Cisco systems flip video

Cisco Systems Flip Video

Jason Han

Interactive Communications

Instructor: Travis St. Denis

February 17, 2011

Agenda• Target

• Objectives and Strategies

• Campaign Plan Parameters

• Tactics

• Site List and Impressions

• Budget Allocations

• KPIs/Goals

• Next Steps and Deadlines

• Appendix

Target Market

• Men aged 18-34

• High school; University

education

• Single/Married

• Employed Full Time –

Skilled/Unskilled; Tech;

Sales

Target Insight

• The target is socially active and enjoys creative activities such as drawing and creating music

• They also enjoy electronics and like to keep up with news and information

• The target are youthful students or they are starting their professional career

• They enjoy outdoor activities like snowboarding and socializing with friends

• They keep up with trends and tend to be “influencers” in their circle of friends

Media Usage

Data: PMB 2009

Consumer Activity MapInterests/Activities

LocationsLeisure

PMB 2009

Sports/Outdoor

Objectives and StrategiesObjectives

• Develop awareness of Flip video cameras and the “Do You Flip” campaign as well as building loyalty with the primary target market fresh off the Christmas campaign

• Increase market share from 13% to 16% and establish Flip videos as a leader in the mini camcorder category – ahead of new competitors entering category such as Apple

Strategies

• Connect with target by associating Flip Videos with “cool factor” and promotion of video sharing

• Use integrated digital campaign to stream viewers to microsite for “Best Flip Moment” contest and promote participation and interactivity with video sharing

Campaign Plan Parameters

• Phases/Flighting

▫ March 2011 – May 2011

Digital used in conjunction with out of home campaign

• Dayparts

▫ Impressions will be delivered between 11am-1pm and 7-11p when the target is most active on the internet

• Regions

▫ Ontario

• Targeting

▫ Men 18-34

• Budget

▫ $550,000

Activity Outline

9

• There will be a higher presence of Combo units with Vokens at the beginning of the campaign to build awareness of contest

• Fewer impressions will be used later in campaign to ensure frequency capping at three exposures

• Standard ad units will have an equal amount of impressions to ensure steady presence of ads throughout campaign

• Youtube Masthead will be used 3x, once every 4 weeks

March April May

7 14 21 28 4 11 18 25 3 10 17 24

Voken + BB Combo

Standard Ad Units

60 %of Impressions

50 % of Impressions

40% of Impressions

50 % of Impressions

Tactical Overview

• Interest based advertising would be used with a heavy emphasis on Entertainment and Sports websites with creative ad units integrated with the “theme” of the website

• Creative emphasis will be put on customizability of Flip cameras and usability of camera to capture “moments” in various situations

• Virgin Fest will be a partner in the implementation of “Best Flip Moments” contest

• Youtube will be a focal point in campaign as Youtube “stars” will be used to promote the contest

• Social media will be used to create word of mouth with a secondary Twitter contest

• Site selection will be based on “themes” and editorial alignments

Contest Details• “Best Flip Moment” microsite

created for the contest where users

can upload and share their Best Flip

Moments with others in a video community

• “Best Flip Moment” videos are judged by creative use of Flip camera, fun, “likes” and spontaneity

• Winner is given 2 backstage passes to Virgin Fest where they meet their favorite artists, Flip “The Best Moments of V Fest” and have the video shared on the contest website

• Viewers are directed towards the site from multiple channels from standard ad units placed on entertainment sites, Youtube, the Virgin Fest website, band websites and Twitter

• Contest ends end of Spring

Flip Best Moments Micro site

Watch and share videos

Link to Youtube channel

Standard and Impact Ads

• Big Box and Leaderboard ad units will be the primary ads placed on sites

• Vokens of the Flip Videos will drop down to the middle of the page take a snapshot and will do a 180 turn to show the video screen which shows a picture of the Flip Best Moments Contest

• Ad units will be tailored to theme of website – Sports, music etc...

Youtube Homepage

• Homepage Roadblock Masthead will be used 3x throughout campaign to reach target, once every four weeks

• Masthead will contain video and will link to Flip channel that contains video submissions for the contest and further information about contest promotion

• In addition, BB ad units will be placed in the “Search Results” for Entertainment and Music categories

Branded Content

• Youtube “stars” or Video Bloggers will be approached to promote contest

• Video Bloggers can do a segment on how they use FLIP videos in their daily lives and direct viewers to contest site and the FLIP Youtubechannel

• Stars such as Shane Dawson have aggregated 431 million views; these stars help reach a narrow target segment

• BB ad units will be placed alongside strategically chosen Youtube Stars

Youtube stars will produce their own branded content to promote contest

Standard BB is linked to microsite

Twitter

• Twitter will be used to drive word of mouth about the contest and build a community around the brand

