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ONLINE MOM

ONLINE MOM. THE. Moms are powerful in today’s marketplace. 82.5 million women in the US are moms Moms spend $1.7 trillion annually Moms control 80% of all household spending. Momfluentials:. a profitable and sought after marketing segment. Source: US Census, Ketchum. 35. +15%.

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ONLINE MOM

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  1. ONLINE MOM THE

  2. Moms are powerful in today’s marketplace • 82.5 million women in the US are moms • Moms spend $1.7 trillion annually • Moms control 80% of all household spending Momfluentials: a profitable and sought after marketing segment Source: US Census, Ketchum

  3. 35 +15% ‘Moms’ online population is 1) growing 2) more engaged with the internet, and 3) portal driven 39.6 Breakdown of Time Spent by type of website 34.2 Social Commerce, 2007 2012 Network, 12% 16% Gov, Edu, US Adult Female Internet Users with Children (millions) Org, 1% Search, 1% Monthly Return Frequency Engagement Other, 0% (Visits per Monthly UV) (Minutes per Visit) Publishing, 15% Total Internet 55.6 30.1 Product, 1% Moms 58.5 30.4 Portal/ISP, 54% Source: Female Internet Population: eMarketer, March 2008Time spent breakdown: ComScore MediaMetrix, November 2008 – top 500 websites visited were categorized by Business Intelligence. Moms definted as female, age 18-54, and household including children. Index compares % of total minutes spent by moms against total audience Monthly Return Frequency and Engagement: comScore MediaMetrix, November 2008

  4. The Internet is an integral part of mom’s lives My time productivity tool entertainment & relaxation communication & social outlet purchase influence parenting Family time Source: living la vida rapida, a research partnership between OMD and Platform-A

  5. Currently, largest presence of moms are found on email, news and other general sites. However, highest engagement of moms are seen on niche sites. Online Activities of US Female Internet Users with Children (% of respondents)* Email 85% General Sites Paying Bills/ online banking 64% UVsReach Reading News 57% Checking weather 56% Entertainment Sites Researching products 49% Playing online games 46% Shopping for my children 45% Shopping for self 44% Family Related Sites Planning travel/local travel/ maps and direction 39% Researching healthcare info 38% Engagement Downloading coupons 36% Buying gifts for others 35%

  6. 0 However, moms are most engaged on content-specific sites like lifestyle, coupons, and entertainment Site categories with more % time spent by Moms (compared to all internet audience)** • +0% = moms spend the same as the average % time spent by overall internet audience • +50% = moms spend 50% more time than % time spent by overall internet audience +146% Read As:Moms are spending 146% more of their time in Style sites relative to the average internet user +87% +83% +48% +36% +31% +30% +24% +23% +23% Style/Fashion Moms Coupons Celebrity Retail Health Consumer Goods Food Education Entertainment TakeAway Coupons, entertainment, and family/lifestyle sites are ideal platforms for advertisers looking to target moms. Source: ComScore MediaMetrix, November 2008 – top 500 websites visited were categorized by Business Intelligence (see methodology page). Moms defined as female, age 18-54, and household including children. Index compares % of total minutes by moms against total audience Women/Style: Population of moms spend 0.03% of time on Style Sites, total internet audience spends 0.012% of overall time on Style sites

  7. Moms online: Browsing, Researching, Buying 83.3% • Moms are Making Purchases Online (not offline) of moms research products online before purchasing in a store of moms feel the Internet is the most influential medium for purchase decisions (45% word of mouth, 34% TV) 55% 27% 16% 14% 13% 8% 6% 2% Music & Software Clothing & Accessories BOOKS Toys & Games ELECTRONICS Beauty Personal Care And living la vida rapida, a research partnership between OMD and Platform-A Source: eMarketer, Moms Online, March 2008

  8. JENNIFER’S STORY: THE PLATFORM-A MOM

  9. Purchase childrens Purchase toys Purchase video Purchase Shop online for Shop online for Shop online for Shop online for Shop online for clothes online online games online cosmetics/beauty personal loans women's clothes groceries fitness & diet vacation packages aids online Moms on AOL are more valuable than moms online Moms On AOL Moms Online 307 268 244 209 194 189 175 167 165 162 162 161 148 146 141 138 132 123 Source: @Plan Winter 2008/2009; Moms on AOL v. Moms online index

  10. AOL has a robust offering to reach moms in key content areas Moms UV Indexon AOL Site Applicable AOL Sites Category Coupons 155 • Coupons UV Index over 100 means the site has higher concentration of moms compared to the overall internet 103 • Celebrity • Entertainment Celebrity&Entertainment 101 89 Women’s Interest&Family 109 • Women/Style • Women/Moms • Health • Food 105 106 122 123 100

  11. MSN Health MSN TV AOL TV omg N/A TMZ Yahoo! TV Delish N/A AOL Food Yahoo! Food N/A 6Min/UV 7Min/UV 12Min/UV Min/UV Min/UV 4Min/UV 4Min/UV 10Min/UV 7Min/UV 7Min/UV Min/UV 6Min/UV 10PV/UV 28PV/UV 10PV/UV 15PV/UV 6PV/UV PV/UV PV/UV PV/UV 9PV/UV 4PV/UV 20PV/UV 15PV/UV Moms on AOL are more engaged CelebrityGossip DownloadCoupon 7Min/UV 10PV/UV Food Health 9Min/UV 3Min/UV 19PV/UV 3PV/UV Entertainment- TV Source: ComScore MediaMetrix, November 2008. Moms defined as female, age 18-54, and household including children.

