Sample Power Point Deck

The Online Photo-Sharing Market February 23, 2007 Srinivas Rao

Agenda I.

Leveraging NetRatings Data • • •

II.

What is our competition doing? Where can we reach our target customer? How do we acquire customers?

Where does the data come from? • • •

Netview Ad Relevance @Plan

Photobucket was the market leader in unique visitor growth KodakEasyShare Gallery Photobucket.com

20,000

shutterfly.com

Unique Visitors (000)

15,000

+164%

Snapfish Wal-Mart PhotoCenter

10,000 +12%

+54%

5,000

+9% -24%

0

Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan06 06 06 06 06 06 06 06 06 06 06 06 07

Source: Nielsen//NetRatings Netview, January 2006-January 2007

Snapfish and Shutterfly had the most engaged user base Total Time Spent Jan 2006-Jan 2007

Total Visits

40

35 2:31 2:30 30 2:00 2:00 25

1:30

20

15 1:00 10 0:30 5

0:00

0 Kodak EasyShare Gallery

Photobucket.com

shutterfly.com

Source: Nielsen//NetRatings Netview, January 2006-January 2007

Snapfish

Wal-Mart PhotoCenter

Total Visits January 2006 – January 2007

Time Spent

3:01 3:00

Total Time Spent Jan 2006-Jan 2007

1:26:24 1:30

12

Time Spent Total Visits

10

1:09:07 1:00

8 0:51:50 0:45 6 0:34:34 0:30 4

0:17:17 0:15

2

0:00 0:00:00

0

Jan06

Feb06

Mar06

Apr06

May- Jun- Jul-06 Aug- Sep06 06 06 06

Source: Nielsen//NetRatings Netview, January 2006-January 2007

Oct06

Nov- Dec06 06

Jan07

Total Visits January 2006 – January 2007

Engagement for photo-sharing sites peaked during holidays, school-end, and vacation seasons

Agenda I.

Leveraging NetRatings Data • • •

II.

What is our competition doing? Where can we reach our target customer? How do we acquire customers?

Where does the data come from? • • •

Netview Ad Relevance @Plan

Among photo-sharing sites, advertising spikes occurred in holiday and school-end seasons 2000000000

1800000000

Estimated Impressions

1600000000

1400000000

1200000000

1000000000

KodakEasyshareGallery Photobucket Shutterfly

800000000

600000000

400000000

200000000

Ja n0 Fe 5 b0 M 5 ar -0 5 A pr -0 M 5 ay -0 Ju 5 n05 Ju l-0 5 A ug -0 Se 5 p0 O 5 ct -0 N 5 ov -0 5 D ec -0 Ja 5 n0 Fe 6 b0 M 6 ar -0 6 A pr -0 M 6 ay -0 Ju 6 n06 Ju l-0 6 A ug -0 Se 6 p0 O 6 ct -0 N 6 ov -0 6 D ec -0 Ja 6 n07

0

Source: Nielsen//NetRatings Ad Relevance January 2005 – January 2007

Snapfish Wal-Mart Photo Center

MSN captured the bulk of the photosharing sites’ advertising Ad Impressions by Site 2006 for Kodak, Photobucket, Snapfish, Shutterfly, and Wal-Mart

Other 30%

MSN 33%

Epinions (All) 2% BabyZone (All) 2% AOL 3% MySpace (All) 5%

About.com 9%

Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006

Yahoo! 16%

Photobucket, the market leader, focused its advertising primarily on Mypsace Ad Impressions by Site for Photobucket.com Jan 2006 –December 2006 Other 9%

eBay (All) 12% MySpace (All) 36%

Yahoo! GeoCities 19%

eBay Motors (All) 24% Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006

Agenda I.

Leveraging NetRatings Data • • •

II.

What is our competition doing? Where can we reach our target customer? How do we acquire customers?

Where does the data come from? • • •

Netview Ad Relevance @Plan

Sites That Might Be Easily Overlooked Disney Online Top Advertisers (3) (Jan. 2007) • JP Morgan •General Mills •Sony Coporation •Johnson and Johnson •Target Corporation •Wondertime.com Key Site Statistics (January 2007)

•Ford Motor Company

Unique Visitors (1): 22 million

•Viacom inc

Target audience coverage (2): 14.7%

•Hewlett Packard

Audience Composition Index (2): 139 Visits/Person/Month (1): 2.6 Time/Person/Month (1): 35 min, 46 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007

Sites That Might Be Easily Overlooked AmericanGreetings.com Top Advertisers (3) (January 2007) • Ink2all.com • Hewlett Packard • Experian • Freeze.com • Choiceshirts.com • General Electric Key Site Statistics (January 2007)

• Coolsavings, Inc

Unique Visitors (1): 6.3 million

• Wal-Mart Stores, Inc

Target audience coverage (2): 10.2%

• Weight Watchers International

Audience Composition Index (2): 139 Visits/Person/Month (1): 1.8 Time/Person/Month (1): 9 min, 22 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007

Sites That Might Be Easily Overlooked Babycenter.com Top Advertisers (3) (January 2007) • Coolsavings, Inc • Proctor and Gamble • Clorox • Target Corporation • Merck and Company • Wal-Mart Key Site Statistics (January 2007)

• Learning Curve

Unique Visitors (1): 3.3 million

• Electronic Arts

Target audience coverage (2): 3.7%

• Coord Blood Registry

Audience Composition Index (2): 186

• Walgreens

Visits/Person/Month (1): 2.4 Time/Person/Month (1): 13 min, 27 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007

Agenda I.

Leveraging NetRatings Data • • •

II.

What is our competition doing? Where can we reach our target customer? How do we acquire customers?

Where does the data come from? • • •

Netview Ad Relevance @Plan

NetView Overview What is it? NetView is the Nielsen of the Internet, tracking every click of a representative group of online Users in order to project Web site visitation and demographics to the US online population

Who Uses It? • Online publishers • Advertising Agencies (on behalf of advertisers) • Advertisers

Typical questions • Which photo-sharing sites have the highest traffic? • What are the demographic profiles of the audience at photo-sharing sites? • What competitive sites do we share an audience with?

NetView: Behavioral-Based Tracking Random Dial Recruitment

Recruited Panel Members

Insight Software in the Data Stream

World Wide Web

Secure Real-Time Data Transfer

Data Mining & Analytica l Services Syndicated Web Reporting System Oracle Data Warehouse

AdRelevance Overview What is it? Ad Relevance provides comprehensive online advertising intelligence across all industries, channels, and ad-formats across the web.

Who Uses It? • Online publishers • Agencies (on behalf of advertisers) • Advertisers

Typical questions • Which photo providers advertised most heavily online? • Which sites did photo providers advertise on? • How much did photo providers spend on online advertising?

AdRelevance Methodology

overview

Traffic Analysis

World Wide Web

CloudProb er

Site Selection & Definition

Automatic Ad Detection (AAD)

AdRelevance Intergrity

Data Integrity

Classification

@Plan Overview What is it? @Plan is a syndicated survey-based tool that provides insight into offlline attributes and attitudes among online users, and to correlate those attributes with visitation to Web sites.

Who Uses It? • Online publishers • Agencies (on behalf of advertisers) • Advertisers

Typical questions • What sites are visited most frequently by digital camera owners • What percentage of digital camera owners uploaded photos in the last 30 days • What sites did people who shopped for digital cameras visit?

@Plan: Lifestyle Tracking Process & Methodology

Age:18+ Active within 30 days, Recruitment By Nielsen Media

Covers Over 3,000+ Profile Points Across Multiple Content Categories