• Users can tweet about their “Best Flip Moments” and include an @reply to enter a contest to win 2 tickets to Virgin Fest

• Users must include a tagline about Flip cameras such as “Wish I had a Flip”

Site Matrix

16

Special Interest

Entertainment

Personal

Selection Evaluation

Site

Uniques

(000)

Composition

(%) Index

Youtube 2904 16.7 140

Vevo 1704 18.7 119

Break Media Network 1050 21 203

CraveOnline 586 24.1 190

Dailymotion 561 21.1 229

UGO Entertainment 457 22.2 197

College Humour 372 22.2 189

MetaCafe 319 21.1 140

Justin.TV 280 31 166

CNET 710 18.5 116

MTV Networks 1126 18.2 116

Geeknet 333 22.4 138

Gizmodo 239 27.6 126

Site

Uniques

(000)

Compositio

n (%) Index

MySpace Music 212 23.6 194

TSN 606 23.9 153

Yahoo Sports 554 19.7 244

ESPN 493 24.1 274

FOXsports on MSN 311 26 133

CBS sports 234 25.5 232

USA Today Sports 172 32.3 199

Windows Live 2624 15.9 76

Google Mail 847 15.1 90

Yahoo Mail 596 11.2 53

Best Buy 538 18 119

Henrys 11 13.4 151

CTV Global Media 1316 16.2 133

Groovesharks 164 28.1 165

Yahoo News Network 964 13.7 132

Data: Comscore 2010

SOV

Site Uniques Total Pages (MM) 5% 10% 15%

Youtube 2904 629 31.5 62.9 94.4

Vevo 1704 19 1.0 1.9 2.9

Break Media Network 1050 22 1.1 2.2 3.3

Dailymotion 561 15 0.7 1.5 2.2

UGO Entertainment 457 9 0.4 0.9 1.3

College Humour 372 6 0.3 0.6 0.9

TSN 606 40 2.0 4.0 6.0

Yahoo Sports 554 110 5.5 11.0 16.5

ESPN 493 73 3.7 7.3 11.0

Windows Live 2624 480 24.0 48.0 72.0

Google Mail 847 67 3.4 6.7 10.1

Yahoo Mail 596 70 3.5 7.0 10.5

Best Buy 538 10 0.5 1.0 1.5

CTV Global Media 1316 74 3.7 7.4 11.1

Yahoo News Network 964 88 4.4 8.8 13.2

Data: Comscore 2010

CostingSite Element Specs CPM Impressions Cost Clicks

Entertainment

Youtube Standard LB / BB $8 800,000 $6,400

Youtube Homepage Masthead Unit $90,000 0

VEVO Standard LB / BB $20 300,000 $6,000 900

Voken + BB (Over the Page) $50 400,000 $20,000 1,200

Break Media Standard LB / BB $20 300,000 $6,000 900

Voken + BB (Over the Page) $50 300,000 $15,000 900

Crave Online Standard LB / BB $20 300,000 $6,000 900


Dailymotion Standard LB / BB $20 300,000 $6,000 900

Voken + BB (Over the Page) $50 400,000 $20,000 1,200

UGO Entertainment Standard LB / BB $20 200,000 $4,000 600


College Humour Standard LB / BB $17 250,000 $4,250 750


Metacafe Standard LB / BB $20 200,000 $4,000 600

Justin.TV Standard LB / BB $17 200,000 $3,400 600


MTV Networks Standard LB / BB $20 200,000 $4,000 600


Groovesharks Standard LB / BB $20 300,000 $6,000 900


Myspace Music Standard LB / BB $17 200,000 $3,400 600


Costing Cont’dSports and Tech

CNET Standard LB / BB $20 200,000 $4,000 600


Geeknet Standard LB / BB $17 200,000 $3,400 600


Gizmodo Standard LB / BB $20 200,000 $4,000 600


TSN Standard LB / BB $17 200,000 $3,400 600


Yahoo Sports Standard LB / BB $20 300,000 $6,000 900


ESPN Standard LB / BB $17 300,000 $5,100 900


Fox Sports Standard LB / BB $20 200,000 $4,000 600


CBS Sports Standard LB / BB $17 200,000 $3,400 600


USA Today Sports Standard LB / BB $17 200,000 $3,400 600


Personal

Windows Live Standard LB / BB $20 200,000 $4,000 600


Google Mail Standard LB / BB $20 300,000 $6,000 900

Yahoo Mail Standard LB / BB $20 300,000 $6,000 900


Best Buy Standard LB / BB $20 200,000 $4,000 600


