ONLINE MOMTHE

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Moms are powerful in today’s marketplace

82.5 million women in the US are moms

Moms spend $1.7 trillion annually

Moms control 80% of all

household spending

Source: US Census, Ketchum

Momfluentials:a profitable and sought after marketing segment

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‘Moms’ online population is 1) growing 2) more engaged with the internet, and 3)

portal driven

2007 2012

+15%

Source: Female Internet Population: eMarketer, March 2008Time spent breakdown: ComScore MediaMetrix, November 2008 – top 500 websites visited were categorized by Business Intelligence. Moms definted as female, age 18-54, and household including children. Index compares % of total minutes spent by moms against total audience Monthly Return Frequency and Engagement: comScore MediaMetrix, November 2008

US Adult Female Internet Users with Children (millions)

55.6

58.5

(Visits per Monthly UV)

30.1

30.4

(Minutes per Visit)

Monthly Return Frequency Engagement

Moms

Total Internet

Breakdown of Time Spent by type of website

Commerce, 12%

Portal/ISP, 54%

Product, 1%

Publishing, 15%

Search, 1%

Social Network,

16%

Other, 0%

Gov, Edu, Org, 1%

34.239.6

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The Internet is an integral part of mom’s lives

My time

Family time

productivity tool

entertainment & relaxation

communication & social outlet

purchase influence

parenting

Source: living la vida rapida, a research partnership between OMD and Platform-A

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Currently, largest presence of moms are found on email, news and other general sites. However, highest engagement of moms are seen on niche sites.

General Sites

Family Related Sites

Entertainment Sites

Online Activities of US Female Internet Users with Children (% of respondents)*

85%Email

64%

Paying Bills/

online banking57%Reading News

56%Checking weather

35%

Downloading coupons

44%

Shopping for my children

36%

45%

Buying gifts for others

Planning travel/local travel/

maps and directionResearching healthcare info

Playing online games

49%

39%

38%

46%

Researching products

Shopping for self

UVsReach

Engagement

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However, moms are most engaged on content-specific sites like lifestyle, coupons, and entertainment

Source: ComScore MediaMetrix, November 2008 – top 500 websites visited were categorized by Business Intelligence (see methodology page). Moms defined as female, age 18-54, and household including children. Index compares % of total minutes by moms against total audience

Site categories with more % time spent by Moms (compared to all internet audience)**

+146%

Style/Fashion

+87%

Moms

+83%

Coupons

+48%

Celebrity

+36%

Retail

+31%

Health

+30%

Consumer Goods

+24%

Food

+23%

Education

+23%

Entertainment

Read As:Moms are spending 146% more of their time in Style sites relative to the average internet user

Coupons, entertainment, and family/lifestyle sites are ideal platforms for advertisers looking to target moms.

TakeAwayTakeAway

Women/Style: Population of moms spend 0.03% of time on Style Sites, total internet audience spends 0.012% of overall time on Style sites

+0% = moms spend the same as the average % time spent by overall internet audience

+50% = moms spend 50% more time than % time spent by overall internet audience

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Moms online: Browsing, Researching, Buying

83.3%of moms research products online before purchasing in a store

Source: eMarketer, Moms Online, March 2008

Moms are Making Purchases Online (not offline)

16%14% 13%

8%6% 2%

27%

BOOKS Toys & Games Music &Software

Clothing &Accessories

Beauty Personal CareELECTRONICS

55%of moms feel the Internet is the most influential medium for purchase decisions (45% word of mouth, 34% TV)

And living la vida rapida, a research partnership between OMD and Platform-A

JENNIFER’S STORY:

THE PLATFORM-A MOM

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Moms on AOL are more valuable than moms online

Source: @Plan Winter 2008/2009; Moms on AOL v. Moms online index

307

244

209194

175165 162 162 161

268

189

167

148 141 146 138 132123

Purchase childrens

clothes online

Purchase toys

online

Purchase video

games online

Purchase

cosmetics/beauty

aids online

Shop online for

personal loans

Shop online for

women's clothes

Shop online for

groceries

Shop online for

fitness & diet

Shop online for

vacation packages

Moms On AOL Moms Online

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AOL has a robust offering to reach moms in key content areas

Category Applicable AOL Sites

Coupons

Celebrity

Entertainment

Women/Style

Women/Moms

Health

Food

Celebrity&

Entertainment

Women’s Interest

&Family

Coupons

Moms UV Index

on AOL Site

155

103

101

100

89

109

105

106

123122

UV Index over 100 means the site has higher concentration of moms compared to the overall internet

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Moms on AOL are more engaged

CelebrityGossip

DownloadCoupon

Food

Health

omg

15PV/UV

7Min/UV

TMZ

28PV/UV

12Min/UV

N/A

PV/UV Min/UV

N/A

PV/UV Min/UV

10PV/UV

7Min/UV

N/A

PV/UV Min/UV

Yahoo! Food

4PV/UV

4Min/UV

AOL Food

15PV/UV

7Min/UV

Delish

10PV/UV

7Min/UV

3PV/UV

3Min/UV

19PV/UV

9Min/UV

MSN Health

10PV/UV

6Min/UV

Source: ComScore MediaMetrix, November 2008. Moms defined as female, age 18-54, and household including children.

