6

$4,508.6

$1,597.4

$379.0

$437.7

$4,066.6

$16,902.1

402.6%

191.3%

109.0%

80.4%

65.2%

70.2%

35.0%

26.7%

9.5%

2.6%

2.2%

24.1%

2016

$11,058.5

$5,499.3

$3,296.0

$610.6

$506.5

$6,917.4

$27,888.4

106.3%

87.0%

61.1%

22.0%

15.7%

70.1%

39.7%

19.7%

11.8%

1.8%

2.2%

24.8%

2017

$15,435.7

$6,841.5

$5,509.6

$852.7

$535.3

$8,753.5

$37,928.2

67.2%

39.6%

39.6%

24.4%

5.7%

26.5%

40.7%

18.0%

14.5%

1.4%

2.2%

23.1%

2018

$19,871.3

$8,521.0

$9,051.7

$1,139.8

$575.8

$11,284.9

$50,444.5

64.3%

28.7%

33.7%

24.5%

7.6%

28.9%

39.4%

16.9%

17.9%

1.1%

2.3%

22.4%

Note: converted at the exchange rate of US$1=RMB6.23; net ad revenuesafter companies pay traffic acquisition costs (TAC) to partner sites;excludes Hong Kong; numbers may not add up to total due to roundingSource: eMarketer, Sep 2016216386 www.eMarketer.com


% of total

Net Mobile Internet Ad Revenue Share in China, by Company, 2015-2018

2015

35.0%

26.7%

9.5%

28.9%

2016

39.7%

19.7%

11.8%

28.8%

2017

40.7%

18.0%

14.5%

26.7%

2018

39.4%

16.9%

17.9%

25.8%

Alibaba Baidu Tencent Other*

Note: net ad revenues after companies pay traffic acquisition costs (TAC)to partner sites; excludes Hong Kong; numbers may not add up to 100%due to rounding; *includes Sohu.com, Youku Tudou and otherSource: eMarketer, Sep 2016216399 www.eMarketer.com

FRANCE AD SPENDING FORECASTS

billions

Total Media Ad Spending in France, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* $3.60 $3.63 $3.66 $3.70 $3.74 $3.76

Digital 42.69 $2.84 $2.99 $3.14 $3.27 $3.40

—Mobile $0.65 $0.93 $1.29 $1.74 $2.01 $2.23

Print $2.79 $2.69 $2.60 $2.52 $2.45 $2.39

—Magazines** $1.52 $1.47 $1.42 $1.38 $1.35 $1.32

—Newspapers** $1.27 $1.22 $1.18 $1.14 $1.10 $1.07

Out-of-home $1.40 $1.42 $1.43 $1.45 $1.47 $1.48

Radio*** $0.80 $0.79 $0.79 $0.79 $0.79 $0.79

Total $11.28 $11.36 $11.47 $11.59 $11.71 $11.83

Note: converted at the exchange rate of US$1=€0.90; numbers may notadd up to total due to rounding; *excludes digital; **print only, excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216371 www.eMarketer.com

% change

Total Media Ad Spending Growth in France, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 6.0% 5.5% 5.2% 5.0% 4.3% 4.0%

—Mobile 57.1% 43.0% 38.8% 35.0% 15.0% 11.4%

Out-of-home 0.6% 1.0% 1.2% 1.2% 1.2% 1.0%

TV* 0.6% 0.8% 1.0% 1.0% 1.0% 0.8%

Radio** -0.8% -0.5% -0.5% -0.2% 0.0% 0.3%

Print -6.2% -3.7% -3.2% -3.2% -2.7% -2.2%

—Magazines*** -6.0% -3.5% -3.0% -3.0% -2.5% -2.0%

—Newspapers*** -6.5% -4.0% -3.5% -3.5% -3.0% -2.5%

Total -0.1% 0.7% 1.0% 1.0% 1.0% 1.0%

Note: *excludes digital; **excludes off-air radio and digital; ***print only,excludes digitalSource: eMarketer, Sep 2016216374 www.eMarketer.com

% of total

Total Media Ad Spending Share in France, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* 31.9% 31.9% 31.9% 31.9% 31.9% 31.8%

Digital 23.9% 25.0% 26.1% 27.1% 27.9% 28.8%

—Mobile 5.8% 8.2% 11.3% 15.0% 17.1% 18.9%

Print 24.7% 23.6% 22.7% 21.7% 20.9% 20.2%

—Magazines** 13.5% 12.9% 12.4% 11.9% 11.5% 11.1%

—Newspapers** 11.3% 10.7% 10.3% 9.8% 9.4% 9.1%

Out-of-home 12.4% 12.5% 12.5% 12.5% 12.5% 12.5%

Radio*** 7.1% 7.0% 6.9% 6.8% 6.7% 6.7%


billions, % change and % of totalDigital Ad Spending in France, by Format, 2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total

Classifieds & directories

—% change

—% of total

Total

—% change

2015

$1.32

10.5%

49.0%

$0.90

10.6%

33.4%

$0.47

-11.2%

17.6%

$2.69

6.0%

2016

$1.45

9.8%

51.0%

$0.96

7.1%

33.9%

$0.43

-9.5%

15.1%

$2.84

5.5%

2017

$1.55

7.3%

52.0%

$1.02

6.1%

34.2%

$0.41

-3.9%

13.8%

$2.99

5.2%

2018

$1.65

6.2%

52.6%

$1.08

5.9%

34.5%

$0.40

-1.8%

12.9%

$3.14

5.0%

2019

$1.73

5.1%

53.0%

$1.13

4.6%

34.6%

$0.41

0.3%

12.4%

$3.27

4.3%

2020

$1.81

4.6%

53.3%

$1.18

4.3%

34.7%

$0.41

0.6%

12.0%

$3.40

4.0%

Note: converted at the exchange rate of US$1=€0.90; includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices on all formats mentioned;*paid listings, contextual text links and paid inclusion; **banners (staticdisplay), rich media, sponsorships and video (including advertising thatappears before, during or after digital video content in a video player)Source: eMarketer, Sep 2016216744 www.eMarketer.com


millions, % change and % of total

Mobile Internet Ad Spending in France, by Format,2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total

Classifieds anddirectories

—% change

—% of total

Total

—% change

2015

$336.7

60.6%

56.4%

$247.8

58.9%

41.5%

$12.5

68.0%

2.1%

$597.0

60.0%

2016

$489.1

45.3%

56.5%

$358.4

44.7%

41.4%

$18.2

45.0%

2.1%

$865.7

45.0%

2017

$687.02

40.5%

56.7%

$500.5

39.7%

41.3%

$24.2

33.3%

2.0%

$1,212.0

40.0%

2018

$936.2

36.2%

56.8%

$679.1

35.7%

41.2%

$33.0

36.0%

2.0%

$1,648.3

36.0%

2019

$1,078.5

15.2%

56.9%

$779.1

14.7%

41.1%

$37.9

15.0%

2.0%

$1,895.5

15.0%

2020

$1,210.1

12.2%

57.0%

$870.4

11.7%

41.0%

$42.5

12.0%

2.0%

$2,123.0

12.0%

Note: converted at the exchange rate of US$1=€0.90; includes ad spendingon tablets; excludes SMS, MMS and P2P messaging-based advertising;numbers may not add up to total due to rounding; *includes advertising onsearch engines, search apps and carrier portals; **includes banners, richmedia and video on WAP sites, mobile HTML sites and embeddedin-app/in-game advertisingSource: eMarketer, Sep 2016216823 www.eMarketer.com

GERMANY AD SPENDING FORECASTS

billions

Total Media Ad Spending in Germany, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Print $7.37 $7.16 $6.96 $6.83 $6.74 $6.66

—Newspapers* $5.21 $5.05 $4.90 $4.80 $4.73 $4.67

—Magazines* $2.16 $2.10 $2.06 $2.03 $2.01 $2.00

Digital $5.55 $5.85 $6.14 $6.38 $6.62 $6.82

—Mobile $1.86 $2.69 $3.64 $4.53 $4.99 $5.38

TV** $4.91 $5.01 $5.14 $5.20 $5.25 $5.27

Out-of-home $1.22 $1.30 $1.35 $1.37 $1.38 $1.39

Radio*** $0.82 $0.83 $0.83 $0.83 $0.83 $0.83

Total $19.87 $20.14 $20.42 $20.61 $20.82 $20.98

Note: converted at the exchange rate of US$1=€0.90; numbers may notadd up to total due to rounding; *print only, excludes digital; **excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216368 www.eMarketer.com

% change

Total Media Ad Spending Growth in Germany, byMedia, 2015-2020

2015 2016 2017 2018 2019 2020

Out-of-home 9.3% 6.5% 3.5% 1.5% 1.0% 1.0%

Digital 6.0% 5.3% 5.0% 4.0% 3.7% 3.0%

—Mobile 58.1% 44.4% 35.6% 24.5% 10.0% 7.9%

TV* 3.1% 2.2% 2.5% 1.2% 1.0% 0.4%

Radio** 0.7% 0.5% 0.3% 0.0% 0.0% 0.2%

Print -4.8% -2.9% -2.7% -1.9% -1.4% -1.1%

—Magazines*** -5.6% -2.5% -2.0% -1.5% -1.0% -0.7%

—Newspapers*** -4.5% -3.0% -3.0% -2.0% -1.5% -1.3%

Total 1.0% 1.4% 1.4% 1.0% 1.0% 0.8%


% of total

Total Media Ad Spending Share in Germany, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Print 37.1% 35.5% 34.1% 33.1% 32.4% 31.8%

—Newspapers* 26.2% 25.1% 24.0% 23.3% 22.7% 22.3%

—Magazines* 10.9% 10.4% 10.1% 9.8% 9.6% 9.5%

Digital 27.9% 29.0% 30.1% 31.0% 31.8% 32.5%

—Mobile 9.4% 13.3% 17.8% 22.0% 23.9% 25.6%

TV** 24.7% 24.9% 25.2% 25.2% 25.2% 25.1%

Out-of-home 6.1% 6.5% 6.6% 6.6% 6.6% 6.6%

Radio*** 4.1% 4.1% 4.1% 4.0% 4.0% 4.0%

Note: numbers may not add up to 100% due to rounding; *print only,excludes digital; **excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216369 www.eMarketer.com

billions, % change and % of totalDigital Ad Spending in Germany, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search*

—% change 6.2% 5.3% 5.2% 4.2% 3.9% 3.2%

—% of total 47.6% 47.6% 47.7% 47.8% 47.9% 48.0%

Display**

—% change 6.9% 6.2% 5.6% 4.6% 4.3% 3.4%

—% of total 36.6% 36.9% 37.1% 37.3% 37.5% 37.7%


—% change 3.4% 3.3% 3.0% 1.9% 1.6% 1.2%

—% of total 15.8% 15.5% 15.2% 14.9% 14.6% 14.4%

Total

$2.64 $2.78 $2.93 $3.05 $3.17 $3.27

$2.03 $2.16 $2.28 $2.38 $2.48 $2.57

$0.88 $0.91 $0.93 $0.95 $0.97 $0.98

$5.55 $5.85 $6.14 $6.38 $6.62 $6.82

—% change 6.0% 5.3% 5.0% 4.0% 3.7% 3.0%

Note: converted at the exchange rate of US$1=€0.90; includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices on all formats mentioned;numbers may not add up to total due to rounding; *paid listings, contextualtext links and paid inclusion; **banners (static display), rich media,sponsorships and video (including advertising that appears before, duringor after digital video content in a video player)Source: eMarketer, Sep 2016216745 www.eMarketer.com



Mobile Internet Ad Spending in Germany, by Format,2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total