Henrys Standard LB / BB $20 200,000 $4,000 600

CTV Global Standard LB / BB $20 200,000 $4,000 600


Yahoo News Network Standard LB / BB $20 200,000 $4,000 600


Impressions 13,200,000 $515,850 37,200

Budget $550,000

Variance $34,150

Budget

Element Impression Cost

Standard 7,150,000 $124,150

Combo 6,050,000 $297,700

Youtube Masthead $90,000

Miscellaneous (Production etc..) $10,000

Total 13,200,000 $521,850

Budget $550,000

Variance $28,150

Next Steps

• Approval for preliminary plan Jan. 24th

• Signed MPA Jan.26th

• Secure Media Feb. 1st

• Finalize Plan Feb. 12th

• Creative Submission Feb. 25th

22

Appendix

ToplineKey Measures Geography : Canada

Top Line Category [w/ Dup.] Location : All Locations

Time Period : November 2010

Target : Males 18-34 ©2011 comScore, Inc

Media : Top Line Category [w/ Dup.]

Date : 2/18/2011

MediaTotal Unique

Visitors (000)% Reach

% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages

Viewed (MM)Total Visits (000)

Average Minutes

per Visit

Average Visits

per Visitor

Total Internet : Custom Target 3,371 100.0 13.5 100 100 3,402 9,411 12,929 331,968 28.3 98.5

Top Line Category

1 Conversational Media 3,371 100.0 13.5 100 92 2,468 1,218 2,321 169,977 7.2 50.4

2 Entertainment 3,371 100.0 13.5 100 125 3,361 1,289 1,417 127,979 10.1 38.0

3 Social Networking 3,371 100.0 14.1 105 91 2,050 1,130 2,186 157,807 7.2 46.8

4 Services 3,371 100.0 13.5 100 91 5,411 2,062 2,200 260,725 7.9 77.3

5 Corporate Presence 3,371 100.0 13.5 100 107 4,279 1,779 2,528 268,280 6.6 79.6

6(u) Portals 3,370 100.0 13.5 100 72 2,313 1,701 1,091 146,371 11.6 43.4

7(u) News/Information 3,366 99.9 13.5 100 85 1,857 348 449 74,149 4.7 22.0

8(u) Community 3,357 99.6 13.5 100 83 1,035 212 397 38,237 5.5 11.4

9 Search/Navigation 3,311 98.2 13.8 102 103 2,449 186 588 144,326 1.3 43.6

10(u) Distributed Content 3,270 97.0 14.1 105 116 1,441 423

11(u) Platform 3,269 97.0 14.3 106 124 1,390 391

12 Multimedia 3,265 96.9 15.4 114 143 1,590 863 757 69,421 12.4 21.3

13 Promotional Servers 3,228 95.8 13.9 103 114 1,448 255 682 81,478 3.1 25.2

14 Directories/Resources 3,217 95.4 14.1 105 117 1,712 336 600 63,103 5.3 19.6

15(u) Technology 3,217 95.4 14.3 106 108 769 65 99 24,827 2.6 7.7

16 Retail 3,166 93.9 14.0 104 86 1,086 185 375 40,931 4.5 12.9

17 Photos 3,045 90.3 15.3 113 100 1,461 97 193 88,613 1.1 29.1

18 Business/Finance 2,961 87.8 13.9 103 74 778 106 247 28,805 3.7 9.7

19 e-mail 2,849 84.5 14.4 106 71 1,275 557 600 73,015 7.6 25.6

20 XXX Adult 2,731 81.0 20.0 148 175 838 318 925 37,102 8.6 13.6

21(u) Blogs 2,720 80.7 15.1 112 110 694 88 128 27,584 3.2 10.1

22(u) General News 2,708 80.3 13.6 101 89 932 186 246 39,388 4.7 14.5

23(u) Reference 2,648 78.6 14.6 108 105 833 75 86 26,769 2.8 10.1

24(u) Entertainment - Music 2,445 72.5 16.6 123 131 690 99 101 22,914 4.3 9.4

25(u) Sports 2,444 72.5 17.4 129 177 1,266 354 436 53,678 6.6 22.0

Top 100Key Measures Geography : Canada

Top 100 Properties [Undup.] Location : All Locations



Media : Top 100 Properties [Undup.]

Date : 2/18/2011

Media Total Unique Visitors (000) % Reach% Composition Unique

VisitorsComposition Index UV Composition Index PV

Average Daily Visitors

(000)Total Minutes (MM) Total Pages Viewed (MM) Total Visits (000)

