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             IAB report on
             online ad-spend
             2011




March 2012
Introduction and
summary




IAB report on online ad-spend 2011	   2
Introduction

This is the second year IAB and Deloitte are publishing the online advertising spend
report for The Netherlands. The 2010 FY and 2011 H1 reports received positive
response from the community and the current edition – which covers 2011 FY – has
yet greater participation from key industry partners.                                                                     Joris van Heukelom                      Roel van Rijsewijk
                                                                                                                          IAB | Chairman                          Deloitte Online Business Innovation

                                      This years edition relies on data supplied by a record 43 companies, which has      “It is quite clear that Digital media   “2011 has been a great year for online
                                      allowed us to obtain a more accurate view of the market. We also conducted          is becoming a grown up industry.        advertising, despite turbulent economic
                                      validation discussions on the preliminary results with a number of parties in the   Nevertheless we keep showing double     conditions and declining consumer
                                      market.                                                                             digit growth. This, next to the fact    confidence in the last six months. These
                                                                                                                          that the Tablet Ecosystem seems         conditions did have an effect on the
                                      Based on the additional input received, we have had to restate the 2010 figures     very promising, both for publishers     expectations of the respondents for
                                      slightly downwards, due to better reporting from affiliate marketing players.       and advertisers, provides a strong      2012; they do not see the double digit
                                      Further, based on input from survey participants we have made some changes in       foundation for further expansion        growth rates of last year repeated in
                                      the categories and set up of the study.                                             of Digital within the total Media-      2012. To maintain current growth rates
                                                                                                                          ecosystem in the coming years.”         in 2012, Dutch online publishers and
                                                                                                                                                                  networks will have to make the most
                                                                                                                                                                  out of the possibilities of automated
                                                                                                                                                                  trading platforms, be able to compete
                                                                                                                                                                  with TV for brand advertising budgets
                                                                                                                                                                  and effectively promote in-app
                                                                                                                                                                  advertising on tablets with advertisers.“

                                                                                                                          Emile van den Berg
                                                                                                                          IAB | Research & Standards

                                                                                                                          “Once more, thanks to even more
                                                                                                                          participants than last time, Deloitte
                                                                                                                          managed to pull together a complete
                                                                                                                          and comprehensive report overviewing
                                                                                                                          the ad spends in our industry.”

IAB report on online ad-spend 2011	                                                                                                                                                                       3
Our methodology


                    Collection          Deloitte collected data covering 79% of the market*



                                        Missing participants’ data estimated based on previous figures, desk research,
                    Estimation          expert opinions, industry databases and regression modeling




                  Conversation          Initial findings verified with industry experts, media buyers, and selected publishers




                    Validation          Final findings cross-referenced and validated with respondents




                   Publication          All findings presented to the IAB and industry participants




* Note: Based on STIR market estimate




IAB report on online ad-spend 2011	                                                                                              4
Executive summary

                                                                 Despite slow economic growth and
                                                                 declining consumer confidence, the Dutch
                                                                 online advertising market was over €1 b
                                                                 in 2011, a year on year uplift of 12%
                                                                                                                                                       Gagandeep Sethi
                     Ad revenues received by Dutch publishers                                               However, the lagging economy has           Deloitte Consulting | Strategy
                     through their mobile websites and in-app                                               an effect on the outlook for 2012;
                     advertising on smartphones and tablets is                                              participants expect growth to slow to      “The growth of the online advertising
                     still very small                                                                       7.7% growth for 2012                       market in 2010 has continued for a
                                                                                                                                                       large part throughout 2011”



                                                                                                                                                       Eric Snelleman
                                                                                                                                                       GroupM | Head of Digital Trading

                                                                                                                                                       “We are pleased with this IAB report
                                                                                                                                                       as it confirms a growth that
                                                                                                                                                       is in line with our annual global
                                                                                                                                                       media forecast. A growth that still
                                                                                                                                                       outperforms other media, however not
                                                                                                                                                       growing as fast as before.
                                                                                                                                                       To accelerate growth we think the
                                                                                                                                                       industry should now make sure
                     Automated trading technologies are                                                     Search is still dominant in the online     marketing driven thinking is fully
                     on the rise with 36% of total display                                                  advertising market earning half of total   merged with technology solutions to
                     revenue generated through some kind                                                    ad spend. Display is where the Dutch       further drive, enhance and develop
                     of non-guaranteed pricing mechanism                                                    publishers and networks need to get        digital advertising.”
                                                                                                            their fair share




IAB report on online ad-spend 2011	                                                                                                                                                            5
Background




IAB report on online ad-spend 2011	   6
Dutch economy

The Dutch economy is expected to experience slow growth over the next two years.



Comments                                       Dutch GDP projections (€b)

•	 The economy seems to keep an easy           650                                                     6%
   pace as the Dutch GDP is expected           625
   to grow at a steady 1.4% for the                                                                    3%
   coming two years                            600
                                                                                              576      0%
                                               575                                   567
•	 Following the sharp recovery in                              551         560
                                               550    542
   2010 in the advertising market,                                                                    -3%
   future growth is expected to be             525
   more in line with GDP                                                                              -6%
                                               500

                                               475                                                    -9%
                                               450
                                                                                                      -12%
                                               425

                                               400                                                    -15%
                                                      2009      2010        2011    2012F     2013F

                                                          GDP
                                                          GDP Growth rate YoY
                                                          Total advertising growth rate YoY

Note: Real GDP based on constant prices
Source: IMF, Zenith optimedia December 2011,
SPOT TV Jaarrapport 2011, PwC Entertainment
& Media Outlook 2011-2015, Radio Advies
Bureau, Deloitte analysis


IAB report on online ad-spend 2011	                                                                          7
Dutch advertising market

TV and online are expected to grow the most in both absolute and relative terms.



