MILLENNIAL REACH STRATEGY AD SALES INTERN PROJECT SUMMER

MILLENNIAL REACH STRATEGY AD SALES INTERN PROJECT SUMMER 2015

WHO WE ARE David Josephs Atara Yaros Ad Sales Strategy & Analytics Ad Sales Strategy & Research Shakori Fletcher Jon Weber Ad Sales Direct Response Ad Sales Human Resources Emma Dolgos Ad Sales – Client Solutions Caroline Di. Pietra Ad Sales – Entertainment

AGENDA 1 OLYMPICS 2 BUZZFEED AS A SOLUTION 3 SOCIAL SYNCH 4 MONETIZATION 5 THE NBC-BUZZFEED PARTNERSHIP

MILLENNIALS: TOO SIGNIFICANT TO IGNORE Population by Generation Greatest/Silent Gen X Gen Z 24% % OF A 18 -29 CURRENTLY ON SOCIAL Boomers Millennials 87% 53% 12% 37% 24% 16% Source: Nielsen Pop Facts ACROSS THE UNITED STATES GLOBE BUYING POWER 2. 5 80 $1. 3 Billion Million Trillion

OLYMPICS

MILLENNIALS SKEW LOW IN LINEAR OLYMPIC VIEWERSHIP % VIEWERSHIP BY DEMOGRAPHIC Ratings among A 18 -49 A 50+ skew… 20% 27% 20% 82% Lower Higher A 18 -34 A 35 -49 35% A 50 -64 A 65+ Source: MRI Study GSK 2014, http: //www. nielsen. com/us/en/insights/news/2010/how-different-genders-ages-races-and-regions-watch-the-olympics. html

…. YET MILLENNIALS DOMINATE IN OLYMPIC DIGITAL Millennials Are The Leading Demo In Watching The Olympics Via Digital Platforms A 18 -34 A 30 -54 A 45 -54 A 50 -64 VOD 161 101 75 65 Index Online 150 116 98 68 Index Mobile 200 99 47 36 Index Source: MRI Study GSK 2014 Index

SOCHI 2014: DIGITAL OLYMPICS 2 B Across Facebook, Twitter and Instagram Impressions From individual teams and athletes 90 K Updates 160 MM Mentions of the Olympics Between Facebook and Twitter

KEEP UP WITH THE DIGITAL CRAZE 6 in 10 Millennials Agree …their favorite part of the Olympics is the funny things shared online Source: http: //mtvinsights. com/post/30042268173/millennials-olympics KEEP UP WITH MILLENNIALS

THE MILLENNIAL SOLUTION

BUZZFEED AMONG THE TOP 10 NEWS SOURCES FOR MILLENNIALS Top 10 News/Info Sources for Millennials On Desktop and Mobile (in 000’s) Fox New Digital Network The Weather Company About CBS News 26307 31661 33511 NBC News Digital 36305 Gannett Sites 37829 BUZZFEED. COM CNN Network Yahoo-ABC News Network Huffington Post Media Group News Source: Based on 2014 Data 19525 39717 41460 48095 51002

MILLENNIALS BUZZFEED % of Unique Millennial Visitors 200+ Million monthly unique users Vice 54. 3% BUZZFEED 52. 9% 47. 1% Slate 44. 1% Wired 75% Of traffic comes from social sources 10 X Higher click through rates than the industry standard. 42. 4% Time. com 40. 7% The Guardian 39. 7% The Oregonian VOX. com 37. 2% Chicago. Tribune. com 36. 8% 35. 2% NYTimes. com 34. 2% MSNBC. com 50% Source: Niemanlab. org Of US Millennials read Buzzfeed at least 1 X per month 32. 7% CNN. com WSJ. com 30. 0% Foxnews. com 29. 8% Star. Tribue. com 19. 4%

SOCIAL DISCOVERY Social Referrals Per Month Buzzfeed Content Viewed Exclusively On Other Platforms Per Month 12. 5 M 349 M SHARES 847 M 11. 3 B VIEWS 60 M 6. 5 B SHARES VIEWS

BENEFITS OF In 8 Years Growth To $100 Million Of Annual Revenue Buzzfeed’s branded content allows audiences to develop stronger relationships with content - Translates into deeper engagement for advertisers

An Overview

NBC’S SOCIAL SYNCH INITIATIVE Co-branded Social Content to Guarantee Social Media Impressions On-air Talent Connects With Programming & Social Synch Ads Run Concurrently With Liner Ads Campaigns Generate an average of 33% Social Synch partnerships currently exist with… Higher Audience Engagement than Paid Posts Allows Brands To Execute Digitalfirst, Shareable Campaigns And is developing with…

