1. BMMA Presentation
David Merzel, Country Manager Entertainment & Devices
Ervan Pouliquen, General Manager Consumer & Online
September 21st 2010

2. The Situation
Lifestyles are evolving
01 and becoming more
and more digital
Regardless of where
02 and when, we can
always be connected
PCs and TVs are
03 becoming one and the
same
There are now generations
04 that didn’t know life before
the internet

3. Consumer (R)evolution
Personalized
Anywhere,
Anytime
Pre-PC Era PC Era Internet Era Consumer
(1980) (1995) (2000) Era
(Today+) Informed
Choice
Connected

4. Facebook:
100M
9 months
iPod Interne TV Radio
3 years t 13 38 years
4 years years
50
45
40
MILLIONS OF USERS
35
30
25
20
15
10
5

6. Seismic Shift calling for New Marketing
Broadcast
> Interactive
Single platform
> Multiple Media Platforms
Publisher Timetable
> My Timetable
Passive
> Engaged
Mass
> Targeted
Interrupt
> Relevant
Advertiser Control
> Consumer Control
30 Seconds
> Extended time

8. The Marketer’s Dilemma
How do you manage:
• The changing media landscape?
• Evolving consumer needs and behaviour?
• Measuring success?
• Fragmenting audiences?
• Breaking through the clutter?

9. 9

10. 10

11. The Rise of Media Multi-taskers
• 2 out of 3 European internet users • The number of media multi-taskers
use the internet whilst watching TV will increase as netbook and laptop
penetration grows
• Men and women equally are
media multi-taskers • TV and internet can converge perfectly
offering much deeper engagement
• More people are surfing the internet Used in combination can increase
during TV commercial breaks purchasing intent by up to 50%
SOURCE: MEET EUROPE’S MEDIA MULTI-TASKERS
“THE RISE OF SIMULTANEOUS TV AND INTERNET CONSUMPTION ACROSS EUROPE”

12. Europe's multi-taskers
• Usage of the Internet whilst also watching TV is now very much a mainstream
activity
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE

13. What are they doing whilst watching TV?
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE

14. Seamless Multiscreen Experiences
Multi-Screen brand building for ‘Avatar’
Expressed
Engaged with Liked the Saw the
interest in seeing
the brand campaign movie
Avatar
65%: One Screen 58%: One Screen 67%: One Screen 15%: One Screen
73%: Two Screens 68%: Two Screens 76%: Two Screens 23%: Two Screens
88%: Three Screens 88%: Three Screens 81%: Three Screens 44%: Three Screens

15. Continuing the partnership

16. Online video ads increase the efficacy of TV spots
Online Video+TV
Online Video+TV exposed TV exposed
64%
47% 47%
44%
26%
17% 19%
13%
General Recall Brand Recall Message Recall Likeability
Source: Nielsen IAG, P13+, Premium Online Video Measurement 2007-09 for Personal Care products

17. Create the most
targeted campaigns

18. Targeting is more important than ever

19. We offer technologies to target the right audiences
at the right time, in the right place

20. Right audience, right time, right place

21. Driving engagement
Online ads are more than banner. They can be very
immersive as long as you choose the right
technology, creative and context

22. Context Matters
People don’t just surf the web, they are fulfilling fundamental needs
Communication Information Entertainment
Surfing Transactions Creation
Source: Context Matters
UK, FR, DE, NO, CA, BR

23. Context Matters
Users are most attentive when info seeking or doing Transactions; conversely
they’re most distracted when Surfing, Creating or being Entertained online
Distracted
Information
Communication
Creation
Completely Focused
Transaction
Entertainment
Surfing
Source: Context Matters
UK, FR, DE, NO, CA, BR

24. Offline
Online

25. Conclusion

26. 01 Your audience is online - more than TV
02 They are using Microsoft properties – 94% reach
Our insights tell you who they are – our technology
03 allows us to target them
04 You choose who you want to speak to – Targeting is key
05 And Microsoft Advertising can help you start the
conversation – from increasingTV ROI through online
to multi-screen engagement campaigns

27. A Unique Portfolio of Media Assets
167 million users
in Europe per month
WL Hotmail WL Messenger WL Sharing MSN Bing Office Online
No.1 Portal
No.1 email service No.1 73million users 80 million users 17 million
messenger service in Europe per month European pro’s per
in Europe per month
month
Over
119 million users
in Europe per month
121 million users 113 million users
in Europe per month in Europe per month
Microsoft Media Network Microsoft Mobile Media Microsoft Gaming Media
Xbox LIVE
Premium inventory from 36 million
300 of the Web’s 90+ active users
top publishers partnerships who have
with mobile spent
carriers in 15 billion
48 markets hours
interactive
worldwide
Over
Massive (in
19.4 million game ads)
Unique Users Over
every month 5.5 million
gamers
playing
59+ titles in
Europe
Source comScore Q4/09 – European Monthly Average/ comScore M:Metrics, average ending December/Microsoft Internal

28. Thank you for your time
N’hésitez pas à nous contacter:
• David Merzel, dmerzel@microsoft.com , cell: 0477 451490
• Ervan Pouliquen, ervanp@microsoft.com, cell: 0475 630463

29. The End