2016 European Football ChampionshipsUK Bing Network 2016

Agenda: • Timeline: Road to 2016 European Football

Championships• Traffic: What to expect during the 2016

European Football Championship match days?

• Devices: What are we seeing on Mobile? • KPIs: What are the expected CPCs & CTRs?• Audience: Age and gender splits• Audience: Volume of audience by location• Top biddable keywords• Negative keywords to consider• Top tips for Gambling advertisers

9/1/20

14

9/16/2

014

10/1/

2014

10/16

/2014

10/31

/2014

11/15

/2014

11/30

/2014

12/15

/2014

12/30

/2014

1/14/2

015

1/29/2

015

2/13/2

015

2/28/2

015

3/15/2

015

3/30/2

015

4/14/2

015

4/29/2

015

5/14/2

015

5/29/2

015

6/13/2

015

6/28/2

015

7/13/2

015

7/28/2

015

8/12/2

015

8/27/2

015

9/11/2

015

9/26/2

015

10/11

/2015

10/26

/2015

11/10

/2015

11/25

/2015

12/10

/2015

12/25

/2015

1/9/20

16

1/24/2

016

2/8/20

16

2/23/2

016

3/9/20

16

3/24/2

016

4/8/20

16

4/23/2

016

Mobile Indexed All PC Indexed All Tablet Indexed All

Pre-comp Friendlies26 – 28 Mar, 2016

* UK Bing and Yahoo sites, all devices, 01 Sept, 2014 – 01 May, 2016

It’s been a long time in the making, but the European Championships finally kicked-off in Paris on 10 June, 2016• The European qualifiers started back in September 2014, and 276 games later the final group draw was made in Paris in

December • In the early stages of the qualifiers traffic volume around England games on average peaked 6x on Mobile & Tablet

devices• When England, N. Ireland and Wales finally qualified in early September & October 2015, volumes spiked nearly 10x• The largest spike for the entire period occurred when the final 2016 European Championship group draws were made;

peaking 16x on PC devices alone

Timeline: Road to the European Football Championships in France

Football betting search queries related to the 2016 European Football Championships indexed to the average daily volume*

European Football

Championshipgroups announced

12 Dec, 2015

1/1/20

16

1/5/20

16

1/9/20

16

1/13/2

016

1/17/2

016

1/21/2

016

1/25/2

016

1/29/2

016

2/2/20

16

2/6/20

16

2/10/2

016

2/14/2

016

2/18/2

016

2/22/2

016

2/26/2

016

3/1/20

16

3/5/20

16

3/9/20

16

3/13/2

016

3/17/2

016

3/21/2

016

3/25/2

016

3/29/2

016

4/2/20

16

4/6/20

16

4/10/2

016

4/14/2

016

4/18/2

016

4/22/2

016

4/26/2

016

4/30/2

016

0%

50%

100%

150%

200%

250%

300%UKR 1 – WAL 0Kiev - 28 Mar,

2016

* UK Bing and Yahoo sites, all devices (aggregated), 01 Jan, 2016 – 01 May, 2016

Since the start of 2016 momentum has started to build as we get closer to the European Football Championships in June• From January the average daily search queries related to European Football Championships have more than doubled• Distinct peaks during this period have included the pre-competition international friendlies played 26 – 28 March, 2016• With queries peaking 2.7x on the day that England beat Germany 3 -2 in Berlin, and 2.3x when Wales were defeated 1-0

by Ukraine in Kiev

Timeline: Road to the European Football Championships in France

Football search queries related to the 2016 European Football Championships indexed to the average daily volume*

GER 2 – ENG 3Berlin - 26 Mar,

2016

* UK Bing and Yahoo sites, all devices, 08 - 10 Oct, 2015

N. Ireland & Wales qualified between 08 – 10 Oct along with 6 other teams including Switzerland. Below is an hourly view of football betting activity by device over that crucial qualifying weekend:• Matches kicked-off at 7:45pm (GMT); the closer to kick-off the greater the volume of football betting searches (Avg. 4x

increase, all devices)• N. Ireland qualified as winners of Group F beating Greece 3-1 taking them into the finals for the 1st time. Traffic on Mobile

peaked 6x, Tablet 5x• Despite Wales losing 2- 0 to Bosnia, they too qualified for the first time by coming 2nd in Group F. Traffic peaked Tablet &

Mobile 4x and PC 2x

Traffic trends: what to expect during competition match days

Football betting search queries related to the 2016 European Football Championships indexed to the average daily volume*

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

08/10/2015 09/10/2015 10/10/20150%

100%200%300%400%500%600%700%

Mobile PC Tablet

Group F WinnersNI 3 – GRE 1

Group F Runner-upBIH 2 – WAL 0

Switzerland Runner-up to England in Group E

Gambling search queries related to football betting, queries Vs clicks by device, UK Bing and Yahoo sites, Dec, 2015 - May, 2016

