Key facts about Direct Mail investments and efficiency.

1. Diving into “Terra Incognita” : The Direct Mail Frédéric Jadinon DM Media Expert

2. Direct Mail … ..

4. What is the real “share of wallet” ?

7. Internet has the highest usage rate, followed by print advertising, trade fairs & Direct mail Data: All values in % Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027) Media penetration (%) 1 2 3 4 Direct Marketing : Internet Site Direct Mail E-Mail Unaddressed mail Banner advertising Telemarketing Inbound telemarketing Outbound telemarketing Paid-search Mobile Marketing Classic Advertising (with/without response) : Print advertising Inserts Outdoor Radio TV Other Advertising : Trade fairs Customer magazines Promotional camp. Couponing Fax advertising Overall With response mechanisms

8. Direct Marketing accounts for 39% of all advertising expenditure Data: All values in € bn - those costs include both external and internal costs Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027) Source: IPC survey – 2008 – 1027 interviewed companies (IPSOS) Total Marketing & Communication Expenditure (full costing) - Belgium 2007: € 7.40 billion Direct Marketing represents 39 % of total media investments € 2.86 bn. € 3.18 bn. € 1.35 bn.

9. Only 21% of Belgian advertisers are “cross media” User Share of Cross-Media Campaigns  User of cross-media campaigns  Non-User of cross-media campaigns Number of campaigns: 112,393 campaigns Ø number of campaigns per company: 4.9 campaigns/ year 2 media 3 media 4 media or more Often 2 media, very few with 3 or more medias in their campaigns Data: All values in % Base: All companies with a turnover of at least €0.25 m /year and which are doing direct marketing; Universe:108,595 companies (n=913)

10. Only 21% of Belgian advertisers are “cross media” User Share of Cross-Media Campaigns  User of cross-media campaigns  Non-User of cross-media campaigns Often 2 media, very few with 3 or more medias in their campaigns DM + Web DM + Print DM + Email 7% 7% 6% Internet + Print 9% Among them, when DM involved, … Internet + Email 6% Print + TV 4% Data: All values in % Base: All companies with a turnover of at least €0.25 m /year and which are doing direct marketing; Universe:108,595 companies (n=913)

11. Advertisers consider DM as most efficient mainly for short-term sales and retention Data: All values in % Base: All companies using the specific medium Source: IPC Direct Marketing Intelligence 2008 – IPSOS 1027 belgian companies

13. Before 2009, lot of questions without answers … MDB (Mediaxim) Highly detailed analysis on media investments Weight of Direct Mail in my mix ??? Evolution of Direct Mail pressure in my sector ???

15. How to build a strong “tool” without reinventing the wheel

17. The key steps of this project Information collection Information Treatment Valorisation Access

18. Step 1 All material is sent to Mediaxim Information collection Information Treatment Valorisation Access Transactional information needed to calculated gross value + Daily transfer All DM Specimen Unique key (deposit identifyer) + Regular transfer from 27 sorting centre

19. Step 2 Mediaxim identifies sector and sender Information collection Information Treatment Valorisation Access DM specimen arriving at Mediaxim DM scan Visual Identification Sorting: Economical group – Sector – Sub sector AdvertiserGroup - Advertiser – Brand

21. Step 4 Information is made accessible Information collection Information Treatment Valorisation Access Subscription through Mediaxim In a separate environment

22. Diving into some results

23. In addition to mass media (Cim), Direct Mail represents about 10% of gross media investments Gross Media investments 2009 (in mio eur) Sources : DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media) Mass Media (CIM MDB) Direct Mail (Pige DM) 9,9%

24. In a “turbulent” communication market, Direct Mail hold relatively a good position Gross Investments evolution per media Jan-dec 2009 vs. Jan-dec 2008 - 6,1% +1,2% + 1,2% + 7,5% - 0,8% - 0,9% - 5,2% + 3,5% In millions eur DM Pige CIM-MDB - 8,2% 3.168,9 3.164,4 + 0,1% - 12,1% -7,6% + 6% - 5,7% - 11,7% -2,0% + 9,2% - 9,8% -1% Sources : DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)

25. 75% of gross investments are concentrated in 5 sectors Direct Mail Gross investments, 2009 29,5% 28,2% 9,4% 3,2% 2,5% 2,4% 1,9% 1,7% 1,6% 1,5% 1,5% 1,4% 1,1% 1,0% 0,9% 12,2% Source: DM Pige Mediaxim-Post In millions eur in %

26. Most key sectors grew, except Finance – Car +0,9% +1,2% -8,8% +21,9% -2,7% +7,1% -1,3% +10,9% -10,4% +2,9% +14,1% +23,3% +2,5% +3%% +35,1% Source: DM Pige Mediaxim-Post Variation of Direct Mail Gross investments vs. 2008 (Jan-Dec 2009 vs. 2008, in key sectors representing about 85% total inv.) In millions eur in %

27. But for those 2 key declining sectors, DM increased its weight Automotive Banking - Finance -3% -9% DM Gross Investments +6% DM index compared to Cim-MDB +5% All other sectors +2,5% - Sources (03/02/2010): CIM-MDB, Mediaxim (Mass Media); DM Pige Mediaxim-Post (Direct Mail)

28. This tool reveals also that penetration of DM varies strongly across sectors Gross ATL media & DM investments in Top mass-media sectors (in mio eur gross, Total 2009) Sources: DM pige-Mediaxim (Direct Mail); Cim-MDB, Mediaxim (other media)

31. Our 44 DM barometer show a high recall rate for Direct Mail * Conversion rate average is an average of different conversion rates and doesn't correspond to conversion rate between average Recall having received it Opened it Recall content (content or message) Intent to act “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have intention to react?” Read it Average N= 44 cases 69 41 37 24 46 Conversion rate(AVG)* N= 44 cases 65 89 88 61 DM B2C High recall content when opened High reading rate

32. Scores are strongly lower for unaddressed mail 36 14 9 2 19** 47 62 55 22 Distripost door to door folders * Conversion rate average is an average of different conversion rates and doesn't correspond to conversion rate between average ** Opening vs recall rate calculated on 7 D2D cases with envelope Recall having received it Opened it Recall content (content or message) Intent to act “ Do you remember receiving a DM?” “ What did you do with the DM?” “ Can you describe the DM?” “ Do you have intention to react?” Read it Average N= 19 cases Conversion rate(AVG)* N= 19 cases

35. Transition

36. Thank you Presentation available on www. DMPlaza .be [email_address] 0479 429 159