1. Presented by: 1 The Psychology of Search Erica Schmidt, Global Search Director @ericaschmidt

2. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Agenda: Why do people search? What drives people to search? Search informs communications Discovering the consumer mindset 2

3. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Parisian Love 3

4. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States 4 http://www.youtube.com/watch?v=nnsSUqgkDwU

5. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Search Drivers 5

6. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States

7. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States The Branding Power of Search 36% of search engine users believe that the top results are the top brands 16% lift in unaided brand recall when in the Top Sponsored and Top Organic Results Consumers are less likely to purchase from a brand that doesn’t appear in search results

8. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Data from our Thought Leadership 67% of online search users are driven to search by offline channels TV (37%) & word of mouth (36%) are the channels most effective at driving search 40% of online searchers influenced by offline channels ultimately make a purchase Source: iProspect Offline Channel Influence on Online Search Behavior Study (August 2007)

9. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Case Study: Integrating Search with Offline Media Objective: Drive qualified Internet users to the Saab UK website in support of the launch of the new Saab 93. Approach: The search campaigns were strategically planned around the launch of the Saab TV campaign, radio and outdoor activities. Tailored creative was developed with the purpose of keeping a consistent advertising message between online and offline media. Effectiveness & Results: Huge peak in clicks and CTR Our analysts anticipated a high volume of downloads of the TV ad song from the Saab website, and correspondingly we developed a highly targeted campaign to attract searches specifically looking to download this song.

10. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States

11. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States

12. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States 15,000+ unique visitors 31,000+ page views 3,500 questionnaires 66 countries 23% click-throughs to Coke 19 twitters 16 blogs 7 Flickr posts 4 articles 2 Facebook posts

13. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States see it…search when did you see the poster?

14. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Search-Offline Marketing Integration

15. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Search Informs Communications 15

16. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Let Search inform marketing communications 16 http://www.flickr.com/photos/metropol2/149294506/

17. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Before…Focused on Ingredients

18. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Now…Focused on 50 Million Searches

19. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States CASE STUDY: Increased Traffic & Market Awareness Solutions Sub-domain build-out Optimized videos Syndicated videos to 24 vertical search engines Yahoo! Answers campaign Blog campaign Results Increased traffic to site by 57% within three months! Over 1.8 million video views! 600% Increase in Market Awareness

20. Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Getting into the Consumer Mindset 20

21. The material contained in this documentation is proprietary and confidential to iProspect.com, Inc. Copies are made available only with the prior written consent of iProspect as to purpose and quantity. It is not permissible to use, modify, copy or disclose any information contained herein for any other purpose without the express written permission of iProspect. If you are not the intended recipient of this material you are requested to take immediate steps to destroy it. Thank you! Erica.schmidt@iprospect.com @ericaschmidt