Digital Marketing Innovation Series What The Emergence of

AGENDA BACKGROUND/MEDIA LANDSCAPE WIDGET GROWTH DEFINING WIDGETS EXAMPLES CONCLUSIONS DISCUSSION 2 © 2007 Real

THE POST ADVERTISING AGE • • • 3 Viacom spins off CBS, the “Tiffany

INTERSECTION OF MASSIVE SHIFTS TIME/PLACE DISTRIBUTION CONSUMER’S ROLE 4 PLATFORM/TECHNOLOGY © 2007 Real Branding.

AS A RESULT WE NEED TO RETHINK ENGAGEMENT This was then This is now

TIME SPENT WITH USER GENERATED SITES 6 © 2007 Real Branding. Confidential. All rights

THEN & NOW 7 Content Centric Consumer Centric Media Planners & Buyers Marketing Strategists

INTRODUCING WIDGETS San Francisco: 2325 Third Street | Suite 108 | San Francisco |

10 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

CAN WIDGETS BE THE NEXT REACH VEHICLE? Target Advertising Example … “Moviegoers” 47% Are

THE BRIEF WIDGET TIMELINE Rock. You kicks off the widget space Monthly Reach: 1

THE REACH OF A NETWORK IN A FRACTION OF TIME Source: com. Score Widget

INFLECTION POINT FOR SUCCESS Shows phenomenal growth in space, but also Rock. You’s particular

VIDEO AS HARBINGER FOR WIDGET ADOPTION First Mover Advantage Embeddable, distributable, snackable content 15

DEFINING WIDGETS San Francisco: 2325 Third Street | Suite 108 | San Francisco |

WIDGET DEFINITION Wikipedia A web widget is a portable chunk of code that can

EMBEDDING IN AND AROUND CONTENT Make your content small to fit space, needs, context

SHARING AND VIRAL BUILT IN Easy sharing makes for viral distribution Blogger My. Space

CONCEPTUAL FRAMEWORK FOR WIDGETS CREATION LAYER define, design, develop, deploy CONTENT LAYER Communication |

NG I Z A AM WIDGET GROWTH ^ San Francisco: 2325 Third Street |

WIDGETS: WHERE VIDEO WAS IN MARCH ‘ 06 Internet Users and Percent Who View

WHAT DO CONSUMERS WANT FROM WIDGETS? WIDGETS: Consumer Reach By Category Source: com. Score

LEADING WORLDWIDE PUBLISHERS Percent of Worldwide Audience Reached Source: com. Score Widget Metrix June

REACH IS STRONGER DOMESTICALLY Percent of U. S. Audience Reached Source: com. Score Widget

THE ADOPTION GATE Only 1% of all apps hit 1 M users 26 ©

CASE STUDIES: APPLIED EXAMPLES San Francisco: 2325 Third Street | Suite 108 | San

START PAGE=NETWORKS-OF-ONE, CLICK TO ADD Publishers Individuals Marketers 28 © 2007 Real Branding. Confidential.

Million+ user Rock. You apps Example promotion Yahoo! Music Videos 900 K 29 ©

Music Videos (Yahoo! and Rock. You) 2. 3. Viral tuning Integration with major apps

EXAMPLES Harley Davidson Sturgis: 31 A Mighty Heart Movie: © 2007 Real Branding. Confidential.

REUSE PRE-APPROVED FLASH/RICH MEDIA ASSETS Content embed codes Desktop applications 32 © 2007 Real

DYNAMIC CONTEXTUAL TARGETING IN GADGET ADS Gadgets now can be distributed via Google Ad.

BEST PRACTICES AND ADVICE Keep it simple; complexity kills use Make it easy and

WIDGET DISTRIBUTION Branded Media Property Personal Start/Homepages and Blogs Widget Providers Widget Galleries Widgets

REALITY CHECK POV We believe Widgets will emerge as a leading advertising vehicle and

THANK YOU Mark Silva Managing Director, Principal & Founder Real Branding www. realbranding. com

APPENDIX San Francisco: 2325 Third Street | Suite 108 | San Francisco | CA

LIKE AN ADD WITH SHARING/SAVING FEATURE Goal: The NBA is looking to bring fans

Fox Sports Scoreboard • “Top line” information only • Can be resized to fit

Fox Sports Scoreboard Trendline 42 © 2007 Real Branding. Confidential. All rights reserved. www.

Fox Sports Scoreboard Seasonal Traffic by League NBA MLB NFL 43 © 2007 Real

Heroes Widget Impressions Custom Community and In “The Wild” Roadblock Events aid in driving

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THE POST ADVERTISING AGE • • • 3 Viacom spins off CBS, the “Tiffany Network” • DVR penetration is 20% • Broadcast upfront down 5% - first downturn in a decade • Half of F 100 marketers say their “full service” agency is “ill-equipped to meet digital needs” • 87% of TV Week articles discuss digital implications • Mc. Clatchy, a media company built on newspapers, is selling off its newspapers Time Inc. folds Life Magazine, makes into a website All networks offering downloadable program episodes NBC announces a moratorium on scripted shows from 8 PM-9 PM “We are not witnessing the beginning of the end of old line media. We are witnessing the middle of the end…” Clear. Channel selling all of its TV stations © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

AS A RESULT WE NEED TO RETHINK ENGAGEMENT This was then This is now As the marketing landscape changes, we must rethink the marketing funnel. As marketers, we are no longer on control of leading our consumers down a linear path towards purchase. *Images courtesy of Forrester, Inc. : “Marketing’s New Metric: Engagement”, Brian Haven 5 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