Average Minutes per

VisitAverage Visits per Visitor


Top 100 Properties

1[P] Microsoft Sites 3,371 100.0 13.9 103 76 1,747 1,460 760 104,605 14.0 31.0

2[P] Google Sites 3,368 99.9 14.0 103 117 2,403 1,225 1,764 213,546 5.7 63.4

3[P] FACEBOOK.COM 3,144 93.3 15.2 112 88 1,696 1,050 1,946 151,342 6.9 48.1

4[P] Yahoo! Sites 2,336 69.3 13.5 100 64 609 186 201 33,909 5.5 14.5

5[P] Wikimedia Foundation Sites 2,109 62.6 15.5 115 128 357 42 43 15,218 2.8 7.2

6[P] eBay 1,967 58.4 15.4 114 109 340 148 266 17,492 8.5 8.9

7[P] Apple Inc. 1,757 52.1 16.6 123 124 339 9 16 4,773 2.0 2.7

8[P] Vevo 1,704 50.5 18.7 138 119 216 28 19 8,340 3.4 4.9

9[P](u) CBS Interactive 1,504 44.6 18.0 134 178 205 48 43 7,860 6.1 5.2

10[P] Sympatico.ca Property 1,476 43.8 13.9 103 44 179 14 26 7,713 1.8 5.2

11[P] Amazon Sites 1,470 43.6 16.1 119 121 155 20 38 6,038 3.3 4.1

12[P](u) AOL, Inc. 1,449 43.0 15.8 117 80 195 20 22 6,259 3.1 4.3

13[P](u) Viacom Digital 1,412 41.9 17.4 129 55 198 25 16 7,099 3.5 5.0

14[P](u) Glam Media 1,407 41.7 15.8 117 73 131 9 19 4,405 2.0 3.1

15[P] Yellow Pages Group 1,390 41.2 13.4 99 96 144 34 60 5,650 5.9 4.1

16[P](u) CTVglobemedia 1,316 39.0 16.2 120 133 311 74 74 17,854 4.2 13.6

17[P](u) Ask Network 1,307 38.8 12.2 90 59 143 8 14 6,161 1.3 4.7

18[P](u) NetShelter Technology Media 1,201 35.6 19.5 145 121 108 8 11 3,936 2.1 3.3

19[P](u) Technorati Media 1,149 34.1 18.1 134 120 106 9 12 3,899 2.4 3.4

20[P](u) New York Times Digital 1,145 34.0 14.3 106 66 103 5 7 3,507 1.5 3.1

21[P](u) Canoe Network 1,143 33.9 12.7 94 52 152 27 40 6,584 4.1 5.8

22[P](u) The Weather Network Meteomedia 1,143 33.9 13.7 101 71 263 15 19 6,634 2.2 5.8

23[P](u) Postmedia Network 1,085 32.2 13.7 101 67 130 29 25 5,805 5.0 5.4

24[P](u) Demand Media 1,068 31.7 15.3 114 118 99 10 10 3,615 2.9 3.4

25[P](u) Break Media Network 1,050 31.2 21.0 156 203 103 13 22 3,956 3.3 3.8

26[P](u) Best Buy Sites 1,004 29.8 18.6 138 120 82 14 29 3,015 4.6 3.0

27[P](u) ROGERS 959 28.4 14.0 103 79 95 21 31 3,750 5.5 3.9

28[P] WordPress 954 28.3 16.5 122 86 66 2 4 2,149 1.1 2.3

29[P] BitTorrent Network 933 27.7 24.4 181 125 330 0 0 209 1.0 0.2

30[P](u) CBC-Radio Canada Sites 931 27.6 12.5 93 96 103 34 50 5,061 6.8 5.4

31[P](u) Turner Digital 924 27.4 16.3 121 89 168 21 29 7,711 2.7 8.3

32[P](u) Answers.com Sites 864 25.6 15.7 116 93 58 2 3 1,871 1.2 2.2

33[P](u) NHL Network 771 22.9 24.1 178 180 172 27 34 8,124 3.3 10.5

34[P](u) IGN Entertainment 762 22.6 27.2 201 231 95 24 18 3,685 6.5 4.8

35[P](u) Torstar Digital 742 22.0 12.3 91 74 86 10 15 3,636 2.7 4.9

36[P](u) Federated Media Publishing 741 22.0 17.7 131 59 69 3 5 2,349 1.4 3.2

37[P](u) Six Apart Sites 703 20.9 21.3 157 167 74 16 16 3,449 4.7 4.9

38[P](u) Alloy Digital Network 680 20.2 16.3 120 63 58 9 11 2,381 3.9 3.5

39[P] craigslist, inc. 643 19.1 21.2 157 195 121 61 188 7,219 8.4 11.2

40[P] The Mozilla Organization 641 19.0 17.4 129 102 49 3 3 1,868 1.8 2.9

41[P] TD Bank Financial Group 633 18.8 15.0 111 72 99 13 52 3,686 3.5 5.8

42[P](u) Expedia Inc 630 18.7 13.0 97 68 42 7 11 1,464 4.8 2.3

43[P] Fox Interactive Media 610 18.1 20.9 155 159 52 6 13 1,874 3.1 3.1

44[P] RBC Financial Group 602 17.9 14.8 109 81 95 14 27 3,606 4.0 6.0

45[P] Intergi Entertainment And Games 598 17.7 22.6 168 164 83 22 25 4,646 4.7 7.8

