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State of the Internet in 2010
Insights and Trends

Nils Reimelt
September 2010
The third Internet wave:
                      we are right in the middle of it


 1   Sept `10   Internet Trends
2007/2008: Take-off of the third internet wave
    Number of Internet Innovations




1993                                    2000   2007


       2   2
2          Sept `10   Internet Trends
Landscape
                                      of
                                   Internet
                                  Services




3   Sept `10   Internet Trends
4   Sept `10   Internet Trends
Agenda
                            Increasing Fragmentation

               Hottest new Internet business models

                                 Open Data movement




5   Sept `10   Internet Trends
Market fragmentation (1/3): 100 Million active websites around the world




               Source: Netcraft



      6              9/22/10                  Introduction to Non-Premium Advertising
  6       Sept `10          Internet Trends
Market fragmentation (2/3): Explosion of the Blogosphere




      7              9/22/10                 Introduction to Non-Premium Advertising
  7       Sept `10         Internet Trends
Market fragmentation (3/3): Proliferation of Social Media




      8              9/22/10                 Introduction to Non-Premium Advertising
  8       Sept `10         Internet Trends
Fragmentation leads to substantial change in the Internet economy




             Observation 1




                 Fragmentation is changing the
                    Online Advertising Market




  9   Sept `10     Internet Trends
“According to Google, more than
                 40 percent of online ad inventory
                 often goes unsold because
                 publishers don't have an efficient
                 way to sell the slots.”
                                                                      Reuters, September 2009




     10              9/22/10                 Introduction to Non-Premium Advertising
10        Sept `10         Internet Trends
In the early days, the technology landscape was relative simple and
easy to manage




  11   Sept `10   Internet Trends
Nowadays, navigating the landscape has become a lot more complex




       12              9/22/10                 Introduction to Non-Premium Advertising
  12        Sept `10         Internet Trends
Ad-Networks are a response to market fragmentation




                                                                                                ThinkEquity
                                                                                                estimates there are
                                                                                                now more than 400
                                                                                                ad networks




Source: ThinkEquity, 2008, 2009




             13               9/22/10                 Introduction to Non-Premium Advertising
      13          Sept `10          Internet Trends
Ad Networks: Branded sites building out extended networks to leverage
sales force and advertiser relationships




   Source: ThinkEquity




       14                9/22/10                 Introduction to Non-Premium Advertising
  14        Sept `10           Internet Trends
Big portals have strong interest in ad platforms and exchanges –
intense M&A, investments and other announcements
Portals Acquire to Create “Platforms”

       –    Yahoo! buys RightMedia ($850M), BlueLithium ($300M)


       –    Google buys DoubleClick ($3.1B)



       –    Microsoft buys aQuantive ($6.1B), AdECN ($75M)



       –    AOL buys Tacoda ($275M), Quigo ($300M) to create Platform A


       –    Tomorrow Focus acquires an additional 38% of AdJug Ltd. – now
            holds a 55% stake


       –    OpenX has raised >$30m to date



           15              9/22/10                 Introduction to Non-Premium Advertising
  15            Sept `10         Internet Trends
The largest ad-networks in the US and Germany – Mostly the domain of
performance oriented advertisers that require reach
   US: Total Unique Visitors (m) – April 2009                Reach       DE: Total Unique Visitors (m) – September 2009   Reach

   OLINE POPULATION                                          100%                                                         100%
                                                                         ONLINE POPULATION
   Platform-A                                                91%                                                          78%
                                                                         Google Ad Network
   Yahoo! Network                                            87%                                                          73%
                                                                         TradeDoubler
   Google Ad Network                                         85%                                                          65%
                                                                         AOL Advertising
   ValueClick Networks                                       83%                                                          61%
                                                                         ValueClick Networks
   Specific Media                                            82%                                                          61%
                                                                         AdScale
   Fox Audience Netw.                                        77%                                                          54%
                                                                         Adconion
   24/7 Real Media                                           77%                                                          54%
                                                                         Microsoft Media Network
   Traffic Marketplace                                       74%                                                          47%
                                                                         Yahoo! Netwok
   Microsoft Media Netw.                                     72%                                                          43%
                                                                         Vibrant Media
   Tribal Fusion                                             72%                                                          42%
                                                                         Specific Media
   Casale Media                                              71%
   interCLICK                                                70%
   Turn, Inc.                                                69%
   Adconion                                                  69%
   CPX Interactive                                           68%
   Collective Media                                          67%
   ADSDAQ                                                    64%
   AudienceScience                                           63%
   Burst Media                                               61%
   Undertone Networks                                        50%

   Source: ComScore May 2009, November 2009




       16              9/22/10                   Introduction to Non-Premium Advertising
  16        Sept `10           Internet Trends
The online advertising market comprises of four main categories


Other                                                                Worldwide Online Advertising Market 2007–2013E
Classifieds, email advertising, e-mail based
lead generation, affiliate market
                                                                                   08-13E CAGR
                                                                                                        $85,8bn.
                                                                                            %
                                                                                       10
Non- Premium Display
A personal site or leftover unsold inventory at
a major site. The advertiser is not guaranteed
a specific time-frame or placement for the
media buy. Lower priced                                                $48,7bn.

