The Online Photo-Sharing Market

February 23, 2007Srinivas Rao

Agenda

I. Leveraging NetRatings Data• What is our competition doing?• Where can we reach our target customer?• How do we acquire customers?

II. Where does the data come from?• Netview• Ad Relevance• @Plan

Photobucket was the market leader in unique visitor growth

0

5,000

10,000

15,000

20,000

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06

Jul-06

Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Kodak EasyShareGalleryPhotobucket.com

shutterfly.com

Snapfish

Wal-Mart PhotoCenter

Un

iqu

e V

isit

ors

(0

00

)

+164%

+12%

+54%

+9%

-24%

Source: Nielsen//NetRatings Netview, January 2006-January 2007

Snapfish and Shutterfly had the most engaged user base

0:00

0:30

1:00

1:30

2:00

2:31

3:01

Kodak EasyShareGallery

Photobucket.com shutterfly.com Snapfish Wal-MartPhotoCenter

0

5

10

15

20

25

30

35

40Time Spent

Total Visits

Source: Nielsen//NetRatings Netview, January 2006-January 2007

To

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Ja

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00

6-J

an

20

07

To

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Ja

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20

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– J

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20

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1:30

2:00

2:30

3:00

Engagement for photo-sharing sites peaked during holidays, school-end, and vacation seasons

0:00:00

0:17:17

0:34:34

0:51:50

1:09:07

1:26:24

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06

Jul-06 Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

0

2

4

6

8

10

12Time Spent

Total Visits

Source: Nielsen//NetRatings Netview, January 2006-January 2007

0:15

0:30

0:45

1:00

1:30

0:00

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– J

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07

Agenda

I. Leveraging NetRatings Data• What is our competition doing?• Where can we reach our target customer?• How do we acquire customers?

II. Where does the data come from?• Netview• Ad Relevance• @Plan

Among photo-sharing sites, advertising spikes occurred in holiday and school-end seasons

0

200000000

400000000

600000000

800000000

1000000000

1200000000

1400000000

1600000000

1800000000

2000000000

Kodak Easyshare Gallery

Photobucket

Shutterfly

Snapfish

Wal-Mart Photo Center

Source: Nielsen//NetRatings Ad Relevance January 2005 – January 2007

Es

tim

ate

d I

mp

res

sio

ns

MSN33%

Yahoo!16%MySpace (All)

5%

AOL3%

Epinions (All)2%

About.com9%

Other30%

BabyZone (All)2%

MSN captured the bulk of the photo-sharing sites’ advertising

Ad Impressions by Site 2006 for Kodak, Photobucket, Snapfish, Shutterfly, and Wal-Mart

Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006

MySpace (All)36%

eBay Motors (All)24%

Yahoo! GeoCities19%

eBay (All)12%

Other9%

Photobucket, the market leader, focused its advertising primarily on Mypsace

Ad Impressions by Site for Photobucket.com Jan 2006 –December 2006

Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006

Agenda

I. Leveraging NetRatings Data• What is our competition doing?• Where can we reach our target customer?• How do we acquire customers?

II. Where does the data come from?• Netview• Ad Relevance• @Plan

Sites That Might Be Easily OverlookedDisney Online

Key Site Statistics (January 2007)

Unique Visitors (1): 22 million

Target audience coverage (2): 14.7%

Audience Composition Index (2): 139

Visits/Person/Month (1): 2.6

Time/Person/Month (1): 35 min, 46 sec

Top Advertisers (3) (Jan. 2007)

• JP Morgan

•General Mills

•Sony Coporation

•Johnson and Johnson

•Target Corporation

•Wondertime.com

•Ford Motor Company

•Viacom inc

•Hewlett Packard

Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007

Sites That Might Be Easily OverlookedAmericanGreetings.com

Key Site Statistics (January 2007)

Unique Visitors (1): 6.3 million

Target audience coverage (2): 10.2%

Audience Composition Index (2): 139

Visits/Person/Month (1): 1.8

Time/Person/Month (1): 9 min, 22 sec

Top Advertisers (3) (January 2007)

• Ink2all.com

• Hewlett Packard

• Experian

• Freeze.com

• Choiceshirts.com

• General Electric

• Coolsavings, Inc

• Wal-Mart Stores, Inc

• Weight Watchers International

Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007

Sites That Might Be Easily OverlookedBabycenter.com

Key Site Statistics (January 2007)

Unique Visitors (1): 3.3 million

Target audience coverage (2): 3.7%

Audience Composition Index (2): 186

Visits/Person/Month (1): 2.4

Time/Person/Month (1): 13 min, 27 sec

Top Advertisers (3) (January 2007)

• Coolsavings, Inc

• Proctor and Gamble

• Clorox

• Target Corporation

• Merck and Company

• Wal-Mart

• Learning Curve

• Electronic Arts

• Coord Blood Registry

• Walgreens

Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007

Agenda

I. Leveraging NetRatings Data• What is our competition doing?• Where can we reach our target customer?• How do we acquire customers?

II. Where does the data come from?• Netview• Ad Relevance• @Plan

NetView OverviewWhat is it?

NetView is the Nielsen of the Internet, tracking every click of a representative group of online

Users in order to project Web site visitation and demographics to the US online population

Who Uses It?

• Online publishers

• Advertising Agencies (on behalf of advertisers)

• Advertisers

Typical questions

• Which photo-sharing sites have the highest traffic?

• What are the demographic profiles of the audience at photo-sharing sites?

• What competitive sites do we share an audience with?

NetView: Behavioral-Based Tracking

Recruited Panel Members

Random Dial Recruitment

World Wide Web

SecureReal-Time

Data Transfer

Data Mining & Analytical Services

Syndicated Web Reporting System

Insight Softwarein the Data Stream

Oracle Data Warehouse

AdRelevance Overview

What is it?

Ad Relevance provides comprehensive online advertising intelligence across all industries,

channels, and ad-formats across the web.

Who Uses It?

• Online publishers

• Agencies (on behalf of advertisers)

• Advertisers

Typical questions

• Which photo providers advertised most heavily online?

• Which sites did photo providers advertise on?

• How much did photo providers spend on online advertising?

AdRelevance Methodology overview

World Wide Web

Traffic Analysis

CloudProber

Site Selection& Definition

Automatic AdDetection

(AAD)

Data Integrity ClassificationAdRelevance

Intergrity

@Plan OverviewWhat is it?

@Plan is a syndicated survey-based tool that provides insight into offlline attributes and attitudes

among online users, and to correlate those attributes with visitation to Web sites.

Who Uses It?

• Online publishers

• Agencies (on behalf of advertisers)

• Advertisers

Typical questions

• What sites are visited most frequently by digital camera owners

• What percentage of digital camera owners uploaded photos in the last 30 days

• What sites did people who shopped for digital cameras visit?

@Plan: Lifestyle Tracking

Age:18+Active within 30 days,

Recruitment By Nielsen Media

Covers Over 3,000+ Profile Points Across Multiple

Content Categories

Process & Methodology