1. AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc. Using The Internet to Engage Consumers: Techniques and Technologies Harun Asad May 2006

2. Agenda Why Focus on “Engagement”? What Is AOL Doing?

3. Media Fragmentation BIGResearch, 2006 Outdoor Billboard Picture Phone Instant Messenger Email Ads Yellow Pages Satellite Radio Text Messaging MP3 Player Web Radio Video Games PDA Cell Phone TIVO 26 Different Media Word of mouth TV Cable ISP/Search Engine At Retail Radio Product Article In-Store Promo Newspapers Newspaper Insert Direct Mail TV Broadcast Magazines Internet Ads

4. ROI Models Are In Flux Traditional Reach Frequency Awareness Perception Intent New CTR Clicks Downloads Streams Email response

5. How Do You Capture Attention AND Drive Brand Equity?

6. A Framework for Engagement IAG Research, Making Engagement Work, April 2006

7. Engagement Drives Ad Recall IAG Research, Making Engagement Work, April 2006

8. What Is AOL Doing? Consumer Insights Programs and Products Targeting Measurement

9. AOL Consumer Insights Social Orientation Media Engagement

10. AOL NewsQuiz

11. AOL Community

12. AOL/Dove Calming Night

13. AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc. AOL Targeting Capabilities

14. How Does Targeting Fit With Engagement? Targeting

15. AOL Targeting Capabilities Audience Affinities Data Targeting Behavioral Targeting Content Affinities

16. AOL Measurement Efforts XMOS Partnership TW Research Council More To Come… Comscore Media Metrix

17. AOL Confidential - not to be reproduced or distributed without prior written consent of America Online, Inc. Using The Internet to Engage Consumers: Techniques and Technologies Harun Asad AOL Media Networks