Premium Display
All graphical display advertising sold on a
guaranteed-delivery basis through a
publisher‘s direct sales force, including rich
media and video. Higher priced

Search & Contextual
fees paid by advertisers to Internet search
providers to link the advertiser’s
Internet domain to a specific search term




         17              9/22/10                 Introduction to Non-Premium Advertising
    17        Sept `10         Internet Trends
The premium display ad market is reaching its growth limits. Non-
premium display is the highest growth segment of online media
  Worldwide premium display market
In € billion
                                 08-13E CAGR

                                      3%



                                                                                    Display market – category split
                                                                                           2007                                    2013E




                                                                                                                                               34%
                                                                                                 14%
  Worldwide non-premium display market
In € billion
                                   08-13E CAGR
                                                                                           86%                                  66%

                                       22%
                                                                                                       Premium Display   Non-premium Display




Source: ThinkEquity The Opportunity In Non-Premium Display Advertising (May 2009)




               18              9/22/10                        Introduction to Non-Premium Advertising
      18            Sept `10            Internet Trends
MARKET	
  -­‐	
  OVERVIEW:	
  	
  FRAGMENTATION	
  OF	
  $,	
  INVENTORY	
  AND	
  	
  LIMITED	
  	
  AUTOMATION


 MILLIONS	
  OF	
                                                                                                         400+              2	
  MILLION
 PUBLISHERS                                                                                                        AD	
  NETWORKS          ADVERTISERS
   Top	
  500




                                                                                                                                               $
                                                                                                         n!
                                                                                               a .o                                                  $

                                                                                       e nt
                                                                                  gm
  Mid-­‐sized                                                                                                      25	
  Top	
  Networks

                                                                             ra
                                                                                                                                           $

                                                                   e 	
  F                      $$$
                                                                                                                                                     $

                                                            s iv                                                                               $
                                                      as
                                                                                                                     250+	
  Others


                                                 M                                                                                         $
                                                                                                                   125	
  InternaNonal
  Small/Tail                                                                                                                               $

                 19              9/22/10                         Introduction to Non-Premium Advertising
          19          Sept `10             Internet Trends
Fragmentation leads to substantial change in the Internet economy




              Observation 2




                  Fragmentation gives rise to new
                     Internet business models




  20   Sept `10     Internet Trends
Aggregators: Fragmented Internet service offerings lead to vertical search



   Aggregation: a                                     Website
   simple concept


                                                     Aggregator
                                                (Crawler-Technology)




    Vertical portals
  with a specific topic
e.g. Classifieds, News,              Portal B           Portal C       Portal D   etc...
  Shops, Travel, etc.



        21       November 2009                   Aggregationsportale
   21        Sept `10     Internet Trends
Aggregators behave like a „vertical Google“
                                                                                                       t
                                                                                                    n`
                                                                                                  do n
                                                                                               rs w
                                                                                            ato ir o ings
                                                                                         eg e
                                                                                       gr e th ffer
                                                Vertical Search Engine              A g av ct o
                                                                                       h u
                                                                                           od
                                                                                        pr
                     t        e
                   en
                  t c      har
                on ffi e S
               C ra      u
                  T
                      ven
                    Re

           Portal A                  Portal B            Portal C        Portal D               etc...




                     „Look for the most fragmented markets with the most offerings“




     22       November 2009                     Aggregationsportale
22        Sept `10       Internet Trends
Examples of Aggregators

              Classifieds          News                 Reviews             Shops              Discounts          Travel

URL           Trovit.com           Nachrichten.de       Alatest.de          smatch.com         Disconto.de        Kayak.com

Product       Free search          Aggregator for       Search engine for   E-Commerce         Search engine      Travel search
              engine for           news (like           product reviews     search engine      for bargain        engine
              classified ads       Google News)                                                goods
Info          Search real          Automated news       Provides Reviews,   Aggregates         Current offers     Search for
              estate to buy        portal that crawls   Ratings and Price   offers from        from discount      discount airfaire,
              or rent, used        about 500 news       Comparison for a    other Online       stores,drug        hotel, car,
              cars and jobs        sources              wide range of       Shops              stores and trade   packages and
              in your local                             products            (categories        chains in the      even cruise
              area                                                          fashion, living,   vicinity           prices
                                                                            lifestyle)
Country       DE, UK, ES,          DE                   DE, FR, IT, ES,     DE                 DE                 DEN, FI, FR, DE,
presence      FR, IT, AR,                               US, BE, SV, AU                                            IN, IT, NOR, ES,
              CHI, BR, MX,                              DK, NO, CH, UK,                                           SWE, UK
              USA, OK, NL                               JP, CN, AT
Owner,        Independent          Hubert Burda          Independent        Otto               Independent,       Independent,
Funding       company in           Media                company in          Versandhandel,     Business Angels    $196 million
              Spain, €600k                              Sweden, No          Funding within     Jörn Lubkoll,      financing round
              in Series A                               Funding             Otto group         Michael
                                                                                               Kottysch