Comments                                                                Estimated advertising market (€m)

•	 Expected growth for the total advertising market in
                                                                        5,000
   The Netherlands in 2012 is 2.1%
                                                                                                            4,095                    4,183    6
•	 The online advertising market is expected to become                                   4,028      5                       5
                                                                        4,000                                               158              165
   the largest market in 2012                                                                      150                                235
                                                                                          230                   233
•	 Newspapers and magazines are expected to continue                                                            484                   452
   their steady decline                                                                   547
                                                                        3,000
•	 Radio is expected to remain stable through 2012                                                                                   1,091
                                                                                          965               1,059
•	 Outdoor is expected to grow steadily

                                                                        2,000
                                                                                                            1,088                    1,045
                                                                                         1,177

                                                                        1,000

                                                                                                            1,068                    1,189
                                                                                          954

                                                                             0
Note: TV excludes Online TV Advertising
Source: Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, PwC
                                                                                         2010                   2011         +2.1%
                                                                                                                                     2012F
Entertainment & Media Outlook 2011-2015, Radio Advies Bureau, Company               Cinema          Radio              TV              Internet
annual reports, Deloitte analysis
                                                                                    Outdoor         Magazines          Newspapers
IAB report on online ad-spend 2011	                                                                                                                8
Time spend

As consumers spend more time online, advertisers are expected to respond similarly to
rebalance the value of the different media types.

NL Advertising Trends                                                                                 Time spend vs Share of Advertising spend (2011)*

Newspapers/Magazines
                                                                                                                                                                    Indicative direction and speed
Print still has a dominant position in the advertising market, with a relatively large                                                50
share compared to the total time spent on this media. Forecasts show a steady
decline of advertising income for newspapers and magazines.                                                                           45




                                                                                                     Share of Advertising spend (%)
                                                                                                                                      40
Radio
Traditional radio is expected to decline in its share of total timespend, but will                                                    35       Newspapers
be compensated by online music services such as Spotify and Pandora. Upside
potential in SoA is limited due to the nature of the medium and is expected to                                                        30
stabilize.                                                                                                                                                        Internet
                                                                                                                                      25                                                         TV
TV
Linear TV in the Netherlands is likely to have a strong year due to major media                                                       20
events such as the Olympics and European Championships; major advertisers may                                                                   Magazines
                                                                                                                                      15
increase spend on TV advertising as cost per reach is still relatively cheap.
                                                                                                                                      10
Internet
Time spent online will increase over the next few years with video and social being                                                    5                                       Radio
the big drivers. It is expected that advertising budgets will shift in line with this
increase in time spend.                                                                                                                0
                                                                                                                                           0    5   10      15    20   25    30   35      40     45      50
                                                                                                                                                                 Time spend (%)
Note: Share of Advertising based on collected 2011 data; Time spend based on most recent available
findings from SPOT
Source: Trends tijdsbesteding 2010 SPOT, Zenith optimedia December 2011, SPOT TV Jaarrapport          *  efinitions: Share of Advertising spend is the ratio of advertising revenue of a particular media type to the sum of revenue of all selected media types.
                                                                                                        D
2011, Radio Advies Bureau, Deloitte analysis                                                                       Time spend is the ratio of time spend on a particular media type to the sum of time spend on all selected media types.


IAB report on online ad-spend 2011	                                                                                                                                                                                                                                  9
Consumer confidence

The decline in consumer confidence has had little direct impact on online advertising
spend sofar.

                                      Display advertising revenue vs. consumer confidence

                                           €m
                                                                                                                                                40
                                      40                                                                                                              0
                                                                                                                                    31    31
                                                               28       26        27        29                               28
                                      30        25     24                                                24        23                                 -10
                                      20                                                                                                              -20
                                      10                                                                                                              -30
                                       0                                                                                                              -40
                                                Jan   Febr    Mar      Apr       May     June           July      Aug       Sept    Oct   Nov   Dec
                                                                                                 2011



                                           €m
                                      40                                                                                                        35    0
                                                                                            28                                            29
                                      30                       26                 25                                         25     26                -10
                                                22     22              23                                21        20
                                      20                                                                                                              -20
                                      10                                                                                                              -30
                                       0                                                                                                              -40
                                                Jan   Febr    Mar      Apr        May    June           July       Aug      Sept    Oct   Nov   Dec
                                                                                                 2010

                                                                             Consumer confidence                Advertising income



Source: CBS, Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                         10
2011 Results




IAB report on online ad-spend 2011	   11
Online advertising market

The Dutch online advertising market was almost €1.1b in 2011, a year on year uplift
of 12%.

Frank Goebbels                                        Revenue by advertising category (€m)
Omnicom | Strategy  Development
Director

“Adwords costs have increased                                                                                             202
tremendously due to high bidding;                                   192                                                                        Search
display stands to benefit in the short
term from higher prices on search                                                                                                              Display
keywords”                                                                                                                         2011
                                                                                   2010
                                                                                                                                €1,068         Classifieds, directories
                                                                            €954m                      460
                                                                                                                                         530   and listings


Hein Asser                                                                                                          336
Magna Global | Contracting Director
                                                            302

“Advertisers are buying more but
spending relatively less on display
advertising leading to limited growth in
the segment”

                                                                                                             +12%

* Search revenues is our estimation of all revenue of Google and its competitors in The Netherlands
Note: Display revenue includes some double counting from search related revenues; Classifieds,
directories  listings estimated based on a limited number of data points; Display and Classifieds,
directories  listings data for 2010 restated based on revised revenues figures from respondents and
additional data from new respondents
Source: Survey respondents, Annual reports; Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                                      12
Details display advertising

More than half of display advertising revenues come from traditional embedded
formats.

                                                                                                                      Display advertising breakdown by format




                                                                                                        Other

                                                                                                                12%
                                                                                     Interruptive
                                                                                     formats
                                                                                                        8%
                                                                         31%

                                                           2011                                                 Display formats
                                                                                       Video           9%
                                                50%                                                                                                Embedded
                                                                                                                                        61%        formats

                                                                                                        10%
                                                                                           Textlinks
                                                                  19%               (incl. AdSense)




Note: Embedded formats are for example           Display          Classifieds,               Search
traditional banners and skyscrapers                               directories and
Source: Survey respondents, Deloitte analysis                     listings

IAB report on online ad-spend 2011	                                                                                                                             13
Display revenue per medium

Mobile websites and in-app advertising is small; within apps, tablets have a 36%
revenue share while there are 6.4 times more smart phone devices then tablets.

