How to Construct an Effective Digital Marketing Plan

1. How to Construct an Effective Digital Marketing Plan Presented By Jon Schulz, EVP Specific Media November 7, 2011

2. My Background • Custom analytics • Holistic reporting

3. Who Is Specific Media Specific Media the digital media company. Our innovations help us… address relevant advertising and content to receptive audiences. • Custom analytics • Holistic reporting • Content creation • Cross-media platform • Since 1999 • Addressable advertising • 11 Countries • 700+ employees • O&O, Network & Delivery On a mission to make sense of the media landscape, Specific Media is relevance personified, impact defined.

4. Agenda • Digital Media Landscape for Advertisers • Request For Proposal (RFP) Process • Finding the Magic • Building the PLAN • Custom analytics • Holistic reporting

5. Landscape: Choices & Reasons

6. Landscape: Many Digital Devices TV everywhere? says who? It’s a digital world! Whether it’s a laptop, IPTV, tablet, desktop or smartphone, we’re exposed to digital media at every turn—and we love it! Tablet Mobile Desktops & Laptops IPTV Standard TV Standard TV Standard TV Standard TV Standard TV Standard TV Personal Computer Mobile Living Room

7. Landscape: Digital Delivery Ad Channels Ad Category Breakouts: Search 49% Display 28% Classifieds/Lead Gen 14% Video 6% Content Sponsorships 3% Fastest Growing 2011 Internet Advertising Bureau

8. Landscape: Digital Consumption Advantage More People Watching TV Online2009-2015 (millions) U.S. Online Video Viewers Growing2009-2014 (millions) Source: eMarketer, February 2011 Source: eMarketer, April 2010 • Custom analytics • Holistic reporting U.S. IPTV Subscribers Growing2009 & 2013 (millions) U.S. Mobile Internet Users and Penetration2009-2015 (millions & % of total population) 192% Source: Strategy Analytics, October 2009 Source: eMarketer, February 2011

9. Landscape: Digital Engagement Advantage TV Viewers More Likely To Be Multi-Tasking Online Video Offers Less Cluttered Ad Channel TV Online Online video is less cluttered, making your brand more noticeable Source: Next New Networks, YouTube, and firm Frank N. Magid Associates, October 2010 Source: comScore Video Metrix, December 2010 • Custom analytics • Holistic reporting Online Video + TV Drives Brand Metrics Display Lifts Brand Recommendations (average lift in likelihood to recommend brand/product) Source: Nielsen, April 2010 Source: eMarketer, May 2011

10. Landscape: Custom Sponsorship Myspace Tron Integration • Custom analytics • Holistic reporting

11. Landscape: Targeting Subscribers Pass Along? Viewers  Nielsen, very small sample • Custom analytics • Holistic reporting Listeners  Arbitron, sample based

12. Digital Targeting is Census & Sophisticated We leverage various data sources to compile anonymous data on browsing behaviors, search activity and consumption patterns. THIRD PARTY DATA LICENSED PUBLISHER DATA We analyze the compiled data to build consumer profiles and our cross-media ad platform makes real-time decisions about when and where to serve ads. Have you ever been retargeted?

13. Agenda • Digital Media Landscape for Advertisers • Request For Proposal (RFP) Process • Finding the Magic • Building the PLAN • Custom analytics • Holistic reporting

14. Request For Proposal Process Company & Product Campaign Objectives Success Measures Budget

15. RFP: Company & Product Industry Retailers Competition & Market Position Product Brief

16. RFP: Campaign Objectives Brand Building Conquest Direct Response AWARENESS FAVORABILITY CONSIDERATION PURCHASE

17. RFP: Success Measures Brand Building Conquest Direct Response Brand Lift (survey) Market Share (sales) Key Performance Indicators

18. RFP: Budget • Campaign Scale • Level of Experimentation • Overall Media Mix

19. Agenda • Digital Media Landscape for Advertisers • Request For Proposal (RFP) Process • Finding the Magic • Building the PLAN • Custom analytics • Holistic reporting

20. Finding the Magic: Broad Research Digital Advertising World Ad Industry Focused

21. Finding the Magic: Client-Specific Research www.target.com/grocery?

22. Finding the Magic: Benchmark Competitors

23. Finding the Magic: “Custom” Solutions Original Programming Custom Creative Integrated Programs

24. Finding the Magic: Original Programming

25. Agenda • Digital Media Landscape for Advertisers • Request For Proposal (RFP) Process • Finding the Magic • Building the PLAN • Custom analytics • Holistic reporting

26. Building the PLAN Quality over quantity Address RFP objectives Highlight your unique proposition Research and measurement support

27. Thanks!

28. Myspace Acquisition

29. Myspace Survey I need your opinion Before tonight, have you heard of Myspace? Do you have a positive opinion of Myspace? Have you visited Myspace in the past 30 days? What does Myspace mean to you?

30. LEVERAGING THE LARGEST AUDIO & MUSIC CATALOG IN THE WORLD +5 Million SONGS +400,000 ARTISTS Major Labels Indie Labels +7 Million SONGS +500,000ARTISTS Unsigned Bands (exclusive to MySpace) +30 Million SONGS +4,000,000 ARTISTS

31. Myspace Connects . . . CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE The LARGEST Song Catalog Myspace 42M Songs iTunes 20M Songs Spotify 15M Songs Pandora 800K Songs Reaches a LARGE Audience 31M 21M 19M 2M

32. FUTURE VIDEO

33. Myspace Rebranding Is MUSIC important to you? What does Myspace need to bring you back? Questions for me…

34. Bye, bye, bye