AOL/SFR
Women’s & Lifestyle
Category Review
9 July 2009
AGENDA
FR Lifestyle: AOL Femmes




AB
Women’s & Lifestyle Global Landscape
AOL Women’s & Lifestyle Overview
2009/2010 Roa...
AB
FR LIFESTYLE: AOL FEMMES




                           3
NEW AOL FEMMES: A COMPREHENSIVE SITE FOR MODERN WOMEN
Phase I: launched May 25, 2009; Notre Famille & Cuisine launching en...
NEW AOL FEMMES: SFR AOL FEMMES VERSION




                  First phase of AOL Femmes for SFR launched on June 25, 2009

...
NEW AOL FEMMES: AMOURS
             MAIN SUBCATEGORIES:
             •   Couple, Psycho & Sexo: mix of original expert art...
NEW AOL FEMMES: ASTRO
                        •   Produced in partnership
                            with Astrocenter.

 ...
NEW AOL FEMMES: BEAUTY AND FASHION
                    MAIN SUBCATEGORIES:
                    •   Includes make-up, hair,...
NEW AOL FEMMES: DIETING
                 MAIN SUBCATEGORIES:
                 •   Diet and slimming: original articles and...
NEW AOL FEMMES: CUISINE
                  •   New site launching mid-July in
                      partnership with Allrec...
AB
GLOBAL LIVING/WOMEN TRENDS




         AOL Confidential     11
TREND IN WOMEN’S AUDIENCE ONLINE
Worldwide Women’s audience is increasing 30% YoY. Female population across all age groups...
ONLINE ACTIVITIES
Majority of women online in France are using the internet for research and information


Online Activiti...
UV CONCENTRATION OF WOMEN ON LIVING CATEGORIES
Female audience in France has grown significantly across all Living categori...
COMPETITIVE LANDSCAPE: LIFESTYLE CATEGORY -
TOP PLAYERS (UV TREND (000))
                                              US
...
COMPETITIVE LANDSCAPE: LIFESTYLE CATEGORY -
TOP PLAYERS (UV TREND (000))




                                France
Proper...
AB   CONSUMPTION VARIES BY

     LIFE STAGE

                             17
REAL ESTATE, SOCIAL NETWORKING, ENTERTAINMENT
                                                                            ...
CONTENT CONSUMPTION: WOMEN 15-24 - FRANCE
15-24 year old women spend relatively more time on Real Estate, Social Networkin...
25-34
                                              RETAIL, LIFESTYLE, FASHION, EDUCATION, HEALTH


Source: ComScore Media...
CONTENT CONSUMPTION: WOMEN 25-34 - FRANCE
25-34 year old women spend relatively more time on Retail, Lifestyle, Fashion, E...
35-54
 AUTOMOTIVE, HEALTH, POLITICS, ONLINE GAMBLING, STYLE, RETAIL
                                                      ...
CONTENT CONSUMPTION: WOMEN 35-54 - FRANCE
35-54 year old women spend relatively more time on Automotive, Politics, Gamblin...
55+
                                                                                             E-CARDS, LOTTO, LOCAL, NE...
CONTENT CONSUMPTION: WOMEN 55+ - FRANCE
55+ year old women spend significantly more time on e-cards, Lotto, Local and News ...
AB
 AOL WOMEN & LIFESTYLE

                     26
OUR MISSION




AB
Become the #1 experience for women through a world-class suite of
sites and products that measurably ma...
OUR STRATEGY
1. BEST-IN-CLASS CONSUMER EXPERIENCES
  • Develop vertical women’s/lifestyle sites in key categories
  • Laun...
WOMEN’S & LIFESTYLE BRANDS
                                          Women’s Portal


         HEALTH         STYLE      F...
STYLELIST
#1 FASHION & BEAUTY SITE FOR REAL WOMEN OF ALL SHAPES, SIZES, AGES & BUDGETS


BEAUTY
Hair and beauty basics, st...
AOL HEALTH
HEALTH & WELLNESS INFORMATION FOR THE ENTIRE FAMILY

CONDITION CENTERS
Comprehensive guides to diseases and
hea...
THAT’S FIT
SITE OVERVIEW
Daily lifestyle blog featuring news,
reviews and advice that helps women
have healthier bodies, m...
AOL FOOD & SLASHFOOD
OVERVIEW
AOL Food and its companion blog,
Slashfood, satisfy our audience’s hunger for
recipes, cooki...
KITCHEN DAILY (US LAUNCH Q4 2009)
EVERYTHING MOMS NEED TO GET DELICIOUS & WHOLESOME MEALS ON THE TABLE

RECIPES
Curated an...
AOL HOME
HAPPY HOMES MAKE HAPPY PEOPLE

OVERVIEW
AOL Home teaches people how to create a home
that reflects their personali...
NEW HOME SITE (US LAUNCH Q1 2010)
REAL HOME ADVICE, SOLUTIONS & INSPIRATION

DECORATE
Home decor trends and advices. How-t...
PARENTDISH
CELEBRATING THE JOYS OF BEING A PARENT

ADVICE
How to handle the everyday dilemmas of being
a parent, from lead...
LEMONDROP
SITE FOR 20-SOMETHING WOMEN THAT TALKS WITH THEM, NOT TO THEM