        23       November 2009                             Aggregationsportale
   23        Sept `10          Internet Trends
Trovit.com: aggregating classifieds portals in real estate, cars and jobs



      Classifieds-Aggregator

URL                   Trovit.com


Produkt               Free search engine for
                      classified ads




     Historical Financials (€m)




           Revenues         EBITDA




      24                22.10.2009              New Media International
24         Sept `10           Internet Trends
Alatest.de collects product reviews and calculates
 a relative „alaScore“




     25              22.10.2009             New Media International
25        Sept `10        Internet Trends
Smatch.com aggregates online-shops and offers a
 „Meta-Shop“ with additionaly community features




                                      sag mal Du könntest mir einen riesen gefallen tun




     26              22.10.2009                    New Media International
26        Sept `10        Internet Trends
Agenda
                             Increasing Fragmentation

                Hottest new Internet business models

                                  Open Data movement




27   Sept `10   Internet Trends
Groupon: Meet The Fastest Growing Company Ever


Groupon features a daily deal on the best stuff to do, see, eat, and buy in more than 150
cities around the world.

                Groupon                        $1 billion in sales faster than any company in history
URL                  Groupon.com

Established          October 2008

Employess            >500

Funding              Angel      $1.0 Mio
                     Series A   $6.8 Mio
                     Series B $30 Mio
                     Series C $135 Mio
                     Total    $173 Mio

Valuation            $1.35 Billion




The only company to reach a $1
billion valuation faster was YouTube
(now part of Google), founded in 2005
and still waiting to turn its first profit.


 28       Sept `10           Internet Trends
29   Sept `10   Internet Trends
Ranking of Business categories on Groupon




30   Sept `10   Internet Trends
31   Sept `10   Internet Trends
•   Continued market growth but
                                      already signs of consolidation.
                                  •   And – again – aggregator sites are
                                      developing




32   Sept `10   Internet Trends
Agenda
                             Increasing Fragmentation

                Next hot new Internet business model

                                  Open Data movement




33   Sept `10   Internet Trends
Private Shopping Clubs: As hot as Groupon

     Revenues (€m)




                                                                E




             FR            US          US   US   DE   ES   US


34     Sept `10      Internet Trends
Private Shopping Clubs: How it works




35   Sept `10   Internet Trends
Global Alliance: Club-Network „BrandsAlliance“ and
 Groupon-Clone-Network „Global Group Buying AG“ are
 merging operations




36   Sept `10   Internet Trends
Agenda
                             Increasing Fragmentation

                 Last hot new Internet business model

                                  Open Data movement




37   Sept `10   Internet Trends
Inside the App Economy




                                     The App Economy


                                                    Mobile
                Webbrowser
                                                    Devices




                 Facebook                  iPhone             iPad



38   Sept `10      Internet Trends
Social Gaming: Zynga


                                  Facebook Application Statistics




39   Sept `10   Internet Trends
Zynga: well over $1 million in revenue a day.




 40   Sept `10   Internet Trends
Zynga: 'FarmVille' Seeds Rake In Over $110,000 For Haiti




 41   Sept `10   Internet Trends
Is there money to be made on Facebook?
                         Zynga                                        Slide

 Business: Social Games                              Business: Widgets/Ads
 Founded: 2007                                       Founded: 2005
 Financials: estimated 2009 revenues                 Financials: acquired by Google for
 of $270 million                                     $182 million




 Playdom                                             Zoosk
                                                                                             YES !
 Business: Social Games                              Business: Dating
 Founded: 2008                                       Founded: 2007
 Financials: Recently acquired by                    Financials: Received $40.5M funding
 Disney for $763 million




Source. Techcrunch.com



     42          August 2010          Facebook Magazines - A way to exploit a new audience
42        Sept `10          Internet Trends
Accelerated Dealmaking in Russia


              17/12
              DST raises stake in                     25/01
                                                      Mangrove, ABRT invest                       16/03
              Facebook to > 5%                                                                    DST leads $135m
                                                      in Drimmi (soc. gaming)
                                                                                                  funding in Groupon