Classifieds anddirectories

—% change

—% of total

Total

—% change

2015

$735.5

56.3%

42.0%

$709.3

60.8%

40.5%

$306.5

67.7%

17.5%

$1,751.3

60.0%

2016

$1,096.6

49.1%

42.8%

$1,040.2

46.7%

40.6%

$425.3

38.8%

16.6%

$2,562.1

46.3%

2017

$1,526.9

39.2%

43.5%

$1,432.1

37.7%

40.8%

$551.1

29.6%

15.7%

$3,510.1

37.0%

2018

$1,974.5

29.3%

45.0%

$1,798.9

25.6%

41.0%

$614.3

11.5%

14.0%

$4,387.7

25.0%

2019

$2,186.4

10.7%

45.3%

$1,988.5

10.5%

41.2%

$651.6

6.1%

13.5%

$4,826.4

10.0%

2020

$2,387.3

9.2%

45.8%

$2,152.8

8.3%

41.3%

$672.4

3.2%

12.9%

$5,212.5

8.0%

Note: converted at the exchange rate of US$1=€0.90; includes ad spendingon tablets; excludes SMS, MMS and P2P messaging-based advertising;numbers may not add up to total due to rounding; *includes advertising onsearch engines, search apps and carrier portals; **includes banners, richmedia and video on WAP sites, mobile HTML sites and embeddedin-app/in-game advertisingSource: eMarketer, Sep 2016216814 www.eMarketer.com

INDIA AD SPENDING FORECASTS

millionsTotal Media Ad Spending in India, by Media, 2015-2019

TV*

Print

—Newspapers**

—Magazines**

Digital

—Mobile

Out-of-home

Radio***

Total

2015

$2,586.9

$2,669.1

$2,535.5

$133.6

$729.4

$289.8

$368.0

$307.7

$6,661.0

2016

$2,920.6

$2,821.1

$2,682.5

$138.6

$977.3

$463.7

$391.9

$347.1

$7,458.0

2017

$3,306.1

$2,968.0

$2,824.7

$143.3

$1,270.5

$695.5

$411.5

$411.1

$8,367.3

2018

$3,762.3

$3,094.2

$2,946.2

$148.0

$1,600.9

$1,008.5

$433.0

$486.8

$9,377.2

2019

$4,315.4

$3,270.3

$3,117.1

$153.2

$2,049.1

$1,361.5

$459.0

$585.6

$10,679.4

Note: converted at the exchange rate of US$1=INR64.12; numbers may notadd up to total due to rounding; *excludes digital; **print only, excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216351 www.eMarketer.com

% change

Total Media Ad Spending Growth in India, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 29.0% 34.0% 30.0% 26.0% 28.0% 25.0%

—Mobile 80.0% 60.0% 50.0% 45.0% 35.0% 21.0%

TV* 12.4% 12.9% 13.2% 13.8% 14.7% 12.9%

Radio** 13.0% 12.8% 18.5% 18.4% 20.3% 17.0%

Out-of-home 7.0% 6.5% 5.0% 5.2% 6.0% 5.9%

Print 7.4% 5.7% 5.2% 4.3% 5.7% 3.9%

—Newspapers*** 7.6% 5.8% 5.3% 4.3% 5.8% 4.0%

—Magazines*** 4.5% 3.7% 3.4% 3.3% 3.5% 2.6%

Total 11.6% 12.0% 12.2% 12.1% 13.9% 12.4%


% of total

Total Media Ad Spending Share in India, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* 38.8% 39.2% 39.5% 40.1% 40.4% 40.6%

Print 40.1% 37.8% 35.5% 33.0% 30.6% 28.3%

—Newspapers** 38.1% 36.0% 33.8% 31.4% 29.2% 27.0%

—Magazines** 2.0% 1.9% 1.7% 1.6% 1.4% 1.3%

Digital 10.9% 13.1% 15.2% 17.1% 19.2% 21.3%

—Mobile 4.4% 6.2% 8.3% 10.8% 12.7% 13.7%

Out-of-home 5.5% 5.3% 4.9% 4.6% 4.3% 4.0%

Radio*** 4.6% 4.7% 4.9% 5.2% 5.5% 5.7%



Total Media, Digital and Mobile Internet Ad Spendingin India, 2015-2020

Total media ad spending*(millions)

—% change

Digital adspending**(millions)

—% change

—% of totalmedia adspending

Mobile internet ad spending***(millions)

—% change

—% of digital ad spending


2015

$6,661.0

11.6%

$729.4

29.0%

10.9%

$124.1

125.0%

17.0%

1.9%

2016

$7,458.0

12.0%

$977.3

34.0%

13.1%

$260.5

110.0%

26.7%

3.5%

2017

$8,367.3

12.2%

$1,270.5

30.0%

15.2%

$508.0

95.0%

40.0%

6.1%

2018

$9,377.2

12.1%

$1,600.9

26.0%

17.1%

$863.6

70.0%

53.9%

9.2%

2019

$10,679.4

13.9%

$2,049.1

28.0%

19.2%

$1,209.0

40.0%

59.0%

11.3%

2020

$12,003.6

12.4%

$2,561.4

25.0%

21.3%

$1,571.8

30.0%

61.4%

13.1%

Note: converted at the exchange rate of US$1=INR64.12; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216849 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in India, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$424.5

29.4%

58.2%

28.5%

35.3%

$275.1

$47.8

28.0%

6.6%

$729.4

29.0%

2016

$569.8

34.2%

58.3%

33.8%

35.2%

$344.0

$63.5

33.0%

6.5%

$977.3

34.0%

2017

$743.3

30.4%

58.5%

30.4%

35.3%

$448.5

$78.8

24.0%

6.2%

$1,270.5

30.0%

2018

$941.3

26.6%

58.8%

26.0%

35.3%

$565.1

$94.5

19.9%

5.9%

$1,600.9

26.0%

2019

$1,209.0

28.4%

59.0%

28.4%

35.4%

$725.4

$114.8

21.5%

5.6%

$2,049.1

28.0%

2020

$1,518.9

25.6%

59.3%

25.4%

35.5%

$909.3

$135.8

18.3%

5.3%

$2,561.4

25.0%

Note: converted at the exchange rate of US$1=INR64.12; includesadvertising that appears on desktop and laptop computers as well asmobile phones and tablets on all formats mentioned; numbers may notadd up to total due to rounding; *banners (static display), rich media,sponsorships and video (including advertising that appears before, duringor after digital video content in a video player); **paid listings, contextualtext links and paid inclusionSource: eMarketer, Sep 2016216669 www.eMarketer.com

INDONESIA AD SPENDING FORECASTS

millions

Total Media Ad Spending in Indonesia, by Media,2015-2020

TV*

Print

—Newspapers**

—Magazines**

Digital

—Mobile

Out-of-home

Radio***

Total

2015

$1,474.8

$496.0

$441.4

$54.6

$294.1

$70.2

$59.5

$31.5

$2,355.9

2016

$1,585.4

$513.4

$460.0

$53.4

$382.4

$124.4

$67.4

$33.3

$2,581.8

2017

$1,680.5

$529.6

$477.4

$52.1

$477.9

$189.4

$75.5

$34.9

$2,798.4

2018

$1,774.6

$544.8

$494.1

$50.6

$564.0

$254.0

$83.7

$36.3

$3,003.4

2019

$1,890.0

$562.9

$513.4

$49.5

$648.6

$312.0

$93.3

$38.0

$3,232.8

2020

$1,997.7

$577.4

$529.3

$48.0

$745.8

$367.3

$102.6

$39.5

$3,463.0

Note: converted at the exchange rate of US$1=IDR13,395.55; numbers maynot add up to total due to rounding; *excludes digital; **print only,excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216358 www.eMarketer.com

% change

Total Media Ad Spending Growth in Indonesia, byMedia, 2015-2020

2015 2016 2017 2018 2019 2020

Digital 40.0% 30.0% 25.0% 18.0% 15.0% 15.0%

—Mobile 147.3% 77.2% 52.2% 34.1% 22.8% 17.7%

Out-of-home 12.9% 13.2% 12.0% 10.9% 11.4% 10.0%

TV* 4.0% 7.5% 6.0% 5.6% 6.5% 5.7%

Radio** 5.2% 5.7% 4.7% 4.0% 4.8% 3.9%

Print -5.7% 3.5% 3.2% 2.9% 3.3% 2.6%

—Newspapers*** -5.0% 4.2% 3.8% 3.5% 3.9% 3.1%

—Magazines*** -11.0% -2.1% -2.4% -2.9% -2.2% -3.0%

Total 5.3% 9.6% 8.4% 7.3% 7.6% 7.1%


% of total

Total Media Ad Spending Share in Indonesia, byMedia, 2015-2020

2015 2016 2017 2018 2019 2020

TV* 62.6% 61.4% 60.1% 59.1% 58.5% 57.7%

Print 21.1% 19.9% 18.9% 18.1% 17.4% 16.7%

—Newspapers** 18.7% 17.8% 17.1% 16.5% 15.9% 15.3%

—Magazines** 2.3% 2.1% 1.9% 1.7% 1.5% 1.4%

Digital 12.5% 14.8% 17.1% 18.8% 20.1% 21.5%

—Mobile 3.0% 4.8% 6.8% 8.5% 9.7% 10.6%

Out-of-home 2.5% 2.6% 2.7% 2.8% 2.9% 3.0%

Radio*** 1.3% 1.3% 1.2% 1.2% 1.2% 1.1%



Total Media, Digital and Mobile Internet Ad Spendingin Indonesia, 2015-2020

Total media ad spending* (billions)

—% change


—% change

—% of total media adspendingMobile internet ad spending*** (billions)

—% change



2015

$2.36

5.3%

$0.29

40.0%

12.5%

$0.04

200.0%

13.9%

1.7%

2016

$2.58

9.6%

$0.38

30.0%

14.8%

$0.10

150.0%

26.7%

4.0%

2017

$2.80

8.4%

$0.48

25.0%

17.1%

$0.18

80.0%

38.4%

6.6%

2018

$3.00

7.3%

$0.56

18.0%

18.8%

$0.29

60.0%

52.1%

9.8%

2019

$3.23

7.6%

$0.65

15.0%

20.1%

$0.38

28.0%

58.0%

11.6%

2020

$3.46

7.1%

$0.75

15.0%

21.5%

$0.45

20.0%

60.5%

13.0%

Note: converted at the exchange rate of US$1=IDR13,395.55; *includesdigital (desktop/laptop, mobile and other internet-connected devices),directories, magazines, newspapers, out-of-home, radio and TV; **includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices, and includesall the various formats of advertising on those platforms; excludes SMS,MMS and P2P messaging-based advertising; ***includes display (banners,video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216850 www.eMarketer.com


Digital Ad Spending in Indonesia, by Format,2015-2020

2015 2016 2017 2018 2019 2020

Display*

—% change 35.5% 27.6% 24.5% 18.0% 14.3% 14.1%

—% of total 54.0% 53.0% 52.8% 52.8% 52.5% 52.1%

Search**

—% change 46.0% 33.0% 25.6% 18.0% 15.8% 16.0%

—% of total 44.0% 45.0% 45.2% 45.2% 45.5% 45.9%

Classifieds $5.9 $7.6 $9.6 $11.3 $13.0 $14.9

—% change 40.0% 30.0% 25.0% 18.0% 15.0% 15.0%

—% of total 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%

Total

$158.8 $202.6 $252.4 $297.8 $340.5 $388.6

$129.4 $172.1 $216.0 $254.9 $295.1 $342.3

$294.1 $382.4 $477.9 $564.0 $648.6 $745.8

—% change 40.0% 30.0% 25.0% 18.0% 15.0% 15.0%

Note: converted at the exchange rate of US$1=IDR13,395.55; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *banners(static display), rich media, sponsorships and video (including advertisingthat appears before, during or after digital video content in a video player);**paid listings, contextual text links and paid inclusionSource: eMarketer, Sep 2016216690 www.eMarketer.com

JAPAN AD SPENDING FORECASTS

billions

Total Media Ad Spending in Japan, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* $12.24 $12.30 $12.33 $12.36 $12.38 $12.57