FEATURES
Humor, health, sex, love, work, play, pr...
PAWNATION
#1 PET SITE FOR PET OWNERS & ANIMAL LOVERS

NEWS
Updates on everything from pet food recalls & profiles of
hero p...
AOL HOROSCOPES
A PREMIER ONLINE DESTINATION FOR ASTROLOGY

ASTROLOGY
Daily, weekly and monthly forecasts

FENG SHUI
Tips f...
HOLIDAYS
RECIPES, HOW-TOS & TIPS FOR PLANNING & CELEBRATING HOLIDAYS & SPECIAL OCCASIONS



FOOD & ENTERTAINING
Recipes, m...
ROADMAP TO FURTHER EVOLVE KEY VERTICALS FOR SPECIFIC PASSION POINTS
Leverage best-in-class experiences and hire local staff...
AOL WOMEN’S PORTAL
           PREVIEW


                 43
WOMEN’S OPPORTUNITY
Women are busier than ever: 71% of moms are working full time. A site that offers
tools and access to i...
ACCESS   To multiple email services and social networking sites




    NEWS    Curated from a women’s perspective includi...
WOMEN’S PORTAL




                 46
WOMEN’S PORTAL

             a closer look.




 TASK BAR
 The most useful tools and third-
 party utilities are always on...
AB
PRODUCTS & PROGRAMMING
                  2009




       CONFIDENTIAL      48
SHOUTcast Radio
The #1* online radio directory featuring over 30,000 stations from around the globe!

                    ...
AOL VIDEO
                         • Powered       by Truveo video search
                               (2nd largest vide...
WINAMP MEDIA PLAYER
One of the most customizable and full featured media players in the world with over 80MM monthly UVs

...
PIXCETERA.COM
Out-performs the Competition with 3.1M UVs & 59M Monthly PVs!




                                          ...
MONEY & FINANCE WILL BE REBRANDED TO
DAILYFINANCE IN Q3
                    • DailyFinance  is a comprehensive
           ...
AB   APPENDIX

            54
WOMEN’S & LIFESTYLE SITES
                              WW UVs
         Brand                                             ...
WOMEN’S & LIFESTYLE SITES
                            WW UVs
        Brand                                                ...
FRANCE - FASTEST GROWING CATEGORIES
Top 20 Categories in France with Highest Audience Growth - Females 15+ (UVs, MM)

    ...
FRANCE - TOP CATEGORIES
Top 20 Categories in France by Size of Audience - Females 15+ (Total UVs in millions)

           ...
AGE BREAKOUT OF WOMEN ONLINE IN US, FR & UK
 Female population across all age groups is growing in France with the 55+ age...
STYLE COMPETITIVE LANDSCAPE: TRAFFIC -
UNIQUE VISITORS TRENDS (000)
                                               France
...
COMPETITIVE LANDSCAPE: HEALTH CATEGORY
                              France

Property                           Apr-08    ...
COMPETITIVE LANDSCAPE: FOOD CATEGORY
                                  France

Property                                   ...
NEW AOL FEMMES: FEATURES

                               Horoscopes module on
                               right column
...
NEW AOL FEMMES: FEATURES
  Editorial corners for recirculation and IM
  deals or specials


