1. MILLENNIAL REACH STRATEGY
Ad sales intern project summer 2015

2. Who we are David Josephs Atara Yaros Emma Dolgos Shakori Fletcher
Ad Sales Strategy & Analytics
Atara Yaros
Ad Sales Strategy & Research
Emma Dolgos
Ad Sales – Client Solutions
Shakori Fletcher
Ad Sales Direct Response
Jon Weber
Ad Sales Human Resources
Caroline DiPietra
Ad Sales – Entertainment

3. Agenda 1 2 3 4 5 Olympics Buzzfeed as a solution Social syncH
Monetization 4
The NBC-Buzzfeed Partnership 5

4. Millennials: Too Significant to ignore
% of A18-29 CURRENTLY ON Social
Source:
Basic Stats
Worldwide- 2.5 Billion Millennials
United States- 80 Million Millennials
¼ of the US Population
1.3 Trillion dollars in buying power
Largest and most diverse group in the US- 42% of millennials are diverse
61% of millennials attended college vs 46% of baby boomers
Greater than 85% of millennials use smartphones
87% of adults age use facebook, 53% use instagram, and 37% use twitter
ACROSS THE
GLOBE
2.5
Billion
UNITED
STATES 80
Million
BUYING
POWER
$1.3
Trillion
Source: Nielsen Pop Facts

5. OLYMPICS

6. Millennials SKEW LOW IN LINEAR OLYMPIC VIEWERSHIP
% VIEWERSHIP BY DEMOGRAPHIC
Ratings among
A18-49
skew…
Ratings among
A50+
skew…
20%A18-34
27%
A35-49
35%
A50-64
A65+
20% Lower
82% Higher
Source:
MRI Study GSK Read as: Of this age demo X% watch the summer/winter Olympics regularly or on occasion
HOW DIFFERENT GENDERS, AGES, RACES AND REGIONS WATCH THE OLYMPICS (2010):
Source: MRI Study GSK 2014,

7. ….Yet Millennials dominate in Olympic Digital
Millennials Are The Leading Demo In Watching The Olympics Via Digital Platforms
A18-34
A30-54
A45-54
A50-64
VOD
161
Index
101 75 65
Online
150
116 98 68
Mobile
200 99 47 36
Source: MRI Study GSK 2014

8. Sochi 2014: digital Olympics2B
Impressions
Across Facebook, Twitter and Instagram
90K
Updates
From individual teams and athletes
Source:
160MM
Mentions of
the Olympics
Between Facebook and Twitter

9. Keep up with the Digital Craze
Keep up with MILLENNIALS
…their favorite part of the Olympics is the funny things shared online
6 in 10
Millennials Agree
Source:
Source:

10. THE MILLENNIAL SOLUTION

11. BUZZFEED AMONG THE TOP 10 NEWS SOURCES FOR MILLENNIALS
Top 10 News/Info Sources for Millennials
On Desktop and Mobile (in 000’s)
Source:
Source: Based on 2014 Data

12. Millennials BUZZFEED 200+ 75% 10X 50% Million monthly unique users
Of traffic comes from social sources
75%
Of US Millennials read Buzzfeed at least 1X per month
50%
Higher click through rates than the industry standard.
10X
Source:
200+ million monthly unique users
52.9% are years old
60% of traffic is mobile, and growing
75% of traffic comes from social sources (Facebook + Twitter)
50% of US millennials read Buzzfeed at least once a month
Source: Niemanlab.org

13. SOCIAL DISCOVERY 12.5M 349M 847M 11.3B 60M 6.5B
Buzzfeed Content Viewed Exclusively On Other Platforms
Per Month
Social Referrals Per Month
12.5M
SHARES
349M
SHARES
847M
VIEWS
11.3B
VIEWS
Source:
60M
SHARES
6.5B
VIEWS

14. In 8 Years Growth To $100 Million Of Annual Revenue
BENEFITS OF
In 8 Years Growth To $100 Million Of Annual Revenue
Buzzfeed’s branded content allows audiences to develop stronger relationships with content - Translates into deeper engagement for advertisers
Source:

15. An Overview

16. NBC’s Social Synch Initiative
Co-branded Social Content to Guarantee Social Media Impressions
Campaigns Generate an average of
33%
Higher Audience Engagement than Paid Posts
Social Synch partnerships currently exist with… And is developing with…
On-air Talent Connects With Programming &
Social Synch Ads Run Concurrently With Liner Ads
Allows Brands To Execute Digital-first, Shareable Campaigns
Source:

17. Audience extension/ Re-Targeting
NBCUniversal + Audience Extension = Social Synch
Transforms traffic from brand pages into an advertiser’s audience
Source:

18. Audience extension/ Re-Targeting
“With audience extension, advertisers can reach a specific audience that is of major interest to them, in greater numbers and with more frequency.”
– Retargeter.com
Monetization of
Brand Pages
Increases Revenue for NBC
Advertisers identify & target ready-made segments

19. SOCIAL MONETIZATION

20. Monetize Millennial Social Engagement
2016 Olympic Total Projection*
“Mr. Fallon’s show releases video clips from each night on YouTube…many clips have gone viral as people shared them on social media… the majority of those views aren’t monetized”
– Steve Burke
$750M
Source:
Source: Data and Forecast from Brian Wieser of Pivotal

21. Olympic Digital Ad Spend is Growing
NBC Olympic Digital Revenue by Past 4 Games
Rio de Janeiro 2016 Forecasts
London 2012
Sochi 2014
+15%
Source:
Finance Data as of ;
+33%
+145% (v. Vancouver ‘10)
+50%
(18%)
Source: Finance Data as of ;

22. Social Synch: an Explosive Growth Opportunity
NBC 2015 Social Synch Walk to Booked + Factored Pipe (80%)
+163%
+235%
Source:
Finance Data as of ; * 80% Factored Pipe embedded by social network +$600k
+124%
Source: Finance Data as of ; * 80% Factored Pipe embedded by social network +$600k

23. Monetize Millennial Social Engagement
NBC Buzzfeed Social Synch Arbitrage Opportunity
Source:
* Average Buzzfeed CPM from WSJ

24. Case in Point: The Power of Social Campaign Spend
Puma BPL Twitter Amplify Case Study
Impressions
Engagements
Engagement Rates
Video Views
Organic Tweet Results
1.2MM
70K
6.24%
23.4K
Promoted Tweet Results
4.5MM
444K
9.90%
80.5K
Paid Media Difference
4x More
6x More
1.6x More
3x More
Source:
Social Synch Data a/o 7/27/15
Source: Social Synch Data a/o 7/27/15

25. A PARTNERSHIP

26. A Workable platform The Tonight Show with Jimmy Fallon

27. BUZZFEED CURRENTLY HAS A UNIQUE PAGE TO COVER ALL THINGS OLYMPICS.

28. NBC OLYMPICS AND BUZZFEED WHAT WE CAN DO
Increase traffic to NBC Olympics Social Media Platforms
Directly incorporate fan reactions
Match NBC Olympic content with Advertisers’ brand messaging

31. SOCIAL SYNCH COCA-COLA
Discover Student Loans – Can we guess your major based on your food preferences?

32. Incorporating direct fan involvement

33. Integration on Social media

34. Shared stories Facebook and Instagram

35. THANK YOU!

36. APPENDIX

37. FORECAST SUMMARY $58 $67 $75 INSERT TEXT HERE Method Rio 2016 Digital
Revenue Forecast
($ Millions)
Method
$58
Olympic Growth Rate: Applies a Forecasted Total Growth Rate of 15% to Sochi (‘14) Digital Spend of $50.1
INSERT TEXT HERE
$67
National Digital Growth Rate: Applies the National Digital Growth Rate (YoY vs 2014) of 33% to Sochi (‘14) Digital Spend of $50.1
Source:
* Linear Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix
$75
Digital % of Linear: Applies Average Ratio of Digital to Total Spend of Sochi and London of 10% to $750 Total Forecast
* Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix

38. Best Case of $15 CPM; Worst Case of $5 CPM
($ Millions)
NBCU Arbitrage Sensitivity Analysis
NBCU Resell CPM
Buzzfeed CPM $5 $6 $7 $8 $9
$10
$15
$16
$11
$17
$12
$18
$13
$19
$14
$20
Source:
* Linear forecast from Brian Wieser of Pivotal
* Linear forecast from Brian Wieser of Pivotal