46[P](u) Craveonline (Evolve Media Corp) 586 17.4 24.1 178 190 67 10 14 3,046 3.3 5.2

47[P](u) Gawker Media 585 17.4 26.6 197 220 93 10 11 3,993 2.5 6.8

48[P] TWITTER.COM 580 17.2 17.0 126 104 68 8 11 3,773 2.0 6.5

49[P] Adobe Sites 580 17.2 12.4 91 69 30 2 3 940 1.7 1.6

50[P](u) DAILYMOTION.COM 561 16.6 21.1 156 229 43 9 15 1,640 5.6 2.9

EntertainmentKey Measures Geography : Canada

Entertainment [Undup.] Location : All Locations



Media : Entertainment [Undup.]

Date : 2/18/2011

MediaTotal Unique


% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages


Average Minutes

per Visit

Average Visits

per Visitor


Entertainment 3,371 100.0 13.5 100 125 3,361 1,289 1,417 127,979 10.1 38.0

1[M] YOUTUBE.COM* 2,904 86.2 16.7 123 140 996 769 629 54,481 14.1 18.8

2[P] Vevo 1,704 50.5 18.7 138 119 216 28 19 8,340 3.4 4.9

3[P](u) CBS Interactive 1,504 44.6 18.0 134 178 205 48 43 7,860 6.1 5.2

4[P](u) Viacom Digital 1,412 41.9 17.4 129 55 198 25 16 7,099 3.5 5.0

5[M] iTunes Software (App) 1,357 40.2 17.4 129 269

6[P](u) Break Media Network 1,050 31.2 21.0 156 203 103 13 22 3,956 3.3 3.8

7[M](u) Glam Entertainment 776 23.0 21.1 156 130 58 4 9 1,973 2.2 2.5

8[M] IMDb 765 22.7 18.9 140 141 66 9 18 2,694 3.2 3.5

9[P](u) Craveonline (Evolve Media Corp) 586 17.4 24.1 178 190 67 10 14 3,046 3.3 5.2

10[P](u) DAILYMOTION.COM 561 16.6 21.1 156 229 43 9 15 1,640 5.6 2.9

11[P](u) Gorilla Nation (Evolve Media Corp) 531 15.8 22.3 165 208 45 8 10 1,928 4.0 3.6

12[P](u) BUZZMEDIA 527 15.6 18.4 136 104 63 8 8 2,349 3.4 4.5

13[P](u) UGO Entertainment 457 13.6 22.2 165 197 48 8 9 2,008 4.2 4.4

14[M](u) AOL Music 445 13.2 17.6 130 102 53 2 2 927 1.7 2.1

15[P](u) ToneFuse Music 444 13.2 16.8 125 88 33 2 2 1,056 1.5 2.4

16[S] iTunes 420 12.5 15.4 114 103 22 1 1 693 1.2 1.6

17[P] Astral Digital 375 11.1 13.4 99 55 31 3 5 1,178 2.9 3.1

18[P](u) CollegeHumor Media 372 11.0 22.2 164 189 40 3 6 1,364 2.4 3.7

19[C](u) MSN Entertainment Channel 365 10.8 12.5 93 80 33 3 8 1,100 2.9 3.0

20[P] Sony Online 356 10.6 19.1 141 112 21 3 4 704 3.6 2.0

21[P](u) Metacafe 319 9.5 21.1 156 140 20 2 3 646 2.8 2.0

22[P] Corus Interactive Sites 310 9.2 12.1 90 77 29 6 8 1,253 4.5 4.0

23[P](u) Cineplex Sites 300 8.9 17.1 127 107 19 2 3 678 3.1 2.3

24[M](u) JUSTIN.TV 280 8.3 31.0 230 166 34 9 10 1,703 5.2 6.1

25[C](u) canada.com Television 254 7.5 12.4 91 65 15 7 3 581 11.2 2.3

26[M](u) Comcast Digital Entertainment 252 7.5 18.0 133 98 20 1 1 609 1.7 2.4

27[P] ARTISTdirect Network 247 7.3 16.1 119 102 14 1 1 455 2.1 1.8

28[P](u) Complex Media Network 239 7.1 30.4 225 226 26 4 5 1,159 3.0 4.9

29[M](u) Digital Future 233 6.9 25.0 185 204 17 3 2 589 5.0 2.5

30[P] DIRECTORSLIVE.COM 223 6.6 23.8 176 168 15 0 1 486 0.9 2.2

TechnologyKey Measures

Geography : Canada

Technology [Undup.] Location : All Locations



Media : Technology [Undup.]