  12. Engaging Jennifer: She lives on AOL Living Weave your brand into mom’s 16mm monthly unique visitors 160X600, 300X250, 728X90 #1 online destination where consumers live, play, & seek to improve their lives daily lives: The AOL Living network gives women the tools to simplify and enjoy their lives. Connect with moms where they live. 3.8MM monthly unique visitors 160X600, 300X250, 728X90 ParentDish provides parenting advice in a friendly, approachable voice. 3.6MM monthly unique visitors 160X600, 300X250, 728X90 AOL Home is a destination where consumers find inspiration and guidelines for recreating their living space. 4.0mm monthly unique visitors 160X600, 300X250, 728X90 AOL Food is a consumer’s online destination for recipes, menu planning ideas, beverages & entertaining 1.8mm monthly unique visitors Ranks #2 in category 728x90, 300x250 Online resource that provides users with a daily fix of astrological predictions, weekly love forecasting, tarot card and numerology readings Source: comScore Media Metrix, August 2008

  13. AOL Health gives moms direct access to all the tools necessary to live a healthy well-rounded life: Engaging Mom: Providing a healthy world for her and her family AOL provides information at the click of a mouse to help moms manage their personal and family physical and mental well being. 10.1mm monthly unique visitors 728x90, 300x250 your family health manager AOL Health provides users the tools and resources necessary to manage their family’s physical and mental well-being Source: comScore Media Metrix, August 2008

  14. Engaging Mom: Escaping from the everyday on AOL Entertainment AOL has the Escape from the everyday every mom desires… Gossip, fashion and celebrities, what more could a girl want… 10.4mm monthly unique visitors Casual Games are easy to learn, simple to play, and have a high replay value that appeals to a broad audience of gamers—particularly women. 13.6mm monthly unique visitors Ranks #2 in category Engages consumers with a unique combination of content that offers a comprehensive review of network and cable programming 23mm monthly unique visitors Ranks #1 in category AOL Music is the most popular online music network and engages consumers with a unique compilation of content 14.3mm monthly unique visitors Ranks #2 in category One of the leading movie destinations featuring content that includes reviews, celebrity interviews, & quizzes Source: comScore Media Metrix, August 2008

  15. Engaging Mom: Custom integration, franchises and seasonal specials • Celebrity Baby Boom • Align your brand with consumers who are craving the latest news on the stars experiencing the joys of parenthood. Our users track the hottest baby bumps and maternity wear in Hollywood daily. • Immerse your brand among an audience who index high for • S;flasd;fksd • As;dflks;dflas • As;dflks;dfklasd • Further elevate your brand and increase recall and interaction among moms with a custom integrated solution that gives you ownership of top editorial features on AOL example

  16. TARGETED LEAST MOST Engaging Mom: Multiple targeting options across Platform-A • Come to us with a desired audience that you want to target across Platform-A, or let us help you define your best customer and find more like them. DEMO TARGETING CONTENT & LIFESTYLE TARGETING BEHAVIORAL TARGETING RETARGETING MODELED CUSTOMER CUSTOMER/ PROSPECTIVE CUSTOMER DATABASE MATCHING

  17. Engaging Mom: Parenting Network Contextually target moms online with the Platform-A Parenting Network Vertical Mass reachacross the Advertising.com vertical parentingvertical UNIQUE VISITORS 6,027,000 TOTAL PAGES VIEWED 33 million AVG. DAILY VISITORS 271,000 INSIGHT Ad.com vertical is 1.75 times more concentrated than the Internet as a whole in reaching women with children Source: comScore Media Metrix, September 2008

  18. Engaging Moms: Behavioral Targeting • Moms Audiencekeeps their children’s best interests at the forefront. They want to make sure their kids are healthy, happy, and have all the necessities – from clothes, toys and school supplies. They research everything kid-centric online – from schools, healthcare, parenting techniques and healthy food choices and recipes. Precisely target Moms based on their online behavior Behavioral Targeting Moms • Back to School • Back to School Apparel Shopper • Back to School Computer Shopper • Black Voices/Family Chef • Black Voices/Women’s Audience • Family Chef • Family Planner • Women Audience • Holiday Buff • Home Décor Shopper • Home Improvement Shopper • Moms Audience • Moms w/ School Age Kids • Moviegoer – Family & Children • Sweepstakes • Trendy Homemaker

  19. Platform-A drives results with moms INSERT CASE STUDY

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