Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Arts & Entertainment Russian Federation

Quarterly Update

Last Quarter: Q3 2015

November 2015

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Desktop queries grew by 14%, while Mobile queries grew

by 109% and Tablet searches grew by 49% YoY in the

same period

Queries grew by 45% in Q3 2015 in the

Arts & Entertainment Category

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Arts & Entertainment:

Q3 2015 Auction Metrics Update

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

Queries (Q3 2015 Y/Y: 45.45%)

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

Impressions (Q3 2015 Y/Y: -25.11%)

Clicks (Q3 2015 Y/Y: -5.86%) Actual CPC (Q3 2015 Y/Y: 70.41%,

Avg:$0.10)

Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

Arts & Entertainment:

Q3 2015 Auction metrics update

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

Auction Stats by Platform: Q3 2015 YoY and Averages (where applicable)

Platform Queries Impressions Clicks Ad CTR YoY Ad CTR Avg CPC YoY CPC Avg Ad Depth YoY Ad Depth

Overall 45.45% -25.11% -5.86% 25.70% 5.32% 70.41% $0.10 -18.24% 1.58

Desktop 13.64% -33.92% -28.94% 7.53% 4.33% 69.64% $0.11 -14.61% 1.72

Mobile 109.14% -8.87% 39.23% 52.79% 7.26% 105.14% $0.10 -22.89% 1.40

Tablet 49.09% -13.95% -2.55% 13.24% 4.68% 41.97% $0.10 -14.47% 1.54

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

0

1

1

2

2

3

3

1 2 3 4 5 6 7 8 9 10 11 12Months

2012 2013 2014 2015

Ad Depth (Q3 2015 Y/Y: -18.24%,

Avg:1.58)

Ad CTR(vQ3 2015 Y/Y: 25.70%,

Avg:5.32%)

Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Arts & Entertainment:

All Devices Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex

Queries Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

45.45%

Impressions Y/Y

-25.11%

Clicks Y/Y

-5.86%

Ad CTR Y/Y

25.70%

(5.32%)

CPC Y/Y

70.41%

($0.10)

Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Arts & Entertainment:

Desktop Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

$0,14

0%

20%

40%

60%

80%

100%

120%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex

Queries Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

13.64%

Impressions Y/Y

-33.92%

Clicks Y/Y

-28.94%

Ad CTR Y/Y

7.53%

(4.33%)

CPC Y/Y

69.64%

($0.11)

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Arts & Entertainment:

Mobile Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

0%

10%

20%

30%

40%

50%

60%

70%

80%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex

Queries Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

109.14%

Impressions Y/Y

-8.87%

Clicks Y/Y

39.23%

Ad CTR Y/Y

52.79%

(7.26%)

CPC Y/Y

105.14%

($0.10)

Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Arts & Entertainment:

Tablet Auction metrics evolution

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

$0,00

$0,02

$0,04

$0,06

$0,08

$0,10

$0,12

0%

10%

20%

30%

40%

50%

60%

70%

80%

Qu

eri

es,

Imp

ressio

ns,

Clicks a

nd

Ad

CT

R In

dex

Queries Index Clicks Index Ad CTR Impressions Index CPC

Queries Y/Y

49.09%

Impressions Y/Y

-13.95%

Clicks Y/Y

-2.55%

Ad CTR Y/Y

13.24%

(4.68%)

CPC Y/Y

41.97%

($0.10)

Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

58% 45%

14%

15%

28% 40%

Q3 2014 Q3 2015

Desktop Tablet Mobile

Arts & Entertainment:

Cross Platform Search Trends

Source: Google internal search data, based on pre-categorised queries for the Arts & Entertainment. Note: In-quarter metrics for Query

Volume and Ad Depth are only available.

55% of all Searches are now on Mobile

Devices

Arts &

Entertainment:

% of Queries

by Device

Google Confidential and Proprietary 10 Google Confidential and Proprietary 10

Thank You!

Google Confidential and Proprietary 11 Google Confidential and Proprietary 11

Definitions

• Devices:

– Overall: Devices across Google Search(Desktop, Mobile, Tablet)

– Mobile = Overall – (Computers + Tablet)

– Tablet = Overall – (Mobile + Computers)

– Mobile is Mobile High End devices with a full browser

– Tablet is Tablet devices with a full browser

• Metrics

– Queries: Searches by users on Google Search

– Impressions: AdWords ads shown against search queries on Google Search

– Clicks: Clicks on AdWords ads

– CPC: Cost per Click (Cost ÷ Clicks)

– Ad CTR: Click-through Rate (Clicks ÷ Impressions)