The Online Photo-Sharing Market

February 23, 2007

Srinivas 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
20,000 KodakEasyShare
Gallery
Photobucket.com

shutterfly.com
15,000 +164%
Snapfish
Unique Visitors (000)

Wal-Mart PhotoCenter

10,000
+12%

+54%
5,000
+9%

-24%
0
Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan-
06 06 06 06 06 06 06 06 06 06 06 06 07

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

 Snapfish and Shutterfly had the most
engaged user base
Time Spent

Total Visits January 2006 – January 2007

3:01
3:00 40
Total Visits
Total Time Spent Jan 2006-Jan 2007

35
2:31
2:30

30

2:00
2:00
25

1:30 20

15
1:00

10

0:30
5

0:00 0
Kodak EasyShare Photobucket.com shutterfly.com Snapfish Wal-Mart
Gallery PhotoCenter

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

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

Total Visits January 2006 – January 2007

1:26:24
1:30 12
Time Spent
Total Time Spent Jan 2006-Jan 2007

Total Visits

10
1:09:07
1:00

8
0:51:50
0:45

0:34:34
0:30
4

0:17:17
0:15
2

0:00
0:00:00 0
Jan- Feb- Mar- Apr- May- Jun- Jul-06 Aug- Sep- Oct- Nov- Dec- Jan-
06 06 06 06 06 06 06 06 06 06 06 07

Source: Nielsen//NetRatings Netview, January 2006-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
 Among photo-sharing sites, advertising
spikes occurred in holiday and school-end
seasons
2000000000

1800000000

1600000000

1400000000
Estimated Impressions

1200000000 KodakEasyshareGallery

Photobucket
1000000000
Shutterfly
800000000
Snapfish

600000000 Wal-Mart Photo Center

400000000

200000000

0
5

6
Fe 6
Fe 5

07
5

Ja 5

Ja 6
Ju 5

Se 5

Ju 6

Se 6
N 5

N 6
05
M 5

M 5

M 6

M 6

06
O 5

O 6
5

6
-0

-0
0

0
l-0

l-0
-0

-0
-0

-0

-0
-0

-0

-0
0

-0

-0
0

0
-0

-0
n-

n-

n-
n-

b-
b-

n-
p-

p-
ov

ov
ug

ug
ct

ec

ec
ct
ay
ay

pr
pr
ar

ar
Ju

Ju
Ja

D
A

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

 MSN captured the bulk of the photo-
sharing sites’ advertising
Ad Impressions by Site 2006 for Kodak, Photobucket,
Snapfish, Shutterfly, and Wal-Mart

Other
30% MSN
33%

Epinions (All)
2%
BabyZone (All)
2%
AOL
3%
Yahoo!
MySpace (All) About.com 16%
5% 9%

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

 Photobucket, the market leader, focused
its advertising primarily on Mypsace
Ad Impressions by Site for Photobucket.com Jan 2006 –December 2006
Other
9%

eBay (All)
12%
MySpace (All)
36%

Yahoo! GeoCities
19%

eBay Motors (All)

24%
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 Overlooked
Disney Online
Top Advertisers (3) (Jan. 2007)
• JP Morgan
•General Mills
•Sony Coporation
•Johnson and Johnson
•Target Corporation
•Wondertime.com
Key Site Statistics (January 2007) •Ford Motor Company
Unique Visitors (1): 22 million •Viacom inc
Target audience coverage (2): 14.7% •Hewlett Packard
Audience Composition Index (2): 139
Visits/Person/Month (1): 2.6
Time/Person/Month (1): 35 min, 46 sec

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 Overlooked
AmericanGreetings.com
Top Advertisers (3) (January 2007)
• Ink2all.com
• Hewlett Packard
• Experian
• Freeze.com
• Choiceshirts.com
• General Electric
Key Site Statistics (January 2007) • Coolsavings, Inc
Unique Visitors (1): 6.3 million • Wal-Mart Stores, Inc
Target audience coverage (2): 10.2% • Weight Watchers International
Audience Composition Index (2): 139
Visits/Person/Month (1): 1.8
Time/Person/Month (1): 9 min, 22 sec

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 Overlooked
Babycenter.com
Top Advertisers (3) (January 2007)
• Coolsavings, Inc
• Proctor and Gamble
• Clorox
• Target Corporation
• Merck and Company
• Wal-Mart
Key Site Statistics (January 2007) • Learning Curve
Unique Visitors (1): 3.3 million • Electronic Arts
Target audience coverage (2): 3.7% • Coord Blood Registry
Audience Composition Index (2): 186 • Walgreens
Visits/Person/Month (1): 2.4
Time/Person/Month (1): 13 min, 27 sec

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 Overview
What 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
Random Dial Insight Software World Wide Web
Recruitment in the Data
Stream

Recruited
Panel Secure
Members Real-Time
Data Transfer

Data
Mining &
Analytica
l Services

Syndicated
Web
Reporting
System
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
Traffic Analysis

World Wide Web

Site Selection
CloudProb & Definition
er

Automatic Ad
Detection
(AAD)

AdRelevance
Intergrity Data Integrity Classification
 @Plan Overview
What 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
Process & Methodology

Age:18+
Active within 30 days,
Recruitment By Nielsen
Media

Covers Over 3,000+ Profile

Points Across Multiple
Content Categories