1 comedycentral.com in the world of contextual advertising Don Steele Search Engine Strategies Conference Chicago, 12/5/06

2 comedycentral.com comedycentral.com is the online arm of the Comedy Central Cable channel – Comedy Central is a division of Viacom/ MTV Networks – Fully distributed cable network – Website gets 6mil+ unique users Site is both marketing tool for brand and our programs and home to original content – Videos and information surrounding our on air content – Original web only programs, games and insider blog Mainly advertising supported – Targeting male demo

3 comedycentral.com & search Branding opportunity – Bid on keywords surrounding our key programs and internet buzz we create – Pre broadcast for branding purposes, post broadcast for traffic building Traffic arbitrage – Support our ad sales activities Supporting ancillary businesses – Mobile, Online Store and Records businesses We strive to support and when possible own our brand in the world of search

4 our content on the loose

5 not such bad guys

6 the relevancy factor

7 comedycentral and hockey

8 colbert museum

9 contextual banner ads

10 midtacular results

11 midtacular results

12 summary Our efforts in using contextual advertising have helped us extend our brand on-line and drive traffic to our site When possible the 1-1 relationship between keywords and context will secure low priced and strong performing ads We must be as fluid and flexible as possible so that we can capitalize on interest in our brand You can still find us on Youtube