consumer insights - presentation at the property portal watch conference - ams 2015

mitulagroup.com Consumer Searching Trends

Mitula new Identity:

Mitula GroupInsights 2015

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

mitulagroup.com

Online Marketing Global Trends

A market that was worth $134 Bn in 2014

Frost & Sullivan (F&S) forecast to be worth $196 Bnby 2018*

Online classified sites compete for Online Advertising

Sources: IAB, Internet Advertising Revenue Report, 2014 and IAB, AdExBenchmark 2013


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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 Advertising Expenditure reports; Frost & Sullivan forecasts

Global Online Advertising Expenditure, 2010 to 2018Overall growth in online classified advertising expenditure as spend migrates from paper to digital.

mitulagroup.com Consumer 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


Source: Frost & Sullivan estimates based on IAB Online Advertising Expenditure reports; Frost & Sullivan forecasts

Global Paid Search Advertising Expenditure, 2012 to 2018

Paid Search spend dominates Online Advertising over Display, Classified and Social MediaF&S estimates global paid search revenues were $54 billion in 2014 and will reach $73.8 billion in 2018.

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10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

2012 2013 2014 2015 2016 2017 2018

$ m

illio

ns


Higher Growth in Mobile Advertising SpendIs 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


Source: Ericsson, Mobility Report, 2014

0

1

2

3

4

5

6

7

8

9

2010 2011 2012 2013 2014 2015 2016 2017 2018

Bill

ions

Smartphone Subscriptions Total Mobile Cellular Subscriptions

Global Mobile Cellular and Smartphone Subscriptions, 2010 to 2018

Higher Growth in Mobile Advertising Spend


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%Ja

n-13

Feb-

13

Mar

-13

Apr-

13

May

-13

Jun-

13

Jul-1

3

Aug-

13

Sep-

13

Oct

-13

Nov

-13

Dec

-13

Jan-

14

Feb-

14

Mar

-14

Apr-

14

May

-14

Jun-

14

Jul-1

4

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


Online Classified Advertising

The online classified advertising industry is highly fragmented, notwithstanding the growth of online classified consolidators such as Axel Springer and Schibsted.

Competition is increasingThis 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


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

$ m

illio

ns

USA Asia Pacific Europe Middle East & Africa Latam

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


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

Perc

enta

ge o

f Tot

al A

dver

tisin

g Ex

pend

iture

Newspaper Online

mitulagroup.com

• What Portals tell us

• What users search

Mitula Group Insights for Real State:

We identify two major trends:

• Performance driven markets

• Volume driven markets

What Portals Tell Us

Mitula Group Insights for Real State

Most portals worldwide are measuring performance CPA, CPL, ROI.

Lead generation matters


Some markets still concentrate on growth and gross listing and audience volume

Lead generation matters less…some still do not measure conversions



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

Perc

enta

ge o

f Onl

ine

AdE

x R

even

ue

Performance CPM



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

/201

4

1/06

/201

4

1/07

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1/08

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1/09

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1/10

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1/11

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1/12

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1/01

/201

5

1/02

/201

5

1/03

/201

5

1/04

/201

5

1/05

/201

5

1/06

/201

5

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

/201

4

1/06

/201

4

1/07

/201

4

1/08

/201

4

1/09

/201

4

1/10

/201

4

1/11

/201

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1/12

/201

4

1/01

/201

5

1/02

/201

5

1/03

/201

5

1/04

/201

5

1/05

/201

5

1/06

/201

5

Rent Sale

Brazil



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

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Jun-

14Ju

l-14

Aug-

14Se

p-14

Oct

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Dec

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Jan-

15Fe

b-15

Mar

-15

Apr-

15M

ay-1

5Ju

n-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-

14Ju

l-14

Aug-

14Se

p-14

Oct

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Nov

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Dec

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Jan-

15Fe

b-15

Mar

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15M

ay-1

5Ju

n-15

1 2 3 4


mitulagroup.com

About Mitula Group• What is Mitula Group• Mitula Group in numbers• Performance and Quality• Our Sites


• 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


Mitula Group in numbers:

44 18

+13kPortals

Advertisers

+55Million

Monthly Sessions

+90Million

Monthly Clic-Outs

+250Ads IndexedLanguagesCountries

Source: Mitula Group Internal KPI’s 3Q-2015

Million

About Mitula Group


>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


Our Sites

About Mitula Group

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