                                 18/01
                                 Accel, Mangrove, invest             16/03                                20/04
 16/12
                                 $20m in KupiVip                     DST, 1C Company and                  ProfMedia looks to sell
 DST, Tiger invest
                                                                     CEO invest $7m in Nival              Rambler for $200m
 $180m in Zynga
                                                                     Network

                                    01/2009                                                                                         06/2010


                             15/01                         06/02                            12/04
                             C-Media to acquire            Almaz Capital to                 Tencent values DST at
                             online news aggr.             invest $3m (23%) in              $3bn; Invests $300m
                                                                                                                       28/04
                             Newsland                      Alawar Ent.
                                                                                                                       DST acquires ICQ for
                                                                                                                       $187,5m


                23/12                                                 27/02                               20/04
                EBRD to invest $30m in                                Launch of ivi.ru, a                 KupiVIP launches
                Almaz Capital Fund                                    Hulu lookalike                      KupiLuxe




     43
     43              June 2010                       Online Developments in Russia
43        Sept `10          Internet Trends
Agenda
                             Increasing Fragmentation

                Hottest new Internet business models

                                  Open Data movement




44   Sept `10   Internet Trends
Open Data: Use freely available data to create
 useful visualizations -> data journalism




45   Sept `10   Internet Trends
Converting numbers to pictures
Refining disposable data by creating visual Flash-Tools




46   Sept `10   Internet Trends
Open Data is a philosophy and practice requiring
that certain data are freely available to everyone




47   Sept `10   Internet Trends
Trends and technologies we did not cover in this session




                                                 Multiplatform       Semantic targeting
                       Realtime
                                                  Publishing            Re-targeting



                                                                   Media Buying Platforms
            Location Based Services                                    Ad Exchanges
                                                                   Ad Revenue Optimizers



                                                                      Measurement &
                 Crowdsourcing                 Community funding
                                                                        Analytics




       48              9/22/10
  48        Sept `10         Internet Trends
Thank You!




     49              9/22/10                 Introduction to Non-Premium Advertising
49        Sept `10         Internet Trends
Appendix


     Groupon
     http://www.youtube.com/watch?v=SnTcwax3kxs
     http://video.forbes.com/fvn/business/growing-groupon
     http://www.facebakers.com/countries-with-facebook/

     BrandsAlliance
     http://www.excitingcommerce.de/2010/05/brandsalliance.html
     http://www.excitingcommerce.de/2010/07/global-group-buying-ag.html

     Open Data
     http://www.guardian.co.uk/football/world-cup-match-replay
     http://www.guardian.co.uk/news/datablog/2010/jun/09/bp-energy-statistics-consumption-reserves-energy#zoomed-picture
     http://projects.latimes.com/homicide/map/

     Data Exchange
     http://www.bluekai.com/bluekai-exchange.html



50      Sept `10         Internet Trends
Digital Sky Technologies (DST)
                             COMPANY                                                              STRATEGY
   One of the largest pure Internet investors globally                    Typical investment of $10m to $100m
   the #1 and often also the #2 and #3 positions in all CIS states
   Comprise over 70% of all pageviews in the Russian speaking
    Internet                                                                                     „We are not going to sell the Russian
   Sites of DST hold a potential audience of over 300m people                                   actives. Our model is Initial Public
                                                                                                 Offering of the holding company, I mean
   Between 2005 and 2009 DST raised and invested more than $1
                                                                                                 IPO of DST. Terms IPO depend on a
    billion in over 30 companies and gained support from Russian
                                                                                                 condition of the world markets and from
    and Western funds.                                                                           readiness DST for this event. I think, it
                                                                                                 happens within the next three years“ , -
                                                                                                 Yuri Milner (owner and CEO)
OWNERSHIP / MANAGEMENT

    Yuri Milner and Gregory Finger                  66%                 Activities
    Alisher Usmanov                                 32%                      December 2009     Led a $180m investment round in Zynga
    Renessans Group (Investment Bank)               2%                       October 2009      Raises stake in Facebook to more than 5%

In 2008 Alexander Tamas joined DST from Goldman Sachs and                    May 2009          Invested $200M in preference shares of
established a presence in London to spearhead further                                          Facebook
international efforts.                                                       Summer 2008       Majority share in OE Investments (the
                                                                                               leading instant payment company in Rus.)
In 2009, Verdi Israelian, joined DST from Goldman Sachs SSG, to
oversee its CIS operations.                                                  December 2008      Buying of 53,16 % of Mail.ru




           51          June 2010                          Online Developments in Russia
Digital Sky Technologies (DST)
PORTFOLIO DST                                                                       PORTFOLIO DST