Digital $8.72 $9.50 $10.31 $11.14 $11.92 $12.63

—Mobile $3.78 $5.11 $6.64 $7.97 $8.92 $9.99

Out-of-home $6.94 $7.10 $7.29 $7.48 $7.67 $7.90

Print $6.76 $6.63 $6.60 $6.59 $6.57 $6.57

—Newspapers** $4.75 $4.63 $4.61 $4.60 $4.58 $4.58

—Magazines** $2.02 $2.00 $2.00 $1.99 $1.99 $1.99

Radio*** $0.85 $0.85 $0.85 $0.85 $0.85 $0.85

Total $35.51 $36.38 $37.39 $38.42 $39.40 $40.53

Note: converted at the exchange rate of US$1=¥121.05; numbers may notadd up to total due to rounding; *excludes digital; **print only, excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216400 www.eMarketer.com

% change

Total Media Ad Spending Growth in Japan, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 11.0% 9.0% 8.5% 8.0% 7.0% 6.0%

—Mobile 40.0% 35.0% 30.0% 20.0% 12.0% 12.0%

Out-of-home 1.8% 2.3% 2.7% 2.6% 2.5% 3.0%

TV* -0.8% 0.5% 0.3% 0.2% 0.2% 1.5%

Radio** 0.0% 0.0% 0.1% 0.1% 0.1% 0.1%

Print -3.8% -2.0% -0.4% -0.3% -0.3% 0.0%

—Newspapers*** -5.0% -2.5% -0.4% -0.3% -0.3% 0.0%

—Magazines*** -0.9% -0.7% -0.3% -0.1% -0.1% -0.1%

Total 1.8% 2.5% 2.8% 2.7% 2.5% 2.9%


% of total

Total Media Ad Spending Share in Japan, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* 34.5% 33.8% 33.0% 32.2% 31.4% 31.0%

Digital 24.6% 26.1% 27.6% 29.0% 30.2% 31.2%

—Mobile 10.7% 14.0% 17.8% 20.7% 22.6% 24.7%

Out-of-home 19.6% 19.5% 19.5% 19.5% 19.5% 19.5%

Print 19.0% 18.2% 17.7% 17.1% 16.7% 16.2%

—Newspapers** 13.4% 12.7% 12.3% 12.0% 11.6% 11.3%

—Magazines** 5.7% 5.5% 5.3% 5.2% 5.1% 4.9%

Radio*** 2.4% 2.3% 2.3% 2.2% 2.2% 2.1%



Total Media, Digital and Mobile Internet Ad Spendingin Japan, 2015-2020

2015 2016 2017 2018 2019 2020

Total media adspending*(billions)

$35.51 $36.38 $37.39 $38.42 $39.40 $40.53

—% change 1.8% 2.5% 2.8% 2.7% 2.5% 2.9%

Digital adspending**(billions)

$8.72 $9.50 $10.31 $11.14 $11.92 $12.63

—% change 11.0% 9.0% 8.5% 8.0% 7.0% 6.0%


24.6% 26.1% 27.6% 29.0% 30.2% 31.2%

Mobile internetad spending***(billions)

$3.44 $4.57 $5.94 $7.43 $8.32 $9.32

—% change 40.0% 33.0% 30.0% 25.0% 12.0% 12.0%


39.4% 48.1% 57.6% 66.7% 69.8% 73.8%


9.7% 12.6% 15.9% 19.3% 21.1% 23.0%

Note: converted at the exchange rate of US$1=¥121.05; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216855 www.eMarketer.com

billions, % change and % of totalDigital Ad Spending in Japan, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$4.01

12.2%

46.0%

$3.57

12.4%

41.0%

$1.13

3.1%

13.0%

$8.72

11.0%

2016

$4.42

10.2%

46.5%

$3.94

10.3%

41.5%

$1.14

0.6%

12.0%

$9.50

9.0%

2017

$4.85

9.7%

47.0%

$4.43

12.4%

43.0%

$1.03

-9.6%

10.0%

$10.31

8.5%

2018

$5.29

9.1%

47.5%

$4.96

11.8%

44.5%

$0.89

-13.6%

8.0%

$11.14

8.0%

2019

$5.72

8.1%

48.0%

$5.36

8.2%

45.0%

$0.83

-6.4%

7.0%

$11.92

7.0%

2020

$6.06

6.0%

48.0%

$5.77

7.6%

45.7%

$0.80

-4.6%

6.3%

$12.63

6.0%

Note: converted at the exchange rate of US$1=JPY121.05; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; *banners (static display), rich media, sponsorships and video(including advertising that appears before, during or after digital videocontent in a video player); **paid listings, contextual text links and paidinclusionSource: eMarketer, Sep 2016216709 www.eMarketer.com

MEXICO AD SPENDING FORECASTS

billions

Total Media Ad Spending in Mexico, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* $2.48 $2.51 $2.56 $2.59 $2.61 $2.62

Digital $1.05 $1.31 $1.57 $1.85 $2.13 $2.35

—Mobile $0.50 $0.75 $0.98 $1.24 $1.54 $1.85

Print $0.50 $0.50 $0.51 $0.51 $0.51 $0.51

—Newspapers** $0.29 $0.29 $0.29 $0.29 $0.29 $0.29

—Magazines** $0.21 $0.21 $0.22 $0.22 $0.22 $0.22

Radio*** $0.34 $0.34 $0.34 $0.34 $0.34 $0.35

Out-of-home $0.32 $0.33 $0.33 $0.34 $0.35 $0.35

Total $4.70 $4.99 $5.31 $5.63 $5.94 $6.17

Note: converted at the exchange rate of US$1=MXN15.87; numbers maynot add up to total due to rounding; *excludes digital; **print only,excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216235 www.eMarketer.com

% change

Total Media Ad Spending Growth in Mexico, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 30.0% 25.0% 20.0% 18.0% 15.0% 10.0%

—Mobile 120.0% 50.0% 30.0% 27.0% 24.0% 20.0%

—Out-of-home 2.5% 2.0% 2.5% 1.5% 1.5% 1.0%

TV* -6.0% 1.0% 2.0% 1.0% 1.0% 0.5%

Print -0.2% -0.2% 0.2% 0.5% 0.5% 0.3%

—Magazines** 1.0% 1.0% 0.5% 0.5% 0.5% 0.3%

—Newspapers** -1.0% -1.0% 0.0% 0.5% 0.5% 0.3%

Radio*** -1.0% -1.0% 0.0% 0.5% 0.5% 0.3%

Total 1.9% 6.1% 6.4% 6.0% 5.6% 3.9%

Note: *excludes digital; **print only, excludes digital; ***excludes off-airradio and digitalSource: eMarketer, Sep 2016216247 www.eMarketer.com

% of total

Total Media Ad Spending Share in Mexico, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* 52.8% 50.3% 48.2% 45.9% 43.9% 42.5%

Digital 22.3% 26.2% 29.6% 32.9% 35.9% 38.0%

—Mobile 10.7% 15.1% 18.4% 22.1% 25.9% 29.9%

Print 10.7% 10.1% 9.5% 9.0% 8.6% 8.3%

—Newspapers** 6.2% 5.8% 5.5% 5.2% 4.9% 4.8%

—Magazines** 4.5% 4.3% 4.1% 3.8% 3.7% 3.5%

Radio*** 7.3% 6.8% 6.4% 6.1% 5.8% 5.6%

Out-of-home 6.8% 6.5% 6.3% 6.0% 5.8% 5.6%



Total Media, Digital and Mobile Internet Ad Spendingin Mexico, 2015-2020


—% change


—% change



—% change



2015

$4.70

1.9%

$1.05

30.0%

22.3%

$0.47

122.4%

44.5%

9.9%

2016

$4.99

6.1%

$1.31

25.0%

26.2%

$0.70

50.0%

53.4%

14.0%

2017

$5.31

6.4%

$1.57

20.0%

29.6%

$0.91

30.0%

57.9%

17.1%

2018

$5.63

6.0%

$1.85

18.0%

32.9%

$1.17

28.4%

62.9%

20.7%

2019

$5.94

5.6%

$2.13

15.0%

35.9%

$1.45

24.0%

67.9%

24.4%

2020

$6.17

3.9%

$2.35

10.0%

38.0%

$1.74

20.0%

74.0%

28.1%

Note: converted at the exchange rate of US$1=MXN15.87; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216873 www.eMarketer.com

millionsDigital Ad Spending in Mexico, by Device, 2015-2020

2015

$581.3

$466.2

2016

$610.1

$699.3

2017

$662.2

$909.1

2018

$687.1

$1,166.9

2019

$685.2

$1,447.0

2020

$609.0

$1,736.4

Desktop* Mobile**

Note: converted at the exchange rate of US$1=MXN15.87; *includesspending on nonmobile connected devices; **includes display (banners,video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216876 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Mexico, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$659.9

31.0%

63.0%

$319.5

32.2%

30.5%

$68.1

12.7%

6.5%

$1,047.5

30.0%

2016

$827.5

25.4%

63.2%

$405.9

27.0%

31.0%

$75.9

11.5%

5.8%

$1,309.4

25.0%

2017

$997.7

20.6%

63.5%

$491.8

21.2%

31.3%

$81.7

7.6%

5.2%

$1,571.3

20.0%

2018

$1,181.0

18.4%

63.7%

$585.9

19.1%

31.6%

$87.1

6.7%

4.7%

$1,854.1

18.0%

2019

$1,362.5

15.4%

63.9%

$680.2

16.1%

31.9%

$89.6

2.8%

4.2%

$2,132.2

15.0%

2020

$1,501.1

10.2%

64.0%

$750.5

10.3%

32.0%

$93.8

4.8%

4.0%

$2,345.4

10.0%

Note: converted at the exchange rate of US$1=MXN15.87; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *includesbanners (static display), rich media, sponsorships, video (includingadvertising that appears before, during or after digital video content in avideo player), email, fixed and rotating display, Google AdSense, socialmedia, pop-ups and takeovers; **includes paid listings, contextual textlinks, paid inclusion and sponsored links in Google Adwords and YahooSearch/Bing; excludes SEOSource: eMarketer, Sep 2016216721 www.eMarketer.com

SPAIN AD SPENDING FORECASTS

billions

Total Media Ad Spending in Spain, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* $2.23 $2.37 $2.46 $2.51 $2.58 $2.63

Digital $1.35 $1.54 $1.63 $1.71 $1.79 $1.87

—Mobile $0.29 $0.51 $0.71 $0.93 $1.07 $1.19

Print $1.14 $1.14 $1.14 $1.14 $1.14 $1.14

—Newspapers** $0.77 $0.77 $0.77 $0.77 $0.77 $0.77

—Magazines** $0.37 $0.37 $0.37 $0.37 $0.37 $0.37

Radio*** $0.50 $0.51 $0.52 $0.53 $0.53 $0.54

Out-of-home $0.39 $0.40 $0.41 $0.42 $0.42 $0.43

Total $5.61 $5.95 $6.16 $6.30 $6.46 $6.61

Note: converted at the exchange rate of US$1=€0.90; numbers may notadd up to total due to rounding; *excludes digital; **print only, excludesdigital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216380 www.eMarketer.com


% change

Total Media Ad Spending Growth in Spain, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 20.0% 14.0% 6.0% 5.0% 4.7% 4.5%

—Mobile 90.0% 78.0% 40.0% 30.0% 15.0% 11.5%

TV* 6.4% 6.0% 4.0% 2.0% 2.7% 2.2%

Out-of-home 5.6% 3.2% 2.5% 2.0% 1.5% 1.0%

Radio** 8.1% 2.0% 1.5% 1.0% 1.0% 0.8%

Print 0.7% -0.2% -0.1% 0.1% 0.1% -0.1%

—Magazines*** 1.4% 0.3% 0.2% 0.2% 0.2% 0.1%

—Newspapers*** 0.4% -0.5% -0.2% 0.0% 0.0% -0.2%

Total 8.2% 6.1% 3.4% 2.4% 2.5% 2.2%

Note: *excludes digital; **excludes off-air radio and digital; ***print only,excludes digital;Source: eMarketer, Sep 2016216384 www.eMarketer.com

