David Vs. GoliathEmbracing the underdog

Maor Daniel – SMB Segment LeadBing - Microsoft

2

Growing Canadian Search

Business

• Be positive, keep it simple & stay humble

• Surround yourself with winners & people smarter than you are

• Education is the basis for everything

• Increase Canadian Bing revenues & advertisers

• Financials/Budget planning

• Marketing, advertising, sales & co-marketing & Partnership

• Education & empowerment of Canadian small & medium businesses

• Metroland Media / Director –

Product & Business Development

• Yellow Pages / Sr. Manager –

Traffic & Distribution

• Yahoo! Canada / National

Marketing Manager

• Bell Canada / Associate Director –

Customer Strategy

Maor Daniel GSDS Bing Segment Lead - Canada

Travel is a passion

I live for my family

Music & Sports is life

My Life & Business philosophy

@ Microsoft My journey to Microsoft

People I follow

3

Unlocking the Potential of Search

PERSONALISEDBing continually learns about me

INTUITIVEBing anticipates what I need before I act

PRODUCTIVEBing is all about task completion and getting the right information when and where I need it

Bing pillars

Respect everyone. Fear no one.

5 Key components to

a successful path

as an underdog

Customer – Culture -

Relationships

Empowerment

Improvement

Clarity

Agility

Innovation

ImprovementThe Yahoo Bing Network audience in Canada

comScore qSearch (custom), December 2014; comScore qSearch, December 2014

16.7M

UNIQUE SEARCHERS

12%SHARE

411MMONTHLY SEARCHES

and Yahoo CoreSearch sites

10M unique searchers

5% share

181M monthly searches

and Microsoft CoreSearch sites

10M unique searchers

7% share

230M monthly searches

The unique searchers on the Yahoo Bing Network spend 22% more online than the average Internet searcher.

ClarityAudience Demographics Summary – CA by % Comp.In terms of audience composition, the Yahoo Bing Network audience in Canada… AgeIncome

Household Size

Has high household incomes; nearly one-third earn CAD$100k+ and nearly one-half earn CAD$75k+

Falls into mature age groups of persons, women and men, those 35 years and older

Lives in larger households, especially two and four or more person households

Presence of Children

Lives in households with no children

Geography

Lives in Eastern Canadian regions

Source: comScore Media Metrix, Canada, January 2015, custom measure created using comScore indices and duplication. Note: In comScore, Bing is defined as [C] Bing Web; Yahoo is defined as [G] Yahoo Canada Web Search; Google is defined as [S] Google Web Search.

Longer term

Unified Device Targeting Phase

2

App Extensions

Bing Ads Home Tab*

Remarketing in Paid Search

Image Extensions

Bing Shopping Campaigns*

Simplicity

Scale Data

All features are global except *U.S. only. Dates subject to change.

March 2015

March 2015

May 2015

Second quarter of 2015

June 2015

TBD

Short term

Agility …

3

Innovation

Further focus on time-saving changes

More data insights for planning & to evolve ad offerings

More real-estate driving features and solutions for scale

CollaborationBe direct

Clear communication

Transparency

Microsoft Confidential

Be Direct

Give & Take

Share…

Quickly!

Collaborate

Microsoft Confidential

Microsoft’s Bing: Connecting with our advertisers

Education

Seminars

Lunch & Learns

Vertical Insights

Case Studies

Best Practice

s

Access to

Resources

F2F Meeting

s

Access to

events

Customer Acquisitio

n Support

Global Exposur

e

Access & Connects

to leadership

Webinars

Microsoft Confidential

Learning

Digital Ad spending continues to grow with tremendous growth from 2014 to 2015.

Search and display have consistently accounted for more than three-quarters of Canada’s total digital advertising

Search and display have consistently accounted for more than three-quarters of Canada’s total digital advertising

Have fun

EmpowermentTransparency

RelationshipLearning

FunCustomer – Culture -

Relationships

Maor Danielmaorda@microsoft.com 416-349-5523@maordaniel1