                              ...
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Living roadmap plans

  1. 1. AOL/SFR Women’s & Lifestyle Category Review 9 July 2009
  2. 2. AGENDA FR Lifestyle: AOL Femmes AB Women’s & Lifestyle Global Landscape AOL Women’s & Lifestyle Overview 2009/2010 Roadmap 2
  3. 3. AB FR LIFESTYLE: AOL FEMMES 3
  4. 4. NEW AOL FEMMES: A COMPREHENSIVE SITE FOR MODERN WOMEN Phase I: launched May 25, 2009; Notre Famille & Cuisine launching end of July 2009 • Streamlined design affording easier use and uncluttered UI. • Integrated partner content -- dating, diet, horoscopes, diet and more. • Enhanced photo gallery, and promotional tools allowing more cross promotional recirculation opportunities. • Original and partner women’s lifestyle original content and products. • Increased consistency with AOL brand and global web experience. 4
  5. 5. NEW AOL FEMMES: SFR AOL FEMMES VERSION First phase of AOL Femmes for SFR launched on June 25, 2009 5
  6. 6. NEW AOL FEMMES: AMOURS MAIN SUBCATEGORIES: • Couple, Psycho & Sexo: mix of original expert articles and photos galleries. • Custom tests and quizzes in partnership with Anxa, the market-leading quiz provider. • AOL Rencontres: Dating powered by Meetic (new version to be launched in July). Includes a broad range of original dating, relationships and advice content. • Expert blogger: Garance Doré, famous French blogger, specializing in fashion and love. 6
  7. 7. NEW AOL FEMMES: ASTRO • Produced in partnership with Astrocenter. • Daily personalized horoscope content. • Mixture of free and premium content. 7
  8. 8. NEW AOL FEMMES: BEAUTY AND FASHION MAIN SUBCATEGORIES: • Includes make-up, hair, perfume and beauty and fashion information. • Mix of original expert articles and photo galleries. • Expert blogger: Hélène Legastelois, make-up specialist. 8
  9. 9. NEW AOL FEMMES: DIETING MAIN SUBCATEGORIES: • Diet and slimming: original articles and photo galleries. • Dieting: personalized diet program in partnership with Le Diet. • Expert blogger: Mariem Fron, press journalist specializing in fashion and parenting. 9
  10. 10. NEW AOL FEMMES: CUISINE • New site launching mid-July in partnership with Allrecipes.fr, featuring one million recipe database. • Focus on recipes for quick daily meals as well as more elaborate dishes for special occasions. • Allrecipes is a market-leader across the EU and produces an excellent blend of recipes and more in-depth editorial. 10
  11. 11. AB GLOBAL LIVING/WOMEN TRENDS AOL Confidential 11
  12. 12. TREND IN WOMEN’S AUDIENCE ONLINE Worldwide Women’s audience is increasing 30% YoY. Female population across all age groups is growing in France with the 55+ age group exhibiting the highest increase. Age Breakdown of Females 15+ (Total UVs in millions) WORLDWIDE Women Internet Audience Worldwide showing tremendous YoY Male Female YoY growth: Women online have increased by 30% with the highest +9% 67 55+ 52 +11% growth is observed in the under 35 age group. +29% 214 35-54 184 +26% Significant growth in Women Online in France: Female internet audience in France is growing by 23%, +41% 331 15-34 275 +37% compared to 8% and 18% in UK and DE respectively. +33% 612 Total 510 +30% 55+ females in France exhibiting highest growth and engagement: Increasing YoY by 35%, 55+ French women have the highest minutes per visitor and page views per visitor compared to all other age groups in France or Worldwide +57% 4.5 55+ 3.5 +35% 64% of women in France use the internet: Although most women are +35% 7.1 35-54 6.8 +20% light or moderate users, the internet reach is expanding among women +11% 7.8 7.3 +20% in France. 15-34 +16% 19.3 Total 17.6 +23% Source: ComScore, Key Measures Report, May ’08 vs. May ’09 Source: Europa TGI 2009 February; Percentages given are of respective countries’ women population, which is 25,962,000 UVs for France. Consumption is divided into quintiles. Heavy usage is in quintile 1, moderate usage is classified for quintiles 2-4 and light usage is quintile 5. Non users are categorized separately 12
  13. 13. ONLINE ACTIVITIES Majority of women online in France are using the internet for research and information Online Activities Women in France (% UVs) General Research 71% “When I need info the first place I look 62% is the Internet” Banking/Personal Finance 31% “To do my shopping Instant Messaging 31% by Internet makes my 27% life easier” Academic Study 26% “I tend to be influenced by comments/reviews 10% Listening to Radio 21% online” Email 20% Downloading Music (paid for) 17% Online Auctions 17% French women predominantly using the internet for General Research: Although online Social Networking 16% communications, social networking and shopping are increasingly becoming popular in France, the Uploading/Sharing Photos 15% internet is currently heavily used for research and information purposes and other functional uses Watching Video Clips 15% such as banking and academic study. Making Internet Voice Calls 13% Working From Home 10% Source: Europa TGI 2009 February; Percentages given are of respective countries’ women internet users, which is 16,525,000 UVs for France. 13
