Copyright © 2009 Interactive Advertising Bureau of Canada 1 The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada

Copyright © 2009 Interactive Advertising Bureau of Canada 2 The Interactive Advertising Revenue Picture… Total Online Revenue: $1.24 Billion (Including Video) Total Video Revenue: $9 Million Total Mobile: $2.7 Million Total Social: ?? Totals based on IAB Canada’s 2007 Actuals

Copyright © 2009 Interactive Advertising Bureau of Canada 3 Canadians Love The Web…

Proprietary and Confidential Do not distribute without written permission from comScore 4 Canada Is The Highest Penetrated Country (73%) We view The Most Content/Spend The Most Time Avg. Pages per VisitorAvg. Hours per Visitor Online Population Reach Source: comScore Inc Worldwide – All Locations, - July 2008, Persons 15+

Copyright © 2009 Interactive Advertising Bureau of Canada 5 Canadians Love Online Video…

6 © comScore, Inc. Proprietary and Confidential. Canada Leads in Online Video Reach Compared to Top Countries Source: comScore Video Metrix, Worldwide, Persons 2+ (15+ for asterisk*), February 2009 #1

7 © comScore, Inc. Proprietary and Confidential. Total Minutes Spent On Video Has Grown Significantly Over the Past Year Source: comScore Video Metrix, comScore Media Metrix, Canada, All Locations, February % -2% Total Minutes Spent Online % Change YoY Total Minutes Spent Streaming Video % Change YoY

8 © comScore, Inc. Proprietary and Confidential. Practically Everybody Is Doing It… Canadian Household Income Demographic Video Usage Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged who viewed the most minutes per viewer and viewed the most videos per viewer. Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged who viewed the most minutes per viewer and viewed the most videos per viewer. Source: comScore Video Metrix, Canada, All Locations, February 2009

Copyright © 2009 Interactive Advertising Bureau of Canada 9 Canadians Love Their Mobile Devices…

Proprietary and Confidential Do not distribute without written permission from comScore Moving from Geek to Chic January models April models

Proprietary and Confidential Do not distribute without written permission from comScore 3G Subscribers Are Driving Online Mobile 3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency. Services include wide-area wireless voice telephony, video calls, and broadband wireless data, all in a mobile environment. -11%+489% Source: comScore Inc, M:Metrics – Mobil Lens, US July July 2008, All Locations,

Copyright © 2009 Interactive Advertising Bureau of Canada 12 Canadians Love Social Media…

Proprietary and Confidential Do not distribute without written permission from comScore December 2008 Location Unique Visitors (000) %Reach (Web Pop.) Avg. Minutes per Visitor Avg. Pages per Visitor Avg. Visits per Visitor World-Wide770, United States124, United Kingdom29, Germany25, France23, Canada19, Conversational Media Around the World Reach of the Worldwide Web Population Source: comScore Inc, Worldwide, Persons 15+ December ’2008, All Locations *Person 15+

Proprietary and Confidential Do not distribute without written permission from comScore Social Networking in North America Canada UV’s(000) FACEBOOK.COM18,151 Blogger9,984 WORDPRESS.COM*5,978 MySpace Sites5,124 FLICKR.COM4,224 United States UV’s(000) MySpace Sites75,919 FACEBOOK.COM54,552 Blogger46,720 WORDPRESS.COM*23,891 FLICKR.COM20,698 Top Social Networking Sites in North American Growth of Top 10 Social Networking Sites in North America Source: comScore Inc, North America, Persons 15+ December ’2008, All Locations

Proprietary and Confidential Do not distribute without written permission from comScore % Composition UV by Region Gender Social Networking: Canadian Demographic Breakdown % REACH and % Composition Age Group % REACH and % Composition Age Group Social Networking Attracting Users of all demographic groups Source: comScore Inc, Canada October 2008, All Locations,

Copyright © 2009 Interactive Advertising Bureau of Canada 16 Video, Mobile, Social – It’s All Converging…

Google Confidential and Proprietary17 ComScore, Feb **ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, % of online Canadians viewed a video in January Video + Social... 50% of videos watched were through YouTube

Google Confidential and Proprietary18 Canada Wins Again... Country YouTube Unique Monthly Users YouTube Reach United States81M42% United Kingdom 20.6M56% Germany18.4M48% Canada*16.4M68% France13.1M37% Italy9.6M45% Spain9.3M50% ComScore, Feb **ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.

Google Confidential and Proprietary19 Source: ComScore Media Medtrix, February 2009 Profile of Canadian Visitors 16.4M users (68% reach) 51% male, 49% female* 67% are between 18 and 54 years old 64% have a HHI $60K+* 3 hours and 45 minutes watching per month**

Proprietary and Confidential Do not distribute without written permission from comScore Mobile + Social… October 2007October 2008% Change Almost Every Day0.6%1.9%217% At Least Once Each Week 1.0%2.2%120% Once to Three Times During Month 1.9%3.8%100% Source: comScore Inc. – M:metrics US- November 2008

Proprietary and Confidential Do not distribute without written permission from comScore Social Networking: Younger Demographics Adopting Social Networking on Mobile % of Mobile Users Accessing Social Networking Younger Demographics Adopting Social Networking On Mobile Devices Source: comScore Inc. US – M: Metrics – October 2008 – Social Media

Proprietary and Confidential Do not distribute without written permission from comScore Mobile+Web+Video+Social…

Proprietary and Confidential Do not distribute without written permission from comScore This Trend Is Highest In iPhone Owners…

Copyright © 2009 Interactive Advertising Bureau of Canada 24 We’ve Seen The Trends… Now Let’s Learn About The Tactics That Leverage Them…