                                                       Leading horizontal web-                      Leader of the interactive entertainment market of
                       Name:        Mail.ru
                                                       portal in the Russian, 50m                   Eastern Europ. Incorporates operator, publisher and
                       UU           28M (WW)           registered accounts in its
50.55%                                                                              100%            developer of online games in Russia:
                       Revenue                         core product – free email,                   •Astrum Nival,
                                    58 m USD
#1 portal in Russia    2007:                           diversified into 0 other                     •IT Territory / Time Zero,
                       Reach:       71%                products                                     •Nikita Online / DJ Games


                       Name:        HH.ru              Leading Russian job
                       UU (month)   1.5M (WW)          portal, the daily number                        Provide the technologies to electronic trade in
100%                   PI           130m               of visitors 120K. BM:                           corporate and state sectors of economy. Since
#1 job portal in       Reach:       3,8%               selling information from                        2002: more than 65 000 auctions for a total sum,
Russia                                                 its CV                       100%               exceeding €12 000 mil. 1000 new participants in
                                                                                                       a month.
                       Name:        Meta.ua            Big portal and search
                       UU           2.6M (WW)          service in Ukraine                             • Latvian based IT company
Minority
                       PI           66M                                                               • Joint owner of social networks
#1 portal in                                                                                          • The total amount of users is more than 60M
                       Reach:       22%                                             75%
Ukraine
                                                                                                      > 5%
                       Name:        Vkontakte.ru       Social network, the first
                       UU           20M (WW)           place in number of PI,
30%                                                    9.5M RU
                                                                                                                       75%
#1 social network in
                       PI           7.9 (bn.)
Russia                 Reach:       41,7%

                       Name:        Odnoklassniki.ru   The largest social
                       UU           18M (WW)           network in Russia,
30%                                                    revenue 3,3 million USD
                       PI           4.1 bn.
#2 social network in                                   in the I quarter 2008
Russia                 Reach:       31,7%

                                                       Led $180m investment
                                                       round in Zynga