Date : 2/18/2011

MediaTotal Unique


% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages


Average

Minutes per

Visit

Average Visits per

Visitor


(u) Technology 3,217 95.4 14.3 106 108 769 65 99 24,827 2.6 7.7

1[P](u) NetShelter Technology Media 1,201 35.6 19.5 145 121 108 8 11 3,936 2.1 3.3

2[M](u) CNET 710 21.1 18.5 137 116 48 3 5 1,621 2.0 2.3

3[P] The Mozilla Organization 641 19.0 17.4 129 102 49 3 3 1,868 1.8 2.9

4[P] Adobe Sites 580 17.2 12.4 91 69 30 2 3 940 1.7 1.6

5[C](u) Microsoft Windows 497 14.7 12.8 95 80 29 1 2 949 1.2 1.9

6[P] CCM-Benchmark 465 13.8 17.3 128 88 33 2 2 1,174 1.8 2.5

7[P](u) Bestofmedia Group 437 13.0 23.0 170 160 56 5 5 1,529 3.4 3.5

8[P](u) International Data Group 385 11.4 22.6 167 188 25 2 3 843 2.3 2.2

9[P](u) Tech Media Network 346 10.3 19.8 147 129 22 1 2 716 1.3 2.1

10[P](u) Geeknet 333 9.9 22.4 166 138 24 2 2 697 2.5 2.1

11[C](u) AOL Tech 306 9.1 25.4 188 100 38 2 2 1,323 1.7 4.3

12[C] Microsoft Office 286 8.5 12.0 89 66 15 1 2 501 2.6 1.8

13[P] Research In Motion Limited 260 7.7 22.4 166 168 17 3 4 625 5.1 2.4

14[M](u) GIZMODO.COM 239 7.1 27.6 204 126 31 2 2 1,437 1.7 6.0

15[C] About.com Technology Network 199 5.9 19.2 142 110 9 0 1 294 1.2 1.5

16[P] McAfee.com Sites 194 5.8 13.1 97 76 15 1 1 458 1.2 2.4

17[S] iPhone 183 5.4 22.4 166 160 10 1 1 319 1.8 1.7

18[S](u) Ehow Technology And Electronics 181 5.4 17.4 129 111 8 0 0 256 1.2 1.4

19[P] Stage6 by DivX 170 5.0 25.2 187 139 7 0 0 222 2.2 1.3

20[M](u) Wired 160 4.7 23.8 176 134 17 0 1 534 0.6 3.3

SportsKey Measures Geography : Canada

Sports [Undup.] Location : All Locations


Target : Male: 18-34 ©2011 comScore, Inc

Media : Sports [Undup.]

Date : 2/18/2011

MediaTotal Unique


% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages

Viewed (MM)

Total Visits

(000)

Average Minutes

per Visit

Average Visits

per Visitor

Total Internet Male: 18-34 3,371 100.0 13.5 100 100 3,402 9,411 12,929 331,968 28.3 98.5

(u) Sports 2,444 72.5 17.4 129 177 1,266 354 436 53,678 6.6 22.0

1[P](u) NHL Network 771 22.9 24.1 178 180 172 27 34 8,124 3.3 10.5

2[M](u) TSN/RDS 606 18.0 23.9 177 153 167 44 40 9,942 4.4 16.4

3[S](U) Yahoo! Sports 554 16.4 19.7 146 244 227 89 110 12,330 7.2 22.3

4[P](u) ESPN 493 14.6 24.1 178 274 147 51 73 8,939 5.7 18.1

5[P](u) Big Lead Sports By FSV 387 11.5 21.2 157 69 42 5 7 1,602 2.9 4.1

6[P](u) NFL Internet Group 353 10.5 28.6 212 240 93 48 28 4,594 10.5 13.0

7[M](u) Turner-SI Digital 328 9.7 24.7 183 158 74 9 13 3,695 2.5 11.3

8[C](u) FOXSports.com on MSN 311 9.2 26.0 193 133 39 3 6 1,687 2.0 5.4

9[C](u) Sportsnet Network 238 7.1 26.7 198 187 46 7 9 2,091 3.2 8.8

10[M](u) CBS Sports 234 6.9 25.5 189 232 52 15 18 2,282 6.6 9.8

11[C](u) USA Today Sports Media Group 172 5.1 32.2 239 199 15 2 2 542 3.2 3.2

12[P](u) BNQT 153 4.6 24.7 183 206 13 2 4 536 4.3 3.5

13[C](u) MSN Sports International 151 4.5 15.3 113 131 12 1 2 396 2.1 2.6

14[P](U) SB Nation 141 4.2 33.3 247 277 30 1 2 1,240 1.1 8.8

15[P](u) CFL Network 140 4.1 18.3 135 157 12 2 2 404 4.1 2.9

16[M](U) AOL Sports 105 3.1 25.8 191 362 8 2 3 280 6.8 2.7

17[S](u) GLOBESPORTS.COM 101 3.0 19.0 141 118 14 1 1 411 2.3 4.1

18[P](u) Pointstreak.com Sites 100 3.0 20.8 154 127 9 2 3 291 6.3 2.9

19[S](u) NBC Sports 99 3.0 23.1 171 60 14 1 1 510 2.9 5.1

20[P] World Wrestling Entertainment (WWE) 97 2.9 27.1 201 126 12 1 2 417 3.6 4.3

EmailKey Measures Geography : Canada

Services - e-mail [Undup.] Location : All Locations



Media : Services - e-mail [Undup.]