% of total

Total Media Ad Spending Share in Spain, by Media,2015-2020

2015 2016 2017 2018 2019 2020

TV* 39.8% 39.7% 40.0% 39.8% 39.9% 39.9%

Digital 24.0% 25.8% 26.4% 27.1% 27.7% 28.3%

—Mobile 5.1% 8.6% 11.6% 14.7% 16.5% 18.0%

Print 20.3% 19.1% 18.5% 18.1% 17.6% 17.2%

—Newspapers** 13.8% 12.9% 12.5% 12.2% 11.9% 11.6%

—Magazines** 6.6% 6.2% 6.0% 5.9% 5.7% 5.6%

Radio*** 9.0% 8.6% 8.5% 8.4% 8.2% 8.1%

Out-of-home 6.9% 6.7% 6.7% 6.6% 6.6% 6.5%


millions, % change and % of totalDigital Ad Spending in Spain, by Format, 2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$714.0

15.6%

53.0%

$571.2

26.3%

42.4%

$62.0

17.4%

4.6%

$1,347.1

20.0%

2016

$804.7

12.7%

52.4%

$661.9

15.9%

43.1%

$69.1

11.5%

4.5%

$1,535.7

14.0%

2017

$849.7

5.6%

52.2%

$706.5

6.7%

43.4%

$71.6

3.6%

4.4%

$1,627.8

6.0%

2018

$890.5

4.8%

52.1%

$745.2

5.5%

43.6%

$73.5

2.6%

4.3%

$1,709.2

5.0%

2019

$930.6

4.5%

52.0%

$783.8

5.2%

43.8%

$75.2

2.3%

4.2%

$1,789.5

4.7%

2020

$970.6

4.3%

51.9%

$822.8

5.0%

44.0%

$76.7

2.0%

4.1%

$1,870.1

4.5%

Note: converted at the exchange rate of US$1=€0.90; includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices on all formats mentioned;numbers may not add up to total due to rounding; *paid listings,contextual text links and paid inclusion; **banners (static display), richmedia, sponsorships and video (including advertising that appears before,during or after digital video content in a video player)” and paid inclusion;**banners (static display), rich media, sponsorships and video (includingadvertising that appears before, during or after digital video content in avideo player)Source: eMarketer, Sep 2016216783 www.eMarketer.com

SOUTH KOREA AD SPENDING FORECASTS

billions

Total Media Ad Spending in South Korea, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital $2.74 $3.07 $3.37 $3.75 $4.10 $4.41

—Mobile $1.62 $2.10 $2.52 $2.96 $3.36 $3.69

TV* $2.43 $2.46 $2.51 $2.53 $2.54 $2.55

Print $1.43 $1.41 $1.39 $1.39 $1.39 $1.39

—Newspapers** $1.10 $1.09 $1.08 $1.07 $1.08 $1.08

—Magazines** $0.33 $0.32 $0.32 $0.32 $0.32 $0.31

Out-of-home $1.35 $1.38 $1.40 $1.43 $1.46 $1.48

Radio*** $0.16 $0.16 $0.16 $0.16 $0.16 $0.16

Total $8.12 $8.48 $8.84 $9.26 $9.65 $9.99

Note: converted at the exchange rate of US$1=KRW1,132.12; numbers maynot add up to total due to rounding; *excludes digital; **print only,excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216407 www.eMarketer.com

% change

Total Media Ad Spending Growth in South Korea, byMedia, 2015-2020

2015 2016 2017 2018 2019 2020

Digital 13.0% 12.0% 10.0% 11.0% 9.5% 7.5%

—Mobile 60.0% 29.8% 20.0% 17.4% 13.4% 9.8%

Out-of-home 1.5% 1.8% 1.9% 2.0% 2.0% 1.5%

Radio* -0.6% -0.5% -0.5% -0.4% -0.4% -0.3%

TV** 1.0% -1.3% 1.8% 0.8% 0.5% 0.3%

Print -2.3% -1.6% -1.0% -0.1% 0.1% 0.1%

—Newspapers*** -2.1% -1.5% -0.9% -0.1% 0.2% 0.2%

—Magazines*** -3.0% -2.0% -1.5% -0.1% -0.1% -0.3%

Total 4.2% 4.4% 4.3% 4.7% 4.3% 3.5%


% of total

Total Media Ad Spending Share in South Korea, by Media, 2015-2020

2015 2016 2017 2018 2019 2020

Digital 33.7% 36.2% 38.2% 40.5% 42.5% 44.1%

—Mobile 20.0% 24.8% 28.6% 32.0% 34.8% 36.9%

TV* 29.9% 29.0% 28.4% 27.3% 26.3% 25.5%

Print 17.6% 16.6% 15.7% 15.0% 14.4% 13.9%

—Newspapers** 13.6% 12.8% 12.2% 11.6% 11.1% 10.8%

—Magazines** 4.0% 3.8% 3.6% 3.4% 3.3% 3.1%

Out-of-home 16.7% 16.2% 15.9% 15.5% 15.1% 14.8%

Radio*** 2.0% 1.9% 1.8% 1.8% 1.7% 1.6%



Total Media, Digital and Mobile Internet Ad Spendingin South Korea, 2015-2020


—% change


—% change

—% of total media adspending


—% change



2015

$8.12

4.2%

$2.74

13.0%

33.7%

$1.49

60.0%

54.4%

18.3%

2016

$8.48

4.4%

$3.07

12.0%

36.2%

$1.94

30.0%

63.1%

22.8%

2017

$8.84

4.3%

$3.37

10.0%

38.2%

$2.32

20.0%

68.8%

26.3%

2018

$9.26

4.7%

$3.75

11.0%

40.5%

$2.74

18.0%

73.2%

29.6%

2019

$9.65

4.3%

$4.10

9.5%

42.5%

$3.12

14.0%

76.2%

32.4%

2020

$9.99

3.5%

$4.41

7.5%

44.1%

$3.44

10.0%

77.9%

34.4%

Note: converted at the exchange rate of US$1=KRW1,132.12; *includesdigital (desktop/laptop, mobile and other internet-connected devices),directories, magazines, newspapers, out-of-home, radio and TV; **includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices, and includesall the various formats of advertising on those platforms; excludes SMS,MMS and P2P messaging-based advertising; ***includes display (banners,video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216856 www.eMarketer.com


Digital Ad Spending in South Korea, by Format,2015-2020

2015 2016 2017 2018 2019 2020

Search* $1.59 $1.75 $1.91 $2.10 $2.28 $2.43

—% change 11.1% 10.1% 9.0% 10.0% 8.5% 6.5%

—% of total 58.0% 57.0% 56.5% 56.0% 55.5% 55.0%

Display** $0.93 $1.10 $1.27 $1.45 $1.62 $1.78

—% change 20.1% 18.6% 14.6% 14.3% 12.2% 9.7%

—% of total 34.0% 36.0% 37.5% 38.6% 39.6% 40.4%

Classifieds $0.22 $0.21 $0.20 $0.20 $0.20 $0.21

—% change 0.4% -2.0% -5.7% -0.1% 0.4% 1.0%

—% of total 8.0% 7.0% 6.0% 5.4% 5.0% 4.7%

Total $2.74 $3.07 $3.37 $3.75 $4.10 $4.41

—% change 13.0% 12.0% 10.0% 11.0% 9.5% 7.5%

Note: converted at the exchange rate of US$1=KRW1,132.12; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *paidlistings, contextual text links and paid inclusion; **banners (static display),rich media, sponsorships and video (including advertising that appearsbefore, during or after digital video content in a video player)Source: eMarketer, Sep 2016216708 www.eMarketer.com

UK AD SPENDING FORECASTS

billions of £ and % changeUK Total Media Ad Spending, 2015-2020

2015

£16.59

8.4%

2016

£17.53

5.7%

2017

£18.40

4.9%

2018

£19.25

4.6%

2019

£20.05

4.1%

2020

£20.84

4.0%


Note: includes digital (desktop/laptop, mobile and other internet-connecteddevices), magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216197 www.eMarketer.com

UK Total Media Ad Spending, by Media, 2015-2020

Total media ad spending (millions of £)

Digital

—Mobile

TV*

Print

—Newspapers**

—Magazines**

Out-of-home

Radio***

Total


Digital

—Mobile

Out-of-home

TV*

Radio***

Print

—Magazines**

—Newspapers**

Total

2015

£8,606

£3,616

£4,100

£2,472

£1,782

£690

£1,058

£353

£16,589

17.3%

60.0%

3.8%

6.8%

1.9%

-10.5%

-7.5%

-11.6%

8.4%

2016

£9,639

£5,243

£4,182

£2,259

£1,604

£655

£1,095

£359

£17,534

12.0%

45.0%

3.5%

2.0%

1.7%

-8.6%

-5.0%

-10.0%

5.7%

2017

£10,603

£6,606

£4,224

£2,085

£1,459

£626

£1,128

£360

£18,399

10.0%

26.0%

3.0%

1.0%

0.2%

-7.7%

-4.5%

-9.0%

4.9%

2018

£11,504

£8,059

£4,266

£1,972

£1,372

£601

£1,150

£362

£19,254

8.5%

22.0%

2.0%

1.0%

0.4%

-5.4%

-4.0%

-6.0%

4.6%

2019

£12,309

£9,268

£4,309

£1,897

£1,317

£580

£1,169

£362

£20,045

7.0%

15.0%

1.6%

1.0%

0.1%

-3.8%

-3.5%

-4.0%

4.1%

2020

£13,109

£10,287

£4,352

£1,833

£1,271

£562

£1,185

£362

£20,842

6.5%

11.0%

1.4%

1.0%

0.1%

-3.3%

-3.0%

-3.5%

4.0%

Note: numbers may not add up to total due to rounding; *excludes digital;**print only, excludes digital; ***excludes off-air radio and digitalSource: eMarketer, Sep 2016216198 www.eMarketer.com


% of total

UK Total Media Ad Spending Share, by Media,2015-2020

2015 2016 2017 2018 2019 2020

Digital 51.9% 55.0% 57.6% 59.7% 61.4% 62.9%

—Mobile 21.8% 29.9% 35.9% 41.9% 46.2% 49.4%

TV* 24.7% 23.9% 23.0% 22.2% 21.5% 20.9%

Print 14.9% 12.9% 11.3% 10.2% 9.5% 8.8%

—Newspapers** 10.7% 9.1% 7.9% 7.1% 6.6% 6.1%

—Magazines** 4.2% 3.7% 3.4% 3.1% 2.9% 2.7%

Out-of-home 6.4% 6.2% 6.1% 6.0% 5.8% 5.7%

Radio*** 2.1% 2.1% 2.0% 1.9% 1.8% 1.7%


in £UK Digital Ad Spending per Internet User, 2015-2020

2015

£165.99

2016

£181.30

2017

£195.27

2018

£208.11

2019

£220.14

2020

£231.99

Note: includes banners, classifieds, email (embedded ads only), leadgeneration, mobile SMS/MMS, rich media, search, sponsorships and video;includes mobile ads within the existing formatsSource: eMarketer, Sep 2016216209 www.eMarketer.com

millions of £, % change and % of totalUK Digital Ad Spending, by Format, 2015-2020