Display advertising revenue per medium                                                                                          Number of devices

                                                                                                                            7
Joris van Heukelom                                                                                                                    6.4
IAB | Chairman
                                                                                                                            6
“On the one hand we can conclude
                                                         3%
that publishing for tablets which is                                                                                        5
dominated by Apple is still in the




                                                                                                            Devices (x1m)
beginning of its lifetime-cycle. But                9%                                                                      4
the promise is huge. If you focus on
the advertising-value of publishing                                             36%
on tablet you only can conclude that                                                                                        3
it is remarkably high. I assume that                     Mediums                             In-app
next years’ adspend study will show                                                                                         2
remarkable growth in this category.”
                                                                          88%                         64%
                                                                                                                                                    1.0
                                                                                                                            1


                                                                                                                            0

                                                Website/browser                 Smartphone                                        Smartphones
                                                E-mail                                                                            Tablets
Note: In-app only includes revenues from                                        Tablet
survey respondents and excludes revenues from   In-app / Mobile website
players such as Google and Apple
Source: Survey respondents, Emerce.nl,
Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                       14
Power ratio display advertising

Publishers vary in reach and performance in capturing advertising spend with market
leaders capturing the most relative value through niche focus.

Comments                                       Power ratio display advertising
                                                                                                                                                                         12.4
•	 Share of Advertising spend is the
   ratio of respondent revenue to                 Low
                                                                                12
   the sum of revenue of included                 Average

   respondents                                    High              SoA / SoV
•	 Share of Visitors is the ratio of
                                                                                10
   respondent unique visitors to the
   sum of unique visitors of included
   respondents
                                                                                 8
•	 The power ratio is calculated by
                                                                                                                                                                   6.0
   dividing Share of Advertising spend
   by Share of Visitors
                                                                                 6
•	 Publishers with a specific target
   audience received a high advertising
   share relative to their visitors’ share                                                                                                             2.9   3.0
                                                                                 4
•	 4 publishers have an extraordinary
   share of advertising compared to                                                                                                        1.8   1.9
   their reach                                                                                                           1.0   1.1   1.2
                                                                                 2
                                                                                         0.3     0.5   0.6   0.7   0.8
•	 6 publishers have below average
                                                              1.0
   advertising performance compared
   to their reach
                                                                                 0
                                                                                          1       2     1     1     1     1    2      2     1     1     1     1     1     1

                                                                                Number of publishers
Note: Unique visitors are according to STIR
definitions of visitors over 13 years of age
Source: STIR 2011, Survey respondents,
Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                                             15
Industries

Consumer goods takes position as top spender amongst publishers while Financial
services spending moves to a second position.

                                                 Top five industries by revenue share
                                                                                        2011                                   2010   Change

                                                       Consumer goods       17%                      Consumer goods      10%            7%

                                                      Financial services    14%                     Financial services   9%             5%

                                                               Telecom      10%                              Telecom     9%             1%

                                                           Online retail    9%                           Online retail   3%             6%

                                                           Automotive       7%                           Automotive      11%            -4%

                                                                 Travel     7%                                 Travel    4%             3%

                                                 Hardware  electronics     4%                 Hardware  electronics    5%             -1%

                                                           Public sector    3%                           Public sector   3%             0%

                                                          Personal care     3%
                                                           ICT Services     2%
                                                                Fashion     2%
                                                                  Retail    2%                                  Retail   2%             0%

                                                              Free time     2%                              Free time    4%             -2%
Note: Excluding classifieds, directories 
                                                                 Energy     1%                                 Energy    2%             -1%
listings, search and industry category other;
2011 included 3 new categories – ICT Services,
Fashion and Personal care; 2010 shares updated
to include additional respondents
Source: Survey respondents, Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                            16
Revenue per payment model
                                                                                    Roel van Rijsewijk
The CPM payment model maintains a leading position as the preferred revenue model   Deloitte Online Business Innovation

for display advertising.                                                            “As we move towards more automated
                                                                                    trading, CPM is becoming the default
                                                                                    currency.”
Display advertising revenue per payment model



51%                                                 19%
CPM                                                  CPS




 9%                                                  2%
 CPC                                               Other


 7%                                                  12%
 CPL                                            Fixed Fee




Source: Survey respondents, Deloitte analysis


IAB report on online ad-spend 2011	                                                                                       17
Sales mechanism and channels

A significant portion of sales is not realized through traditional ratecards but through
using an automated trading mechanism.

Mark Stockx                                      Display advertising revenue by price mechanism   Revenue per channel
Telegraaf Media Nederland
Sales Director Digitaal

“2012 is going to be the year where
automated trading really becomes part
of a total integrated marketing solution.
Automated trading has developed far                                                                                                          2%
                                                                                                               11%
from remnant inventory and moves to                                                                                                  12%
premium partnership solutions ranging                36%
from awareness to performance and
ultimately delivering true ROI for our
                                                                   2011                                            2011     45%            Third parties
clients. The publishers that really gets
                                                                                                                                  19%
the ultimate mix between branded                                                                     44%
content, premium formats  inventory                                                                                                                          67%
                                                                                64%
and performance driven solutions is up
for a great year.”




                                                   Guaranteed                                              Direct sales            Automated trading agencies
Note: Guaranteed revenues defined as sales
from upfront agreed upon price, for example        Non-guaranteed                                          Media agencies          Ad network / saleshouse
based on a ratecard. Non-guaranteed revenues
                                                                                                           Third parties
resulting from sales without an upfront agreed                                                                                     Agency trading desks
upon price, for example exchange traded
inventory.                                                                                                                         Ad network / ad exchange
Source: Survey respondents, Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                                 18
Affiliate marketing

Of the total reported online advertising spend in 2011, €117m was generated through
affiliate networks.