Date : 2/18/2011

MediaTotal Unique


% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages


Average Minutes

per Visit

Average Visits

per Visitor


e-mail 2,849 84.5 14.4 106 71 1,275 557 600 73,015 7.6 25.6

1[C] Windows Live Hotmail 2,624 77.9 15.9 118 76 927 462 480 55,706 8.3 21.2

2[C] Google Gmail 847 25.1 15.1 112 90 208 66 67 13,130 5.1 15.5

3[C] Yahoo! Mail 596 17.7 11.2 83 53 156 60 70 9,878 6.0 16.6

4[P] YOUSENDIT.COM 41 1.2 21.5 159 149 2 0 0 73 3.1 1.8

5[C] MySpace Mail 22 0.6 23.6 175 120 1 0 0 40 3.4 1.9

6[M](u) AOL Email 16 0.5 10.4 77 31 3 1 1 137 8.0 8.5

7[C](U) AIM Mail 13 0.4 18.7 138 156 3 1 1 135 11.0 10.2

8[M] INCREDIMAIL.COM 11 0.3 3.4 25 15 1 0 0 55 1.7 4.9

9[P] MAILCHIMP.COM 10 0.3 23.9 177 257 3 1 2 149 6.3 14.5

10[C] QQ.COM Mail 9 0.3 14.6 108 87 1 0 0 56 2.2 6.6

11[P] EMAILMEFORM.COM 8 0.2 17.4 129 58 0 0 0 9 1.3 1.2

12[C] Windows Live Domains 7 0.2 6.1 45 33 1 0 0 86 0.4 11.6

13[P] CBEMAIL.CA 7 0.2 27.9 207 193 1 0 0 38 3.0 5.7

14[P] MAIL2WEB.COM 4 0.1 9.9 73 11 0 0 0 8 6.9 1.7

15[S] Mail.Ru - Mail 4 0.1 9.0 66 75 1 0 0 77 1.8 19.4

16[C] Daum.net Mail 3 0.1 15.5 115

17[C] Alibaba.com Mail 3 0.1 18.8 139 128 0 0 0 5 0.9 1.7

18[C] Nate.com Mail 3 0.1 33.9 251 98 0 0 0 3 2.6 1.1

19[C] Naver.com Mail 2 0.1 18.2 135

20[P] HUSHMAIL.COM 2 0.1 20.8 154 394 0 0 0 22 13.4 9.6

NewsKey Measures Geography : Canada

News/Information [Undup.] Location : All Locations



Media : News/Information [Undup.]

Date : 2/18/2011

MediaTotal Unique


% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages


Average Minutes

per Visit

Average Visits

per Visitor


(u) News/Information 3,366 99.9 13.5 100 85 1,857 348 449 74,149 4.7 22.0

1[P](u) CTVglobemedia 1,316 39.0 16.2 120 133 311 74 74 17,854 4.2 13.6

2[P](u) New York Times Digital 1,145 34.0 14.3 106 66 103 5 7 3,507 1.5 3.1

3[P](u) The Weather Network Meteomedia 1,143 33.9 13.7 101 71 263 15 19 6,634 2.2 5.8

4[P](u) Postmedia Network 1,085 32.2 13.7 101 67 130 29 25 5,805 5.0 5.4

5[M](u) Canoe 1,037 30.8 12.5 92 62 131 22 32 5,638 4.0 5.4

6[C](u) Yahoo! News Network 964 28.6 13.7 101 132 260 65 88 12,950 5.0 13.4

7[P](u) CBC-Radio Canada Sites 931 27.6 12.5 93 96 103 34 50 5,061 6.8 5.4

8[P](u) Torstar Digital 742 22.0 12.3 91 74 86 10 15 3,636 2.7 4.9

9[M](u) CNN Network 685 20.3 15.5 115 68 90 10 15 3,702 2.7 5.4

10[M](u) BBC 420 12.4 17.0 126 107 58 9 9 2,708 3.2 6.5

11[M](u) AOL News 418 12.4 20.1 149 137 60 5 7 2,283 2.0 5.5

12[C](u) MSNBC 324 9.6 16.1 119 50 30 2 2 1,002 2.3 3.1

13[M](u) Cyberpresse.ca sites 320 9.5 14.5 107 56 62 6 8 2,541 2.3 7.9

14[P](u) Gannett Sites 298 8.9 18.8 139 144 29 2 3 1,054 1.8 3.5

15[C](u) MSN News 283 8.4 11.7 87 57 29 2 2 974 1.8 3.4

16[C](u) Rogers Digital Media News And Business 255 7.6 12.3 91 51 14 2 2 509 3.6 2.0