2016 2017 2018 2019 2020

Search £4,723 £5,121 £5,482 £5,763 £6,022

—% change 8.4% 8.4% 7.0% 5.1% 4.5%

—% of total 49.0% 48.3% 47.7% 46.8% 45.9%

Display* £3,807 £4,347 £4,878 £5,391 £5,912

—% change 25.5% 14.2% 12.2% 10.5% 9.7%

—% of total 39.5% 41.0% 42.4% 43.8% 45.1%

—Video £1,085 £1,304 £1,522 £1,766 £2,034

——% change 52.6% 20.2% 16.7% 16.0% 15.2%

——% of total 11.3% 12.3% 13.2% 14.3% 15.5%

Classifieds £1,012 £1,028 £1,030 £1,034 £1,049

—% change -9.2% 1.6% 0.1% 0.4% 1.4%

—% of total 10.5% 9.7% 9.0% 8.4% 8.0%

Other** £96 £106 £115 £121 £126

—% change -6.4% 10.0% 8.5% 4.9% 4.3%

—% of total 1.0% 1.0% 1.0% 1.0% 1.0%

Total £9,639 £10,603 £11,504 £12,309 £13,109

—% change

2015

£4,355

15.6%

50.6%

£3,033

25.3%

35.2%

£711

60.9%

8.3%

£1,115

6.2%

13.0%

£103

7.3%

1.2%

£8,606

17.3% 12.0% 10.0% 8.5% 7.0% 6.5%

Note: includes mobile ads within the existing formats; numbers may notadd up to total due to rounding; *banners, rich media, sponsorships, video;**lead generation, mobile SMS/MMS, Solus emailSource: eMarketer, Sep 2016216200 www.eMarketer.com

millions of £

UK Digital Ad Spending, by Device and Format,2015-2020

Mobile (1)

—Search

—Display

——Banners and other (2)

——Video

—Other (3)

Desktop/laptop

—Search

—Display

——Banners and other (2)

——Video

—Other (4)

Total

2015

£3,615.6

£1,786.1

£1,771.7

£1,301.6

£470.0

£57.8

£4,990.4

£2,568.9

£1,261.3

£1,020.4

£241.0

£1,160.2

£8,606.0

2016

£5,242.7

£2,647.5

£2,516.5

£1,730.1

£786.4

£78.6

£4,396.1

£2,075.4

£1,290.8

£992.1

£298.7

£1,029.8

£9,638.7

2017

£6,605.7

£3,382.1

£3,124.5

£2,067.6

£1,056.9

£99.1

£3,996.8

£1,738.9

£1,222.5

£975.3

£247.2

£1,035.4

£10,602.6

2018

£8,059.0

£4,231.0

£3,707.1

£2,337.1

£1,370.0

£120.9

£3,444.8

£1,250.6

£1,170.5

£1,018.7

£151.8

£1,023.7

£11,503.8

2019

£9,267.9

£4,958.3

£4,170.5

£2,502.3

£1,668.2

£139.0

£3,041.2

£804.8

£1,220.8

£1,123.4

£97.5

£1,015.6

£12,309.1

2020

£10,287.3

£5,555.2

£4,577.9

£2,623.3

£1,954.6

£154.3

£2,821.8

£467.2

£1,334.4

£1,255.2

£79.2

£1,020.3

£13,109.2

Note: numbers may not add up to total due to rounding; (1) includes adspending on tablets; (2) banners, rich media, sponsorships and otherdisplay formats; (3) classified, lead generation, mobile SMS/MMS and Solusemail; (4) classified, lead generation and Solus emailSource: eMarketer, Sep 2016216214 www.eMarketer.com


UK Mobile Ad Spending, 2015-2020

Mobile ad spending (billions of £)

—% change



2015

£3.62

60.0%

42.0%

21.8%

2016

£5.24

45.0%

54.4%

29.9%

2017

£6.61

26.0%

62.3%

35.9%

2018

£8.06

22.0%

70.1%

41.9%

2019

£9.27

15.0%

75.3%

46.2%

2020

£10.29

11.0%

78.5%

49.4%

Note: includes display (sponsorships, standard display, video and otherdisplay formats), search and other (classified, mobile SMS/MMS, tenanciesand other); includes ad spending on tabletsSource: eMarketer, Sep 2016216210 www.eMarketer.com

millions of £, % change and % of totalUK Mobile Ad Spending, by Format, 2015-2020

Search

—% change

—% of total

Display*

—% change

—% of total

—Video

——% change

——% of total

Other**

—% change

—% of total

Total

—% change

2015

£1,786.1

46.9%

49.4%

£1,771.7

76.2%

49.0%

£470.0

131.1%

13.0%

£57.8

50.6%

1.6%

£3,615.6

60.0%

2016

£2,647.5

48.2%

50.5%

£2,516.5

42.0%

48.0%

£786.4

67.3%

15.0%

£78.6

35.9%

1.5%

£5,242.7

45.0%

2017

£3,382.1

27.7%

51.2%

£3,124.5

24.2%

47.3%

£1,056.9

34.4%

16.0%

£99.1

26.0%

1.5%

£6,605.7

26.0%

2018

£4,231.0

25.1%

52.5%

£3,707.1

18.6%

46.0%

£1,370.0

29.6%

17.0%

£120.9

22.0%

1.5%

£8,059.0

22.0%

2019

£4,958.3

17.2%

53.5%

£4,170.5

12.5%

45.0%

£1,668.2

21.8%

18.0%

£139.0

15.0%

1.5%

£9,267.9

15.0%

2020

£5,555.2

12.0%

54.0%

£4,577.9

9.8%

44.5%

£1,954.6

17.2%

19.0%

£154.3

11.0%

1.5%

£10,287.3

11.0%

Note: includes ad spending on tablets; numbers may not add up to totaldue to rounding; *includes sponsorships, standard display, video and otherdisplay formats; **includes classified, mobile SMS/MMS, tenancies andotherSource: eMarketer, Sep 2016216208 www.eMarketer.com

millions of £, % change and % of digital ad spendingUK Social Network Ad Spending, 2015-2018

2015

£1,202.4

50.0%

14.0%

2016

£1,551.1

29.0%

16.1%

2017

£1,923.4

24.0%

18.1%

2018

£2,346.5

22.0%

20.4%

Social network ad spending% change % of digital ad spending

Note: includes display, search, video and other forms of paid advertisingappearing within social networks, social games and social apps; excludesspending by marketers that goes toward developing or maintaining a socialnetwork presenceSource: eMarketer, Sep 2016216211 www.eMarketer.com

in £

UK Social Network Ad Spending per Social NetworkUser, 2015-2018

2015

£35.53

2016

£44.00

2017

£52.81

2018

£62.85

Social network ad spending per social network user% change

Note: includes display, search, video and other forms of paid advertisingappearing within social networks, social games and social apps; excludesspending by marketers that goes toward developing or maintaining a socialnetwork presenceSource: eMarketer, Sep 2016216213 www.eMarketer.com

42.5%

23.8%20.0% 19.0%

millions of £UK Digital Ad Revenues, by Company, 2015-2018

2015

£3,335.3

£906.9

£135.7

£4,228.1

2016

£3,798.5

£1,189.0

£153.5

£4,497.6

2017

£4,178.4

£1,459.8

£172.0

£4,792.5

2018

£4,554.5

£1,729.7

£189.8

£5,029.8£8,606.0

£9,638.7

£10,602.6£11,503.8

Google* Facebook Twitter Other

Note: totals represent total digital ad spending; *net ad revenues after companies pay traffic acquisition costs (TAC) to partner sitesSource: company reports, 2015-2016; eMarketer, Sep 2016216193 www.eMarketer.com


Google Net UK Ad Revenues, by Format, 2015-2018

Search (millions)

—% change

—% of search ad spending


Display (millions)

—% change

—% of display ad spending


Total (millions)

—% change


2015

£2,701.6

16.9%

62.0%

31.4%

£633.7

29.3%

20.9%

7.4%

£3,335.3

19.1%

38.8%

2016

£3,057.8

13.2%

64.7%

31.7%

£740.7

16.9%

19.5%

7.7%

£3,798.5

13.9%

39.4%

2017

£3,359.4

9.9%

65.6%

31.7%

£819.0

10.6%

18.8%

7.7%

£4,178.4

10.0%

39.4%

2018

£3,652.7

8.7%

66.6%

31.8%

£901.8

10.1%

18.5%

7.8%

£4,554.5

9.0%

39.6%

Note: net ad revenues after companies pay traffic acquisition costs (TAC) topartner sites; numbers may not add up to total due to roundingSource: company reports, 2015 & 2016; eMarketer, Sep 2016216201 www.eMarketer.com

millions of £, % change and % of totalUK Facebook Revenues, by Source, 2015-2018

Advertising*

—% change

—% of total

Facebook Payments and other revenues

—% change

—% of total

Total

—% change

2015

£906.9

53.6%

94.2%

£55.8

36.0%

5.8%

£962.8

52.5%

2016

£1,189.0

31.1%

95.0%

£62.6

12.1%

5.0%

£1,251.6

30.0%

2017

£1,459.8

22.8%

95.6%

£67.2

7.4%

4.4%

£1,527.0

22.0%

2018

£1,729.7

18.5%

96.0%

£72.1

7.3%

4.0%

£1,801.8

18.0%

Note: numbers may not add up to total due to rounding; *paid advertisingonly; excludes spending by marketers that goes toward developing ormaintaining a Facebook presenceSource: company reports, 2015 & 2016; eMarketer, Sep 2016216202 www.eMarketer.com

UK Facebook Ad Revenue Share, 2015-2018

2015 2016 2017 2018

% of UK display ad spending 29.9% 31.2% 33.6% 35.5%

% of UK digital ad spending 10.5% 12.3% 13.8% 15.0%

% of Facebook ad revenues worldwide 8.1% 7.0% 6.6% 6.3%

Note: paid advertising only; excludes spending by marketers that goestoward developing or maintaining a Facebook presenceSource: company reports, 2015 & 2016; eMarketer, Sep 2016216203 www.eMarketer.com

millions of £, % change and % of totalUK Twitter Revenues, by Source, 2015-2018

Advertising*

—% change

—% of total

Licensing and other revenues

—% change

—% of total

Total

—% change

2015

£135.7

71.1%

91.7%

£12.3

61.8%

8.3%

£148.0

70.3%

2016

£153.5

13.2%

91.1%

£15.1

22.5%

8.9%

£168.6

14.0%

2017

£172.0

12.0%

90.6%

£17.8

17.7%

9.4%

£189.7

12.5%

2018

£189.8

10.4%

90.1%

£20.8

17.0%

9.9%

£210.6

11.0%

Note: numbers may not add up to total due to rounding; *paid advertisingonly; excludes spending by marketers that goes toward developing ormaintaining a Twitter presenceSource: company reports, 2015 & 2016; eMarketer, Sep 2016216204 www.eMarketer.com

UK Twitter Ad Revenue Share, 2015-20182015 2016 2017 2018

% of UK display ad spending 4.5% 4.0% 4.0% 3.9%

% of UK digital ad spending 1.6% 1.6% 1.6% 1.6%

% of Twitter ad revenues worldwide 10.4% 10.4% 10.4% 10.4%

Note: paid advertising only; excludes spending by marketers that goestoward developing or maintaining a Twitter presenceSource: company reports, 2015 & 2016; eMarketer, Sep 2016216205 www.eMarketer.com

millions of £, % change and % of digital ad spending

UK Digital Ad Revenues at Google, Facebook andTwitter, 2015-2018

Google*

—% change


Facebook

—% change


Twitter

—% change


Total digital adspending**

—% change

£135.7

2015

£3,335.3

19.1%

38.8%

£906.9

53.6%

10.5%

71.1%

1.6%

£8,606.0

17.3%

£153.5

13.2%

1.6%

£9,638.7

2016

£3,798.5

13.9%

39.4%

£1,189.0

31.1%

12.3%

12.0%

2017

£4,178.4

10.0%

39.4%

£1,459.8

22.8%

13.8%

£172.0

12.0%

1.6%

£10,602.6

10.0%

2018

£4,554.5

9.0%

39.6%

£1,729.7

18.5%

15.0%

£189.8

10.4%

1.6%

£11,503.6

8.5%

Note: *net ad revenues after companies pay traffic acquisition costs (TAC)to partner sites; **includes banners, classifieds, email (embedded adsonly), lead generation, mobile SMS/MMS, rich media, search, sponsorshipsand video; includes mobile ads within the existing formatsSource: company reports, 2015 & 2016; eMarketer, Sep 2016216206 www.eMarketer.com


millions of £, % change and % of display ad spending

UK Display Ad Revenues at Google, Facebook andTwitter, 2015-2018

Facebook

—% change


Google*

—% change


Twitter

—% change


Total display ad spending**

—% change

2015

£906.9

53.6%

29.9%

£633.7

29.3%

20.9%

£135.7

71.1%

4.5%

£3,033.0

25.3%

2016

£1,189.0

31.1%

31.2%

£740.7

16.9%

19.5%

£153.5

13.2%

4.0%

£3,807.3

25.5%

2017

£1,459.8

22.8%

33.6%

£819.0

10.6%

18.8%

£172.0

12.0%

4.0%

£4,347.1

14.2%

2018

£1,729.7

18.5%

35.5%

£901.8

10.1%

18.5%

£189.8

10.4%

3.9%

£4,877.6

12.2%

Note: *net ad revenues after companies pay traffic acquisition costs (TAC)to partner sites; **includes banners, rich media, sponsorships and video;includes mobile ads within the existing formatsSource: company reports, 2015 & 2016; eMarketer, Sep 2016216207 www.eMarketer.com

