Managing Pan European Campaigns

27 September 2006

Nicholas GillVice President / Associate Director, Modem Media Europe

1209 06 2Source: eMarketer

In 2006, over 1 billion people have Internet access…

… almost 25% now also have broadband

233m online in Europe

55.2m Europeans on broadband

1209 06 3

And we know broadband drives usage through interactivity & engagement

Source: OfCom Q1 2006

Online applications used by broadband and dial-up users

1209 06 4

But broadband penetration differs across Europe

Digital activity needs to be effective for dial-up Internet users for at least the medium-term

Source: Forrester, February 28, 2006: European Broadband Market

1209 06 5

Voltaire, 1771

There are no longer Frenchmen, Germans,

Spaniards or even Englishmen, but only

Europeans.

Source: Y&R EMEA for non-Europeans

1209 06 6

Yeah, right

67

48

36

31

26

24

37

48

53

56

3

3

7

6

9

3

4

4

4

6

UK

Germany

France

Spain

Italy

Nationality onlyNationality and European European & nationality European only

Source: Y&R EMEA for non-Europeans& Eurobarometer

1209 06 7

A typical mapping of Europe

Source: Y&R EMEA for non-Europeans

1209 06 8Source: Y&R EMEA for non-Europeans

1209 06 9Source: Y&R EMEA for non-Europeans

1209 06 10

Verona Feldbusch

National icon in Germany – but has 0% awareness in UK, France, Spain, Italy

Source: Y&R EMEA for non-Europeans

1209 06 11Source: Y&R EMEA for non-Europeans

1209 06 12

David Bizbal

Winner of the Spanish equivalent of American Idol

Famous in LatAm – but nowhere apart from Spain in Europe

Source: Y&R EMEA for non-Europeans

1209 06 13