MILLENNIAL REACH STRATEGY Ad sales intern project summer 2015

Who we are David Josephs Atara Yaros Emma Dolgos Shakori Fletcher Ad Sales Strategy & Analytics Atara Yaros Ad Sales Strategy & Research Emma Dolgos Ad Sales – Client Solutions Shakori Fletcher Ad Sales Direct Response Jon Weber Ad Sales Human Resources Caroline DiPietra Ad Sales – Entertainment

Agenda 1 2 3 4 5 Olympics Buzzfeed as a solution Social syncH Monetization 4 The NBC-Buzzfeed Partnership 5

Millennials: Too Significant to ignore % of A18-29 CURRENTLY ON Social Source: Basic Stats Worldwide- 2.5 Billion Millennials United States- 80 Million Millennials ¼ of the US Population 1.3 Trillion dollars in buying power Largest and most diverse group in the US- 42% of millennials are diverse 61% of millennials attended college vs 46% of baby boomers Greater than 85% of millennials use smartphones 87% of adults age 18-29 use facebook, 53% use instagram, and 37% use twitter ACROSS THE GLOBE 2.5 Billion UNITED STATES 80 Million BUYING POWER $1.3 Trillion Source: Nielsen Pop Facts

OLYMPICS

Millennials SKEW LOW IN LINEAR OLYMPIC VIEWERSHIP % VIEWERSHIP BY DEMOGRAPHIC Ratings among A18-49 skew… Ratings among A50+ skew… 20%A18-34 27% A35-49 35% A50-64 A65+ 20% Lower 82% Higher Source: MRI Study GSK 2014. Read as: Of this age demo X% watch the summer/winter Olympics regularly or on occasion HOW DIFFERENT GENDERS, AGES, RACES AND REGIONS WATCH THE OLYMPICS (2010): http://www.nielsen.com/us/en/insights/news/2010/how-different-genders-ages-races-and-regions-watch-the-olympics.html Source: MRI Study GSK 2014, http://www.nielsen.com/us/en/insights/news/2010/how-different-genders-ages-races-and-regions-watch-the-olympics.html

….Yet Millennials dominate in Olympic Digital Millennials Are The Leading Demo In Watching The Olympics Via Digital Platforms A18-34 A30-54 A45-54 A50-64 VOD 161 Index 101 75 65 Online 150 116 98 68 Mobile 200 99 47 36 Source: MRI Study GSK 2014

Sochi 2014: digital Olympics 2B Impressions Across Facebook, Twitter and Instagram 90K Updates From individual teams and athletes Source: http://www.adweek.com/socialtimes/infographic-ioc-2014-winter-olympic-games/432924 160MM Mentions of the Olympics Between Facebook and Twitter

Keep up with the Digital Craze Keep up with MILLENNIALS …their favorite part of the Olympics is the funny things shared online 6 in 10 Millennials Agree Source: http://mtvinsights.com/post/30042268173/millennials-olympics Source: http://mtvinsights.com/post/30042268173/millennials-olympics

THE MILLENNIAL SOLUTION

BUZZFEED AMONG THE TOP 10 NEWS SOURCES FOR MILLENNIALS Top 10 News/Info Sources for Millennials On Desktop and Mobile (in 000’s) Source: Source: Based on 2014 Data

Millennials BUZZFEED 200+ 75% 10X 50% Million monthly unique users Of traffic comes from social sources 75% Of US Millennials read Buzzfeed at least 1X per month 50% Higher click through rates than the industry standard. 10X Source: 200+ million monthly unique users 52.9% are 18-34 years old 60% of traffic is mobile, and growing 75% of traffic comes from social sources (Facebook + Twitter) 50% of US millennials read Buzzfeed at least once a month Source: Niemanlab.org

SOCIAL DISCOVERY 12.5M 349M 847M 11.3B 60M 6.5B Buzzfeed Content Viewed Exclusively On Other Platforms Per Month Social Referrals Per Month 12.5M SHARES 349M SHARES 847M VIEWS 11.3B VIEWS Source: 60M SHARES 6.5B VIEWS

In 8 Years Growth To $100 Million Of Annual Revenue BENEFITS OF In 8 Years Growth To $100 Million Of Annual Revenue Buzzfeed’s branded content allows audiences to develop stronger relationships with content - Translates into deeper engagement for advertisers Source: http://contently.com/strategist/2015/01/08/why-buzzfeed-is-massively-underrated-and-9-things-publishers-and-brands-should-learn-from-it/