Bas Rogaar                                     Spend on affiliate marketing (€m)   Affiliate revenue by publisher model
Affilinet
Taskforce Affiliate marketing
                                                                                                      4%     7%
                                                                                                                    3%
“The historical participation of all


                                                   117m
relevant market players to the IAB
                                                                                                                          12%
– Deloitte ad-spend study will have
a positive impact on the further
development and transparency of this
highly innovative and dynamic sector                                                            Publisher model             6%
within the online marketing landscape.”                                              48%




                                                                                                                      20%




                                                  Search (SEO/SEA)                 Comparison sites                Cashback and loyalty   Advertising networks
                                                  Social Media                     Coupon codes                    Topic publishers
Note: Division of revenue by publisher model
based on data from an estimated 50% of the
total market
Source: Survey respondents; Jochem Vroom
Affiliateblog/Imbull BV; Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                              19
Outlook




IAB report on online ad-spend 2011	   20
Revenue growth expectations

Respondents predict a 7.7% market growth in 2012 weighted by respondent revenues.


Gagandeep Sethi                                 Survey respondents growth expectations
Deloitte Consulting | Strategy
                                                   Low
“Companies expect a weighted growth                Average
rate of 7,7% in 2012; a clear downward             High
revision of expectations voiced in H1
2011 of 20%.”

                                                                             Weighted average growth expectation*




                                                2012 expectations



                                                                        2%       4%       5%   7,7% 8% 10%               12%   15%   18%   20%   45%       50%


                                                   number of
                                                   respondents
                                                                    1        1        3         1         2         13     2     3     1     3         1     1
                                                   (total of 32)



* Growth expectation calculated by weighting
responses with company revenue	
Source: Survey respondents; Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                                              21
Sector growth expectations vs actual results

Online retail and Consumer goods were the sectors that have grown
most in online ad spend in 2011, as expected by the participants in
the last survey.
                                                Expectation of growth in 2011 by industry




                                                        3%                    3%
                                                                                                   2%        2%         2%

                                                   Online retail          Consumer                 Travel    Retail   Financial
                                                                            goods                                     services



                                                Actual change in share of total market by industry in 2011




                                                                             8%
                                                        6%
                                                                                                                        4%
                                                                                                   3%        0%

                                                   Online retail          Consumer                 Travel    Retail   Financial
Source: Survey respondents, Deloitte analysis
                                                                            goods                                     services
IAB report on online ad-spend 2011	                                                                                               22
Growth expectations 2012

For 2012, CPM remains the main payment model and is expected to grow the most.
Retail is expected to grow the most in spend. Expectations of growth of in-app
advertising are limited.
                                                      Growth expectations for 2012



                                           CPM         14%                                      Retail   9%               Website    13%

                                                CPS    6%                                Online retail   4%         Mobile website   9%

                                      Fixed Fee        4%                                    Fashion     3%                 In-app   3%

                                            CPC        3%                            Consumer Goods      2%                 E-mail   2%

                                                CPL    3%                                    Telecom     2%


                                                         Payment model                                   Industry                     Medium




Source: Survey respondents, Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                            23
Revenue forecast
                                                                                               Roel van Rijsewijk
Display and classifieds, directories and listings revenues are expected                        Deloitte Online Business Innovation

to grow from €538m to €580m in 2012.                                                           “The growth rate in 2012 for display
                                                                                               advertising could be more than
                                                                                               expected, driven by a slight shift away
Display and classifieds forecast 2012 (€m)                                                     from keyword advertising.”




                                                                           210
     192                                            202
                                                                                 2012F                  Display
                        2010                               2011
                                                                                 €580
                    €494                                  €538                                          Classifieds
                                              302                    336                 370




Source: Survents respondents, Deloitte analysis


IAB report on online ad-spend 2011	                                                                                                  24
Appendix




IAB report on online ad-spend 2011	   25
Methodology
                                      Online advertising market                                                        Search and classifieds estimates

                                      •	 Over 40 companies reported their data based on the questionnaire.             •	 Due to limited availability of company data we had to estimate the market size
                                                                                                                          for search and classifieds based on market data
                                      •	 The data gathered comprises 79% of total reach (based on STIR)
                                                                                                                       •	 Together with the taskforce search from the IAB we defined the search market
                                      •	 The figures are drawn up on the basis of site declaration and have not been      and estimated the market size
                                         audited
                                                                                                                       •	 Google regulations forbid commenting on our search market estimates
                                      •	 Wherever needed we have used tools such as regression analysis  to make
                                         estimations regarding total market                                            •	 The classified market is based on public available market estimates. Due to
                                                                                                                          limited data points, current classified market size could not be verified
                                      •	 Based on the information provided by survey participants, figures have been
                                         adjusted for double counting when possible




IAB report on online ad-spend 2011	                                                                                                                                                                        26
Definitions
                                      Categories                                                                    Payment models

                                      •	   Display                                                                  •	 Fixed Fee: Payment model based on a fixed fee
                                      	    - Embedded formats (banners, buttons, skyscrapers etc)
                                      	    - Interruptive formats (rich media, over the page, page take-over etc)   •	 CPM: Cost per Mille = Payment model where the advertiser pays per thousand
                                      	    - Tekstlinks (incl. AdSense)                                                viewers
                                      	    - Video (pre-/mid-/ postroll)
                                      	    - Other uncategorized display advertising                                •	 CPC: Cost per Click = Payment model based on the number of clicks on an
                                                                                                                       advertisement
                                      •	   Online classifieds, directories  listings
                                      	    - B2B                                                                    •	 CPL: Cost per Lead = Payment model that is based on the number of leads
                                      	    - B2C                                                                       generated. A lead is an online conversion where the consumer shares its contact
                                      	    - C2C                                                                       details and indicates to be interested

                                                                                                                    •	 CPS: Cost per Sale = Payment model based on the number of sales generated




IAB report on online ad-spend 2011	                                                                                                                                                                 27
List of survey participants
                                      Name of company                  Name of company