  14. 14. UV CONCENTRATION OF WOMEN ON LIVING CATEGORIES Female audience in France has grown significantly across all Living categories (except Health) with audiences increasing by over 100% in Lifestyles, Parenting and Fashion May ’08 Jan ’09 Living Content Categories by Audience Size of Females 15+ (UVs), in millions May ‘09 83.4 14.3 16.5 Total Internet -3% +23% +8% 80.9 17.6 17.8 44.4 5.0 11.2 Health -1% -13% -1% 44.0 4.3 11.1 44.1 2.7 6.8 Lifestyles -1% +189% +6% 43.6 7.7 7.2 31.2 1.6 4.6 Family & Parenting -9% +108% -16% 28.4 3.3 3.9 23.0 3.9 1.9 Food +1% +18% -13% 23.1 4.6 1.7 15.1 2.7 1.6 Home +2% +32% -2% 15.4 3.6 1.5 12.1 1.3 1.4 Beauty/Fashion +2% +108% +26% 12.3 2.7 1.8 11.0 2.5 2.4 Personals -17% +17% -20% 9.1 2.8 2.0 Source: Comscore Media Trend Report, 15+ Females; 2008 data not available for Lifestyles, Food, Home, Beauty/Fashion and Personals category 14
  15. 15. COMPETITIVE LANDSCAPE: LIFESTYLE CATEGORY - TOP PLAYERS (UV TREND (000)) US Property Apr-08 Apr-09 YoY Growth Glam Media 34,684 54,485 57% iVillage.com: The Women’s Network 19,955 22,596 13% AOL Living 16,989 17,601 10% Shine 6,594 14,015 113% About.com Lifestyle Network - 13,301 - Hearst Women’s Network 2,985 10,663 257% CondeNast Publications 10,563 10,333 -2% MSN Lifestyle 9,558 8,231 -14% Sheknows 6,658 8,089 21% Worldwide Property Apr-08 Apr-09 YoY Growth Glam Media 63,962 110,811 73% iVillage.com: The Women’s Network 33,078 33,367 CondeNast Publications 21,286 23,886 12% About.com Lifestyle Network - 20,708 - AOL Living 16,989 18,722 10% MSN Lifestyle 16,292 17,901 10% Shine 9,287 15,869 69% Hearst Women’s Network 3,907 14,726 277% Sheknows 9,183 13,187 44% Source: comScore, Lifestyle category, US Domestic - Jan 06 to Apr 09 & Worldwide Jan 08-Apr 09 15
  16. 16. COMPETITIVE LANDSCAPE: LIFESTYLE CATEGORY - TOP PLAYERS (UV TREND (000)) France Property Apr-08 Apr-09 YoY Growth Doctissimo 6,382 9,107 43% auFeminin Sites N/A 8,166 N/A MSN WomenCentral 1,578 2,359 49% Glam Media 870 1,488 71% Orange Women & Lifestyle 731 1,031 41% AOL Femme 578 652 13% CondeNast Publications 477 640 34% Source: comScore 16
  17. 17. AB CONSUMPTION VARIES BY LIFE STAGE 17
  18. 18. REAL ESTATE, SOCIAL NETWORKING, ENTERTAINMENT 15-24 18 Source: ComScore MediaMetrix, May 2009 – ComScore’s Top Line Categories were used. Index compares % of total minutes by Women 15 to 24 against total Internet audience 6
  19. 19. CONTENT CONSUMPTION: WOMEN 15-24 - FRANCE 15-24 year old women spend relatively more time on Real Estate, Social Networking and Entertainment sites compared to general audience in France Site categories where Women 15-24 index higher in Time Spent (compared to all internet audience in France) 329 213 205 200 174 145 136 133 127 126 129 122 Real Estate Blogs Social IM Teens Photos Movies Radio News Multimedia Education Training Networking SOCIAL SITES ENTERTAINMENT EDUCATION TAKE Real Estate, Teens, Department Stores, Social Networking, Entertainment and Education Sites have AWAY the most engaged 15-24 year old French women Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included 19
  20. 20. 25-34 RETAIL, LIFESTYLE, FASHION, EDUCATION, HEALTH Source: ComScore MediaMetrix, May 2009 – ComScore’s Top Line Categories were used. Index compares % of total minutes by Women 25 to 34 against total Internet audience 20
  21. 21. CONTENT CONSUMPTION: WOMEN 25-34 - FRANCE 25-34 year old women spend relatively more time on Retail, Lifestyle, Fashion, Education and Health sites as compared to general audience in France Site categories where Women 25-34 index higher in Time Spent (compared to all internet audience in France) 248 197 200 170 167 173 169 163 153 154 149 147 Tickets Cosmetics Toys Home Apparel Lifestyles Style/ Training Career Health - Classifieds Financial Furnishings Fashion Resources Information Advice RETAIL LIFESTYLE EDUCATION TAKE Retail, Lifestyle, Fashion, Education and Health Sites have the most engaged 25-34 year old French AWAY women Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category against time 21 spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
  22. 22. 35-54 AUTOMOTIVE, HEALTH, POLITICS, ONLINE GAMBLING, STYLE, RETAIL 22 Source: ComScore MediaMetrix, May 2009 – ComScoreʼs Top Line Categories were used. Index compares % of total minutes by Women 35 to 54 against total Internet audience 10
  23. 23. CONTENT CONSUMPTION: WOMEN 35-54 - FRANCE 35-54 year old women spend relatively more time on Automotive, Politics, Gambling, Style and Retail sites as compared to general audience in France Site categories where Women 35-54 index higher in Time Spent (compared to all internet audience in France) 240 190 156 151 150 148 146 143 149 143 143 137 136 Auto Politics Online Style/ Apparel Mall Cosmetics Luxury Tickets Healthcare Kids Incentives Directories Manufacturer Gambling Fashion RETAIL TAKE Automotive, Politics, Online Gambling, Style and Retail sites have the most engaged 35-54 year old AWAY French women Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category 23 against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