17[M](u) Transcontinental Digital Local Solutions Group 237 7.0 11.4 84 52 15 0 1 484 1.0 2.0

18[C](u) Mail Online 225 6.7 15.5 114 48 23 0 1 702 0.2 3.1

19[P] Wikio Group 224 6.6 15.9 118 101 14 1 1 464 1.9 2.1

20[M](u) GUARDIAN.CO.UK 213 6.3 18.4 137 104 14 0 1 482 0.8 2.3

21[P](u) Huffington Post 207 6.2 17.2 127 72 36 3 2 1,152 2.4 5.6

22[M](u) Tribune Newspapers 200 5.9 17.9 133 146 17 1 1 603 1.5 3.0

23[P] Environment Canada 181 5.4 9.7 72 52 25 2 3 1,025 2.4 5.7

24[P](u) The Washington Post Company 177 5.3 18.2 135 36 13 0 0 386 1.1 2.2

25[P] BUZZLE.COM 171 5.1 12.0 89 62 7 0 0 215 1.4 1.3

MusicKey Measures Geography : Canada

Entertainment - Music [Undup.] Location : All Locations



Media : Entertainment - Music [Undup.]

Date : 2/18/2011

MediaTotal Unique


% Composition

Unique Visitors

Composition

Index UV

Composition

Index PV

Average Daily

Visitors (000)

Total

Minutes

(MM)

Total Pages


Average Minutes

per Visit

Average Visits

per Visitor


(u) Entertainment - Music 2,445 72.5 16.6 123 131 690 99 101 22,914 4.3 9.4

1[P] Vevo 1,704 50.5 18.7 138 119 216 28 19 8,340 3.4 4.9

2[M](u) MTV Networks Music 1,126 33.4 18.2 135 116 110 8 7 3,607 2.3 3.2

3[M](u) AOL Music 445 13.2 17.6 130 102 53 2 2 927 1.7 2.1

4[P](u) ToneFuse Music 444 13.2 16.8 125 88 33 2 2 1,056 1.5 2.4

5[P] ARTISTdirect Network 247 7.3 16.1 119 102 14 1 1 455 2.1 1.8

6[C] MySpace Music 212 6.3 23.6 175 194 16 2 3 620 2.6 2.9

7[M](u) CBS Interactive Music Group 196 5.8 18.9 140 191 17 2 3 426 4.6 2.2

8[M](u) BUZZMEDIA Music 192 5.7 16.9 125 73 16 4 1 528 7.7 2.7

9[P](u) GROOVESHARK.COM 164 4.9 28.1 208 165 22 1 1 944 1.5 5.8

10[M] WORLDSTARHIPHOP.COM 154 4.6 31.9 236 241 21 6 4 1,053 5.5 6.8

11[M](u) ULTIMATE-GUITAR.COM 149 4.4 23.2 172 215 24 5 5 1,051 5.2 7.0

12[P] BEEMP3.COM 127 3.8 19.0 141 167 7 1 2 273 3.9 2.2

13[C](u) Yahoo! Music 122 3.6 15.0 111 113 6 0 0 200 1.5 1.6

14[M](u) DIRECTLYRICS.COM 88 2.6 13.3 99 71 5 0 0 146 1.3 1.7

15[M](u) BILLBOARD.COM 86 2.5 19.5 145 132 5 0 1 158 2.9 1.8

16[P](u) Global Grind Network 82 2.4 39.5 293 512 6 0 1 279 1.1 3.4

17[M](u) MTV.CA 81 2.4 17.2 127 133 10 2 2 512 4.8 6.3

18[M] MP3RAID.COM 77 2.3 20.3 150 125 4 0 0 107 1.0 1.4

19[M](u) ALLMUSIC.COM 57 1.7 41.7 309 137 5 0 1 162 0.7 2.8

20[P] HOTNEWHIPHOP.COM 56 1.7 32.2 239 302 8 1 2 320 4.6 5.7

Google Insights

Site Profile – Virgin Vest

• The Virgin Fest website can contain links to the Flip microsite

• The bottom of the page contains a Twitter update box which can also contain Flip video updates

Site Profile - VEVO

• VEVO is a website that contains music videos

• Search results can contain BB ad units at the side when viewers type in the name of a genre of music

Thank You

Documents

Cisco systems flip video