Consumer Insights - Presentation at the Property Portal Watch Conference - AMS 2015 - Gonzalo del Pozo

2. mitulagroup.comConsumer Searching Trends
Mitula new Identity:

3. Mitula Group
Insights 2015

4. mitulagroup.com
Industry Insights and Trends
• Online Marketing Global Trends
• Paid Search Advertising
• Mobile Advertising
• Mitula Group Insights for Real State:
• What Portal’s tell us
• How users search
• About Mitula Group

5. mitulagroup.com
Online Marketing Global Trends
A market that was worth $134 Bn in 2014
Frost & Sullivan (F&S) forecast to be worth $196 Bn
by 2018*
Online classified sites compete for Online
Advertising
Sources: IAB, Internet Advertising Revenue Report, 2014 and IAB, AdEx
Benchmark 2013

6. mitulagroup.comConsumer Searching Trends
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
North America Asia Pacific Europe Middle East & Africa Latam
Source:Frost & Sullivan estimates based on IAB Online AdvertisingExpenditurereports;Frost& Sullivan forecasts
Global Online Advertising Expenditure, 2010 to 2018
Overall growth in online classified advertising expenditure as spend
migrates from paper to digital.

7. mitulagroup.comConsumer Searching Trends mitulagroup.com
Paid Search Advertising
Paid search has emerged as the fastest
online growing advertising format.
It now accounts for around 40% of total
online advertising expenditure globally
Sources: IAB, Internet Advertising Revenue Report, 2014 and IAB,
AdEx Benchmark 2013

8. mitulagroup.comConsumer Searching Trends
Source:Frost & Sullivan estimates based on IAB Online AdvertisingExpenditurereports;Frost& Sullivan forecasts
Global Paid Search Advertising Expenditure, 2012 to 2018
Paid Search spend dominates Online Advertisingover Display, Classifiedand Social Media
F&S estimates global paid search revenues were $54 billion in 2014 and will reach $73.8
billion in 2018.
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2012 2013 2014 2015 2016 2017 2018
$millions

9. mitulagroup.comConsumer Searching Trends mitulagroup.com
Higher Growth in Mobile
Advertising Spend
Is the fastest growing format of online
advertising:
• 2,7 Billion # of smartphone
subscriptions (2014).
• 39% of all mobiles are smartphones.
• By 2018 is forecast to reach 5.1 billion.
• 61% of all mobile cellular subscriptions
Source: Ericsson, Mobility Report, 2014

10. mitulagroup.comConsumer Searching Trends
Source: Ericsson, Mobility Report, 2014
0
1
2
3
4
5
6
7
8
9
2010 2011 2012 2013 2014 2015 2016 2017 2018
Billions
Smartphone Subscriptions Total Mobile Cellular Subscriptions
Global Mobile Cellular and Smartphone Subscriptions, 2010 to 2018
Higher Growth in Mobile Advertising Spend

11. mitulagroup.comConsumer Searching Trends
Mobile traffic to our sites, 3 countries sample:
Source: Internal statistics
18%
23%
28%
31%
37% 39%
9%
18%
22%
28%
37%
44%
2%
7%
12%
17%
30%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Australia India Brazil

12. mitulagroup.comConsumer Searching Trends mitulagroup.com
Online Classified Advertising
The online classified advertising
industry is highly fragmented,
notwithstanding the growth of online
classified consolidators such as Axel
Springer and Schibsted.

13. Competition is increasing
This fragmentation results from:
• low entry barriers
• strong viability of operators with a specific vertical and
regional focus
• trend towards an ever-increasing number of niche
websites. i.e. Mitula Group indexes over 150 Real
State Sites in Argentina.
Online Classified Advertising

14. mitulagroup.comConsumer Searching Trends
Source: Frost & Sullivan estimates based on IAB data; Frost & Sullivan estimates
Global Online Classified Advertising Spend, 2010 to 2018
-
5,000
10,000
15,000
20,000
25,000
2010 2011 2012 2013 2014 2015 2016 2017 2018
$millions
USA Asia Pacific Europe Middle East & Africa Latam