OTHER INDIVIDUAL COUNTRY FORECASTS Total Media, Digital and Mobile Internet Ad Spendingin Argentina, 2015-2020


—% change


—% change


Mobile internetad spending***(millions)

—% change



2015

$3,542.7

49.0%

$570.2

90.0%

16.1%

$74.2

255.0%

13.0%

2.1%

2016

$4,959.8

40.0%

$866.7

52.0%

17.5%

$200.4

170.0%

23.1%

4.0%

2017

$6,051.0

22.0%

$1,170.1

35.0%

19.3%

$420.8

110.0%

36.0%

7.0%

2018

$6,837.6

13.0%

$1,462.6

25.0%

21.4%

$744.8

77.0%

50.9%

10.9%

2019

$7,384.6

8.0%

$1,725.9

18.0%

23.4%

$1,057.6

42.0%

61.3%

14.3%

2020

$7,753.9

5.0%

$1,933.0

12.0%

24.9%

$1,374.8

30.0%

71.1%

17.7%

Note: converted at the exchange rate of US$1=ARS14.35; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216866 www.eMarketer.com


Digital Ad Spending in Argentina, by Format,2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$259.4

92.1%

45.5%

$217.3

93.0%

38.1%

$93.5

78.1%

16.4%

$570.2

90.0%

2016

$398.7

53.7%

46.0%

$337.2

55.2%

38.9%

$130.9

40.0%

15.1%

$866.7

52.0%

2017

$544.1

36.5%

46.5%

$465.7

38.1%

39.8%

$160.3

22.5%

13.7%

$1,170.1

35.0%

2018

$687.4

26.3%

47.0%

$596.0

28.0%

40.8%

$179.2

11.8%

12.3%

$1,462.6

25.0%

2019

$819.8

19.3%

47.5%

$716.2

20.2%

41.5%

$189.8

6.0%

11.0%

$1,725.9

18.0%

2020

$924.0

12.7%

47.8%

$811.8

13.3%

42.0%

$197.2

3.9%

10.2%

$1,933.0

12.0%

Note: converted at the exchange rate of US$1=ARS14.35; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *includesbanners (static display), rich media, sponsorships, video (includingadvertising that appears before, during or after digital video content in avideo player), email, fixed and rotating display, Google AdSense, socialmedia, pop-ups and takeovers; **includes paid listings, contextual textlinks, paid inclusion and sponsored links in Google AdWords and YahooSearch/Bing; excludes SEOSource: eMarketer, Sep 2016216725 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Colombia, 2015-2020


—% change


—% change



—% change



2015

$1,080.2

6.0%

$114.0

18.0%

10.5%

$14.0

120.0%

12.3%

1.3%

2016

$1,134.3

5.0%

$133.3

17.0%

11.8%

$27.2

95.0%

20.4%

2.4%

2017

$1,168.3

3.0%

$153.3

15.0%

13.1%

$49.0

80.0%

32.0%

4.2%

2018

$1,209.2

3.5%

$171.7

12.0%

14.2%

$78.5

60.0%

45.7%

6.5%

2019

$1,233.4

2.0%

$188.9

10.0%

15.3%

$109.9

40.0%

58.2%

8.9%

2020

$1,251.9

1.5%

$204.0

8.0%

16.3%

$137.3

25.0%

67.3%

11.0%

Note: converted at the exchange rate of US$1=COP2,743.26; *includesdigital (desktop/laptop, mobile and other internet-connected devices),directories, magazines, newspapers, out-of-home, radio and TV; **includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices, and includesall the various formats of advertising on those platforms; excludes SMS,MMS and P2P messaging-based advertising; ***includes display (banners,video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216867 www.eMarketer.com


millions, % change and % of totalDigital Ad Spending in Colombia, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$76.8

18.7%

67.4%

$23.9

20.9%

21.0%

$13.2

9.5%

11.6%

$114.0

18.0%

2016

$90.4

17.7%

67.8%

$28.7

19.8%

21.5%

$14.3

7.9%

10.7%

$133.3

17.0%

2017

$104.4

15.5%

68.1%

$33.7

17.7%

22.0%

$15.2

6.4%

9.9%

$153.3

15.0%

2018

$117.3

12.3%

68.3%

$38.9

15.2%

22.6%

$15.6

2.6%

9.1%

$171.7

12.0%

2019

$129.2

10.2%

68.4%

$43.9

13.0%

23.3%

$15.8

1.2%

8.3%

$188.9

10.0%

2020

$139.7

8.2%

68.5%

$48.3

10.1%

23.7%

$15.9

0.9%

7.8%

$204.0

8.0%

Note: converted at the exchange rate of US$1=COP2,743.26; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *includesbanners (static display), rich media, sponsorships, video (includingadvertising that appears before, during or after digital video content in avideo player), email, fixed and rotating display, Google AdSense, socialmedia, pop-ups and takeovers; **includes paid listings, contextual textlinks, paid inclusion and sponsored links in Google AdWords and YahooSearch/Bing; excludes SEOSource: eMarketer, Sep 2016216727 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Chile, 2015-2020


—% change


—% change



—% change



2015

$1,043.6

-1.5%

$154.6

24.0%

14.8%

$16.3

120.0%

10.6%

1.6%

2016

$1,048.8

0.5%

$176.3

14.0%

16.8%

$31.1

90.0%

17.6%

3.0%

2017

$1,069.8

2.0%

$197.4

12.0%

18.5%

$52.8

70.0%

26.7%

4.9%

2018

$1,090.1

1.9%

$213.2

8.0%

19.6%

$84.5

60.0%

39.6%

7.7%

2019

$1,109.7

1.8%

$226.0

6.0%

20.4%

$119.9

42.0%

53.1%

10.8%

2020

$1,127.5

1.6%

$237.3

5.0%

21.0%

$147.5

23.0%

62.2%

13.1%

Note: converted at the exchange rate of US$1=CLP654.22; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216868 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Chile, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds

—% change

—% of total

Total

—% change

2015

$96.5

24.8%

62.4%

$38.7

26.5%

25.0%

$19.5

15.7%

12.6%

$154.6

24.0%

2016

$110.7

14.7%

62.8%

$44.9

16.3%

25.5%

$20.6

5.9%

11.7%

$176.3

14.0%

2017

$124.6

12.5%

63.1%

$51.3

14.2%

26.0%

$21.5

4.3%

10.9%

$197.4

12.0%

2018

$135.0

8.3%

63.3%

$56.7

10.5%

26.6%

$21.5

0.1%

10.1%

$213.2

8.0%

2019

$143.3

6.2%

63.4%

$61.9

9.2%

27.4%

$20.8

-3.4%

9.2%

$226.0

6.0%

2020

$150.7

5.2%

63.5%

$66.4

7.3%

28.0%

$20.2

-3.0%

8.5%

$237.3

5.0%

Note: converted at the exchange rate of US$1=CLP654.22; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *includesbanners (static display), rich media, sponsorships, video (includingadvertising that appears before, during or after digital video content in avideo player), email, fixed and rotating display, Google AdSense, socialmedia, pop-ups and takeovers; **includes paid listings, contextual textlinks, paid inclusion and sponsored links in Google AdWords and YahooSearch/Bing; excludes SEOSource: eMarketer, Sep 2016216731 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Denmark, 2015-2020


—% change


—% change



—% change



2015

$1.82

2.5%

$0.84

13.0%

46.4%

$0.36

55.0%

42.2%

19.6%

2016

$1.87

2.8%

$0.93

10.0%

49.6%

$0.48

35.0%

51.8%

25.7%

2017

$1.88

1.0%

$0.98

6.0%

52.1%

$0.60

25.0%

61.1%

31.9%

2018

$1.90

1.0%

$1.03

5.0%

54.2%

$0.72

20.0%

69.9%

37.8%

2019

$1.92

0.9%

$1.07

4.2%

55.9%

$0.80

11.0%

74.4%

41.6%

2020

$1.94

0.8%

$1.12

3.8%

57.6%

$0.86

8.0%

77.4%

44.6%

Note: converted at the exchange rate of US$1=DKK6.72; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216924 www.eMarketer.com


millions, % change and % of totalDigital Ad Spending in Denmark, by Format, 2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total

Classifieds

—% change

—% of total

Other***

—% change

—% of total

Total

—% change

2015

$369.7

13.5%

43.9%

$313.3

13.9%

37.2%

$155.8

10.0%

18.5%

$3.4

13.0%

0.4%

$842.2

13.0%

2016

$408.5

10.5%

44.1%

$347.4

10.9%

37.5%

$166.7

7.0%

18.0%

$3.7

10.0%

0.4%

$926.4

10.0%

2017

$434.0

6.2%

44.2%

$370.2

6.6%

37.7%

$173.8

4.2%

17.7%

$3.9

6.0%

0.4%

$982.0

6.0%

2018

$456.8

5.2%

44.3%

$390.8

5.6%

37.9%

$179.4

3.2%

17.4%

$4.1

5.0%

0.4%

$1,031.1

5.0%

2019

$477.0

4.4%

44.4%

$410.4

5.0%

38.2%

$182.6

1.8%

17.0%

$4.3

4.2%

0.4%

$1,074.4

4.2%

2020

$496.3

4.0%

44.5%

$429.3

4.6%

38.5%

$185.1

1.4%

16.6%

$4.5

3.8%

0.4%

$1,115.2

3.8%

Note: converted at the exchange rate of US$1=DKK6.72; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *paidlistings, contextual text links and paid inclusion; **banners (static display),rich media, sponsorships and video (including advertising that appearsbefore, during or after digital video content in a video player); ***in-gameadvertising, newsletter advertising, emailSource: eMarketer, Sep 2016216734 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Finland, 2015-2020


—% change


—% change



—% change



2015

$1.32

-2.3%

$0.34

7.5%

25.6%

$0.13

50.0%

37.7%

9.7%

2016

$1.33

0.3%

$0.36

6.5%

27.2%

$0.17

30.0%

46.0%

12.5%

2017

$1.34

0.8%

$0.38

6.0%

28.6%

$0.21

25.0%

54.3%

15.5%

2018

$1.36

1.7%

$0.40

5.5%

29.7%

$0.24

15.0%

59.1%

17.6%

2019

$1.38

1.3%

$0.43

5.3%

30.9%

$0.26

10.0%

61.8%

19.1%

2020

$1.40

1.3%

$0.45

4.8%

31.9%

$0.28

8.0%

63.7%

20.3%

Note: converted at the exchange rate of US$1=€0.90; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216925 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Finland, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total


