Advertising and Sponsorship Tapping into the shift online

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Advertising and SponsorshipTapping into the
shift online

• Paul Wright Founder and CEO Aura Sports

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Summer 2002

• you want to set up a business that trades in
  media, sports and online I have to advise you
  that those are the three worst sectors you could
  have chosen
• our then bank manager when setting up Aura Sports

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Agenda

• Aura Sports who we are
• The online marketplace
• Definitions
• Hype or reality ?
• Interactive examples
• Sports role in online
• What do advertisers and sponsors need
• Summary

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Aura Sports Who we are

• UKs only digital sports agency
• Specialising in digital media sales and
  consultancy
• 20 people London and Liverpool
• 140 sites

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Brands
Consultancy
7m Unique Users
86 Football Club Sites,5 sports Federation
sites,..
Media Sports Owners
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Aura Sports

• Reach 66 of Sports fans in the UK
• Place 350 million ads per month
• Largest Sports sales point in the UK

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The Online Advertising Marketplace
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Definitions

• Page Impression
• this is when a user views a web page on their
  computer.
• Clicks
• The number of visitors who click on the banner ad
  linking to the advertiser's Web site.
• Ad Server
• A powerful piece of software that can display ads
  on websites and has the ability to track and
  display the banner ad
• Unique User
• A computer which has accessed a website

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• I believe todays
• marketing model is
• broken... The
• traditional
• marketing model is
• obsolete.
• -Jim Stengel,
• Global Marketing
• Officer,
• Procter Gamble

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A Short History of Online Advertising

• 1994 first ads on www.hotwired.com
• 1998 2000 Dot com Bubble
• 2001 2003 Grown men cry
• 2004 Getting Better
• 2005 Online Advertising spend in the UK hits
  the headlines

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How Advertising fits in with the current web
models
Google Yahoo My Space
FT.com Games sites World of Warcraft
Amazon EBay
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Where are we now Types of Advertising

• Search Advertising generally text based ads
• www.google.com
• Classified ads for jobs or properties
• www.rightmove.co.uk
• Display visual ads
• www.yahoo.co.uk

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Despite the ups and downs people kept using the
web in vast numbers
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US Market Estimated at 12.5 billion in 2005

• Source IAB US March 2006

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US Market
Search represents 40 of spend Display is 33
Source IAB US
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UK Market 1.365 billion in 2005

• Source IAB UK March 2006

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UK Market 1.36 billionjust under 8 of total
spend

• Source IAB UK March 2006

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Where are we now

• Rapidly growing market
• Very dominated by search (50 )
• More brand advertisers coming on line
• 2006 World Cup and year of the brand advertiser

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Sports Share of the market Small but growing
share

• Online Sports Market for the UK
• 15 million 2005
• 1 of total Market
• 5 of display market
• Sports sites are growing audience share

Source IABUK/ Aura Estimates
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But will search loose its dominance ?
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What should advertisers and sponsors look for ?
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(No Transcript)
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Top Sites in the UK
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Top Sports Sites in the UK
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What do advertisers need
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Deal Size - context

• Liverpool
• 55 Million ads delivered
• 3 million unique users
• Biggest Buy
• 6 million banners/skys per month
• Smallest Buy
• 20,000 banners per month

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Summary

• Market is strong
• Advertisers must chase audience and scale
• Equally media owners have to work hard
• there are after all many other choices

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Thank You
Paul Wright Aura Sports Ltd 22-24 Norland
Road London United Kingdom W11 4TR 44 207 348
5124 paul.wright_at_aurasports.com