15. Growth factors we all know… but good to list:
• Increasing internet access: higher adoption of broadband, internet-
mobile enabled devices and
• Measurable performance : online advertising is transparent and
mobile devices
• Emerging markets (Asia Pacific, Latin America) are forecast to
grow at CAGRs of 12% and 18% respectively from 2014 to 2018.
• “Print to online” migration. On mature markets online classified
channel now accounts for around 50% of total classified spend.
• In many emerging markets print to online migration is only
Online Advertising Global Market Tends
The market is getting bigger

16. mitulagroup.comConsumer Searching Trends
Sources: IBOPE, Investimiento Publicitario, 2013; Aegis, Global Advertising Expenditure Report, 2013
Percentage of Advertising Expenditure by Medium, 2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
India Brazil Australia
PercentageofTotalAdvertisingExpenditure
Newspaper Online

17. mitulagroup.com
• What Portals tell us
• What users search
Mitula Group Insights for
Real State:

18. We identify two major trends:
• Performance driven markets
• Volume driven markets
What Portals Tell Us
Mitula Group Insights for Real State

19. Most portals worldwide are
measuring performance CPA,
CPL, ROI.
Lead generation matters
Mitula Group Insights for Real State

20. Some markets still
concentrate on growth and
gross listing and audience
volume
Lead generation matters
less…some still do not
measure conversions
Mitula Group Insights for Real State

21. mitulagroup.comConsumer Searching Trends
Source: IAB Internet Advertising Expenditure Report, 2013. CPM is the main non-performance pricing model
Online Advertising Expenditure by Pricing Model, USA, 2005 to 2013
0%
10%
20%
30%
40%
50%
60%
70%
2005 2006 2007 2008 2009 2010 2011 2012 2013
PercentageofOnlineAdExRevenue
Performance CPM
Mitula Group Insights for Real State

22. mitulagroup.comConsumer Searching Trends
Source: Internal Statistics
What Users Search; Sale or Rent
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
1/05/2014
1/06/2014
1/07/2014
1/08/2014
1/09/2014
1/10/2014
1/11/2014
1/12/2014
1/01/2015
1/02/2015
1/03/2015
1/04/2015
1/05/2015
1/06/2015
Rent Sale
Australia
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
1/05/2014
1/06/2014
1/07/2014
1/08/2014
1/09/2014
1/10/2014
1/11/2014
1/12/2014
1/01/2015
1/02/2015
1/03/2015
1/04/2015
1/05/2015
1/06/2015
Rent Sale
Brazil
Mitula Group Insights for Real State

23. mitulagroup.comConsumer Searching Trends
Source: Internal Statistics
What Users Search; number of bedrooms
Australia Brazil
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
1 2 3 4
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
1 2 3 4
Mitula Group Insights for Real State

24. mitulagroup.com
About Mitula Group
• What is Mitula Group
• Mitula Group in numbers
• Performance and Quality
• Our Sites

25. mitulagroup.comConsumer Searching Trends
• The Mitula Group is a leading ‘vertical search’ website operator
• Mitula group is a public company listed in the ASX (MUA)
• Current portfolio of more than 140 sites in 44 countries and in 18
languages.
• Following the acquisition of Lokku Limited, operates its websites
under two main brands, ‘Mitula’ and ‘Nestoria’.
What is Mitula Group:
About Mitula Group

26. mitulagroup.comConsumer Searching Trends
Mitula Group in numbers:
44 18
+13kPortals
Advertisers
+55Million
Monthly Sessions
+90Million
Monthly Clic-Outs
+250
Ads IndexedLanguagesCountries
Source: Mitula Group Internal KPI’s 3Q-2015
Million
About Mitula Group

27. mitulagroup.comConsumer Searching Trends
>60%
Most of our traffic
More new users
3 - 5%
10 - 18%
Good Conversion
Get new Leads
Set targets
Competitive CPL’s
Positive ROICompetitive CPC
Based on traffic
performance,
CPA’s and
adjusted to
partner’s needs
Performance and Quality
About Mitula Group

28. mitulagroup.comConsumer Searching Trends
Our Sites
About Mitula Group

29. mitulagroup.comConsumer Searching Trends
Our Sites
About Mitula Group

31. Título de la presentación mitulagroup.com