                                        1   Adfab                       23   NDC Mediagroep

                                        2   Adfactor                    24   NRC Media

                                        3   Adlantic                    25   OMG/Netdirect

                                        4   Admitter Nederland          26   RTL Nederland

                                        5   Affiliate4You               27   Sanoma Media

                                        6   Affilinet Nederland         28   SBS

                                        7   Bannerconnect               29   Ster

                                        8   Beslist.nl                  30   Sulake

                                        9   Cleafs                      31   TAPPS

                                       10   ClickDistrict               32   Telegraaf Media Groep

                                       11   Daisycon                    33   Tibaco

                                       12   De Persgroep Advertising    34   TradeDoubler

                                       13   Digimo Media                35   Viacom International Media Networks Northern Europe

                                       14   FD Mediagroep               36   Videostrip

                                       15   Funda Real Estate           37   VNU Media

                                       16   HDC Media                   38   WebAds Interactive Advertising

                                       17   Hi-media Nederland          39   Koninklijke Wegener

                                       18   IDG                         40   YD

                                       19   Kluwer Media                41   Young Advertising

                                       20   Lumata                      42   Zanox M4N

                                       21   Marktplaats Media           43   Zoom.in

                                       22   Microsoft



IAB report on online ad-spend 2011	                                                                                                28
Data sources
                                      Company / Organization      Website

                                        1   Affiliate blog        www.affiliateblog.nl

                                        2   CBS                   www.cbs.nl

                                        3   Comscore              www.comscore.com

                                        4   Emerce                www.emerce.nl

                                        5   Forrester             www.forrester.com

                                        6   Google                www.google.com

                                        7   Imbull                www.imbull.nl

                                        8   IMF                   www.imf.org

                                        9   PwC                   www.pwc.nl

                                       10   Radio Advies Bureau   www.rab.fm

                                       11   SPOT                  www.spot.nl

                                       12   STIR                  www.stir.nl

                                       13   Zenith Optimedia      www.zenithoptimedia.com




IAB report on online ad-spend 2011	                                                         29
Contact details
                                      For questions concerning this research feel free to contact:



                                      Roel van Rijsewijk                                                                       Lauren van der Heijden
                                      Deloitte Online Business Innovation                                                      IAB Nederland
                                      Tel:	     +31 (0)6 52 615 087                                                            Tel:	   +31 (0)85 401 0802
                                      Email:	rvanrijsewijk@deloitte.nl                                                         Email:	lauren@iab.nl

                                      Roel is a Director with the Risk Services practice from Deloitte with more than          Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB
                                      10 years of experience in risk consulting for companies  in the Technology, Media        commissioned research and assisting IAB members with their research projects.
                                       Telecommunications (TMT) industry. Roel leads one of Deloitte’s main innovation        Also responsible for shaping the IAB knowledge base so that it meets members’
                                      projects on ethics and trust in a digital world and is co-founder of Deloitte’s Online   needs moving forward.
                                      Business Innovation group.

                                      Gagandeep Sethi
                                      Deloitte Consulting | Strategy
                                      Tel:	     +31 (0)6 13 127 167
                                      Email:	gasethi@deloitte.nl

                                      Gagandeep Sethi is a Manager in the Corporate Strategy practice of Deloitte
                                      Consulting Netherlands with more than 10 years of experience within the
                                      Technology, Media  Telecommunications (TMT) industry.




IAB report on online ad-spend 2011	                                                                                                                                                                            30
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity.
Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.

Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150
countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte’s approximately 182,000
professionals are committed to becoming the standard of excellence.

This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively, the “Deloitte Network”) is, by means of this
publication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No
entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication.