—% change

—% of total

Total

—% change

2015

$158.2

8.4%

46.6%

$122.5

9.3%

36.1%

$58.7

1.6%

17.3%

$339.4

7.5%

2016

$171.7

8.6%

47.5%

$130.9

6.8%

36.2%

$58.9

0.3%

16.3%

$361.5

6.5%

2017

$184.3

7.3%

48.1%

$139.1

6.3%

36.3%

$59.8

1.4%

15.6%

$383.2

6.0%

2018

$196.1

6.4%

48.5%

$147.1

5.8%

36.4%

$61.0

2.1%

15.1%

$404.2

5.5%

2019

$208.6

6.4%

49.0%

$155.4

5.6%

36.5%

$61.7

1.1%

14.5%

$425.7

5.3%

2020

$219.9

5.4%

49.3%

$163.7

5.4%

36.7%

$62.5

1.2%

14.0%

$446.1

4.8%

Note: converted at the exchange rate of US$1=€0.90; includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices on all formats mentioned;numbers may not add up to total due to rounding; *banners (static display),rich media, sponsorships and video (including advertising that appearsbefore, during or after digital video content in a video player); **paidlistings, contextual text links and paid inclusionSource: eMarketer, Sep 2016216739 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Italy, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds &directories

—% change

—% of total

Other***

—% change

—% of total

Total

—% change

2015

$874.5

14.3%

50.6%

$637.5

10.3%

36.9%

$207.3

-5.7%

12.0%

$8.3

10.0%

0.5%

$1,727.7

10.0%

2016

$979.6

12.0%

52.0%

$696.8

9.3%

37.0%

$197.7

-4.6%

10.5%

$9.0

9.0%

0.5%

$1,883.2

9.0%

2017

$1,074.7

9.7%

52.8%

$754.5

8.3%

37.1%

$195.2

-1.3%

9.6%

$9.4

3.4%

0.5%

$2,033.8

8.0%

2018

$1,161.7

8.1%

53.4%

$809.1

7.2%

37.2%

$195.9

0.3%

9.0%

$9.6

2.3%

0.4%

$2,176.2

7.0%

2019

$1,242.7

7.0%

53.9%

$858.3

6.1%

37.2%

$196.1

0.1%

8.5%

$9.7

1.2%

0.4%

$2,306.8

6.0%

2020

$1,310.3

5.4%

54.1%

$905.9

5.5%

37.4%

$196.2

0.1%

8.1%

$9.7

0.5%

0.4%

$2,422.1

5.0%

Note: converted at the exchange rate of US$1=€0.90; includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices on all formats mentioned;*banners (static display), rich media, sponsorships and video (includingadvertising that appears before, during or after digital video content in avideo player); **paid listings, contextual text links and paid inclusion;***in-game advertising, newsletter advertising, emailSource: eMarketer, Sep 2016216746 www.eMarketer.com


Total Media, Digital and Mobile Internet Ad Spendingin the Netherlands, 2015-2020


—% change


—% change



—% change



2015

$4.52

1.2%

$1.68

8.3%

37.1%

$0.59

50.0%

35.1%

13.0%

2016

$4.59

1.5%

$1.78

6.0%

38.7%

$0.82

40.0%

46.4%

18.0%

2017

$4.64

1.0%

$1.88

5.5%

40.4%

$1.07

30.0%

57.2%

23.1%

2018

$4.67

0.6%

$1.97

5.0%

42.2%

$1.34

25.0%

68.1%

28.7%

2019

$4.69

0.6%

$2.06

4.5%

43.9%

$1.49

11.5%

72.6%

31.8%

2020

$4.72

0.5%

$2.14

4.0%

45.4%

$1.62

8.5%

75.8%

34.4%

Note: converted at the exchange rate of US$1=€0.90; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216923 www.eMarketer.com


Digital Ad Spending in the Netherlands, by Format,2015-2020

Search*

—% change

—% of total

Display**

—% change

—% of total


—% change

—% of total

Total

—% change

2015

$746.7

10.5%

44.5%

$682.3

5.7%

40.7%

$249.6

9.2%

14.9%

$1,677.5

8.3%

2016

$800.2

7.2%

45.0%

$720.1

5.5%

40.5%

$257.8

3.3%

14.5%

$1,778.1

6.0%

2017

$847.9

6.0%

45.2%

$757.9

5.2%

40.4%

$270.1

4.8%

14.4%

$1,875.9

5.5%

2018

$894.3

5.5%

45.4%

$795.8

5.0%

40.4%

$279.7

3.5%

14.2%

$1,969.7

5.0%

2019

$938.6

5.0%

45.6%

$829.5

4.2%

40.3%

$290.2

3.8%

14.1%

$2,058.4

4.5%

2020

$974.0

3.8%

45.5%

$860.6

3.7%

40.2%

$306.1

5.5%

14.3%

$2,140.7

4.0%

Note: converted at the exchange rate of US$1=€0.90; includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices on all formats mentioned;numbers may not add up to total due to rounding; *paid listings,contextual text links and paid inclusion; **banners (static display), richmedia, sponsorships and video (including advertising that appears before,during or after digital video content in a video player)”Source: eMarketer, Sep 2016216754 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin New Zealand, 2015-2020

Total media ad spending* (billions)

—% change


—% change



—% change



2015

$1.40

3.7%

$0.54

33.0%

38.4%

$0.15

165.0%

27.5%

10.6%

2016

$1.43

2.6%

$0.64

20.0%

44.9%

$0.27

80.0%

41.3%

18.5%

2017

$1.47

2.5%

$0.73

13.0%

49.5%

$0.37

40.0%

51.2%

25.3%

2018

$1.50

2.3%

$0.78

8.0%

52.2%

$0.48

30.0%

61.6%

32.2%

2019

$1.53

2.0%

$0.84

7.0%

54.8%

$0.57

17.0%

67.4%

36.9%

2020

$1.56

2.0%

$0.89

6.0%

57.0%

$0.60

7.0%

68.0%

38.7%

Note: converted at the exchange rate of US$1=NZD1.43; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216831 www.eMarketer.com


Digital Ad Spending in New Zealand, by Format,2015-2020

2015 2016 2017 2018 2019 2020

Search*

—% change 38.6% 22.4% 14.1% 9.1% 7.6% 6.4%

—% of total 49.5% 50.5% 51.0% 51.5% 51.8% 52.0%

Display**

—% change 35.3% 26.0% 18.4% 12.9% 12.3% 11.3%

—% of total 30.0% 31.5% 33.0% 34.5% 36.2% 38.0%

Classifieds

—% change 18.5% 5.4% 0.4% -5.5% -8.3% -11.7%

—% of total 20.5% 18.0% 16.0% 14.0% 12.0% 10.0%

Total

$265.07 $324.51 $370.32 $403.87 $434.66 $462.52

$160.65 $202.41 $239.62 $270.55 $303.76 $337.99

$109.78 $115.67 $116.18 $109.79 $100.69 $88.95

$535.49 $642.59 $726.12 $784.21 $839.11 $889.45

—% change 33.0% 20.0% 13.0% 8.0% 7.0% 6.0%

Note: converted at the exchange rate of US$1=NZD1.43; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *paidlistings, contextual text links and paid inclusion; **banners (static display),rich media, sponsorships and video (including advertising that appearsbefore, during or after digital video content in a video player)Source: eMarketer, Sep 2016216667 www.eMarketer.com


Total Media, Digital and Mobile Internet Ad Spendingin Norway, 2015-2020


—% change


—% change



—% change



2015

$1.93

-0.8%

$0.92

11.1%

47.7%

$0.38

65.0%

41.5%

19.8%

2016

$1.94

0.7%

$0.99

8.0%

51.2%

$0.51

35.0%

51.8%

26.5%

2017

$1.97

1.5%

$1.07

7.5%

54.2%

$0.66

28.0%

61.7%

33.4%

2018

$2.00

1.8%

$1.14

7.0%

57.0%

$0.80

22.0%

70.3%

40.1%

2019

$2.04

1.6%

$1.22

6.6%

59.8%

$0.90

12.5%

74.2%

44.4%

2020

$2.07

1.5%

$1.29

6.2%

62.6%

$0.99

10.0%

76.9%

48.1%

Note: converted at the exchange rate of US$1=NOK8.07; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216926 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Norway, by Format, 2015-2020


—% change

—% of total

Display*

—% change

—% of total

Search**

—% change

—% of total

Total

—% change

2015

$353.9

8.0%

38.5%

$324.6

11.4%

35.3%

$241.1

15.6%

26.2%

$919.5

11.1%

2016

$363.5

2.7%

36.6%

$351.6

8.3%

35.4%

$278.1

15.3%

28.0%

$993.1

8.0%

2017

$368.3

1.3%

34.5%

$379.0

7.8%

35.5%

$320.3

15.2%

30.0%

$1,067.6

7.5%

2018

$370.1

0.5%

32.4%

$406.7

7.3%

35.6%

$365.5

14.1%

32.0%

$1,142.3

7.0%

2019

$369.0

-0.3%

30.3%

$434.7

6.9%

35.7%

$414.0

13.3%

34.0%

$1,217.7

6.6%

2020

$364.7

-1.2%

28.2%

$463.0

6.5%

35.8%

$465.5

12.4%

36.0%

$1,293.2

6.2%

Note: converted at the exchange rate of US$1=NOK8.07; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *banners(static display), rich media, sponsorships and video (including advertisingthat appears before, during or after digital video content in a video player);**paid listings, contextual text links and paid inclusionSource: eMarketer, Sep 2016216782 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Peru, 2015-2020

Total media adspending* (millions)

—% change

Digital ad spending**(millions)

—% change


Mobile internet ad spending*** (millions)

—% change



2015

$685.4

7.0%

$71.8

23.0%

10.5%

$5.1

140.0%

7.1%

0.7%

2016

$730.0

6.5%

$85.4

19.0%

11.7%

$11.2

120.0%

13.1%

1.5%

2017

$781.1

7.0%

$100.8

18.0%

12.9%

$22.4

100.0%

22.2%

2.9%

2018

$827.9

6.0%

$116.0

15.0%

14.0%

$38.1

70.0%

32.8%

4.6%

2019

$869.3

5.0%

$129.9

12.0%

14.9%

$60.9

60.0%

46.9%

7.0%

2020

$904.1

4.0%

$142.9

10.0%

15.8%

$85.3

40.0%

59.7%

9.4%

Note: converted at the exchange rate of US$1=PEN3.18; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216869 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Peru, by Format, 2015-2020

Display*

—% change

—% of total

Search**

—% change

—% of total

Classifieds***

—% change

—% of total

Total

—% change

2015

$47.0

25.9%

65.5%

$19.4

38.4%

27.0%

$5.4

-23.1%

7.5%

$71.8

23.0%

2016

$56.8

20.8%

66.5%

$24.4

25.6%

28.5%

$4.3

-20.7%

5.0%

$85.4

19.0%

2017

$67.6

18.9%

67.0%

$29.7

22.1%

29.5%

$3.5

-17.4%

3.5%

$100.8

18.0%

2018

$78.3

15.9%

67.5%

$34.7

16.6%

29.9%

$3.0

-14.6%

2.6%

$116.0

15.0%

2019

$88.3

12.8%

68.0%

$39.0

12.4%

30.0%

$2.6

-13.8%

2.0%

$129.9

12.0%

2020

$97.4

10.3%

68.2%

$43.1

10.7%

30.2%

$2.3

-12.0%

1.6%

$142.9

10.0%

Note: converted at the exchange rate of US$1=PEN3.18; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on allformats mentioned; numbers may not add up to total due to rounding;*includes banners (static display), email, fixed and rotating display, GoogleAdSense, pop-ups, rich media, social media, sponsorships, video (includingadvertising that appears before, during or after digital video content in avideo player) and takeovers; **includes contextual text links, paidinclusion, paid listings and sponsored links in Google AdWords and YahooSearch/Bing; excludes SEOSource: eMarketer, Sep 2016216732 www.eMarketer.com