               52          June 2010                             Online Developments in Russia

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Internet Trends 2010

  • 1. State of the Internet in 2010 Insights and Trends Nils Reimelt September 2010
  • 2. The third Internet wave: we are right in the middle of it 1 Sept `10 Internet Trends
  • 3. 2007/2008: Take-off of the third internet wave Number of Internet Innovations 1993 2000 2007 2 2 2 Sept `10 Internet Trends
  • 4. Landscape of Internet Services 3 Sept `10 Internet Trends
  • 5. 4 Sept `10 Internet Trends
  • 6. Agenda Increasing Fragmentation Hottest new Internet business models Open Data movement 5 Sept `10 Internet Trends
  • 7. Market fragmentation (1/3): 100 Million active websites around the world Source: Netcraft 6 9/22/10 Introduction to Non-Premium Advertising 6 Sept `10 Internet Trends
  • 8. Market fragmentation (2/3): Explosion of the Blogosphere 7 9/22/10 Introduction to Non-Premium Advertising 7 Sept `10 Internet Trends
  • 9. Market fragmentation (3/3): Proliferation of Social Media 8 9/22/10 Introduction to Non-Premium Advertising 8 Sept `10 Internet Trends
  • 10. Fragmentation leads to substantial change in the Internet economy Observation 1 Fragmentation is changing the Online Advertising Market 9 Sept `10 Internet Trends
  • 11. “According to Google, more than 40 percent of online ad inventory often goes unsold because publishers don't have an efficient way to sell the slots.” Reuters, September 2009 10 9/22/10 Introduction to Non-Premium Advertising 10 Sept `10 Internet Trends
  • 12. In the early days, the technology landscape was relative simple and easy to manage 11 Sept `10 Internet Trends
  • 13. Nowadays, navigating the landscape has become a lot more complex 12 9/22/10 Introduction to Non-Premium Advertising 12 Sept `10 Internet Trends
  • 14. Ad-Networks are a response to market fragmentation ThinkEquity estimates there are now more than 400 ad networks Source: ThinkEquity, 2008, 2009 13 9/22/10 Introduction to Non-Premium Advertising 13 Sept `10 Internet Trends
  • 15. Ad Networks: Branded sites building out extended networks to leverage sales force and advertiser relationships Source: ThinkEquity 14 9/22/10 Introduction to Non-Premium Advertising 14 Sept `10 Internet Trends
  • 16. Big portals have strong interest in ad platforms and exchanges – intense M&A, investments and other announcements Portals Acquire to Create “Platforms” – Yahoo! buys RightMedia ($850M), BlueLithium ($300M) – Google buys DoubleClick ($3.1B) – Microsoft buys aQuantive ($6.1B), AdECN ($75M) – AOL buys Tacoda ($275M), Quigo ($300M) to create Platform A – Tomorrow Focus acquires an additional 38% of AdJug Ltd. – now holds a 55% stake – OpenX has raised >$30m to date 15 9/22/10 Introduction to Non-Premium Advertising 15 Sept `10 Internet Trends
  • 17. The largest ad-networks in the US and Germany – Mostly the domain of performance oriented advertisers that require reach US: Total Unique Visitors (m) – April 2009 Reach DE: Total Unique Visitors (m) – September 2009 Reach OLINE POPULATION 100% 100% ONLINE POPULATION Platform-A 91% 78% Google Ad Network Yahoo! Network 87% 73% TradeDoubler Google Ad Network 85% 65% AOL Advertising ValueClick Networks 83% 61% ValueClick Networks Specific Media 82% 61% AdScale Fox Audience Netw. 77% 54% Adconion 24/7 Real Media 77% 54% Microsoft Media Network Traffic Marketplace 74% 47% Yahoo! Netwok Microsoft Media Netw. 72% 43% Vibrant Media Tribal Fusion 72% 42% Specific Media Casale Media 71% interCLICK 70% Turn, Inc. 69% Adconion 69% CPX Interactive 68% Collective Media 67% ADSDAQ 64% AudienceScience 63% Burst Media 61% Undertone Networks 50% Source: ComScore May 2009, November 2009 16 9/22/10 Introduction to Non-Premium Advertising 16 Sept `10 Internet Trends
  • 18. The online advertising market comprises of four main categories Other Worldwide Online Advertising Market 2007–2013E Classifieds, email advertising, e-mail based lead generation, affiliate market 08-13E CAGR $85,8bn. % 10 Non- Premium Display A personal site or leftover unsold inventory at a major site. The advertiser is not guaranteed a specific time-frame or placement for the media buy. Lower priced $48,7bn. Premium Display All graphical display advertising sold on a guaranteed-delivery basis through a publisher‘s direct sales force, including rich media and video. Higher priced Search & Contextual fees paid by advertisers to Internet search providers to link the advertiser’s Internet domain to a specific search term 17 9/22/10 Introduction to Non-Premium Advertising 17 Sept `10 Internet Trends
  • 19. The premium display ad market is reaching its growth limits. Non- premium display is the highest growth segment of online media Worldwide premium display market In € billion 08-13E CAGR 3% Display market – category split 2007 2013E 34% 14% Worldwide non-premium display market In € billion 08-13E CAGR 86% 66% 22% Premium Display Non-premium Display Source: ThinkEquity The Opportunity In Non-Premium Display Advertising (May 2009) 18 9/22/10 Introduction to Non-Premium Advertising 18 Sept `10 Internet Trends
  • 20. MARKET  -­‐  OVERVIEW:    FRAGMENTATION  OF  $,  INVENTORY  AND    LIMITED    AUTOMATION MILLIONS  OF   400+ 2  MILLION PUBLISHERS AD  NETWORKS ADVERTISERS Top  500 $ n! a .o $ e nt gm Mid-­‐sized 25  Top  Networks ra $ e  F $$$ $ s iv $ as 250+  Others M $ 125  InternaNonal Small/Tail $ 19 9/22/10 Introduction to Non-Premium Advertising 19 Sept `10 Internet Trends
