55% - Microsoft Advertising

ENTERTAINMENT TONIGHT! A GUIDE TO REACHING ENTERTAINMENT AUDIENCES ON MICROSOFT ADVERTISING Media consumption is becoming a multi-screen activity and this is a growing trend. The availability of smartphones and tablets are changing media habits. eMarketer estimates that 50% of the U.S. online population is viewing videos online, 49% of the online video viewers watch TV shows online and 29% view video on their mobile devices.1 Microsoft Advertising offers advertisers a diverse entertainment audience that includes Television Watchers, Movie Goers and Gamers across premium, branded, multi-screen opportunities.

ENTERTAINMENT AUDIENCES ON MICROSOFT ADVERTISING ARE DIVERSE IN TERMS OF AGE AND GENDER.

91M

TELEVISION WATCHERS2 52% FEMALE

62% in the 3564 age group

39M

19M

MOVIE GOERS2 52% MALE

GAMERS3

55% in the 2449 age group

56% MALE

55% in the 1834 age group

BEYOND THE CLICK: DISPLAY ADVERTISING CAN INCREASE THIS AUDIENCE’S LIKELIHOOD OF PERFORMING A FOLLOW-UP SEARCH FOR YOUR . of television and movie advertisers’ campaigns to see how they performed for We lookedBRAND at a selection our Television Watcher and Movie Goer audiences respectively.

Television Show advertisers saw more brand search activity by younger users who were exposed to their ads: 573% in the 1820 group, 305% in the 21-24 group, 356% in the 25-29 group.4

1

603% 310%

lift after exposure

lift after

exposure to movie ads

to television ads

Source: 1) (Source: eMarketer, Nov 2011) 2) Source: Nielsen @Plan, Q 4, 2011 3) Microsoft Advertising internal reports, January 2012 4) Microsoft Advertising Internal Reports for US, January 2011

Multiple exposures to movie ads makes an impact on Movie Goers. Brand search activity increased by 505% after just a single exposure. After 5 exposures brand search activity jumped to 968%. 4

CONNECT TO AND INFLUENCE ENTERTAINMENT-SEEKING AUDIENCES WITH MICROSOFT ADVERTISING. Television Watchers: Find this audience on these Microsoft Advertising sites.1 (Unique users in millions) homepage

28.8

15.3

28.1

11.2

23.3

8.0

21.5

15.6

7.1

7.0

PRODUCT OPPORTUNITIES FOR ENTERTAINMENT ADVERTISERS: XBOX is a key channel for reaching diverse audience segments, including families, gamers, families of young children etc.

40M

GLOBAL USERS4 YOUNG, AFFLUENT AUDIENCE5

65% Movie Goers: This audience navigates through many Microsoft Advertising sites.2 (% of total site visits) homepage

18%

8%

specials

10%

7%

9%

5%

9%

5%

8%

INCREASE IN USERS AFTER THE LAUNCH OF KINECT5

NEW PRODUCTS SKYPE

40M unique users, young affluent and social. With Skype, your brand becomes the center of an intimate social network.6

4%

Gamers: Various Microsoft Advertising properties attract the Gamers audiences.3 (% of unique users) homepage

MOBILE

.com

27%

13%

11%

10%

10%

7%

6%

6%

4%

4%

53M unique users across all mobile devices. 7

specials

2

Sources: 1) Source: Nielsen @Plan, Q4 2011 2) Microsoft Advertising internal reports for US, January 2012, 3) Microsoft Advertising internal reports for US, January 2012 4) Microsoft internal estimates 5) Simmons Spring 2011, New Media Study 6) comScore Media Metrix, Jan 2012, 7) Microsoft Advertising Internal Reports, 2011