1. Ariff Quli & Eli Goodman November 3rd, 2010 FROM KEYWORDS TO CONTENT: Extend the Power of Search Branding

2. 2 EU:70 Million US: 130 Million We Reach Over 200 MM Unique Users Every Month* EU: 72 Million US: 98 Million Vibrant Reaches Over 170 Million Unique Users Every Month What We Do: Vibrant Manages Over 6Bn Hyperlinks Every Month What We Do: Vibrant Manages Over 6Bn Hyperlinks Every Month We Work With the Ad Age Top 100 Brand Advertisers We Appear on 6,000+ Premium Publishers *comScore, 2010

3. 3 comScore Customer Knowledge Platform: A granular 360 view of the multitude of online activities of 2MM global users Designed to be representative of the total online population. TRUSTe certified for information privacy & security. Designed to be representative of the total online population. TRUSTe certified for information privacy & security.

4. 4 Source: About.com Marketing What Is A Brand? The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

5. 5  Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM  Community is a relatively new and growing segment How Consumers Spend Time Online Has Changed Greatly in the Last 5 Years CY 2003 Q1 2010 Share of Online Time Source: OPA Internet Activity Index

6. 6 $118B $68B $6B $20B Measured Media Spend: $186B Online Media Spend: $26B Brand Direct Response Only 23% Online dollars are spent on Brand Marketing 77% Online dollars are spent on Direct Response Marketing 63% Total dollars are spent on Brand Marketing 37% Total dollars are spent on Direct Response Marketing The Internet is Disproportionately Used for Direct Response Advertising Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.

7. 7 $118B $68B $6B $20B Brand Direct Response But online takes just 5% of total Brand spend Online accounts for 30% of Direct Response spend Online is Getting its “Fair Share” of DR Ad Spend – Not the Case with Brand Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.

8. 8 But how do you go beyond your brand name and truly make that emotional connection? Brands are “King” in Retail Search both Paid and Organically Source: comScore Marketer

9. 9  Done right: Nintendo has content on their website that is optimized for “FIX” & “BROKEN” Wii searches  Could be done better: Same emotionally driven search, but no XBOX branded links showing up The Solution? Encourage Advertisers to Think of Search & Keywords as the Traffic Driver to the Brand Mechanism, Not Just the Brand

10. 10 Let’s put ourselves in a brand manager’s shoes and compare search marketing & keyword association to the classic branding vehicle – Television: – Text search ads ≠ emotional connection – Search often occurs close to the bottom of the funnel – Search ads ALWAYS have a call-to-action (e.g. a click) So, not surprising that brand marketers consider search to be a DR channel Situation: Search & Keywords Have Long Been Considered a Direct Response TV is perfect emotion-based advertising Most TV ads focus on awareness & affinity (higher in the funnel) Majority of TV ads do not encourage users “buy now” or “call now”

11. 11 Example: Nintendo.com is almost exclusively a branding vehicle Solution: Use Search & Keywords to Drive Users to Brand Experiences

12. 12 Search & Keywords are a major source of traffic for Nintendo.com – almost 650,000 organic clicks from U.S. searchers in September – but there is a Paid Search opportunity available without irritating the retail distribution channel Solution: Use Search & Keywords to Drive Users to Brand Experiences Source: comScore Marketer

13. 13 Now let’s go back to the challenges I listed earlier: – Does it allow for emotional connection? – Does it reach consumers at the top of the funnel? – Is there a call to action? Sounds like branding to me! How Does a Search & Keyword Driven Brand Experience Hold Up to TV? Nintendo.com gets beyond pushing their products and addresses your emotionally driven “troubleshooting” needs (vs. sending you to a 3 rd party website) Nintendo.com can reach you before you walk into the store or order online No overt CTA – Nintendo.com is focused on awareness, affinity, and community

14. 14 3G Phone Searching for Words Clicking on Hyperlinked Words Words Are the Most Prevalent Way We Navigate the Internet

15. 15 Hyperlinks Continue to be the Most Common Navigation Action, Accounting for 45% of All Page Transitions Source: Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,” Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008

16. 16 blackberry mobile telephones smartphone Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign Into Relevant Web Content

17. 17 Why Does Content Matter? Content Drives Brand Discovery #1 method for discovering new brand products is within articles Nielsen/AOL Research, August 2010 (content defined as news, information, entertainment & shopping sites. Social and email sites comprise other categories); Radar Research Survey Conducted for Pop Sugar (Why Y Women?” October 2009; ARAnet Adfusion Study by Opinion Research Corporation, March 2009; U.S. Online Retail Forecast, Forrester Research, May 2010

18. 18 Content Increase Consideration Sales will be influenced by online research conducted within content Why Does Content Matter?

19. 19 Nielsen/AOL Research, August 2010 (content defined as news, information, entertainment & shopping sites. Social and email sites comprise other categories); Radar Research Survey Conducted for Pop Sugar (Why Y Women?” October 2009; ARAnet Adfusion Study by Opinion Research Corporation, March 2009; U.S. Online Retail Forecast, Forrester Research, May 2010 Consumers Spend the Most Time In Content Over half of online time is spent within information-based content Why Does Content Matter?

20. 20 Case Studies

21. 21 In-Text Increases Search Queries for Bing

22. 22 In-Text Helps Toyota Educate Consumers During the Recall Crisis

23. 23 In-Text Distributes Recipes To Increase Awareness

24. 24 In-Text Builds the Customer & Twelpforce Relationship

25. 25 Does it allow for an emotional connection? How Does the Vibrant In-Text Brand Experience Hold Up to TV? Does it reach consumers at the top of the funnel?Is there a call to action?

26. 26 Bridge the Gap Between Search & Display Awareness (discover) Purchase (find) Extend Your Search Keyword Campaigns Into the Content Laptop support Search Ensures that the Brand is “Found” Display Ads Enable the Brand to Be “Discovered”

27. 27  Time spent online is shifting – More Content – More Community  Offline Brand Advertisers need to move dollars online – 5% of Brand spending online is not sufficient  Branding Strategy – Order Reversal – Use the Consumers’ ideas and brand to them (keywords they already use) – Vs. solely pushing your Brand message (creating demand for your keywords)  Keywords = Emotional Connections = Branding  Industry Agnostic – Brands exist for all types of businesses – Techniques not limited to single industries Conclusions

28. 28 Ariff Quli SVP Sales & GM, East Coast, Vibrant Media ariff@vibrantmedia.com Eli Goodman Search Evangelist egoodman@comscore.com Thank You for more information, please contact: