1. Online Video Microsoft and Universal McCann

2. Agenda 1.Leading region in online video consumption 2.Online Video Consumption 3.Online Video Generators 4.Implications for Media Agencies 5.Implications for Microsoft

3. Consumption of Video Clips Online is now higher than audio streaming UM Global: Social Web Tracker – Wave 2 March 2007 Audience estimates calculated using figures from Internet World Stats, TGI, Simmons and various local market media surveys

4. Latam is a leading region for online video consumption UM Global: Social Web Tracker – Wave 2 March 2007 % who have watched video clips online in last 6 months

5. Online Video Viewers are most likely to be young males UM Global: Social Web Tracker – Wave 2 March 2007 Global average: indexed against all respondents

6. Universal McCann & Microsoft Latam Research Partnership

7. A total of 15,288 complete responses were collected across the region – n=2896 in Argentina ; n=2870 in Venezuela; n=2365 in Brazil*; n=2678 in Colombia; n=1856 in Mexico; n=1689 in Chile; n= 934 in Other countries; * Brazil research was done with the same questionairre but at a separate time during 2006. Base: Total Sample Source: InTuition Survey Full Hispanic and Latam Study

8. The Online Video Viewers

9. Humour dominates as reason to view, in particular amongst males Recommendation is key in choice of viewing Local language video preferred, but a third are indifferent

10. Base: Total Sample Source: InTuition Survey What are the favourite sites for viewing online videos? Dont know Other sites Source: InTuition Survey

11. The Generators: Publishers and Sharers

12. Sharing Animations, educational and TV content are most popular videos Creating To make people laugh is major reason, although females want to share experiences

13. Harnessing UGC Communications Scout Creator Community Tap Into Passion Provide Assets Feedback Filter Manage The Megaphone Reward

14. Understanding the Phases of Maturity Organic Growth The Betas are directly responsible for the success of the viral action – they pass-on as a way of showing that they are tuned-into the fad – a symbol of status – looking for recognition Stimulated Growth The Alphas represent the 5% of respondents who responded to the survey Betas Translators / Remixers Disseminators / Influencers Alpha Generators Innovators / Originals Idea generators - There as it starts Mainstream Mass followers

15. Microsofts Perspective Revolutionizing the way consumers view and contribute entertainment content All major players looking at their strategies Piracy is an issue Video and Entertainment key pillars for MSN –MSN Video NBC & News Corp partnership –MSN Soapbox –MSN in Concert – 7 months worlds largest live music library –Exclusive Online Provider for Live Earth July 7th MSN Video launching in Brazil and Mexico for Live Earth

16. Page 16 07/07/07: The Media Event From the producers of Live 8, a media event to focus global attention on climate crisis… this time the web and web video is a core component 7 concerts… 7 continents… 150+ artists… 60+ films… Live Earths SOS online community… 2 million audience members… 2 billion viewers… Australia Brazil China Japan South Africa UK USA

17. Thank You