Google & YouTube Advertising Solutions

1. Google & YouTube Advertising Solutions Suzanne Spence Display Specialist Christy Scott Agency Lead 1

2. Agenda 2

3. Search Is a Core Behavior Google Confidential and Proprietary 3

4. Searches occur year round

5. Search provides consumer insights

6. Product launches and offline advertising increase search volume

7. Google’s Paid Search Offering: AdWords Top sponsored ads: Up to 3 listings • Sponsored “Paid” Advertising • Advertisers can bid on these positions You can’t pay for a specific placement… so how is ad rank determined? Side sponsored ads: Up to 8 listings 7

8. A Closer Look at the Ad Auction Relevance Willingness to pay Ad rank… which denotes ad position X = Quality Score Max CPC • Quality Score is determined by a combination of factors, including: • Click-through-rate on Google.com (clicks divided by impressions) • Keyword and ad text relevance • Landing page quality Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad Ad Position is determined by... 8

9. Google: Keyword Advertising Advertisers select relevant keywords Users search on those keywords Google ranks ads (ad auction) Winning ads appears Marketer only pays when ad is clicked What terms should a car insurance providertarget? cheap Geico car insurance cars SUV insurance good finances car insurance great rate insurance driving safety Narrow Broader/generic 9

10. Marketers Are Using Search Throughout the Buying Process Associate with consumer lifestyle Neutrogena increases awareness of its product to target buyers… golfers “golf”  Neutrogena 10

11. Marketers Are Using Search Throughout the Buying Process Capitalize on celebrity spokespeople HP generated brand association between its “Project Direct” film competition and filmmaker Jason Reitman, driving users to YouTube “Jason Reitman”  HP Project Direct 11

12. Marketers Are Using Search Throughout the Buying Process Getting into the consideration set Paid search drives purchase intent for hybrids “fuel efficient car”  Honda • In a recent study, when Honda appeared in both paid and organic top search results: • Purchase intent up8% points • 16% points less likely to purchase brands not on the search results page 12 Source: Enquiro Search Solutions, Inc., July 2007.

13. Marketers Are Using Search Throughout the Buying Process Driving Sales 54% of consumers who research purchases online start at a search engine “think pad laptop”  Lenovo • Search is most cost-efficient channel • CPAs for search are the lowest of any media channel (12% the cost of direct mail) 13 Source: AvenueA/RazorFish, July 2007; Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006.

14. Search provides creative insights Nothing compares to TELUSTELUS Promises To Go The Extra MileTo Make You Happy! Learn More 5.2% Clicks Compare at TELUSGet a new phone at a great rateCheck out our special offers now! 3.1% Clicks Compare Cell Phones Great Coverage & Competitive RatesShop New Phones at TELUS Today 1.9% Clicks

15. Measure Your Search and Online Advertising through Google Analytics

16. Your Own Agency Toolkit google.com/agencytoolkit

17. Agenda 17

18. Our advertising solutions are three fold Google Search & Web Utilities YouTube YouTube Google Reaches over 99% of Canadians Online EVERY DAY (23.9M) Content Partners #1 Search site in Canada 23.3M Canadian UVs to Google/month 92% reach to Canadians #1 entertainment site 17M UVs / month 70.3% reach Canadians online Google has an Ad Network. A very very large one. 18 Source: comScore Media Metrix, Jan 2009

19. …but 44% of display dollars are allocated to them All Other Sites56% 28% 6% 10% Follow The Audience 2.3% of page views are served by top three sites Canadian Page Views All Other Sites97.8% Canadian Online Display Advertising Spend 19 Source: TNS Dollars Spent, May 2008, IAB Canada 2008 online spending projection. Page Views: comScore Media Metrix, May 2008.

20. Leveraging Premium through Niche content Mass Media Partners 92% reach of Canadian Internet users (22.1M) Flexible site placement;targeting options #1 Online Advertising Network Niche Media Partners 20 20 Note: Data represents Google Search and Content Network, including Google properties. Canadian Data. Sources: comScore Media Metrix (July 2008); comScore custom analysis (February 2007), *Total unduplicated reach of Google Sites and Google Ad Network combined, February 2007

21. Contextual Targeting for Relevance & Scale • USE WHEN: • Achieve massive, network-wide reach • Speak to potential customers in the moment • Total addressable market is large, and dispersed across the web Context Placement Context + Placement 21

22. Placement Targeting: Keeping Amateur Astronomers Warm The “Amateur Astronomer” Pack Placement Targeting BEST PRACTICES: Choose sites with a high composition of your audience to stay targeted (ads not contextual) Group related sites together and optimize creative for each audience 22

23. Do Both to Pinpoint Your Audience You want to reach those reading about… But only on these sites… Context + Placement • USE WHEN: • You want to control where your ad appears • Have a very specific target audience and you only want to reach them if they care about a given topic • Limited total addressable market 23

24. Be targeted and be in control CONTEXTUAL (Keywords) PLACEMENTS (Hand-select sites) Both Geography Time Exclusions (Site & Category) 24 24

25. Multiple solutions: GCN Blasts = 50 m impressions Youtube/videoview09 25

26. Agenda 26

27. Google’s advertising solutions Google Search & Web Utilities YouTube YouTube Content Partners #1 Search site in Canada 23.3M Canadian UVs to Google/month 92% reach to Canadians #1 entertainment site 17M UVs / month 70.3% reach Canadians online Google Reaches over 99% of Canadians Online EVERY DAY (23.9M) 27 Source: comScore Media Metrix, Jan 2009