Total Media, Digital and Mobile Internet Ad Spendingin Russia, 2015-2020


—% change


—% change



—% change



2015

$4.75

-10.0%

$1.47

19.0%

30.9%

$0.28

130.0%

19.3%

6.0%

2016

$4.77

0.5%

$1.76

20.0%

36.9%

$0.53

88.0%

30.3%

11.2%

2017

$4.82

1.0%

$1.94

10.0%

40.2%

$0.80

50.0%

41.3%

16.6%

2018

$4.97

3.0%

$2.11

9.0%

42.6%

$1.04

30.0%

49.2%

21.0%

2019

$5.11

3.0%

$2.28

8.0%

44.6%

$1.33

28.0%

58.4%

26.1%

2020

$5.24

2.5%

$2.44

7.0%

46.6%

$1.68

26.0%

68.7%

32.0%

Note: converted at the exchange rate of US$1=RUB61.19; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216916 www.eMarketer.com

billions, % change and % of totalDigital Ad Spending in Russia, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search* $0.92 $1.08 $1.16 $1.25 $1.32 $1.41

—% change 18.1% 17.1% 8.2% 7.2% 6.2% 6.2%

—% of total 62.5% 61.0% 60.0% 59.0% 58.0% 57.6%

Display** $0.46 $0.59 $0.67 $0.76 $0.85 $0.92

—% change 21.7% 26.5% 14.3% 13.1% 11.8% 8.9%

—% of total 31.5% 33.2% 34.5% 35.8% 37.1% 37.7%

Classifieds $0.09 $0.10 $0.11 $0.11 $0.11 $0.12

—% change 15.2% 16.0% 4.3% 3.1% 2.8% 2.7%

—% of total 6.0% 5.8% 5.5% 5.2% 5.0% 4.8%

Total $1.47 $1.76 $1.94 $2.11 $2.28 $2.44

—% change 19.0% 20.0% 10.0% 9.0% 8.0% 7.0%

Note: converted at the exchange rate of US$1=RUB61.19; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *paidlistings, contextual text links and paid inclusion; **banners (static display),rich media, sponsorships, video (including advertising that appears before,during or after digital video content in a video player)Source: eMarketer, Sep 2016216710 www.eMarketer.com

Total Media, Digital and Mobile Internet Ad Spendingin Sweden, 2015-2020


—% change


—% change



—% change



2015

$3.04

2.5%

$1.08

18.0%

35.5%

$0.42

70.0%

39.4%

14.0%

2016

$3.13

2.8%

$1.26

17.0%

40.4%

$0.62

47.0%

49.5%

20.0%

2017

$3.17

1.4%

$1.39

10.0%

43.8%

$0.86

37.0%

61.6%

27.0%

2018

$3.22

1.6%

$1.50

8.0%

46.5%

$1.06

24.0%

70.7%

32.9%

2019

$3.27

1.4%

$1.58

5.0%

48.2%

$1.18

11.0%

74.8%

36.0%

2020

$3.31

1.3%

$1.64

4.0%

49.5%

$1.28

9.0%

78.4%

38.8%

Note: converted at the exchange rate of US$1=SEK8.43; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216927 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Sweden, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Search* $437.1 $515.2 $569.5 $618.0 $652.1 $679.8

—% change 21.3% 17.9% 10.5% 8.5% 5.5% 4.3%

—% of total 40.5% 40.8% 41.0% 41.2% 41.4% 41.5%

Display** $377.7 $443.2 $488.9 $529.5 $577.9 $581.5

—% change 18.7% 17.3% 10.3% 8.3% 5.3% 4.3%

—% of total 35.0% 35.1% 35.2% 35.3% 35.4% 35.5%

Classifieds $253.6 $291.7 $316.7 $337.5 $349.7 $360.4

—% change 11.8% 15.0% 8.6% 6.6% 3.6% 3.1%

—% of total 23.5% 23.1% 22.8% 22.5% 22.2% 22.0%

Other*** $10.8 $12.6 $13.9 $15.0 $15.8 $16.4

—% change 18.0% 17.0% 10.0% 8.0% 5.0% 4.0%

—% of total 1.0% 1.0% 1.0% 1.0% 1.0% 1.0%

Total $1,079.2 $1,262.7 $1,389.0 $1,500.1 $1,575.1 $1,638.1

—% change 18.0% 17.0% 10.0% 8.0% 5.0% 4.0%

Note: converted at the exchange rate of US$1=SEK8.43; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; *paid listings, contextual text links and paid inclusion;**banners (static display), rich media, sponsorships and video (includingadvertising that appears before, during or after digital video content in avideo player); ***in-game advertising, newsletter advertising, emailSource: eMarketer, Sep 2016216736 www.eMarketer.com


Total Media, Digital and Mobile Internet Ad Spendingin Thailand, 2015-2020


—% change


—% change



—% change



2015

$2.22

2.5%

$0.28

40.0%

12.7%

$0.06

150.0%

21.5%

2.7%

2016

$2.27

2.3%

$0.35

25.0%

15.5%

$0.11

85.0%

31.9%

4.9%

2017

$2.32

2.1%

$0.42

18.0%

17.9%

$0.17

55.0%

41.8%

7.5%

2018

$2.36

1.7%

$0.48

15.0%

20.3%

$0.26

48.0%

53.9%

10.9%

2019

$2.40

1.5%

$0.53

10.0%

22.0%

$0.32

25.0%

61.2%

13.5%

2020

$2.42

1.0%

$0.56

7.0%

23.3%

$0.35

10.0%

62.9%

14.7%

Note: converted at the exchange rate of US$1=THB34.25; *includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TV; **includes advertisingthat appears on desktop and laptop computers as well as mobile phones,tablets and other internet-connected devices, and includes all the variousformats of advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; ***includes display (banners, video and richmedia) and search; excludes SMS, MMS and P2P messaging-basedadvertising; includes ad spending on tabletsSource: eMarketer, Sep 2016216825 www.eMarketer.com

millions, % change and % of totalDigital Ad Spending in Thailand, by Format, 2015-2020

2015 2016 2017 2018 2019 2020

Display* $166.52 $205.33 $240.62 $272.89 $294.91 $312.74

—% change 38.8% 23.3% 17.2% 13.4% 8.1% 6.0%

—% of total 59.0% 58.2% 57.8% 57.0% 56.0% 55.5%

Search** $64.92 $89.96 $113.24 $138.84 $157.99 $170.17

—% change 46.4% 38.6% 25.9% 22.6% 13.8% 7.7%

—% of total 23.0% 25.5% 27.2% 29.0% 30.0% 30.2%

Classifieds $50.80 $57.51 $62.45 $67.03 $73.73 $80.58

—% change 36.2% 13.2% 8.6% 7.3% 10.0% 9.3%

—% of total 18.0% 16.3% 15.0% 14.0% 14.0% 14.3%

Total $282.24 $352.80 $416.31 $478.75 $526.63 $563.49

—% change 40.0% 25.0% 18.0% 15.0% 10.0% 7.0%

Note: converted at the exchange rate of US$1=THB34.25; includesadvertising that appears on desktop and laptop computers as well asmobile phones, tablets and other internet-connected devices on all formatsmentioned; numbers may not add up to total due to rounding; *banners(static display), rich media, sponsorships and video (including advertisingthat appears before, during or after digital video content in a video player);**paid listings, contextual text links and paid inclusionSource: eMarketer, Sep 2016216666 www.eMarketer.com

billions and % changeTotal Media Ad Spending in Finland, 2015-2020

2015

$1.32

-2.3%2016

$1.33

0.3%

2017

$1.34

0.8%

2018

$1.36

1.7%

2019

$1.38

1.3%

2020

$1.40

1.3%


Note: converted at the exchange rate of US$1=€0.90; includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216962 www.eMarketer.com

0

billions and % changeTotal Media Ad Spending in Denmark, 2015-2020

2015

$1.82

2.5%

2016

$1.87

2.8%

2017

$1.88

1.0%

2018

$1.90

1.0%

2019

$1.92

0.9%

2020

$1.94

0.8%


Note: converted at the exchange rate of US$1=DKK6.72; includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216963 www.eMarketer.com


billions and % changeTotal Media Ad Spending in Norway, 2015-2020

2015

$1.93

-0.8%2016

$1.94

0.7%

2017

$1.97

1.5%

2018

$2.00

1.8%

2019

$2.04

1.6%

2020

$2.07

1.5%


Note: converted at the exchange rate of US$1=NOK8.07; includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216964 www.eMarketer.com

0

billions and % changeTotal Media Ad Spending in Sweden, 2015-2020

2015

$3.04

2.5%

2016

$3.13

2.8%

2017

$3.17

1.4%

2018

$3.22

1.6%

2019

$3.27

1.4%

2020

$3.31

1.3%


Note: converted at the exchange rate of US$1=SEK8.43; includes digital(desktop/laptop, mobile and other internet-connected devices), directories,magazines, newspapers, out-of-home, radio and TVSource: eMarketer, Sep 2016216965 www.eMarketer.com

millionsDigital Ad Spending in Argentina, by Device, 2015-2020

2015

$496.0

$74.2

2016

$666.4

$200.4

2017

$749.3

$420.8

2018

$717.8

$744.8

2019

$668.3

$1,057.6

2020

$558.1

$1,374.8

Desktop Mobile

Note: converted at the exchange rate of US$1=ARS14.35; desktop includesspending on nonmobile connected devices; mobile includes display(banners, video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016217010 www.eMarketer.com

billionsDigital Ad Spending in Brazil, by Device, 2015-2020

2015

$2.07

$0.43

2016

$2.20

$0.93

2017

$2.10

$1.50

2018

$1.69

$2.33

2019

$1.55

$2.92

2020

$1.39

$3.53

Desktop Mobile

Note: converted at the exchange rate of US$1=BRL3.33; desktop includesspending on nonmobile connected devices; mobile includes display(banners, video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016217026 www.eMarketer.com


millionsDigital Ad Spending in Colombia, by Device, 2015-2020

2015

$100.0

$14.0

2016

$106.1

$27.2

2017

$104.3

$49.0

2018

$93.2

$78.5

2019

$79.0

$109.9

2020

$66.7

$137.3

Desktop Mobile

Note: converted at the exchange rate of US$1=COP2,743.26; desktopincludes spending on nonmobile connected devices; mobile includesdisplay (banners, video and rich media) and search; excludes SMS, MMSand P2P messaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016217014 www.eMarketer.com

millionsDigital Ad Spending in Chile, by Device, 2015-2020

2015

$138.3

$16.3

2016

$145.2

$31.1

2017

$144.6

$52.8

2018

$128.7

$84.5

2019

$106.1

$119.9

2020

$89.8

$147.5

Desktop Mobile

Note: converted at the exchange rate of US$1=CLP654.22; desktopincludes spending on nonmobile connected devices; mobile includesdisplay (banners, video and rich media) and search; excludes SMS, MMSand P2P messaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016217017 www.eMarketer.com

millionsDigital Ad Spending in Peru, by Device, 2015-2020

2015

$66.7

$5.1

2016

$74.2

$11.2

2017

$78.4

$22.4

2018

$77.9

$38.1

2019

$68.9

$60.9

2020

$57.5

$85.3

Desktop Mobile

Note: converted at the exchange rate of US$1=PEN3.18; desktop includesspending on nonmobile connected devices; mobile includes display(banners, video and rich media) and search; excludes SMS, MMS and P2Pmessaging-based advertising; includes ad spending on tabletsSource: eMarketer, Sep 2016217018 www.eMarketer.com

EDITORIAL AND PRODUCTION CONTRIBUTORS

Cliff Annicelli Managing Editor, ReportsMichael Balletti Copy EditorJoanne DiCamillo Senior Production ArtistDana Hill Director of ProductionEden Kelley Chart EditorStephanie Meyer Senior Production ArtistKris Oser Deputy Editorial DirectorHeather Price Senior Copy EditorJohn Rambow Executive Editor, ReportsAllie Smith Director of Charts

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WORLDWIDE AD SPENDING - Strathcom Media · WORLDWIDE AD SPENDING eMarketer’s Updated Estimates and Forecast for 2015–2020 OCTOBER 2016 Cindy Liu Contributors: Shelleen Shum, Martín