THEN & NOW 7 Content Centric Consumer Centric Media Planners & Buyers Marketing Strategists & Project Mgs Buying Media Creating Media Reach & Frequency Engage and Surround Media Vendors Strategic Marketing Partners : 30 Sec Spot Custom & Dynamic Content Upfronts Roll Ups and Roll Backs © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

IMPLICATIONS Web 1. 0 8 Web 2. 0 Information Entertainment Brand Published Consumer Created Speeches Conversations Static Pages Dynamic Silos Mass Custom Driving Visits Reaching Out © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

CAN WIDGETS BE THE NEXT REACH VEHICLE? Target Advertising Example … “Moviegoers” 47% Are Light or No Television Watchers 31% Use Tivo or Video On Demand 52% Are Light or No Radio Listeners 49% Don’t Subscribe to a Newspaper 46% Don’t Subscribe to a Magazine Source: com. Score Plan Metrix, U. S. Audience; April 2007 11 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

THE BRIEF WIDGET TIMELINE Rock. You kicks off the widget space Monthly Reach: 1 in 9 Global 1 in 4 US SOURCE: Photo. Bucket 2007 12 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

WIDGET DEFINITION Wikipedia A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based web page by an end user without requiring additional compilation. They are derived from the idea of reusable code that has existed for years. For example, the first product to use that term was a commercial product from 1995, called Web Widgets [1], which were plugins or extensions that allowed desktop applications to access the web. Nowadays other terms are used to describe a web widget including: gadget, badge, module, capsule, snippet, mini and flake. Web widgets often but not always use Adobe Flash or Java. Script programming languages. 17 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

EMBEDDING IN AND AROUND CONTENT Make your content small to fit space, needs, context and customization Source: dion hinchcliffe, zdnet 18 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

SHARING AND VIRAL BUILT IN Easy sharing makes for viral distribution Blogger My. Space Typepad Yahoo! Live. com Google IG Netvibes 19 Microsoft Vista Desktop © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

Music Videos (Yahoo! and Rock. You) 2. 3. Viral tuning Integration with major apps 1. Promotion on Rock. You Ad Network 30 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

DYNAMIC CONTEXTUAL TARGETING IN GADGET ADS Gadgets now can be distributed via Google Ad. Sense Network with contextual page reading http: //marksilva. wordpress. com/2007/09/24/repost-about-googles-gadgetwidget-strategy/ 33 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

BEST PRACTICES AND ADVICE Keep it simple; complexity kills use Make it easy and OK to share and use anywhere Design it to fit anywhere Address a real consumer need to be used and relevant Make it compelling and optional 34 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

WIDGET FORMS AND OPTIONS Brand a Widget • • “Power”/Sponsor an existing widget, for instance, “skin” a slideshow As with Branded Entertainment, choose that connect with brand consumer needs Widgetize Content (Repurpose assets) • • Movie trailers Flash games and activities Fun pictures Relevant news Create a Custom Widget 35 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

WIDGET DISTRIBUTION Branded Media Property Personal Start/Homepages and Blogs Widget Providers Widget Galleries Widgets Themselves (grab it for desktop) 36 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

REALITY CHECK POV We believe Widgets will emerge as a leading advertising vehicle and included in nearly all deployments in the immediate future Widgets express the intersection of Web 2. 0 principles, social media and networks and consumer customization trends This is evolutionary content creation and distribution and it is also a marked shift forward As such, many of the skills, best practices and aggregated intellectual property built within Digital Marketing Agencies can be leveraged to execute on Widgets It is complementary to other marketing strategies and not a replacement Like other digital marketing disciplines involving content development and distribution, decisions will need to be made around buy/build/sponsor based on marketing objectives 37 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

THANK YOU Mark Silva Managing Director, Principal & Founder Real Branding www. realbranding. com 2325 Third Street, Suite 108 San Francisco, CA 94107 (415) 522 -1045 x 304 - o (415) 596 -7474 – m www. marksilva. com – b www. twitter. com/marksilva/ - t 38 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

LIKE AN ADD WITH SHARING/SAVING FEATURE Goal: The NBA is looking to bring fans back to the game and remind them of the excitement of the NBA. Answer: Re-create excitement of NBA via a TV-like gadget ad where users can play game recaps and previews, get schedule of upcoming games, and check stats/real-time scores Unique navigation 40 TV-like game recaps & previews © 2007 Real Branding. Confidential. All rights reserved. Upcoming games & realtime scores www. realbranding. com

Fox Sports Scoreboard • “Top line” information only • Can be resized to fit • Multiple leagues *May 1 - August 28 Open link 41 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

Heroes Community Profile § 513, 673 Custom Community Profile page views *4/12 - 6/21 Data provided by Myspace Heroes Widget § 6, 059, 630 “Wild” widget impressions § Widget exposure exceed 12 times that of the Custom Community Profile page *4/12 - 6/21 44 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com

Heroes Widget Impressions Custom Community and In “The Wild” Roadblock Events aid in driving widget adoption Roadblock Widget impressions following the events continue at a high level Widget impressions continue to average over 100, 000 a day, weeks after media has ended Episode 1 Episode 2 Episode 3 Episode 4 Episode 5 Graph Range: 4/12/07 – 6/21/07: Chart includes: 6, 059, 630 Total Widget views and 513, 673 Views on the Community Profile 45 © 2007 Real Branding. Confidential. All rights reserved. www. realbranding. com