© 2012 Deloitte The Netherlands

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Ad Spend Study 2011

  • 1. interactiv advertisin bureau IAB report on online ad-spend 2011 March 2012
  • 2. Introduction and summary IAB report on online ad-spend 2011 2
  • 3. Introduction This is the second year IAB and Deloitte are publishing the online advertising spend report for The Netherlands. The 2010 FY and 2011 H1 reports received positive response from the community and the current edition – which covers 2011 FY – has yet greater participation from key industry partners. Joris van Heukelom Roel van Rijsewijk IAB | Chairman Deloitte Online Business Innovation This years edition relies on data supplied by a record 43 companies, which has “It is quite clear that Digital media “2011 has been a great year for online allowed us to obtain a more accurate view of the market. We also conducted is becoming a grown up industry. advertising, despite turbulent economic validation discussions on the preliminary results with a number of parties in the Nevertheless we keep showing double conditions and declining consumer market. digit growth. This, next to the fact confidence in the last six months. These that the Tablet Ecosystem seems conditions did have an effect on the Based on the additional input received, we have had to restate the 2010 figures very promising, both for publishers expectations of the respondents for slightly downwards, due to better reporting from affiliate marketing players. and advertisers, provides a strong 2012; they do not see the double digit Further, based on input from survey participants we have made some changes in foundation for further expansion growth rates of last year repeated in the categories and set up of the study. of Digital within the total Media- 2012. To maintain current growth rates ecosystem in the coming years.” in 2012, Dutch online publishers and networks will have to make the most out of the possibilities of automated trading platforms, be able to compete with TV for brand advertising budgets and effectively promote in-app advertising on tablets with advertisers.“ Emile van den Berg IAB | Research & Standards “Once more, thanks to even more participants than last time, Deloitte managed to pull together a complete and comprehensive report overviewing the ad spends in our industry.” IAB report on online ad-spend 2011 3
  • 4. Our methodology Collection Deloitte collected data covering 79% of the market* Missing participants’ data estimated based on previous figures, desk research, Estimation expert opinions, industry databases and regression modeling Conversation Initial findings verified with industry experts, media buyers, and selected publishers Validation Final findings cross-referenced and validated with respondents Publication All findings presented to the IAB and industry participants * Note: Based on STIR market estimate IAB report on online ad-spend 2011 4
  • 5. Executive summary Despite slow economic growth and declining consumer confidence, the Dutch online advertising market was over €1 b in 2011, a year on year uplift of 12% Gagandeep Sethi Ad revenues received by Dutch publishers However, the lagging economy has Deloitte Consulting | Strategy through their mobile websites and in-app an effect on the outlook for 2012; advertising on smartphones and tablets is participants expect growth to slow to “The growth of the online advertising still very small 7.7% growth for 2012 market in 2010 has continued for a large part throughout 2011” Eric Snelleman GroupM | Head of Digital Trading “We are pleased with this IAB report as it confirms a growth that is in line with our annual global media forecast. A growth that still outperforms other media, however not growing as fast as before. To accelerate growth we think the industry should now make sure Automated trading technologies are Search is still dominant in the online marketing driven thinking is fully on the rise with 36% of total display advertising market earning half of total merged with technology solutions to revenue generated through some kind ad spend. Display is where the Dutch further drive, enhance and develop of non-guaranteed pricing mechanism publishers and networks need to get digital advertising.” their fair share IAB report on online ad-spend 2011 5
  • 6. Background IAB report on online ad-spend 2011 6
  • 7. Dutch economy The Dutch economy is expected to experience slow growth over the next two years. Comments Dutch GDP projections (€b) • The economy seems to keep an easy 650 6% pace as the Dutch GDP is expected 625 to grow at a steady 1.4% for the 3% coming two years 600 576 0% 575 567 • Following the sharp recovery in 551 560 550 542 2010 in the advertising market, -3% future growth is expected to be 525 more in line with GDP -6% 500 475 -9% 450 -12% 425 400 -15% 2009 2010 2011 2012F 2013F GDP GDP Growth rate YoY Total advertising growth rate YoY Note: Real GDP based on constant prices Source: IMF, Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, PwC Entertainment & Media Outlook 2011-2015, Radio Advies Bureau, Deloitte analysis IAB report on online ad-spend 2011 7
  • 8. Dutch advertising market TV and online are expected to grow the most in both absolute and relative terms. Comments Estimated advertising market (€m) • Expected growth for the total advertising market in 5,000 The Netherlands in 2012 is 2.1% 4,095 4,183 6 • The online advertising market is expected to become 4,028 5 5 4,000 158 165 the largest market in 2012 150 235 230 233 • Newspapers and magazines are expected to continue 484 452 their steady decline 547 3,000 • Radio is expected to remain stable through 2012 1,091 965 1,059 • Outdoor is expected to grow steadily 2,000 1,088 1,045 1,177 1,000 1,068 1,189 954 0 Note: TV excludes Online TV Advertising Source: Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, PwC 2010 2011 +2.1% 2012F Entertainment & Media Outlook 2011-2015, Radio Advies Bureau, Company Cinema Radio TV Internet annual reports, Deloitte analysis Outdoor Magazines Newspapers IAB report on online ad-spend 2011 8
  • 9. Time spend As consumers spend more time online, advertisers are expected to respond similarly to rebalance the value of the different media types. NL Advertising Trends Time spend vs Share of Advertising spend (2011)* Newspapers/Magazines Indicative direction and speed Print still has a dominant position in the advertising market, with a relatively large 50 share compared to the total time spent on this media. Forecasts show a steady decline of advertising income for newspapers and magazines. 45 Share of Advertising spend (%) 40 Radio Traditional radio is expected to decline in its share of total timespend, but will 35 Newspapers be compensated by online music services such as Spotify and Pandora. Upside potential in SoA is limited due to the nature of the medium and is expected to 30 stabilize. Internet 25 TV TV Linear TV in the Netherlands is likely to have a strong year due to major media 20 events such as the Olympics and European Championships; major advertisers may Magazines 15 increase spend on TV advertising as cost per reach is still relatively cheap. 10 Internet Time spent online will increase over the next few years with video and social being 5 Radio the big drivers. It is expected that advertising budgets will shift in line with this increase in time spend. 0 0 5 10 15 20 25 30 35 40 45 50 Time spend (%) Note: Share of Advertising based on collected 2011 data; Time spend based on most recent available findings from SPOT Source: Trends tijdsbesteding 2010 SPOT, Zenith optimedia December 2011, SPOT TV Jaarrapport * efinitions: Share of Advertising spend is the ratio of advertising revenue of a particular media type to the sum of revenue of all selected media types. D 2011, Radio Advies Bureau, Deloitte analysis Time spend is the ratio of time spend on a particular media type to the sum of time spend on all selected media types. IAB report on online ad-spend 2011 9
