1. Artur Banach, NetSprint All youeverwanted to knowaboutcontextual networks but wereafraid to ask…

3. .....but coming back to contextual networks

4. Outside Poland… Poland Ukraine(Adpower.com.ua) Denmark (Openadex.com) Lithuania, Latvia (Textads) Norway (Adpower) Bulgaria, Romania (Adpower) Legend: Information Access Platform (IAP) ContextualAds Network (nsContext)

5. … and in Poland Adkontekst - network of contextualadspublished as SponsoredLinksinsearchresults and partner websites.

6. Dynamics of online ad spending Dynamics of spending by ad types (increaseinspendingin % Q3’10 VS Q3’09) IAB Polska 2010, Adex report, Q3

7. How much context in display? Spendingforecasts for display adsinthe US: 2009-2014 Source: Forrester's Online Advertising And Classifieds Model Forecast: US Display Advrtising Spend, April 2009

8. Intextads – viewerattitudes Attitudes of viewers by ad types 54 % describeintextads as easy to remembercompared to othertypes Ad spacesavings – viewedonly upon hoveringovertheunderlinedword Over 41% perceivethis ad type as „engagingtheviewer” Source: Nielsen Online, May 2008

9. Partner websitesvssearchengineinthe US Spending on adsin Google Content (US) went up by 32% (23%inthewholeSearchEngine Marketing), whereas return on investment improved by 37%. Source: Q4 2010 GLOBAL DIGITAL MARKETING PERFORMANCE REPORT By EfficientFrontier

10. How much context in SEM? Share of contextualadsin SEM spending Source: eMarketer, US Search Engine Marketing Spending by Type, February 2009

11. Averageshare of contextual networks in SEM spendingin 2010 Averagedeclaredshare was 28,52% compared to 24,75% intheprecedingyear Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

12. Share of net revenue fromcontextualads Source: Analysis of Adkontekst questionnaires, February 2011

13. Contextual networks – Market players Source: Report adStandard, February 2010

14. Query „Rodos”

15. Query „Hvar”

16. Social Media and directresponse campaign Data fromNewsPoint Social Media of 18 Nov. 2010, 4882 profiles, last 50 profile threads, Posts not olderthan 1 July 2010

17. Perception and perspectives of contextualadsin Poland

18. Declaredbudget for contextualadswithin SEM budget Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

19. Used ad products Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

20. Dynamics of changes in CPC rates On average CPC increased by 18.14% Source: Adkontekst questionnaire, SEM agencies and mediaagencies. February 2011, N 29

21. Comparison of CPC for campaignsincontextual networks and inthesearchengine 57% of Media Agencies and agencieshaveattainedlower CPC compared to searchresults Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

22. Dynamics of ROI changes Average ROI increased by 2.22% Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

23. Reasons for allocating budgetfunds for ads incontextual networks Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

24. Expectedspending on campaignsincontextual networks in 2011 compared to 2010 67% of agencies and media agenciesareplanning to increasespendingcompared to 55% intheprecedingyear Averagedeclaredincreaseinspending was 20.56% compared to 14.25% in 2009 Source: Adkontekst questionnaire, SEM agencies and media agencies. February 2011, N 29

26. Advertising products: mainlytext(oftencreatedwithsearchenginecampaignsinmind)

27. Pricing model: CPC, advertisers’ auction

28. Advertisers’ database: balancebetweenagencyclients, dotcoms and SMEs (significant role of directresponse and self-service)

29. Space: boxes and in-text

31. A contextualnetwork?

32. Quo vadis?

33. Thankyou for attention Artur Banach President of theBoard NetSprint.pl Sp. z o.o. Bieżanowska St.7, 02-655 Warsaw phone: +48 22 844 49 90 #110 Artur.Banach@netsprint.pl