28. YouTube in Canada *ComScore, March 2009 **ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.

29. Profile of Canadian Visitors YouTube Canada audience is mainstream • 17M users (70.1% reach) • 51% male, 49% female* • 67% are between 18 and 54 years old • 64% have a HHI $60K+* • 3 hours and 45 minutes watching per month** 29 Source: ComScore Media Medtrix, February 2009

30. Premium Partners On YouTube Canadian Brands Who Have Recently Partnered with YouTube.ca Premium User-Generated Content Partners • HappySlip • LisaNova • renetto • blamesocietyfilms • derrickcomedy • GoPotatoTV • Blunty3000 • Picnicface • Valsartdiary • thewinekone • callmejules24 • lonelygirl15 • nalts • TheHill88 • Daxflame • WilliamSledd • Brookers • MarkDayComedy • VenetianPrincess • theresident • Zipster08 • GiR2007 • cubefar • Paperlilies • Whatthebuckshow • Danielbeast • spricket24 • hymnofone • Expert Village • Zanzibar19 • kevjumba • soccerstar4ever • smpfilms 30 30

31. YouTube Content Partners How to & Style Entertainment Sports Music News & Politics Autos & Vehicles Fashion Comedy Pets & Animals Science & Technology Select Partner Pack Film & Animation People & Blogs Travel & Events YouTube Stars 31

32. YouTube Advertising Options Placement Options Creative Options Exclusive Opportunities Homepage InVideo (new!) Brand Channel Premium Content Video Contest Search Results Display (standard IAB sizes) Sponsorship 32

33. Tipoff – Notable Firsts on YouTube Slam Dunk breaks new ground on YouTube • First Sports Competition on YouTube • First Co-Branded Program produced entirely in HD • First program to use external annotations • First program to use amplification partners • - Chris Bosh, Jalen Rose, Team Flight Brothers • - Approx 28,500 subscribers combined • Best Sponsor integration in a Co-Branded Program 33

34. Putting up Big Numbers Slam Dunk channel was extremely successful as a content destination • Channel Views: 653,167 • Subscribers: 2,469 • - #46 Most Subscribed All Time (Sponsors) • - #2 Most Subscribed Auto Program (Sponsors) • Slam Dunk Channel Video Views: 1,205,579 • - Total Comments: 1,594 • - Total Shares: 189 • - Total Favorites: 1,111 • Chris Bosh Launch Video Views: 738,600 • Nissan Video Views: 109,561 • - The Gift 2 video views: 72,709 34

35. Partner Integration Amplification Partners added significant exposure to the program • Partner Totals • Channel Views – 142,624 • Video Views – 351,712 • Cboshtv • Channel Views – 45,681 • Video Views – 116,597 • Jalentv • Channel Views – 12,714 • Video Views – 73,546 • TeamFlightBrothers • Channel Views – 84,229 • Video Views – 161,569 **All data on this slide covers 3/19/09-6/30/09** 35

36. Contest Performance There was strong participation and viewership throughout the program • Submission: 96 • Views of Accepted Submissions: 2,016,146 • - 1st place, Billy Doran: 501,398 views • - 2nd place, Keith K: 82,357 views • - 3rd place, MeanDuck: 56,707 views • Comments: 3,323 • Favorited: 1,337 36

37. PR & Blog Pick-up Significant PR pick-up - True Hoop is the largest NBA blog in the world ** Featured on 3/19/09** 37

38. Winner Appearance on ESPN First Take! 38 Billy Doran was featured on ESPN’s First Take on Wednesday 7/15, live from ESPN’s Bristol, CT campus:

39. Co-Branded Homepage Summary 39 Homepage/Video Info: US Views: 194,238 Comments: 221 Favorited (# of Times): 163 Ratings: 1,230 # of Stars: 4 out of 5

40. Final Campaign Performance Report Partner Watch: Partner Content Partner Watch: Automotive Content 40

41. Final Campaign Performance Report Search Results Sports: 300x250 Run of Search A18-49: 300x250 41

42. Old channel layout • This is what brand channels looks like in the old design • All brand channels will be migrated to the new layout on 7/29/09 • If you would like to migrate before then, click on ‘Edit Channel’ then click ‘Upgrade my channel’ 42

43. New channel layout • This is what our brand channel looks like in the new layout • All elements of your existing brand channel will be transferred across automatically: • Videos • Custom background image • Banner & display ad • Gadgets • Most editing is now done in-page • Options for editing the whole channel are at the top of the page • Options for editing individual modules are at the top right of each module • You may need to alter the following (more details in subsequent slides): • Colors • Background image • Layout of elements • If you want to revert to your old layout (before 7/29), just click “Revert. I want my old channel back” 43

44. Agenda 44

45. High Impact Homepage Placements Be First! Tandem Masthead Masthead Expandable Masthead

46. Volvo YouTube Homepage Impact YouTube users who were exposed to the Volvo Homepage ad were: 1597% more likely than unexposed YouTube users to view Volvo content on YouTube 1095% more likely to visit the Volvo site 654% more likely to conduct a Volvo branded query on a search engine

47. New Offerings For Complete Campaign Execution Optimize Measure Plan Buy & Target Create Ad Planner Conversion Optimizer Expandables Context-aware display ads Website Optimizer AdWords Display Ad Builder Coming soon CPA Auto-Optimization Pre-roll, post-roll, interstitial video ads Channel reservations Google Insights Coming soon Frequency management View-through conversion reporting Early Beta Interest-based advertising

48. 3 Things to Remember 48

49. Thank you…Questions? 49