Entertainment- TV

Yahoo! TV

6PV/UV

4Min/UV

AOL TV

20PV/UV

10Min/UV

MSN TV

9PV/UV

6Min/UV

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Engaging Jennifer: She lives on AOL Living

#1 online destination where consumers live, play, & seek to improve their lives

ParentDish provides parenting advice in a friendly, approachable voice.

AOL Home is a destination where consumers find inspiration and guidelines for recreating their living space.

AOL Food is a consumer’s online destination for recipes, menu planning ideas, beverages & entertaining

Online resource that provides users with a daily fix of astrological predictions, weekly love forecasting, tarot card and numerology readings

Source: comScore Media Metrix, August 2008

16mm monthly unique visitors160X600, 300X250, 728X90

3.8MM monthly unique visitors160X600, 300X250, 728X90

3.6MM monthly unique visitors160X600, 300X250, 728X90

4.0mm monthly unique visitors160X600, 300X250, 728X90

1.8mm monthly unique visitorsRanks #2 in category

728x90, 300x250

mom’sWeave your brand into

daily lives: The AOL Living network gives women the tools to simplify and enjoy their lives. Connect with moms where they live.

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Engaging Mom: Providing a healthy

world for her and her family

AOL Health provides users the tools and resources necessary to manage their family’s physical and mental well-being

Source: comScore Media Metrix, August 2008

AOL provides information

10.1mm monthly unique visitors728x90, 300x250

AOL Health gives moms

direct access to all the

tools necessary to live a

healthy well-rounded life:

at the click of a mouse to help moms manage their personal and family physical and mental well being.

your family health manager

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One of the leading movie destinations featuring content that includes reviews, celebrity interviews, & quizzes

Engaging Mom: Escaping from the everyday on AOL Entertainment

Source: comScore Media Metrix, August 2008

from the everyday every mom desires…

14.3mm monthly unique visitors

Ranks #2 in category

Casual Games are easy to learn, simple to play, and have a high replay value that appeals to a broad audience of gamers—particularly women.

10.4mm monthly unique visitors

Engages consumers with a unique combination of content that offers a comprehensive review of network and cable programming

13.6mm monthly unique visitorsRanks #2 in category

AOL Music is the most popular online music network and engages consumers with a unique compilation of content

23mm monthly unique visitorsRanks #1 in category

Gossip, fashion and celebrities, what more could a girl want…

AOL has the Escape

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Engaging Mom: Custom integration, franchises and seasonal specials

Celebrity Baby Boom Align your brand with consumers

who are craving the latest news on the stars experiencing the joys of parenthood. Our users track the hottest baby bumps and maternity wear in Hollywood daily.

Immerse your brand among an audience who index high for

S;flasd;fksd As;dflks;dflas As;dflks;dfklasde

xample Further elevate your brand and

increase recall and interaction

among moms with a custom integrated

solution that gives you ownership of

top editorial features on AOL

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LEAST MOSTTARGETED

Come to us with a desired audience that you want to target across Platform-A, or let us help you define your best customer and find more like them.

RETARGETING MODELED CUSTOMER

CONTENT & LIFESTYLE TARGETING

CUSTOMER/ PROSPECTIVE

CUSTOMER DATABASE MATCHING

BEHAVIORALTARGETING

DEMO TARGETING

Engaging Mom: Multiple targeting options across Platform-A

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Engaging Mom: Parenting Network

Contextually target moms online with the Platform-A Parenting Network Vertical

Source: comScore Media Metrix, September 2008

Mass reach across the Advertising.com vertical

UNIQUE VISITORS6,027,000

TOTAL PAGES VIEWED33 million

AVG. DAILY VISITORS271,000

INSIGHTAd.com vertical is 1.75 times more concentrated than the Internet as a whole in reaching women with children

parentingvertical

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Engaging Moms: Behavioral Targeting

Precisely target Moms

Moms Audience keeps their children’s best interests at the forefront. They want to make

sure their kids are healthy, happy, and have all

the necessities – from clothes, toys and school

supplies. They research everything kid-centric

online – from schools, healthcare, parenting

techniques and healthy food choices and recipes.

Back to School

Back to School Apparel Shopper

Back to School Computer Shopper

Black Voices/Family Chef

Black Voices/Women’s Audience

Family Chef

Family Planner

Women Audience

Holiday Buff

Home Décor Shopper

Home Improvement Shopper

Moms Audience

Moms w/ School Age Kids

Moviegoer – Family & Children

Sweepstakes

Trendy Homemaker

Behavioral Targeting Moms

based on their online

behavior

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Platform-A drives results with moms

INSERT CASE STUDY