Bing football betting is alive and kicking across multiple devices

PC is still the #1 device of choice for Bing users placing football bets making up 61% of volume, and 69% of clicksFootball betting searches on mobile devices* make up 39% of all volume, and 31% of all clicks

Volume Clicks

* A mobile device is defined as a small portable internet enabled smartphone and/or tablet

29%

61%

10% Mobile PC Tablet23%

69%

8%

• Football betting keywords related to the 2016 European Football Championships have an Avg. CTR of 8.30% and a CPC of £3.49 on the Bing Network*

• Mobile has the strongest CTR at 9.62% and the lowest CPC of all devices at £2.88

* CTRs and CPCs based on ads and clicks in the mainline above the organic search result, UK Bing and Yahoo sites, 01 Dec, 2015 – 01 May, 2016

Football betting Avg. CPC & CTR across device types

CPC£0.00£0.50£1.00£1.50£2.00£2.50£3.00£3.50£4.00£4.50

£2.88

£3.63£3.95

CPC

Mobile PC TabletCTR0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%9.62%

7.61% 7.68%

CTR

Mobile PC Tablet

13% 15% 26% 38% 8%

Under 24 25-34 years 35-49 years 50-64 years 65+

64% of UK football betting searches are made by adults between 35 – 64 years of age on the Bing Network

Males account for 73% of searches made on the Bing Network

Bing’s Football betting audience is largely male and 35+ years old

* Gambling search queries related to football betting, by age group & gender, UK Bing and Yahoo sites, 01 Dec 2015 – 01 May, 2016

27% 73%

Female Male

34% 66%

38% 62%

15% 15% 34% 27% 8% 40% 60%

22% 20% 27% 25% 6%

Under 24 25-34 years 35-49 years 50-64 years 65+

19% 15% 26% 31% 9%

19% 10% 20% 46% 5%

36% 64%

Female Male

Home Nation Support: European Football Championships Age & Gender Profiles

*Search queries related to the 2016 European Football Championships, by age group & gender, UK, Bing and Yahoo sites, Dec 2015 – May 2016

• 59% of all queries relating to home team supporters are made by adults between 35-49 to 50-64 years of age

• Males account for on average 63% of searches, with the gender split being more pronounced in Wales

European Football Championships Bing Ads audience locations across the UK

Locations Volume of Searches

London 34%

Manchester 4%

Birmingham 4%

Sheffield 3%

Hertfordshire 2%

Slough 2%

Glasgow 2%

Rest of the UK 48%

Gambling search queries related to the 2016 European Football Championships, by Location UK Bing and Yahoo sites, 01 Dec, 2015 – 01 May, 2016

1. England football fixtures2. England football3. England football squad4. England football team5. England euro 2016

fixtures6. England football results7. England national football

team8. English football9. England fixtures euro

201610. England football score

1. Northern Ireland football2. Northern Ireland football

team3. Northern Ireland football

results4. Northern Ireland national

football team5. Northern Ireland football

fixtures6. N Ireland football7. N Ireland football results8. Northern Ireland football

scores9. Northern Irish football

results10. Northern Ireland

international football

1. Republic Ireland football

2. Irish football3. Irish football results4. Ireland football5. Ireland football team6. Ireland football fixtures7. Rep Ireland football8. Republic Ireland

football team9. Ireland soccer10. Irish soccer

1. Wales football2. Wales football fixtures3. Wales football team4. Welsh football5. Wales national football

team6. Wales football results7. Wales football score8. Welsh football results9. Football wales10. Welsh football players

Top 10 European Football Championships Home Nation keywords

* Top 10 search queries related to the 2016 European Football Championships qualifying home nation teams, all devices & demographics, UK Bing and Yahoo sites, 01 Dec 2015 – 01 May, 2016

Form a defence: European Football negative keywords to consider

Football / SoccerEuro / Euros• Euromillions• Euro car parts• Euro millions• Euro lottery• Euro exchange rate• Euro lottery results• Eurosport• Pound euro• Euros pound(s)• Pound euro exchange

rate

• Europarts• Euro pound converter• Pounds euros• Lottery euromillions• Europa league• Euro rate• Convert euros pounds• Euro converter• GBP euro• Euro sterling

• Sky sports football• Football results• Football boots• Football games• Latest football scores• Live football scores• Live football streaming• Pro direct soccer• Soccer manager• Live football

• Football shirt(s)• Liverpool football club• Soccer heads• Big head football• Nike football boots• BBC football• Adidas football boots• Sports heads football

championship• Football league tables• Lovell soccer

• Ensure there’s enough budget assigned to football betting campaigns to last the full month of the tournament (10 June – 10 July, 2016)

• Engage with mobile device users, especially those showing Gambling intent• Referee your campaign bid modifiers (device, age, gender and location)• Review your negative keywords• Up your visual appeal: opt into Enhanced Sitelink Extensions

Give your 2016 European Football Championships gambling campaigns a scoring chance

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