  24. 24. 55+ E-CARDS, LOTTO, LOCAL, NEWS Source: ComScore MediaMetrix, May 2009 – ComScoreʼs Top Line Categories were used. Index compares % of total minutes by Women 55+ against total Internet audience 24
  25. 25. CONTENT CONSUMPTION: WOMEN 55+ - FRANCE 55+ year old women spend significantly more time on e-cards, Lotto, Local and News sites compared to general audience in France Site categories where Women 55+ index higher in Time Spent (compared to all internet audience in France) 372 275 228 211 194 188 151 150 143 142 142 139 e-cards Lotto/ Travel Regional/ News CPG Food Cosmetics Toys Food Directories Incentives Sweepstakes Local LEISURE RETAIL TAKE e-Cards, Lotto, Travel, Local, News, Specialty Retail and Food sites have the most engaged 55+ old AWAY French women Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category 25 against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
  26. 26. AB AOL WOMEN & LIFESTYLE 26
  27. 27. OUR MISSION AB Become the #1 experience for women through a world-class suite of sites and products that measurably makes their lives easier and more enjoyable. Be the first company to specifically translate the power of the Internet into tools, applications, relevant content and experiences that simplify a busy woman’s daily life. 27
  28. 28. OUR STRATEGY 1. BEST-IN-CLASS CONSUMER EXPERIENCES • Develop vertical women’s/lifestyle sites in key categories • Launch a 21st-century portal “just for women” 2. CONTENT, TOOLS & COMMERCE • #1 producer of daily content for women • Create and own world-class content (text, video, photo, mobile) • Build and distribute new data-rich applications and tools • Develop a shopping experience with coupons/circulars and product reviews 3. LOCAL & COMMUNITY • Surface relevant and actionable local information in key categories • Tap into online and offline communities and charitable initiatives 4. RECOGNIZED THOUGHT LEADERSHIP THROUGH RESEARCH & INNOVATION 28
  29. 29. WOMEN’S & LIFESTYLE BRANDS Women’s Portal HEALTH STYLE FOOD HOME PARENTING KitchenDaily W18-34 LIFESTYLE PETS HOROSCOPES HOLIDAYS GREEN horoscopes WEDDINGS FRANCE 29 **
  30. 30. STYLELIST #1 FASHION & BEAUTY SITE FOR REAL WOMEN OF ALL SHAPES, SIZES, AGES & BUDGETS BEAUTY Hair and beauty basics, step-by-step guides, make-overs, videos and consumer reviews. FASHION Simple budget solutions, celebrity style, trends, how-to guides and more. EXPERT VOICES Seasoned staff, industry pros and category partners. TOOLS Make-up and hair styling tools coming soon. SHOPPING Editor’s picks, look for less and integrated shopping powered by ShopStyle COMMUNITY Blogs, polls and street style MOBILE (2010) Fashion Forecast 30
  31. 31. AOL HEALTH HEALTH & WELLNESS INFORMATION FOR THE ENTIRE FAMILY CONDITION CENTERS Comprehensive guides to diseases and health conditions HEALTHY LIVING Total body, mind and spirit wellness DIET & FITNESS Complete a-z guide to weight management and getting in shape TOOLS Diet journal, symptom checker, BMI calculators and real age tests BLOG That’s Fit, our daily guide to looking and feeling your best MOBILE (2010) Diet Journal 31
  32. 32. THAT’S FIT SITE OVERVIEW Daily lifestyle blog featuring news, reviews and advice that helps women have healthier bodies, minds, relationships and lives. MOBILE News updates 32
  33. 33. AOL FOOD & SLASHFOOD OVERVIEW AOL Food and its companion blog, Slashfood, satisfy our audience’s hunger for recipes, cooking advice, food culture and provides tips and how-to’s for every occasion and season Source: Comscore April 2009 33
  34. 34. KITCHEN DAILY (US LAUNCH Q4 2009) EVERYTHING MOMS NEED TO GET DELICIOUS & WHOLESOME MEALS ON THE TABLE RECIPES Curated and robust, everything from family friendly to special occasion FEATURES Simple budget solutions, how-to guides and more HEALTHY LIFE A fully stocked pantry of smarter choices TOOLS Planning made easy with grocery lists, recipe browse & cookbooks FUN FARE Celebrate food with quizzes and news MOBILE (2010) Grocery List, Recipe Search, Menu Planner, Blog News 34
  35. 35. AOL HOME HAPPY HOMES MAKE HAPPY PEOPLE OVERVIEW AOL Home teaches people how to create a home that reflects their personality and their style Source: Comscore April 2009 35
  36. 36. NEW HOME SITE (US LAUNCH Q1 2010) REAL HOME ADVICE, SOLUTIONS & INSPIRATION DECORATE Home decor trends and advices. How-to-videos and celeb home galleries ORGANIZE & CLEAN Clutter-busting strategies, seasonal projects and product reviews DIY How-to videos, step by step galleries and Q&A with leading experts GARDENING Photo galleries, regional planting tips and user uploaded photos EXPERTS Seasoned staff, industry experts including Eric Stromer, Rib Hillis and Kelly Edwards plus category partners SHOPPING Coming soon: editor’s picks, get the look and integrated shopping powered by ShopStyle MOBILE Blog News 36
  37. 37. PARENTDISH CELEBRATING THE JOYS OF BEING A PARENT ADVICE How to handle the everyday dilemmas of being a parent, from leading experts and regular moms INFORMATION News, views, product reviews and recalls SHOPPING Coming soon: editor’s picks & integrated shopping powered by Shopstyle or AOL Shopping COMMUNITY Blog, polls & enthusiastic commenting MOBILE (2010) News Updates, MiniFashion Forecast, SPF Planner Source: Comscore April 2009 37
