Branded Content in Social MediaJune 2009

Key facts on GoViral

Company Info: Branded Content DistributionFounded 200550+ EmployeesOffices in UK, France, Germany, NordicsPartners in Russia, Japan & ItalyEMEA focus/Global reach

Network Info: 600+ campaigns conducted12,000+ validated sites, forums & blogs in our database3,500+ active publishers

Transactions: 20+ million country targeted video plays per month*5+ million vertical targeted video plays per month

Games Video Widgets

ElectronicsElectronics and Telco Lifestyle and Automotive FMCG

The Shift

Facebook Growing >> Video Exploding

2000 2003 2006 2009

Global Consumption of Online Video is Exploding

Growth:While Member Communities (red; like Facebook) have been

garnering impressive audience numbers for the last five years, video audiences have been growing at meteoric

rates*. *Source: Quotes from Nielsen Online, page 1-8. The Global Online Media Landscape, April 2009

TV flat – online on the riseTV: 44 hours a month

(Stable)

Trend: To the new generation, TV frequently means video delivered on demand, with one in seven 18-24 year olds now watching no live TV at all.

Median age for TV users are 13 years higher than general population.

Usage: Though time spent consuming online video across Europe has grown by 50 percent in the last 12 months, it has not yet been at the expense of TV

Online Video: 6,5 hours a month(Up 50% year on year)

*Source: Forrester and Comscore Press releases 2008/2009

Audience Time Spend

Monthly Usage

Online (50 Hours)

Video (6,5 Hours)

Catch Up on The Users

Monthly Usage

Online Ads (€9,8bn)

Video (€79m)

Online Video accounts for around 13% of total European internet time.

Online Video account for less than 1% of total online ad spend.

*Source: Nielsen Online, The Global Online Media Landscape, April 2009 and Jupiter European Advertising Forecast 2007-12

Online Video Ad Spend

Go Beyond the Banner

- Impressions

- Activated as ads/banners

- Opportunity to see, No possibility to share, discuss, rate or interact

- User initiated views

- Activated as content

- Rating, comment and share

- Highly Contextual Views

- Activated as contextual editorial implementations

- Engage enthuthiasts and generate viral recommendation

√ √

Awareness Interaction Engagement

Impression based media buying (CPM) provides large reach but offers no guarantees in terms of interactions, whereas GoViral content distribution delivers both interactions, brand engagement and viral potential.

x

Drive to Site vs. DistributionDriving users using traditional ad formats like banners is an ineffective way of delivering a brand experience. The choice is to distribute the content directly in the environments where the target

audience spend their time and achieve significantly better ROI.

Drive to Site Distributing Content

Why distribution makes a difference

Avoid the Content Graveyard

A video is posted on e.g Youtube

150.000+ videos uploaded each day

The video makes or brakes – if it isn’t discovered quickly then it simply goes

to the content graveyard

CONTENT GRAVEYARD

Only if the video achieve momentum will people start noticing on larger

sites

Less than 1% of videos get more than 5,000 views in the first 12 months

The main difference between e.g uploading on Youtube and delivering proper seeding/distribution is that on a seeding campaign a partner secures that 100s or 1000s of smaller sites feature the content towards their

audience. This means that the content is actively exposed towards massive audiences which then interact with the content.

Active distributionContent Discovery

Assets like video can be distributed directly to the front page as content on thousands of websites to generate

momentum. Users will only start discovering your video on a

website like Youtube if it has certain momentum

Video Distribution

Amplification Example

Diesel Seeding:Content: Meat puppet (good), Hair Bath (Average) and Dance Party (good)Markets: 20 markets local activationDistribution: Diesel .com, Youtube, Local PR in 20 marketsResults: Diesel activities generated 156.000 views

GoViral Seeding:Content: SimilarMarkets: US, Japan, UK, Germany, France, Italy, SpainDistribution: Viral Advertising (400,000 views guarantee)Results: - reached 1044 sites

- total of 1,550.000(387% of target) video views

DieselGoViral

Optimize Consumer Journey

The GoViral Player

Click video to go to destination site and learn more

Click to download or embed content elsewhere, easy!

Social sharing with e-mail, blog platforms, Facebook, Digg, Twitter etc.

By making it as easy as possible for the user to explore content and share it with others the GoViral player actively help leveraging the content virally and raises campaign effectiveness

Play after suggestions leads the user to more relevant material or

website

Interactive Player: The interactive player will allow you to promote product drive to site, sell products, creative and new features. Has a very high effect CRT up to 21%. This can only be used in Content Placements

Next level interactivity

Branded player: The branded player represents an opportunity for building a proper distribution network over time.

Branded player