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ENTERTAINMENTTONIGHT!A GUIDE TO REACHING ENTERTAINMENTAUDIENCES ON MICROSOFT ADVERTISING

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

liftafter exposure to movie ads

603%

liftafter exposure to television ads

310%

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

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.

BEYOND THE CLICK: DISPLAY ADVERTISING CAN INCREASE THIS AUDIENCE’S LIKELIHOOD OF PERFORMING A FOLLOW-UP SEARCH FOR YOUR BRAND.

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

We looked at a selection of television and movie advertisers’ campaigns to see how they performed for 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 18-20 group, 305% in the 21-24 group, 356% in the 25-29 group.4

91M

TELEVISION WATCHERS2

39MMOVIE GOERS2

19MGAMERS3

62%in the 35-64 age group

55%in the 24-49 age group

55%in the 18-34 age group

52%FEMALE

52%MALE

56%MALE

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

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

CONNECT TO AND INFLUENCE ENTERTAINMENT-SEEKING AUDIENCES WITH MICROSOFT ADVERTISING.

PRODUCT OPPORTUNITIES FOR ENTERTAINMENT ADVERTISERS:

Television Watchers: Find this audience on these Microsoft Advertising sites.1

(Unique users in millions)

Movie Goers: This audience navigates through many Microsoft Advertising sites.2

(% of total site visits)

Gamers: Various Microsoft Advertising properties attract the Gamers audiences.3

(% of unique users)

XBOX is a key channel for reaching diverse audience segments, including families, gamers, families of young children etc.40MGLOBAL USERS4

YOUNG, AFFLUENT AUDIENCE5

INCREASE IN USERS AFTER THE LAUNCH OF KINECT5

65%

SKYPE

MOBILE

53Munique users across all mobile devices. 7

18% 10% 9% 9%

8% 7% 5% 5%

8%

homepage

4%

specials

27% 13% 11% 10%

7% 6% 6% 4%

10%

4%

homepage .com

specials

28.8 28.1 23.3 21.5

15.3 11.2 8.0 7.1

15.6

7.0

homepage

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