1. 1 MySpace.com: Structuring The Network Presented By: Brian Dennett Prepared by: Antony Abara, Brian Dennett, Wayne Marcy, and Vivek Patel Structuring the Network

2. 2 Overview of MySpace Structuring the Network  MySpace.com is the largest social networking site  130 million users growing at 250k a day  Accounts for 17% of the all Internet ad impressions  Projected 250 million in revenue for 2006  Content is Largely Unstructured and Unclassified  Only members can be targeted  Targeting capabilities are limited to information provided by members

3. 3 Opportunity Structuring the Network  MySpace.com CPM rates are low by industry standards  MySpace.com has the potential to have dramatically higher CPM rates  To realize higher CPM rates, knowledge must be collected about MySpace.com traffic  The REULE Targeting Engine will allow MySpace.com to obtain more than 2 Billion dollars total revenue by 2011 an increase of 500 Million.

4. 4 Potential Customer List  GM  2007 Internet budget up to 3.5% to 150 Million  Wal-Mart  2007 Internet budget 35 Million  Circuit City  50 Million 2005 spending  Absolut Vodka  2007 20% of Marketing budget online  Limited Brands  VictoriaSecret.com, Bed Bath and Body Works, Limited Clothing Store  14 Million online 2005  Vonage  275K Internet spending in 2005 Structuring the Network

5. 5 Ad Type BANNER MEDIUM RECTANGLE LEADER BOARD HALF PAGE SKYSCRAPER GROUP SECTION MUSIC SECTION VIDEO CLIPS FEATURED PROFILE Size468x60300x300728x90430x600160x600 Current Price CPM $5.00 $4.00$6.00$4.00$3.00$7.00$20.00$50,000.00 Projected Price after 12% CPM increase $5.60 $4.48$6.72$4.48$3.36$7.84$22.40$56,000.00 Financial Details Proposed Pricing Model

6. 6 Structuring the Network Financial Details (continued) Projected Revenue based on annual increase of 12%

7. 7 Structuring the Network Total Start-Up costs: $1,532,000.00Note: * - Part of Production Environment Financial Details (continued) Costs

8. 8 Structuring the Network Financial Details (continued) Return On Investment

9. 9 REULE Targeting Engine Structuring the Network

10. 10 Workflow Overview Structuring the Network The RUELE targeting engine will proceed under the following workflow:  MySpace.com websites are mined by the REULE Network Miners  Mined psychographic and demographic information about the website is stored in the REULE Database.  The REULE Targeting data is accessed by the data stewards and checked for accuracy  The Superstars of MySpace.com will further analyze the data and understand where Market niches can be established and targeted.  Superstar data is incorporated into the REULE reporting data to be accessed by the MySpace.com’s marketing team.

11. 11 Architectural Overview Structuring the Network

12. 12 Target Audience Structuring the Network Who?  Identify our user-base  Define audiences Why?  Decide who is marketable How?  Develop a way to find targeted users Where?  Track user traffic  Discover hubs

13. 13 Risks  Inaction – What happens if no action is taken by FOX interactive media and MySpace.com?  Alienate Users – What if too many untargeted solicitations de-sensitize users to MySpace.com advertising?  Competitive Advantage – Does the REULE targeting engine offer the competitive advantage that MySpace.com will need to grow aggressively for the next five years? Structuring the Network

14. 14 Next Steps  Sign contracts  Begin Work  Payment Schedule  Payment 1 … $399,000.00  Payment 2 … $706,000.00  Payment 3 … $300,000.00 (* See details in attached document) Structuring the Network

15. 15 Questions and Answers Structuring the Network

16. 16 The End MySpace.com: Structuring the Network Presented By: Brian Dennett Prepared by: Antony Abara, Brian Dennett, Wayne Marcy, and Vivek Patel Structuring the Network