1. 1 Minna Nissinen, Senior Vice President, Alma Diverso Alma Media Capital Markets Day, May 25, 2012 25.5.2012 At the right time for the right people

2. Changes bubbling inside the display ad field 2 25.5.2012 (+35%) (+3%) (+6%) (+18%) (+175%)

3. What lies behind the bubbles? 3 25.5.2012 Changes in consumer buying process Growing online shopping The development of own and earned media The advances in technology and user data

4. The future is in networks – from websites to audiences and results 4 25.5.2012 BRAND / PREMIUM ADVERTISING (fixed/CPM) Single sites & sections BRAND / PREMIUM ADVERTISING (fixed/CPM) Single sites & sections TARGETED (CPM) Vertical TARGETED (CPM) Vertical RESULTS BASED (CPC/CPA/CPO) Networks RESULTS BASED (CPC/CPA/CPO) Networks AUTOMATED NETWORK PURCHASING Data-based targeting Audience and results based advertising Different pricing models, eCPM optimization AUTOMATED NETWORK PURCHASING Data-based targeting Audience and results based advertising Different pricing models, eCPM optimization PREMIUM ADVERTISING Single sites & sections PREMIUM ADVERTISING Single sites & sections Traditional display advertising Display advertising of the future Fragmented audiences - an opportunity in the new model, not a threat.

5. The diversifying targeting methods 5 25.5.2012 Re-targeting Semantic targeting Geolocation targeting Weather forecast IP-targeting Reverse targeting Demographic targeting Time-based targeting Target group packages Browser targeting Device targeting Search words –based Behavioral targeting By combining various data sources, more diverse target groups can be created.

6. 6 25.5.2012 1/3 Alma Media’s share of the online advertising market (display and classified). 1/3 Alma Media’s share of the online advertising market (display and classified). 73% #1 Alma Media’s position in online advertising networks in Finland (RON). #1 Alma Media’s position in online advertising networks in Finland (RON). The Digital Power of Alma Media 4.7 million unique weekly browsers 4.7 million unique weekly browsers

7. 7 Thank You! minna.nissinen@almamedia.fi 25.5.2012