iGB Intelligence reports | Page 41

Generic Sportsbook CTRs & CPCs trends vary significantly by device Avg. CPC & CTR trends by device for Generic Sportsbook searches Average CPCs have increased as too have some CTRs YoY in Sep-15: Tablet CPC = +27% CTR = +53% Mobile Sportsbook (Generic - Tablet) Avg. CPC Avg. CTR 9% £4.00 8% £3.50 7% £3.00 6% £2.50 5% £2.00 4% £1.50 3% 2% £1.00 1% £0.50 0% £0.00 Sep Oct Nov Dec Jan 2014 Feb Mar Apr May Jun Jul CPC = +27% CTR = +53% All Devices CPC = +35% CTR = -7% PC CPC = +42% CTR = -53% Aug Sep 2015 KPIs across key gambling sub-categories, Bing and Yahoo sites only, Sep-14-Sep-15