  • 21. Fragmentation leads to substantial change in the Internet economy Observation 2 Fragmentation gives rise to new Internet business models 20 Sept `10 Internet Trends
  • 22. Aggregators: Fragmented Internet service offerings lead to vertical search Aggregation: a Website simple concept Aggregator (Crawler-Technology) Vertical portals with a specific topic e.g. Classifieds, News, Portal B Portal C Portal D etc... Shops, Travel, etc. 21 November 2009 Aggregationsportale 21 Sept `10 Internet Trends
  • 23. Aggregators behave like a „vertical Google“ t n` do n rs w ato ir o ings eg e gr e th ffer Vertical Search Engine A g av ct o h u od pr t e en t c har on ffi e S C ra u T ven Re Portal A Portal B Portal C Portal D etc... „Look for the most fragmented markets with the most offerings“ 22 November 2009 Aggregationsportale 22 Sept `10 Internet Trends
  • 24. Examples of Aggregators Classifieds News Reviews Shops Discounts Travel URL Trovit.com Nachrichten.de Alatest.de smatch.com Disconto.de Kayak.com Product Free search Aggregator for Search engine for E-Commerce Search engine Travel search engine for news (like product reviews search engine for bargain engine classified ads Google News) goods Info Search real Automated news Provides Reviews, Aggregates Current offers Search for estate to buy portal that crawls Ratings and Price offers from from discount discount airfaire, or rent, used about 500 news Comparison for a other Online stores,drug hotel, car, cars and jobs sources wide range of Shops stores and trade packages and in your local products (categories chains in the even cruise area fashion, living, vicinity prices lifestyle) Country DE, UK, ES, DE DE, FR, IT, ES, DE DE DEN, FI, FR, DE, presence FR, IT, AR, US, BE, SV, AU IN, IT, NOR, ES, CHI, BR, MX, DK, NO, CH, UK, SWE, UK USA, OK, NL JP, CN, AT Owner, Independent Hubert Burda Independent Otto Independent, Independent, Funding company in Media company in Versandhandel, Business Angels $196 million Spain, €600k Sweden, No Funding within Jörn Lubkoll, financing round in Series A Funding Otto group Michael Kottysch 23 November 2009 Aggregationsportale 23 Sept `10 Internet Trends
  • 25. Trovit.com: aggregating classifieds portals in real estate, cars and jobs Classifieds-Aggregator URL Trovit.com Produkt Free search engine for classified ads Historical Financials (€m) Revenues EBITDA 24 22.10.2009 New Media International 24 Sept `10 Internet Trends
  • 26. Alatest.de collects product reviews and calculates a relative „alaScore“ 25 22.10.2009 New Media International 25 Sept `10 Internet Trends
  • 27. Smatch.com aggregates online-shops and offers a „Meta-Shop“ with additionaly community features sag mal Du könntest mir einen riesen gefallen tun 26 22.10.2009 New Media International 26 Sept `10 Internet Trends
  • 28. Agenda Increasing Fragmentation Hottest new Internet business models Open Data movement 27 Sept `10 Internet Trends
  • 29. Groupon: Meet The Fastest Growing Company Ever Groupon features a daily deal on the best stuff to do, see, eat, and buy in more than 150 cities around the world. Groupon $1 billion in sales faster than any company in history URL Groupon.com Established October 2008 Employess >500 Funding Angel $1.0 Mio Series A $6.8 Mio Series B $30 Mio Series C $135 Mio Total $173 Mio Valuation $1.35 Billion The only company to reach a $1 billion valuation faster was YouTube (now part of Google), founded in 2005 and still waiting to turn its first profit. 28 Sept `10 Internet Trends
  • 30. 29 Sept `10 Internet Trends
  • 31. Ranking of Business categories on Groupon 30 Sept `10 Internet Trends
  • 32. 31 Sept `10 Internet Trends
  • 33. Continued market growth but already signs of consolidation. • And – again – aggregator sites are developing 32 Sept `10 Internet Trends
  • 34. Agenda Increasing Fragmentation Next hot new Internet business model Open Data movement 33 Sept `10 Internet Trends
  • 35. Private Shopping Clubs: As hot as Groupon Revenues (€m) E FR US US US DE ES US 34 Sept `10 Internet Trends
  • 36. Private Shopping Clubs: How it works 35 Sept `10 Internet Trends
  • 37. Global Alliance: Club-Network „BrandsAlliance“ and Groupon-Clone-Network „Global Group Buying AG“ are merging operations 36 Sept `10 Internet Trends
  • 38. Agenda Increasing Fragmentation Last hot new Internet business model Open Data movement 37 Sept `10 Internet Trends
  • 39. Inside the App Economy The App Economy Mobile Webbrowser Devices Facebook iPhone iPad 38 Sept `10 Internet Trends
  • 40. Social Gaming: Zynga Facebook Application Statistics 39 Sept `10 Internet Trends
  • 41. Zynga: well over $1 million in revenue a day. 40 Sept `10 Internet Trends
  • 42. Zynga: 'FarmVille' Seeds Rake In Over $110,000 For Haiti 41 Sept `10 Internet Trends
  • 43. Is there money to be made on Facebook? Zynga Slide Business: Social Games Business: Widgets/Ads Founded: 2007 Founded: 2005 Financials: estimated 2009 revenues Financials: acquired by Google for of $270 million $182 million Playdom Zoosk YES ! Business: Social Games Business: Dating Founded: 2008 Founded: 2007 Financials: Recently acquired by Financials: Received $40.5M funding Disney for $763 million Source. Techcrunch.com 42 August 2010 Facebook Magazines - A way to exploit a new audience 42 Sept `10 Internet Trends
