MILLENNIAL REACH STRATEGYAD SALES INTERN PROJECT SUMMER 2015

WHO WE ARE

Atara YarosAd Sales Strategy &

Research

David JosephsAd Sales Strategy &

Analytics

Emma DolgosAd Sales – Client

Solutions

Caroline DiPietra

Ad Sales – Entertainment

Jon WeberAd Sales Human

Resources

Shakori FletcherAd Sales Direct Response

AGENDA

OLYMPICS1

BUZZFEED AS A SOLUTION2

SOCIAL SYNCH3

MONETIZATION4

THE NBC-BUZZFEED PARTNERSHIP5

MILLENNIALS: TOO SIGNIFICANT TO IGNORE

Source: Nielsen Pop Facts

12%

24%

16%

24%

24%

Population by Gener-ationGreatest/Silent Boomers Gen X

Millennials Gen Z

% OF A18-29 CURRENTLY ON

SOCIAL

Series1

37%

53%

87%

BUYING POWER

$1.3Trillion

UNITED STATES

80Million

ACROSS THEGLOBE

2.5Billion

OLYMPICS

MILLENNIALS SKEW LOW IN LINEAR OLYMPIC VIEWERSHIP

20%A18-

34

27%A35-49

35%A50-64

35%A65+

20% Lower

Ratings among A18-49

skew…

Ratings among A50+ skew…

82% Higher

Source: MRI Study GSK 2014, http://www.nielsen.com/us/en/insights/news/2010/how-different-genders-ages-races-and-regions-watch-the-olympics.html

% VIEWERSHIP BY

DEMOGRAPHIC

….YET MILLENNIALS DOMINATE IN OLYMPIC DIGITAL

A18-34 A30-54 A45-54 A50-64

VOD 161Index

101Index

75Index

65Index

Online 150Index

116Index

98Index

68Index

Mobile 200Index

99Index

47Index

36Index

Millennials Are The Leading Demo In Watching The Olympics Via Digital

Platforms

Source: MRI Study GSK 2014

SOCHI 2014: DIGITAL OLYMPICS

Across Facebook, Twitter and Instagram

From individual teams and athletes 90KUpdates

Between Facebook and Twitter160MM

Mentions ofthe Olympics

2BImpressions

KEEP UP WITH THE DIGITAL CRAZE

…their favorite part of the Olympics is the funny things shared

online

6 in 10 Millennials Agree

KEEP UP WITH MILLENNIALS

Source: http://mtvinsights.com/post/30042268173/millennials-olympics

THE MILLENNIAL SOLUTION

BUZZFEED AMONG THE TOP 10 NEWS SOURCES FOR MILLENNIALS

Huffington Post Media Group News

Yahoo-ABC News Network

CNN Network

BUZZFEED.COM

Gannett Sites

NBC News Digital

CBS News

About

The Weather Company

Fox New Digital Network

51002

48095

41460

39717

37829

36305

33511

31661

26307

19525

Top 10 News/Info Sources for Millennials

On Desktop and Mobile (in 000’s)

Source: Based on 2014 Data

MILLENNIALS BUZZFEED

Million monthly unique users200+Of traffic comes from social sources

75%

Of US Millennials read Buzzfeed at least 1X per month50%

Higher click through rates than the industry standard.10X

StarTribue.com

Foxnews.com

WSJ.com

CNN.com

MSNBC.com

NYTimes.com

ChicagoTribune.com

VOX.com

The Oregonian

The Guardian

Time.com

Wired

Slate

BUZZFEED

Vice

19.4%

29.8%

30.0%

32.7%

34.2%

35.2%

36.8%

37.2%

39.7%

40.7%

42.4%

44.1%

47.1%

52.9%54.3%

% of Unique Millennial Visitors

Source: Niemanlab.org

SOCIAL DISCOVERY

Social Referrals Per Month

12.5M SHARES

349M SHARES

60M SHARES

Buzzfeed Content Viewed Exclusively On Other

Platforms Per Month847M

VIEWS11.3B

VIEWS

6.5BVIEWS

BENEFITS OF

In 8 Years Growth To $100 Million Of Annual Revenue

Buzzfeed’s branded content

allows audiences to develop stronger

relationships with content -

Translates into deeper

engagement for advertisers

An Overview

Co-branded Social Content to Guarantee Social Media Impressions

NBC’S SOCIAL SYNCH INITIATIVE

Campaigns Generate an average of

33% Higher Audience

Engagement than Paid Posts

Allows Brands To Execute Digital-first, Shareable Campaigns

On-air Talent Connects With Programming &Social Synch Ads Run Concurrently

With Liner Ads

Social Synch partnerships

currently exist with…

And is developing with…

AUDIENCE EXTENSION/ RE-TARGETING

NBCUniversal + Audience Extension = Social Synch Transforms traffic from brand pages into an

advertiser’s audience

AUDIENCE EXTENSION/ RE-TARGETING

- Increases Revenue for NBC- Advertisers identify &

target ready-made segments

“With audience extension, advertisers can reach a specific audience that is of

major interest to them, in greater numbers and with more frequency.”