AUDIENCE EXTENSION/ RE-TARGETING NBCUniversal + Audience Extension = Social Synch Transforms traffic from brand pages into an advertiser’s audience

AUDIENCE EXTENSION/ RE-TARGETING “With audience extension, advertisers can reach a specific audience that is of major interest to them, in greater numbers and with more frequency. ” – Retargeter. com Monetization of Brand Pages - Increases Revenue for NBC - Advertisers identify & target ready-made segments

SOCIAL MONETIZATION

MONETIZE MILLENNIAL SOCIAL ENGAGEMENT 2016 Olympic Total Projection* $750 M “Mr. Fallon’s show releases video clips from each night on You. Tube…many clips have gone viral as people shared them on social media… the majority of those views aren’t monetized” – Steve Burke Source: Data and Forecast from Brian Wieser of Pivotal

OLYMPIC DIGITAL AD SPEND IS GROWING NBC Olympic Digital Revenue by Past 4 Games Rio de Janeiro 2016 Forecasts London 2012 Sochi 2014 $61 M Source: Finance Data as of 7. 16. 15; +145% (v. Vancouver ‘ 10) $50 M $58 M $67 M $75 M (18%) +15% +33% +50%

SOCIAL SYNCH: AN EXPLOSIVE GROWTH OPPORTUNITY NBC 2015 Social Synch Walk to Booked + Factored Pipe (80%) $10 M +163% ($0. 1 M) $4 M Licensing Fees $5 M +235% $4 M +124% Facebook Revenue* $4 M $2 M Twitter Revenue* $2 M 2014 Spend Source: Finance Data as of 7. 16. 15; * 80% Factored Pipe embedded by social network +$600 k 2015 Booked

MONETIZE MILLENNIAL SOCIAL ENGAGEMENT NBC Buzzfeed Social Synch Arbitrage Opportunity $15 CPM ($5 CPM) $10 CPM NBCU SS CPM * Average Buzzfeed CPM from WSJ Buzzfeed CPM Arbitrage Opportunity

CASE IN POINT: THE POWER OF SOCIAL CAMPAIGN SPEND Puma BPL Twitter Amplify Case Study Impressions Engagement Rates Video Views Organic Tweet Results 1. 2 MM 70 K 6. 24% 23. 4 K Promoted Tweet Results 4. 5 MM 444 K 9. 90% 80. 5 K Paid Media Difference 4 x More 6 x More 1. 6 x More 3 x More Source: Social Synch Data a/o 7/27/15

A PARTNERSHIP

A WORKABLE PLATFORM THE TONIGHT SHOW WITH JIMMY FALLON

BUZZFEED CURRENTLY HAS A UNIQUE PAGE TO COVER ALL THINGS OLYMPICS.

NBC OLYMPICS AND BUZZFEED WHAT WE CAN DO • Increase traffic to NBC Olympics Social Media Platforms • Directly incorporate fan reactions • Match NBC Olympic content with Advertisers’ brand messaging

SOCIAL SYNCH COCA-COLA

Incorporating direct fan involvement

INTEGRATION ON SOCIAL MEDIA

SHARED STORIES FACEBOOK AND INSTAGRAM

THANK YOU!

APPENDIX

FORECAST SUMMARY Rio 2016 Digital Revenue Forecast $58 $67 $75 Method ($ Millions) Olympic Growth Rate: Applies a Forecasted Total Growth Rate of 15% to Sochi (‘ 14) Digital Spend of $50. 1 INSERT National Digital Growth TEXT Rate: Applies the National HERE Digital Growth Rate (Yo. Y vs 2014) of 33% to Sochi (‘ 14) Digital Spend of $50. 1 Digital % of Linear: Applies Average Ratio of Digital to Total Spend of Sochi and London of 10% to $750 Total Forecast * Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix

BEST CASE OF $15 CPM; WORST CASE OF $5 CPM ($ Millions) NBCU Arbitrage Sensitivity Analysis Buzzfeed CPM NBCU Resell CPM $5 $6 $7 $8 $9 $10 $15 $10 $9 $8 $7 $6 $5 $16 $11 $10 $9 $8 $7 $6 $17 $12 $11 $10 $9 $8 $7 $18 $13 $12 $11 $10 $9 $8 $19 $14 $13 $12 $11 $10 $9 $20 $15 $14 $13 $12 $11 $10 * Linear forecast from Brian Wieser of Pivotal 38