  • 44. Accelerated Dealmaking in Russia 17/12 DST raises stake in 25/01 Mangrove, ABRT invest 16/03 Facebook to > 5% DST leads $135m in Drimmi (soc. gaming) funding in Groupon 18/01 Accel, Mangrove, invest 16/03 20/04 16/12 $20m in KupiVip DST, 1C Company and ProfMedia looks to sell DST, Tiger invest CEO invest $7m in Nival Rambler for $200m $180m in Zynga Network 01/2009 06/2010 15/01 06/02 12/04 C-Media to acquire Almaz Capital to Tencent values DST at online news aggr. invest $3m (23%) in $3bn; Invests $300m 28/04 Newsland Alawar Ent. DST acquires ICQ for $187,5m 23/12 27/02 20/04 EBRD to invest $30m in Launch of ivi.ru, a KupiVIP launches Almaz Capital Fund Hulu lookalike KupiLuxe 43 43 June 2010 Online Developments in Russia 43 Sept `10 Internet Trends
  • 45. Agenda Increasing Fragmentation Hottest new Internet business models Open Data movement 44 Sept `10 Internet Trends
  • 46. Open Data: Use freely available data to create useful visualizations -> data journalism 45 Sept `10 Internet Trends
  • 47. Converting numbers to pictures Refining disposable data by creating visual Flash-Tools 46 Sept `10 Internet Trends
  • 48. Open Data is a philosophy and practice requiring that certain data are freely available to everyone 47 Sept `10 Internet Trends
  • 49. Trends and technologies we did not cover in this session Multiplatform Semantic targeting Realtime Publishing Re-targeting Media Buying Platforms Location Based Services Ad Exchanges Ad Revenue Optimizers Measurement & Crowdsourcing Community funding Analytics 48 9/22/10 48 Sept `10 Internet Trends
  • 50. Thank You! 49 9/22/10 Introduction to Non-Premium Advertising 49 Sept `10 Internet Trends
  • 51. Appendix Groupon http://www.youtube.com/watch?v=SnTcwax3kxs http://video.forbes.com/fvn/business/growing-groupon http://www.facebakers.com/countries-with-facebook/ BrandsAlliance http://www.excitingcommerce.de/2010/05/brandsalliance.html http://www.excitingcommerce.de/2010/07/global-group-buying-ag.html Open Data http://www.guardian.co.uk/football/world-cup-match-replay http://www.guardian.co.uk/news/datablog/2010/jun/09/bp-energy-statistics-consumption-reserves-energy#zoomed-picture http://projects.latimes.com/homicide/map/ Data Exchange http://www.bluekai.com/bluekai-exchange.html 50 Sept `10 Internet Trends
  • 52. Digital Sky Technologies (DST) COMPANY STRATEGY  One of the largest pure Internet investors globally  Typical investment of $10m to $100m  the #1 and often also the #2 and #3 positions in all CIS states  Comprise over 70% of all pageviews in the Russian speaking Internet „We are not going to sell the Russian  Sites of DST hold a potential audience of over 300m people actives. Our model is Initial Public Offering of the holding company, I mean  Between 2005 and 2009 DST raised and invested more than $1 IPO of DST. Terms IPO depend on a billion in over 30 companies and gained support from Russian condition of the world markets and from and Western funds. readiness DST for this event. I think, it happens within the next three years“ , - Yuri Milner (owner and CEO) OWNERSHIP / MANAGEMENT Yuri Milner and Gregory Finger 66% Activities Alisher Usmanov 32% December 2009 Led a $180m investment round in Zynga Renessans Group (Investment Bank) 2% October 2009 Raises stake in Facebook to more than 5% In 2008 Alexander Tamas joined DST from Goldman Sachs and May 2009 Invested $200M in preference shares of established a presence in London to spearhead further Facebook international efforts. Summer 2008 Majority share in OE Investments (the leading instant payment company in Rus.) In 2009, Verdi Israelian, joined DST from Goldman Sachs SSG, to oversee its CIS operations. December 2008 Buying of 53,16 % of Mail.ru 51 June 2010 Online Developments in Russia
  • 53. Digital Sky Technologies (DST) PORTFOLIO DST PORTFOLIO DST Leading horizontal web- Leader of the interactive entertainment market of Name: Mail.ru portal in the Russian, 50m Eastern Europ. Incorporates operator, publisher and UU 28M (WW) registered accounts in its 50.55% 100% developer of online games in Russia: Revenue core product – free email, •Astrum Nival, 58 m USD #1 portal in Russia 2007: diversified into 0 other •IT Territory / Time Zero, Reach: 71% products •Nikita Online / DJ Games Name: HH.ru Leading Russian job UU (month) 1.5M (WW) portal, the daily number Provide the technologies to electronic trade in 100% PI 130m of visitors 120K. BM: corporate and state sectors of economy. Since #1 job portal in Reach: 3,8% selling information from 2002: more than 65 000 auctions for a total sum, Russia its CV 100% exceeding €12 000 mil. 1000 new participants in a month. Name: Meta.ua Big portal and search UU 2.6M (WW) service in Ukraine • Latvian based IT company Minority PI 66M • Joint owner of social networks #1 portal in • The total amount of users is more than 60M Reach: 22% 75% Ukraine > 5% Name: Vkontakte.ru Social network, the first UU 20M (WW) place in number of PI, 30% 9.5M RU 75% #1 social network in PI 7.9 (bn.) Russia Reach: 41,7% Name: Odnoklassniki.ru The largest social UU 18M (WW) network in Russia, 30% revenue 3,3 million USD PI 4.1 bn. #2 social network in in the I quarter 2008 Russia Reach: 31,7% Led $180m investment round in Zynga 52 June 2010 Online Developments in Russia