– Retargeter.com

Monetization of Brand Pages

SOCIAL MONETIZATION

MONETIZE MILLENNIAL SOCIAL ENGAGEMENT

$750M

2016 Olympic Total Projection*

“Mr. Fallon’s show releases video clips from each night on YouTube…

many clips have gone viral as people

shared them on social media… the majority

of those views aren’t monetized”

– Steve Burke

Source: Data and Forecast from Brian Wieser of Pivotal

OLYMPIC DIGITAL AD SPEND IS GROWING

Series1

$61M$50M

$58M$67M$75M

(18%)

+33%

London 2012

Sochi 2014

Rio de Janeiro 2016 Forecasts

+50%

+15%

+145% (v. Vancouver ‘10)

Source: Finance Data as of 7.16.15;

NBC Olympic Digital Revenue by Past 4 Games

SOCIAL SYNCH: AN EXPLOSIVE GROWTH OPPORTUNITY

2014 Spend 2015 Booked

$2M

$4M$2M

$2M

$4M

$5M

($0.1M)

$4M

$10M

Twitter Revenue*

Facebook Revenue*

Licensing Fees

NBC 2015 Social Synch Walk to Booked + Factored Pipe (80%)

Source: Finance Data as of 7.16.15; * 80% Factored Pipe embedded by social network +$600k

+235%

+124%

+163%

MONETIZE MILLENNIAL SOCIAL ENGAGEMENT

NBCU SS CPM Buzzfeed CPM Arbitrage Opportunity

$15 CPM

$10 CPM($5 CPM)

NBC Buzzfeed Social Synch Arbitrage Opportunity

* Average Buzzfeed CPM from WSJ

CASE IN POINT: THE POWER OF SOCIAL CAMPAIGN SPEND

Puma BPL Twitter Amplify Case Study

Impressions Engagements Engagement Rates Video Views

Organic Tweet

Results1.2MM 70K 6.24% 23.4K

Promoted Tweet

Results4.5MM 444K 9.90% 80.5K

Paid Media Difference

4x More

6x More 1.6x More 3x More

Source: Social Synch Data a/o 7/27/15

A PARTNERSHIP

A WORKABLE PLATFORMTHE TONIGHT SHOW WITH JIMMY FALLON

BUZZFEED CURRENTLY HAS A UNIQUE PAGE TO

COVER ALL THINGS OLYMPICS.

NBC OLYMPICS AND BUZZFEEDWHAT WE CAN DO

• Increase traffic to NBC Olympics Social Media Platforms

• Directly incorporate fan reactions

• Match NBC Olympic content with Advertisers’ brand messaging

SOCIAL SYNCHCOCA-COLA

Incorporating direct fan involvement

INTEGRATION ON SOCIAL MEDIA

SHARED STORIESFACEBOOK AND INSTAGRAM

THANK YOU!

APPENDIX

FORECAST SUMMARY

INSERT TEXT HERE

$75

Digital % of Linear: Applies Average Ratio of Digital to Total Spend of Sochi and London of

10% to $750 Total Forecast

Rio 2016 Digital Revenue Forecast

$67

National Digital Growth Rate: Applies the National Digital Growth Rate (YoY vs 2014) of

33% to Sochi (‘14) Digital Spend of $50.1

$58

Olympic Growth Rate: Applies a Forecasted Total Growth Rate of 15% to Sochi (‘14) Digital

Spend of $50.1

Method

* Data and Forecast from Brian Wieser of Pivotal; Calculation data in Appendix

($ Millions)

38

BEST CASE OF $15 CPM; WORST CASE OF $5 CPM

NBCU Resell CPM

Buzzfeed CPM

$5 $6 $7 $8 $9 $10

$15 $10 $9 $8 $7 $6 $5

$16 $11 $10 $9 $8 $7 $6

$17 $12 $11 $10 $9 $8 $7

$18 $13 $12 $11 $10 $9 $8

$19 $14 $13 $12 $11 $10 $9

$20 $15 $14 $13 $12 $11 $10

($ Millions)

NBCU Arbitrage Sensitivity Analysis

* Linear forecast from Brian Wieser of Pivotal