  38. 38. LEMONDROP SITE FOR 20-SOMETHING WOMEN THAT TALKS WITH THEM, NOT TO THEM FEATURES Humor, health, sex, love, work, play, prom dresses & puppies NEWS Daily coverage of the stories that impact young women’s lives ADVICE From seasoned staff (and their moms!), category experts and regular folks too SHOPPING Editor’s picks, gift guides and integrated shopping powered by ShopStyle and Pricegrabber COMMUNITY Blog, polls & an enthusiastic group of regular commenters. part of a cross-promotional network of like-minded sites MOBILE Blog news 38
  39. 39. PAWNATION #1 PET SITE FOR PET OWNERS & ANIMAL LOVERS NEWS Updates on everything from pet food recalls & profiles of hero pets to details about Obama’s new leash SERVICE How to care for your pet: food and nutrition, training, grooming FUN/VIRAL/COMMUNITY Adorable photos, hysterical videos, polls, pet horoscopes, our favorite pet websites, connecting users on topics such as loss and healing TOOLS Coming soon: newsletter, alerts, dancing pets, photo upload, weather forecast for walkers EXPERTS Ask a vet, American Kennel Club vet experts and more MOBILE (2010) News Updates, Weather Walk Forecast Source: Comscore March 2009 39
  40. 40. AOL HOROSCOPES A PREMIER ONLINE DESTINATION FOR ASTROLOGY ASTROLOGY Daily, weekly and monthly forecasts FENG SHUI Tips for living in harmony in the home, office and garden FINANCE Career horoscopes and market watch LOVE Weekly and weekend love horoscopes plus compatibility reports CELEBRITY Our favorite stars by sign, hot couples and outlooks pegged to all the latest film releases MOBILE Daily Horoscopes Source: Comscore March 2009 40
  41. 41. HOLIDAYS RECIPES, HOW-TOS & TIPS FOR PLANNING & CELEBRATING HOLIDAYS & SPECIAL OCCASIONS FOOD & ENTERTAINING Recipes, menus, cocktails, step-by- step galleries, invitations and games DECORATING Crafts, themes, how-tos, favors and more GUIDES Gifts, costumes, products, tipping and shopping TOOLS User uploaded photos, favorites list. coming soon: shopping list, party planner, elf me! TRADITIONS Community-driven content, features, quizzes and more 41
  42. 42. ROADMAP TO FURTHER EVOLVE KEY VERTICALS FOR SPECIFIC PASSION POINTS Leverage best-in-class experiences and hire local staff to provide market relevance Q3 2009 Q4 2009 • New Meetic co-branded Amours site • Offer advice, entertainment, news and • New names and genealogy site in partnership reviews for parents with Notre Famille • New AOL Cuisine in partnership with Allrecipes.fr •Featuring diet, fitness, alternative and cosmetic health content • Complements the AOL Sante channel • Featuring local, original content around which includes a conditions and fashion, style, beauty, celebrity style, hair, symptoms database, expert opinion and make-up, shopping and trends guidance Q1 2010 Q2 2010 • Young women's (18–34) lifestyle site that gets the conversation started about pop culture, AOL SANTE KitchenDaily New Home Site relationships, topical issues, politics and more • Development and deepening of content in AOL Sante, Cuisine and a new category, Home. • Will give us a broad range of content using local experts, writers and bloggers, specific to the French market. • Mixture of features, articles, comment, posts, debate, votes, polls, quizzes and galleries. 42
  43. 43. AOL WOMEN’S PORTAL PREVIEW 43
  44. 44. WOMEN’S OPPORTUNITY Women are busier than ever: 71% of moms are working full time. A site that offers tools and access to information that will TRULY simplify a woman’s daily life and decision-making process can become an essential service and daily habit. Sites focused on lifestyle and women’s interests lag behind other categories (finance, entertainment) in using data and the power of the internet to create tools and applications that speak to the need for women to easily organize themselves and their family’s lives and schedules. There is an opportunity for AOL to present a new, highly-engaging destination where W25-54 can obtain and customize information/ news and tools they need to get things done easier (“Women’s Personal Assistant”). 44
  45. 45. ACCESS To multiple email services and social networking sites NEWS Curated from a women’s perspective including a good news feed TOOLS Calendar, shopping list, fashion forecast, diet tracker and many more CONTENT From AOL’s award-winning suite of sites including lifestyle, entertainment, finance, autos and more COMMUNITY Blogs, boards, user reviews, polls and local MOBILE 2 Min Memo 45
  46. 46. WOMEN’S PORTAL 46
  47. 47. WOMEN’S PORTAL a closer look. TASK BAR The most useful tools and third- party utilities are always one click away wherever our users go within Living properties. Items can be easily added or deleted. 47
  48. 48. AB PRODUCTS & PROGRAMMING 2009 CONFIDENTIAL 48
