© 2009 AOL LLC. AOL and the AOL logo are trademarks of AOL LLC and may not be used without written permission. Self Service Advertising Steve Hosley SVP, and GM of Ad Operations and Self Service

Self Service Advertising Overview What is Self Service?  Self Service is the ability for all advertisers and publishers, large and small, to leverage the power of AOL’s suite of online advertising products through a self-directed portal. 2 Enter here to unleash the power of the AOL Network Small Business Market  6 million small businesses* The only SMB advertising segment forecasted to grow over the next 5 years is on-line advertising*  SMB will spend $16B for on-line advertising this year with it forecast to more than double in the next 5 years* Agency Market  Est. $200mil run rate oppty within 18 months *The BIA Kelsey Group

AOL is Positioned to Win in Self Service  Over the past 5 years, AOL has acquired and built tools to address the market demands for Self Service online advertising  These tools today produce revenue and attract customers  The market loves the concept of an easy, do-it-yourself platform  Our goal is to deliver to the market ONE scalable portal and platform that provides a suite of on-line advertising products, services and memberships 3 AOL was the pioneer in brining Main Street on-line, now AOL will bring all Main Street advertisers online

A Snapshot of AOL’s Self Service Business 4 Initial Target: Mid & Large sized advertisers and Agencies

The Self Service Brand: Advertising.com Audience and Insights Access Control and Simplicity Core Benefits Advertising.com, powered by the #1 network and proprietary technologies and tools, is the most effective way to reach desired, quality audiences at scale.

6 Advertising.com AdDesk The Self Service Tool for mid- to large-sized avertisers and agencies will be called the Advertising.com AdDesk.

Q3 ‘09Q4 ‘09Q1 ‘10Q2 ‘10Q3 ‘10Q4 ‘10 Deployment timeline of the new Self Service business Business ModelStart-upGrow the Business ………….10X Milestones  Focus Groups and Client Interviews  Reseller #1 in Negotiations  Single Platform  Customer Support Live  Reporting & Analytics  Reseller #1 Live  1,000 Customers  Franchise Live  Internationalization  2,000 Customers  3,000 Customers  Directory Listings Live  4,000 Customers  Sponsored Listings (2H2010)  Recommendations engine (2H2010) Customer Segmentation Product Strategy/Roadmap Tech. Strategy/Roadmap Customer Acquisition Plan Market Analysis Deliverables Scale Tool Feature Set Differentiation Plan Full-Scale Mktg Program Insights Support Formal Cust.Feedback program Business Bundle Live 8 Mktg. Plan/Tool Branding Delivery Optim/Scale Plan Customer Support Plan Operational Metrics Financial Model New Brand Marketing Plan in flight Unified Platform Customer Service Operational Sales Channels Open

Next Steps  Re-release of the self service tool branded as the Advertising.com AdDesk (January)  Pilot program launch (January)  New user interface and branding, among other features will be highlighted  6-10 agencies involved  Official launch (February)  Goal is to pre-approve 1500 agencies with log-ins and credit lines 9