  • 10. Consumer confidence The decline in consumer confidence has had little direct impact on online advertising spend sofar. Display advertising revenue vs. consumer confidence €m 40 40 0 31 31 28 26 27 29 28 30 25 24 24 23 -10 20 -20 10 -30 0 -40 Jan Febr Mar Apr May June July Aug Sept Oct Nov Dec 2011 €m 40 35 0 28 29 30 26 25 25 26 -10 22 22 23 21 20 20 -20 10 -30 0 -40 Jan Febr Mar Apr May June July Aug Sept Oct Nov Dec 2010 Consumer confidence Advertising income Source: CBS, Deloitte analysis IAB report on online ad-spend 2011 10
  • 11. 2011 Results IAB report on online ad-spend 2011 11
  • 12. Online advertising market The Dutch online advertising market was almost €1.1b in 2011, a year on year uplift of 12%. Frank Goebbels Revenue by advertising category (€m) Omnicom | Strategy Development Director “Adwords costs have increased 202 tremendously due to high bidding; 192 Search display stands to benefit in the short term from higher prices on search Display keywords” 2011 2010 €1,068 Classifieds, directories €954m 460 530 and listings Hein Asser 336 Magna Global | Contracting Director 302 “Advertisers are buying more but spending relatively less on display advertising leading to limited growth in the segment” +12% * Search revenues is our estimation of all revenue of Google and its competitors in The Netherlands Note: Display revenue includes some double counting from search related revenues; Classifieds, directories listings estimated based on a limited number of data points; Display and Classifieds, directories listings data for 2010 restated based on revised revenues figures from respondents and additional data from new respondents Source: Survey respondents, Annual reports; Deloitte analysis IAB report on online ad-spend 2011 12
  • 13. Details display advertising More than half of display advertising revenues come from traditional embedded formats. Display advertising breakdown by format Other 12% Interruptive formats 8% 31% 2011 Display formats Video 9% 50% Embedded 61% formats 10% Textlinks 19% (incl. AdSense) Note: Embedded formats are for example Display Classifieds, Search traditional banners and skyscrapers directories and Source: Survey respondents, Deloitte analysis listings IAB report on online ad-spend 2011 13
  • 14. Display revenue per medium Mobile websites and in-app advertising is small; within apps, tablets have a 36% revenue share while there are 6.4 times more smart phone devices then tablets. Display advertising revenue per medium Number of devices 7 Joris van Heukelom 6.4 IAB | Chairman 6 “On the one hand we can conclude 3% that publishing for tablets which is 5 dominated by Apple is still in the Devices (x1m) beginning of its lifetime-cycle. But 9% 4 the promise is huge. If you focus on the advertising-value of publishing 36% on tablet you only can conclude that 3 it is remarkably high. I assume that Mediums In-app next years’ adspend study will show 2 remarkable growth in this category.” 88% 64% 1.0 1 0 Website/browser Smartphone Smartphones E-mail Tablets Note: In-app only includes revenues from Tablet survey respondents and excludes revenues from In-app / Mobile website players such as Google and Apple Source: Survey respondents, Emerce.nl, Deloitte analysis IAB report on online ad-spend 2011 14
  • 15. Power ratio display advertising Publishers vary in reach and performance in capturing advertising spend with market leaders capturing the most relative value through niche focus. Comments Power ratio display advertising 12.4 • Share of Advertising spend is the ratio of respondent revenue to Low 12 the sum of revenue of included Average respondents High SoA / SoV • Share of Visitors is the ratio of 10 respondent unique visitors to the sum of unique visitors of included respondents 8 • The power ratio is calculated by 6.0 dividing Share of Advertising spend by Share of Visitors 6 • Publishers with a specific target audience received a high advertising share relative to their visitors’ share 2.9 3.0 4 • 4 publishers have an extraordinary share of advertising compared to 1.8 1.9 their reach 1.0 1.1 1.2 2 0.3 0.5 0.6 0.7 0.8 • 6 publishers have below average 1.0 advertising performance compared to their reach 0 1 2 1 1 1 1 2 2 1 1 1 1 1 1 Number of publishers Note: Unique visitors are according to STIR definitions of visitors over 13 years of age Source: STIR 2011, Survey respondents, Deloitte analysis IAB report on online ad-spend 2011 15
  • 16. Industries Consumer goods takes position as top spender amongst publishers while Financial services spending moves to a second position. Top five industries by revenue share 2011 2010 Change Consumer goods 17% Consumer goods 10% 7% Financial services 14% Financial services 9% 5% Telecom 10% Telecom 9% 1% Online retail 9% Online retail 3% 6% Automotive 7% Automotive 11% -4% Travel 7% Travel 4% 3% Hardware electronics 4% Hardware electronics 5% -1% Public sector 3% Public sector 3% 0% Personal care 3% ICT Services 2% Fashion 2% Retail 2% Retail 2% 0% Free time 2% Free time 4% -2% Note: Excluding classifieds, directories Energy 1% Energy 2% -1% listings, search and industry category other; 2011 included 3 new categories – ICT Services, Fashion and Personal care; 2010 shares updated to include additional respondents Source: Survey respondents, Deloitte analysis IAB report on online ad-spend 2011 16
  • 17. Revenue per payment model Roel van Rijsewijk The CPM payment model maintains a leading position as the preferred revenue model Deloitte Online Business Innovation for display advertising. “As we move towards more automated trading, CPM is becoming the default currency.” Display advertising revenue per payment model 51% 19% CPM CPS 9% 2% CPC Other 7% 12% CPL Fixed Fee Source: Survey respondents, Deloitte analysis IAB report on online ad-spend 2011 17
  • 18. Sales mechanism and channels A significant portion of sales is not realized through traditional ratecards but through using an automated trading mechanism. Mark Stockx Display advertising revenue by price mechanism Revenue per channel Telegraaf Media Nederland Sales Director Digitaal “2012 is going to be the year where automated trading really becomes part of a total integrated marketing solution. Automated trading has developed far 2% 11% from remnant inventory and moves to 12% premium partnership solutions ranging 36% from awareness to performance and ultimately delivering true ROI for our 2011 2011 45% Third parties clients. The publishers that really gets 19% the ultimate mix between branded 44% content, premium formats inventory 67% 64% and performance driven solutions is up for a great year.” Guaranteed Direct sales Automated trading agencies Note: Guaranteed revenues defined as sales from upfront agreed upon price, for example Non-guaranteed Media agencies Ad network / saleshouse based on a ratecard. Non-guaranteed revenues Third parties resulting from sales without an upfront agreed Agency trading desks upon price, for example exchange traded inventory. Ad network / ad exchange Source: Survey respondents, Deloitte analysis IAB report on online ad-spend 2011 18
