PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 1 How to Construct an Effective Digital Marketing Plan Presented By Jon Schulz, EVP Specific Media November 7, 2011

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 2 Holistic reporting Custom analytics My Background

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 3 Who Is Specific Media Our innovations help us… address relevant advertising and content to receptive audiences. Cross-media platform Addressable advertising Content creation Specific Media the digital media company. Since employees 11 Countries O&O, Network & Delivery On a mission to make sense of the media landscape, Specific Media is relevance personified, impact defined. Holistic reporting Custom analytics

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 4 Holistic reporting Custom analytics Agenda Digital Media Landscape for Advertisers Request For Proposal (RFP) Process Finding the Magic Building the PLAN

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 5 Landscape: Choices & Reasons

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 6 Living Room Standard TV IPTV Tablet Mobile Desktops & Laptops Landscape: Many Digital Devices TV everywhere? says who? It’s a digital world! Whether it’s a laptop, IPTV, tablet, desktop or smartphone, we’re exposed to digital media at every turn—and we love it! Personal Computer Mobile Standard TV Standard TV Standard TV Standard TV Standard TV

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 7 Landscape: Digital Delivery Ad Channels Ad Category Breakouts: Search49% Display28% Classifieds/Lead Gen14% Video6% Content Sponsorships3% 2011 Internet Advertising Bureau Fastest Growing

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 8 Holistic reporting Custom analytics Landscape: Digital Consumption Advantage U.S. Online Video Viewers Growing (millions) Source: eMarketer, April 2010 U.S. Mobile Internet Users and Penetration (millions & % of total population) Source: eMarketer, February 2011 More People Watching TV Online (millions) Source: Strategy Analytics, October 2009 U.S. IPTV Subscribers Growing 2009 & 2013 (millions) 192%

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 9 Holistic reporting Custom analytics Landscape: Digital Engagement Advantage TV Viewers More Likely To Be Multi-Tasking Source: Next New Networks, YouTube, and firm Frank N. Magid Associates, October 2010 Source: Nielsen, April 2010 Online Video + TV Drives Brand Metrics Source: eMarketer, May 2011 Online video is less cluttered, making your brand more noticeable Online Video Offers Less Cluttered Ad Channel Online TV Source: comScore Video Metrix, December 2010 Display Lifts Brand Recommendations (average lift in likelihood to recommend brand/product)

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 10 Holistic reporting Custom analytics Landscape: Custom Sponsorship Myspace Tron Integration

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 11 Holistic reporting Custom analytics Landscape: Targeting Subscribers  Pass Along? Listeners  Arbitron, sample based Viewers  Nielsen, very small sample

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 12 We analyze the compiled data to build consumer profiles and our cross-media ad platform makes real-time decisions about when and where to serve ads. THIRD PARTY DATA Digital Targeting is Census & Sophisticated We leverage various data sources to compile anonymous data on browsing behaviors, search activity and consumption patterns. LICENSED PUBLISHER DATA Have you ever been retargeted?

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 13 Holistic reporting Custom analytics Agenda Digital Media Landscape for Advertisers Request For Proposal (RFP) Process Finding the Magic Building the PLAN

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 14 Request For Proposal Process 1.Company & Product 2.Campaign Objectives 3.Success Measures 4.Budget

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 15 RFP: Company & Product Industry Retailers Competition & Market Position Product Brief

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 16 RFP: Campaign Objectives Brand Building Conquest Direct Response CONSIDERATION PURCHASE FAVORABILITY AWARENESS

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 17 RFP: Success Measures Brand Building Conquest Direct Response Brand Lift (survey) Market Share (sales) Key Performance Indicators

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 18 RFP: Budget Campaign Scale Level of Experimentation Overall Media Mix

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 19 Holistic reporting Custom analytics Agenda Digital Media Landscape for Advertisers Request For Proposal (RFP) Process Finding the Magic Building the PLAN

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 20 Finding the Magic: Broad Research Ad Industry Focused Digital Advertising World

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 21 Finding the Magic: Client-Specific Research

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 22 Finding the Magic: Benchmark Competitors

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 23 Finding the Magic: “Custom” Solutions Custom Creative Original Programming Integrated Programs

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 24 Finding the Magic: Original Programming

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 25 Holistic reporting Custom analytics Agenda Digital Media Landscape for Advertisers Request For Proposal (RFP) Process Finding the Magic Building the PLAN

PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 26 Building the PLAN 1.Quality over quantity 2.Address RFP objectives 3.Highlight your unique proposition 4.Research and measurement support

Thanks!

v PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 28 Myspace Acquisition

v PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 29 Myspace Survey I need your opinion 1.Before tonight, have you heard of Myspace? 2.Do you have a positive opinion of Myspace? 3.Have you visited Myspace in the past 30 days? 4.What does Myspace mean to you?

PROPRIETARY & CONFIDENTIAL © Myspace, LLC. Names and logos are trademarks or registered trademarks of their respective owners. 30 LEVERAGING THE LARGEST AUDIO & MUSIC CATALOG IN THE WORLD Unsigned Bands (exclusive to MySpace) +4,000,000 ARTISTS +30 Million SONGS Major Labels +400,000 ARTISTS +5 Million SONGS Indie Labels +500,000 ARTISTS +7 Million SONGS

v PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 31 Myspace Connects... CONSUMERS TO ARTISTS AND MORE MUSIC BETTER THAN ANYONE ELSE The LARGEST Song Catalog Myspace 42M Songs iTunes 20M Songs Spotify 15M Songs Pandora 800K Songs Reaches a LARGE Audience 31M 21M 19M 2M

32 FUTURE VIDEO

v PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 33 Myspace Rebranding 1.Is MUSIC important to you? 2.What does Myspace need to bring you back? 3.Questions for me…

v PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 34 Bye, bye, bye