  49. 49. SHOUTcast Radio The #1* online radio directory featuring over 30,000 stations from around the globe! • Mission: To be largest index of online global radio stations with the most engaged listeners, most active broadcasters and broadest distribution across 3rd party developers • Easy to use product allows consumers to explore vast genres from music to talk and sports • Current Audience: 6,9 mm global monthly UVs** 94% non-US • FREE tools for broadcasters to create compelling radio experiences • Accessible on multiple platforms (web, iPhone, Sony PSP and more) • Planned features will fuel additional growth (e.g. localization, personalization/social broadcasting.) *According to Accustream, SHOUTcast remains the most listened (highest TTSL) to internet radio destination with 52% market share (April, 2009) **MMX April 09 49
  50. 50. AOL VIDEO • Powered by Truveo video search (2nd largest video search +350M videos indexed) • Partner content can be embedded OR ingested does this need a• Ability to rapidly rollout dynamic tag line at top? all others have one micro-channels e.g. http:// video.aol.fr/show/michael-jackson • Support for ‘Sponsored by’ channel hubs • Display, in-player and sponsored ads support • Growth since late March 09 launch: Q2 2009 UV PV April 128,913 +89% 264,486 +89% May 372,266 +65% 746,544 +65% June 530,838 +30% 1,210,980 +38% Total 1,032,017 2,222,010 % is MoM growth. 50
  51. 51. WINAMP MEDIA PLAYER One of the most customizable and full featured media players in the world with over 80MM monthly UVs Features include: • Audio and video management & playback • CD ripping and burning • Music and video discovery tools • Highly customizable interface via skins and plug-in components • iTunes library import • Device synchronization including iPod • Support for AAC, MP3, WMA and more • Contextual ecommerce links (e.g., MP3 sales, concert tickets) • Powerful visualizer • Value added services with free access to bios/ news, fan sites, discographies, related videos, radio stations, podcasts, and photos • 16 Language packs available (French, German, Korean etc.) And the newly launched Online Services … a program that is based on an open set of APIs allowing a 3rd party to build or leverage an existing web-based product that renders inside the Winamp Client and integrates with client controls and features *(MMX June 09) 51
  52. 52. PIXCETERA.COM Out-performs the Competition with 3.1M UVs & 59M Monthly PVs! • Presents a rich opportunity to expand revenue opportunities with major advertisers • Pixcetera aggregates photographic content and highlights the best photography across AOL • Aggregates more than 20,000 photo galleries on a variety of subject matter • Average engagement is 22 PVs per unique • Pixcetera outperforms competitive areas on Life.com, New York Times Multimedia, Time.com Photo Essays, and Washingtonpost.com Photo 52
  53. 53. MONEY & FINANCE WILL BE REBRANDED TO DAILYFINANCE IN Q3 • DailyFinance is a comprehensive source of business/financial news and information and data-rich applications targeted to individual investors • Quotes, Portfolios, Charts, Research and Real-time News • The goal of the property is to be a leading brand for high-quality original editorial with the most useful and innovative applications on the market More to come: A comprehensive source of news, commentary and information about consumer and personal finance The blog for luxury goods and aspirational living, adding lifestyle, celebrity, advice and trends coverage One of the most popular and cited financial blogs in the US. It is the stock- picking and investment-analysis complement to DailyFinance 53
  54. 54. AB APPENDIX 54
  55. 55. WOMEN’S & LIFESTYLE SITES WW UVs Brand Value Proposition May 09 The busy woman's destination for must-reads on food, health, style, family and 18.5MM home. Your family health manager, providing resources for living a healthy lifestyle. 10.6 MM News, reviews and advice that helps women achieve healthier bodies, minds and lives (relaunching June 2009) #1 destination online for fashion and beauty advice and information, providing 5.4MM professional beauty, fashion and celebrity style coverage with a focus on helping real women enhance their personal style. KitchenDaily Satisfies our audience's hunger for recipes, cooking advice, food culture, how-to 4.8MM videos and tips on food for every occasion and every season. An inviting destination for people passionate about creating comfortable, efficient 3.5MM and welcoming homes that reflect their personal taste and style. Source: comScore May 09 55
  56. 56. WOMEN’S & LIFESTYLE SITES WW UVs Brand Value Proposition May 09 Helps readers find advice, community, a laugh, news and food for thought in the 2.6MM everyday experience of parenting. Where pet owners and animal lovers come to share photos and stories, read the latest 1.2MM animal news, find useful tips and information and leave with a smile. horoscopes 1.7MM Offers lively features and must-read daily horoscopes for the serious stargazer, the curious newbie and everyone in between. Takes an informed irreverent look at a range of lifestyle topics for women, including 1.5MM news, relationships, fashion, pop culture, shopping and humor. Live better, feel healthier and embrace the freedom of a simpler existence – this is your 60K day to get started going green. Money-saving tips, products you can trust, and daily inspiration to help you make the right green choices. Preparing for the rest of your life doesn't have to be the daunting task that it can seem 114K to be. We're here to make sense of things and help you plan the wedding of a lifetime. *source: comScore May 09 56