An Overview

NBC’s Social Synch Initiative Co-branded Social Content to Guarantee Social Media Impressions Campaigns Generate an average of 33% Higher Audience Engagement than Paid Posts Social Synch partnerships currently exist with… And is developing with… On-air Talent Connects With Programming & Social Synch Ads Run Concurrently With Liner Ads Allows Brands To Execute Digital-first, Shareable Campaigns Source:

Audience extension/ Re-Targeting NBCUniversal + Audience Extension = Social Synch Transforms traffic from brand pages into an advertiser’s audience Source: https://retargeter.com/blog/general/a-definitive-guide-to-audience-extension

Audience extension/ Re-Targeting “With audience extension, advertisers can reach a specific audience that is of major interest to them, in greater numbers and with more frequency.” – Retargeter.com Monetization of Brand Pages Increases Revenue for NBC Advertisers identify & target ready-made segments

SOCIAL MONETIZATION

Monetize Millennial Social Engagement 2016 Olympic Total Projection* “Mr. Fallon’s show releases video clips from each night on YouTube…many clips have gone viral as people shared them on social media… the majority of those views aren’t monetized” – Steve Burke $750M Source: Source: Data and Forecast from Brian Wieser of Pivotal

Olympic Digital Ad Spend is Growing NBC Olympic Digital Revenue by Past 4 Games Rio de Janeiro 2016 Forecasts London 2012 Sochi 2014 +15% Source: Finance Data as of 7.16.15; +33% +145% (v. Vancouver ‘10) +50% (18%) Source: Finance Data as of 7.16.15;

Social Synch: an Explosive Growth Opportunity NBC 2015 Social Synch Walk to Booked + Factored Pipe (80%) +163% +235% Source: Finance Data as of 7.16.15; * 80% Factored Pipe embedded by social network +$600k +124% Source: Finance Data as of 7.16.15; * 80% Factored Pipe embedded by social network +$600k

Monetize Millennial Social Engagement NBC Buzzfeed Social Synch Arbitrage Opportunity Source: * Average Buzzfeed CPM from WSJ

Case in Point: The Power of Social Campaign Spend Puma BPL Twitter Amplify Case Study Impressions Engagements Engagement Rates Video Views Organic Tweet Results 1.2MM 70K 6.24% 23.4K Promoted Tweet Results 4.5MM 444K 9.90% 80.5K Paid Media Difference 4x More 6x More 1.6x More 3x More Source: Social Synch Data a/o 7/27/15 Source: Social Synch Data a/o 7/27/15

A PARTNERSHIP

A Workable platform The Tonight Show with Jimmy Fallon

BUZZFEED CURRENTLY HAS A UNIQUE PAGE TO COVER ALL THINGS OLYMPICS.

NBC OLYMPICS AND BUZZFEED WHAT WE CAN DO Increase traffic to NBC Olympics Social Media Platforms Directly incorporate fan reactions Match NBC Olympic content with Advertisers’ brand messaging

SOCIAL SYNCH COCA-COLA Discover Student Loans – Can we guess your major based on your food preferences?

Incorporating direct fan involvement

Integration on Social media

Shared stories Facebook and Instagram

THANK YOU!

APPENDIX

FORECAST SUMMARY $58 $67 $75 INSERT TEXT HERE Method Rio 2016 Digital Revenue Forecast ($ Millions) Method $58 Olympic Growth Rate: Applies a Forecasted Total Growth Rate of 15% to Sochi (‘14) Digital Spend of $50.1 INSERT TEXT HERE $67 National Digital Growth Rate: Applies the National Digital Growth Rate (YoY vs 2014) of 33% to Sochi (‘14) Digital Spend of $50.1 Source: * Linear Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix $75 Digital % of Linear: Applies Average Ratio of Digital to Total Spend of Sochi and London of 10% to $750 Total Forecast * Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix

Best Case of $15 CPM; Worst Case of $5 CPM ($ Millions) NBCU Arbitrage Sensitivity Analysis NBCU Resell CPM Buzzfeed CPM $5 $6 $7 $8 $9 $10 $15 $16 $11 $17 $12 $18 $13 $19 $14 $20 Source: * Linear forecast from Brian Wieser of Pivotal * Linear forecast from Brian Wieser of Pivotal