  • 19. Affiliate marketing Of the total reported online advertising spend in 2011, €117m was generated through affiliate networks. Bas Rogaar Spend on affiliate marketing (€m) Affiliate revenue by publisher model Affilinet Taskforce Affiliate marketing 4% 7% 3% “The historical participation of all 117m relevant market players to the IAB 12% – Deloitte ad-spend study will have a positive impact on the further development and transparency of this highly innovative and dynamic sector Publisher model 6% within the online marketing landscape.” 48% 20% Search (SEO/SEA) Comparison sites Cashback and loyalty Advertising networks Social Media Coupon codes Topic publishers Note: Division of revenue by publisher model based on data from an estimated 50% of the total market Source: Survey respondents; Jochem Vroom Affiliateblog/Imbull BV; Deloitte analysis IAB report on online ad-spend 2011 19
  • 20. Outlook IAB report on online ad-spend 2011 20
  • 21. Revenue growth expectations Respondents predict a 7.7% market growth in 2012 weighted by respondent revenues. Gagandeep Sethi Survey respondents growth expectations Deloitte Consulting | Strategy Low “Companies expect a weighted growth Average rate of 7,7% in 2012; a clear downward High revision of expectations voiced in H1 2011 of 20%.” Weighted average growth expectation* 2012 expectations 2% 4% 5% 7,7% 8% 10% 12% 15% 18% 20% 45% 50% number of respondents 1 1 3 1 2 13 2 3 1 3 1 1 (total of 32) * Growth expectation calculated by weighting responses with company revenue Source: Survey respondents; Deloitte analysis IAB report on online ad-spend 2011 21
  • 22. Sector growth expectations vs actual results Online retail and Consumer goods were the sectors that have grown most in online ad spend in 2011, as expected by the participants in the last survey. Expectation of growth in 2011 by industry 3% 3% 2% 2% 2% Online retail Consumer Travel Retail Financial goods services Actual change in share of total market by industry in 2011 8% 6% 4% 3% 0% Online retail Consumer Travel Retail Financial Source: Survey respondents, Deloitte analysis goods services IAB report on online ad-spend 2011 22
  • 23. Growth expectations 2012 For 2012, CPM remains the main payment model and is expected to grow the most. Retail is expected to grow the most in spend. Expectations of growth of in-app advertising are limited. Growth expectations for 2012 CPM 14% Retail 9% Website 13% CPS 6% Online retail 4% Mobile website 9% Fixed Fee 4% Fashion 3% In-app 3% CPC 3% Consumer Goods 2% E-mail 2% CPL 3% Telecom 2% Payment model Industry Medium Source: Survey respondents, Deloitte analysis IAB report on online ad-spend 2011 23
  • 24. Revenue forecast Roel van Rijsewijk Display and classifieds, directories and listings revenues are expected Deloitte Online Business Innovation to grow from €538m to €580m in 2012. “The growth rate in 2012 for display advertising could be more than expected, driven by a slight shift away Display and classifieds forecast 2012 (€m) from keyword advertising.” 210 192 202 2012F Display 2010 2011 €580 €494 €538 Classifieds 302 336 370 Source: Survents respondents, Deloitte analysis IAB report on online ad-spend 2011 24
  • 25. Appendix IAB report on online ad-spend 2011 25
  • 26. Methodology Online advertising market Search and classifieds estimates • Over 40 companies reported their data based on the questionnaire. • Due to limited availability of company data we had to estimate the market size for search and classifieds based on market data • The data gathered comprises 79% of total reach (based on STIR) • Together with the taskforce search from the IAB we defined the search market • The figures are drawn up on the basis of site declaration and have not been and estimated the market size audited • Google regulations forbid commenting on our search market estimates • Wherever needed we have used tools such as regression analysis to make estimations regarding total market • The classified market is based on public available market estimates. Due to limited data points, current classified market size could not be verified • Based on the information provided by survey participants, figures have been adjusted for double counting when possible IAB report on online ad-spend 2011 26
  • 27. Definitions Categories Payment models • Display • Fixed Fee: Payment model based on a fixed fee - Embedded formats (banners, buttons, skyscrapers etc) - Interruptive formats (rich media, over the page, page take-over etc) • CPM: Cost per Mille = Payment model where the advertiser pays per thousand - Tekstlinks (incl. AdSense) viewers - Video (pre-/mid-/ postroll) - Other uncategorized display advertising • CPC: Cost per Click = Payment model based on the number of clicks on an advertisement • Online classifieds, directories listings - B2B • CPL: Cost per Lead = Payment model that is based on the number of leads - B2C generated. A lead is an online conversion where the consumer shares its contact - C2C details and indicates to be interested • CPS: Cost per Sale = Payment model based on the number of sales generated IAB report on online ad-spend 2011 27
  • 28. List of survey participants Name of company Name of company 1 Adfab 23 NDC Mediagroep 2 Adfactor  24 NRC Media 3 Adlantic 25 OMG/Netdirect 4 Admitter Nederland 26 RTL Nederland 5 Affiliate4You 27 Sanoma Media 6 Affilinet Nederland 28 SBS 7 Bannerconnect 29 Ster 8 Beslist.nl 30 Sulake 9 Cleafs 31 TAPPS 10 ClickDistrict 32 Telegraaf Media Groep 11 Daisycon 33 Tibaco 12 De Persgroep Advertising 34 TradeDoubler 13 Digimo Media 35 Viacom International Media Networks Northern Europe 14 FD Mediagroep 36 Videostrip 15 Funda Real Estate 37 VNU Media 16 HDC Media 38 WebAds Interactive Advertising 17 Hi-media Nederland 39 Koninklijke Wegener 18 IDG 40 YD 19 Kluwer Media 41 Young Advertising 20 Lumata 42 Zanox M4N 21 Marktplaats Media 43 Zoom.in 22 Microsoft IAB report on online ad-spend 2011 28
  • 29. Data sources Company / Organization Website 1 Affiliate blog www.affiliateblog.nl 2 CBS www.cbs.nl 3 Comscore  www.comscore.com 4 Emerce www.emerce.nl 5 Forrester www.forrester.com 6 Google www.google.com 7 Imbull www.imbull.nl 8 IMF www.imf.org 9 PwC www.pwc.nl 10 Radio Advies Bureau www.rab.fm 11 SPOT www.spot.nl 12 STIR www.stir.nl 13 Zenith Optimedia www.zenithoptimedia.com IAB report on online ad-spend 2011 29
  • 30. Contact details For questions concerning this research feel free to contact: Roel van Rijsewijk Lauren van der Heijden Deloitte Online Business Innovation IAB Nederland Tel: +31 (0)6 52 615 087 Tel: +31 (0)85 401 0802 Email: rvanrijsewijk@deloitte.nl Email: lauren@iab.nl Roel is a Director with the Risk Services practice from Deloitte with more than Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB 10 years of experience in risk consulting for companies  in the Technology, Media commissioned research and assisting IAB members with their research projects. Telecommunications (TMT) industry. Roel leads one of Deloitte’s main innovation Also responsible for shaping the IAB knowledge base so that it meets members’ projects on ethics and trust in a digital world and is co-founder of Deloitte’s Online needs moving forward. Business Innovation group. Gagandeep Sethi Deloitte Consulting | Strategy Tel: +31 (0)6 13 127 167 Email: gasethi@deloitte.nl Gagandeep Sethi is a Manager in the Corporate Strategy practice of Deloitte Consulting Netherlands with more than 10 years of experience within the Technology, Media Telecommunications (TMT) industry. IAB report on online ad-spend 2011 30
  • 31. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte’s approximately 182,000 professionals are committed to becoming the standard of excellence. This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively, the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication. © 2012 Deloitte The Netherlands