  57. 57. FRANCE - FASTEST GROWING CATEGORIES Top 20 Categories in France with Highest Audience Growth - Females 15+ (UVs, MM) Category May-08 May-09 YoY Growth Total Internet 14,342 17,604 23% Retail - Food 424 1,698 300% Incentives 1,216 3,354 176% Career Resources 1,017 2,608 156% Retail - Toys 1,173 2,771 136% Family & Parenting 1,599 3,324 108% Coupons 800 1,610 101% Home 1,801 3,591 99% Photos 4,681 8,915 90% Retail - Sports/Outdoor 1,245 2,212 78% Retail - Home Furnishings 2,032 3,401 67% Retail - Mall 827 1,367 65% Online Gaming 4,822 7,972 65% Online Travel Agents 3,669 6,032 64% Newspapers 3,638 5,939 63% Retail - Comparison Shopping 4,504 7,232 61% Retail - Fragrances/Cosmetics 1,866 2,951 58% Business to Business 2,662 4,074 53% Personals 1,862 2,841 53% Entertainment - Movies 4,095 6,242 52% Social Networking 12,356 8,284 49% Source: Comscore; Top Line Category Reports (2008 data not available for Style, Lifestyles, Parenting & Green sites) 57
  58. 58. FRANCE - TOP CATEGORIES Top 20 Categories in France by Size of Audience - Females 15+ (Total UVs in millions) Category May-08 May-09 YoY Growth Total Internet 14,342 17,604 23% Portals & Corporate sites 22,451 30,095 34% Search/Navigation 10,992 14,652 33% e-mail 9,671 13,040 35% Social Networking 8,284 12,356 49% Technology 7,823 11,392 46% Multimedia 7,963 11,341 42% Blogs 8,096 11,212 38% Instant Messengers 8,151 11,018 35% Directories 7,101 10,021 41% Reference 6,738 9,706 44% Downloads 8,237 9,506 15% TV 6,534 9,267 42% Photos 4,681 8,915 90% Banking 6,450 8,702 35% Entertainment - Music 5,807 8,140 40% Retail - Apparel 6,476 8,011 24% Online Gaming 4,822 7,972 65% Maps 5,693 7,890 39% General News 5,542 7,435 34% Government 5,443 7,305 34% Source: Comscore; Top Line Category Reports 58
  59. 59. AGE BREAKOUT OF WOMEN ONLINE IN US, FR & UK Female population across all age groups is growing in France with the 55+ age group exhibiting the highest increase. Reverse trend is observed in the US with senior women online declining significantly Age Breakdown of Females 15+ (Total UVs in millions) 83.4 17.6 17.8 80.9 16.5 55+ 18% -16% 16% 20% 18% +16% 14.3 17% +26% 18% 35-54 43% 43% 39% 41% 43% 40% 15-34 39% 41% 41% 40% 40% 42% May-08 May-09 May-08 May-09 May-08 May-09 Source: Comscore Key Measures reports, 15+ Females 59
  60. 60. STYLE COMPETITIVE LANDSCAPE: TRAFFIC - UNIQUE VISITORS TRENDS (000) France Property Apr-08 Apr-09 YoY Growth Elle Group Int'l Editions 1,173 997 -15% AOL France Women 578 652 13% MARIECLAIRE.FR 313 554 77% Le Journal des Femmes Fashion 140 346 147% Le Journal des Femmes Beauty 171 318 85% COSMOPOLITAN.FR 100 291 191% GLAMOURPARIS.COM 219 246 13% VOGUE.FR 116 178 53% AOL Living 17 80 375% Worldwide Property Apr-08 Apr-09 YoY Growth StyleList 2,976 6,303 112% About.com Style 4,775 5,513 15% Time Inc. Style Network - 3,977 - Daily Makeover Sites - 3,402 - Hearst Beauty/Fashion - 2,657 - Elle.com 1,768 2,369 34% Source: Comscore, MyMetrix, Media Trends Report, Apr ’08-Apr ‘09 60
  61. 61. COMPETITIVE LANDSCAPE: HEALTH CATEGORY France Property Apr-08 Apr-09 YoY Growth E-santé 525 1,196 128% MEDIADICO.COM 588 1,066 81% VULGARIS-MEDICAL.COM 394 759 93% ATOUTE.ORG 552 750 36% PASSEPORTSANTE.NET 443 573 29% Linternaute Health 170 356 110% CHU-ROUEN.FR 222 334 50% TASANTE.COM 356 295 -17% AOL France Health 30 64 111% Worldwide 30,000 Property Apr-08 Apr-09 YoY Growth 22,500 Everyday Health 18,110 27,928 54% WebMD Health 25,954 27,065 4% 15,000 Yahoo! Health 12,236 18,247 49% About.com Health 12,265 14,045 15% MSN Health 11,001 11,312 3% 7,500 AOL Health 11,766 9,473 -19% Revolution Health 6,706 1,115 -83% 0 08 8 8 8 08 08 8 08 8 8 8 8 09 09 9 9 Total WW Audience: 241MM (22% reach, +17 YoY) 0 -0 r-0 l-0 -0 -0 -0 -0 -0 r-0 n- b- - n- g- n- b- ar ay pt ct ov ec ar Ju Ap Ap Ja Fe Ju Au Ja Fe O Se M M M N D Source: comScore 61
  62. 62. COMPETITIVE LANDSCAPE: FOOD CATEGORY France Property Apr-08 Apr-09 YoY Growth Marmiton Sites 3,230 Le Journal des Femmes Cooking 1,184 2,271 92% 750G.COM 732 2,215 203% SUPERTOINETTE.COM 935 2,035 118% CUISINEAZ.COM 604 1,546 156% MEILLEURDUCHEF.COM 458 941 105% PTITCHEF.COM 63 880 1292% AOL France Women 578 652 13% AOL Living 17 80 375% Worldwide Total WW Audience: xMM (x% reach, +x YoY) Source: Comscore, MyMetrix, Media Trends Report, Apr ’08-Apr ‘09 62
  63. 63. NEW AOL FEMMES: FEATURES Horoscopes module on right column Pregnancy module on right column Pop up Flash photo galleries All galleries module 63
  64. 64. NEW AOL FEMMES: FEATURES Editorial corners for recirculation and IM deals or specials Meetic search box Right column on every page Le Diet box Right column on every page 64
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