1 ENTERTAINMENT TONIGHT! A GUIDE TO REACHING ENTERTAINMENT AUDIENCES ON MICROSOFT ADVERTISING Source: 1) (Source: eMarketer, Nov 2011) 2) Source: Q 4, ) Microsoft Advertising internal reports, January ) Microsoft Advertising Internal Reports for US, January 2011 lift after exposure to movie ads 603% lift after exposure to television ads 310% ENTERTAINMENT AUDIENCES ON MICROSOFT ADVERTISING ARE DIVERSE IN TERMS OF AGE AND GENDER. Media consumption is becoming a multi-screen activity and this is a growing trend. The availability of smartphones and tablets are changing media habits. eMarketer estimates that 50% of the U.S. online population is viewing videos online, 49% of the online video viewers watch TV shows online and 29% view video on their mobile devices. 1 Microsoft Advertising offers advertisers a diverse entertainment audience that includes Television Watchers, Movie Goers and Gamers across premium, branded, multi-screen opportunities. BEYOND THE CLICK: DISPLAY ADVERTISING CAN INCREASE THIS AUDIENCE’S LIKELIHOOD OF PERFORMING A FOLLOW-UP SEARCH FOR YOUR BRAND. Multiple exposures to movie ads makes an impact on Movie Goers. Brand search activity increased by 505% after just a single exposure. After 5 exposures brand search activity jumped to 968%. 4 We looked at a selection of television and movie advertisers’ campaigns to see how they performed for our Television Watcher and Movie Goer audiences respectively. Television Show advertisers saw more brand search activity by younger users who were exposed to their ads: 573% in the group, 305% in the group, 356% in the group. 4 91M TELEVISION WATCHERS 2 39M MOVIE GOERS 2 19M GAMERS 3 62% in the age group 55% in the age group 55% in the age group 52% FEMALE 52% MALE 56% MALE

2 Sources: 1) Source: Q ) Microsoft Advertising internal reports for US, January 2012, 3) Microsoft Advertising internal reports for US, January ) Microsoft internal estimates 5) Simmons Spring 2011, New Media Study 6) comScore Media Metrix, Jan 2012, 7) Microsoft Advertising Internal Reports, M unique users, young affluent and social. With Skype, your brand becomes the center of an intimate social network. 6 CONNECT TO AND INFLUENCE ENTERTAINMENT-SEEKING AUDIENCES WITH MICROSOFT ADVERTISING. PRODUCT OPPORTUNITIES FOR ENTERTAINMENT ADVERTISERS: Television Watchers: Find this audience on these Microsoft Advertising sites. 1 (Unique users in millions) Movie Goers: This audience navigates through many Microsoft Advertising sites. 2 (% of total site visits) Gamers: Various Microsoft Advertising properties attract the Gamers audiences. 3 (% of unique users) XBOX is a key channel for reaching diverse audience segments, including families, gamers, families of young children etc. 40M GLOBAL USERS 4 YOUNG, AFFLUENT AUDIENCE 5 INCREASE IN USERS AFTER THE LAUNCH OF KINECT 5 65% SKYPE MOBILE 53M unique users across all mobile devices. 7 18%10%9%9%9% 8%7%5% 8% homepage 4%4% specials 27%13%11%10% 7%6% 4% 10% 4% homepage.com specials homepage NEW PRODUCTS