© 2007 CNET Networks, Inc. All rights reserved. Proprietary & Confidential

Turn Data into Consumer Insights A Samsung Electronics Case Study

Joe GillespieNovember 29th, 2007

2© 2007 CNET Networks, Inc. All rights reserved. Proprietary & Confidential

Agenda

• Consumption of Content • Business Intelligence and TV Market• Samsung Electronics • Q&A

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Consumption of Content

• Information is key for the consideration cycle • Accelerates adoption • Influences movement further down the funnel • Provides unique insight into trending /

forecasting around product consideration

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Business Intelligence & Consumer Insight

• A unique and exclusive user view through sophisticated tools and robust research

• Access to deep knowledge about CNET users & usage, and the tech category

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On CNET, Interest in TVs has grown significantly

Based on CNET, ZDNet and mySimon unique users who either led out or viewed a page for a product within the category; product pages include Merchant Listing pages and Product Detail pages

TVs Category Considered Users Trend

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

Jul05

Aug05

Sep05

Oct05

Nov05

Dec05

Jan06

Feb06

Mar06

Apr06

May06

Jun06

Jul06

Aug06

Sep06

Oct06

Nov06

Dec06

Jan07

Feb07

Mar07

Apr07

May07

Jun07

Jul07

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Current TV market on CNET is competitive

13 Month Trend for User Consideration: Penetration for Top TV Brands

Based on CNET, ZDNet and mySimon unique users who either led out or viewed a page for a product within the category; product pages include Merchant Listing pages and Product Detail pages

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Jul 06 Aug 06 Sep 06 Oct 06 Nov 06 Dec 06 Jan 07 Feb 07 Mar 07 Apr 07 May 07 Jun 07 Jul 07

Samsung Sony Panasonic VIZIO SharpPioneer LG Philips Toshiba Mitsubishi

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A Case Study Challenge

• How do you showcase a leading brand across multiple products and categories?

Recognized as one ofthe fastest growing globalbrands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and LCDs

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The Solution

• An exclusive environment showcasing breadth of products across multiple categories

• Reinforces brand positioning to provide more relevant context to product listings

View it in action here

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The Solution

• Integration points drive shoppers to the samsungstore to search through reviews, pricing, offerings & accessories

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The Results

• TVs market continues to grow • Samsung consideration is growing,

outpacing the market • Samsung is #1 in user awareness and

consideration on CNET • YOY lead generation growth as high as 240%

in key categories

Source: CNET Business Intelligence, August 2007

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Consideration for Samsung grows over time on CNET

Considered Users: 13 Month Trend for Samsung TVs

Based on CNET, ZDNet and mySimon unique users who either led out or viewed a page for a product within the category; product pages include Merchant Listing pages and Product Detail pages

12© 2007 CNET Networks, Inc. All rights reserved. Proprietary & Confidential

Don’t just take it from us…

“Working together with CNET, we created a unique solution that integrates Samsung’s brands, products, messaging and advertising into the CNET environment. Our CNET program provides multiple opportunities for a consumer to be converted into a lead during the consideration process.”

Louis Giagrande Samsung Electronics

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For a Life gone digital.

www.cnet.com/advertise

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Appendix

• About Samsung Electronics • About CNET

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About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2006 parent company sales of US$63.4 billion and net income of US $8.5 billion. Employing approximately 138,000 people in 124 offices in 56 countries, the company consists of five main business units: Digital Media Business, LCD Business, Semiconductor Business, Telecommunication Network Business, and Digital Appliance Business. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com

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About CNETCNET is where people go to discover the latest in tech and consumer electronics. Driven by a trusted voice and a passionate community, CNET creates an open environment for people to find and use the best products to fit their lifestyle. The powerful combination of CNET's award-winning news, lab-tested product reviews, safe and spyware-free downloads, and user-generated content give people information and inspiration to live and thrive in today's digital world.

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