@ Margin... Advertisers Remain Over-Indexed to Legacy Media % of Time Spent in Media vs. % of Advertising Spending, USA, 2015 Time Spent Ad Spend 50% e m i T on ng Total Of Which i 40% Internet Ad Mobile Ad pt ndi um pe 39% = $60B = $21B S 36% ons ng 30% C i a s i t di r e e 25% ~$22B M dv l 20% 22% 23% a A Opportunity ot or T in USA 16% of 10% 13% 12% % 10% 4% 0% Print Radio TV Internet Mobile Source: Advertising spend based on IAB data for full year 2015. Print includes newspaper and magazine. Internet includes desktop + laptop + other connected devices. ~$22B opportunity calculated assuming Mobile ad spend share equal its respective time spent share. Time spent share data based on eMarketer 4/16. Arrows denote Y/Y shift in percent share. KPCB INTERNET TRENDS 2016 | PAGE 45 Excludes out-of-home, video game, and cinema advertising.