The Media Kitchen - The Menu - Content Creation, Distribution, Personalization, and Platforms

What excites us for 2011... THE MENUPresented by The Media Kitchen February 2011

THE YEAR AHEAD - 2011The digital evolution is continuing and we’re now 365 daysinto the data decade. The rapid pace of innovation is not onlybeing funded at record numbers by Venture Capitalists, but it’snow being adopted fundamentally and foundationally byMadison Avenue, or shall we say, Varick Street.

INTRODUCING THE MENUIn 2010, we met with over 300+ different digital media companies offering TheMedia Kitchen different ways to communicate our clients brands within thedigital ecosystem. Many of the pitches sounded similar to one another, butsome were uniquely differentiated, and all of them inspired us. We decided tooutline the year ahead in document form and thus, the inaugural edition of TheMenu was born.The Menu, by The Media Kitchen, is a collection of big ideas by various differentcompanies that play to a handful major opportunities that we love for 2011:Content Creation, Distribution & Personalization. We alsotouch upon Platforms which are instrumental to the content business.

THE 2011 MENUA hand selected landscape comprised of Content, Personalization, Distribution, and Platforms Content Distribution Platforms Personalization

CONTENT Creating content has become relatively easy and the cost has gone dramatically down. If you have purchased a Mac in recent years, or own a Flip camera, you can produce your own videos. But just because you can produce your own content doesn’t mean that it’s necessarily good. For every 60 seconds that go by, 24 hours of content is uploaded to YouTube. While we can’t imagine all of that content is great; below are some web content pioneers that are having some early success with content that we enjoy and is “client” safe.New York based Next New Networks has been creating Santa Monica based ThisWeekIn, Inc., has coinedoriginal content for the web since 2006 and has the two most themselves a web television network. Not only do theywatched videos on YouTube of 2010: Bed Intruder Song and a produce their own content, they market it as well, as they’veparody of Ke$ha - Trying 2 Hard. In 2008, they produced the created hit programs such as This Week in Startups (TWiS).opening movie for our TMK Digital Media Venture Capital Outspoken and extremely credible co-founder Jason CalcanisConference. Whether teaming up with NNN for product has certainly led to the success of ThisWeekIn programming asintegrations into their current roster of shows or having them he attracts many other web-celebs to each show. TWI’scustom develop a show for a client, we believe that creating programming ranges from shows on comedy and movies tovideo content for the digital world across multiple devices is shows about video games and mobile technology.going to be big in 2011. These guys obviously get it. Located at http://thisweekin.com and @twinetworkLocated at http://nextnewnetworks.com and @nextnew

PERSONALIZATION With 1.97 billion Internet users worldwide (InternetWorldStats.com, Dec 2010), including 500 million people on Facebook and 24 million people on Twitter (Pew Internet Study, Nov 2010), lots of content is being created digitally each second. Many call this next decade we are in, “the data decade,” and with that, we’ll be able to mine lots of data to personalize experiences for people online. While many companies are entering the personalization space, three companies standout to us.Palo Alto based Quora is specializing Vancouver based Summify has New York based Knowabout.it is ain allowing people to subscribe to created a service that delivers a custom search and discovery enginetopics, specific answers, or people. You per sonalized email digest each for each individual user based on theare alerted when people follow you, morning (or whenever you set it to be links passing through the individual’swhen they create new questions in delivered) of the most important news social streams. Knowabout.it indexes,your topic area, and when new people stories from across your social classifies, and sorts the links based onhave answered the questions you are network. While many companies have content and context. Within the webfollowing. Quora is personalized for tried news aggregation, Summify adds interface, you are able to use youreach individual user and has a solid another layer on top by algorithmically personal collection in a number oftech-centric userbase that is helping to curating different popular stories for ways including full text search on thespread the word. Quora could be the you based on what your Facebook and context and content associated tonext big Q&A site on the web and is Twitter contacts post and share. each link, recommendations of contentcurrently one of the most high profile. We’ve dummied down how they do it and people based on your recent but it works well and we think there is online conversations, viewing latestLocated at http://quora.com and lots of oppor tunities around additions added to your collection, and@quora personalization. even finding links flowing through your social streams you potentially missed. Located at http://summify.com and @summify Located at http://.knowabout.it

DISTRIBUTIONYou can have the best content and personalization service in the world, but without ﬁnding ways to promote it, it’s going to gounused. The four companies below have unique offerings to seed/promote a product or service offering. Slovenia based Zemanta helps web publishers enhance Israel & New York based Outbrain has been helping their content with images, links, and other non-copyrighted publishers recommend content on their sites for the past info made available in a web browser plug-in. What few years and are now helping marketers seed different Zemanta offers marketers is the ability to seed links and stories on their publishing network based on the same content for web publishers to chose from for their own recommendation tool they made for publishers. blog or website. Only relevant paid content is made Marketers can have a link of their choice shared under available to web publishers so that contextual relevance is stories on sites like USA Today in a section below a ensured. Located at http://zemanta @zemanta relevant story called “You Might Also Be Interested In.” Located at http://outbrain.com @outbrain New York based Buzzfeed allows marketers to Emeryville, CA based TubeMogul has created a video promote both static and video content alongside the distribution platform with robust analytics and targeting hottest viral videos across a premier network of websites. capabilities. Many brands are creating video content for Buzzfeed has a video management system that publishers use in campaigns and on-site, TubeMogul has a robust embed which allows Buzzfeed to measure how popular distribution network and has built social elements into videos are. As videos become popular, Buzzfeed is able to their video player to drive social media fans. Located at promote marketers content inside and alongside the viral http://tubemogul.com @tubemogul hits. Located at http://buzzfeed.com @buzzfeed

PLATFORMS Content needs to live somewhere. Historically, digital content lived solely on our desktop computers but now we’re increasingly accessing it through different ways such as mobile devices, media centers, and alternative “cable television” platforms. This is certainly a trend and we’re watching it closely as it alters how we engage with consumers.New York and Israel based Boxee has created anindependent software and hardware solution for consumption Mountain View, CA based Google, the now-makers of theof content ranging from Pandora to Netﬂix and YouTube to Android mobile operating system (acquired in 2005) isMLB. Since many of your favorite shows and movies are potentially a game changing Operating System as it’s free andalready available on the Internet, Boxee helps you ﬁnd htem available for multiple platforms beyond mobile phonesand put them on your TV. Additionally, app developers can (available for television). Android allows for developers tocreate content apps that allow users to expand the usage create applications (apps) that can be leveraged by any deviceopportunities of their televisions. Brands can harness Boxee that uses the OS. Android is relatively new and is expected toto create apps and experiences to leverage their own content catch on heavily in 2011/12. IDC Worldwide projects Androidand curated others to be made available on the Boxee at 16% market share in 2010 increasing to 24.6% in 2014.platform. Located at http://android.com and @androidLocated at http://boxee.tv and @boxee

CONCLUSIONWe highlighted eleven companies in this documented which comprise less than1% of the entire ecosystem. While there are many interesting companies in themarketplace, we feel these businesses are very exciting. Note: We evaluatedthese businesses from a marketing perspective, not a financial perspective, soknowledge about their financial statements and such are not part of thisdocument.Full personalization will not happen until the entire media ecosystem harnessesthe robust data assets and is allowed to do so by the government. We believethat as long as no personally identifiable information is used or is madeavailable for 3rd party companies without user consent, our contentexperiences will be much better than they are today.

INVESTORS BEHIND THE COMPANIES Data from 12/10

ABOUT THE MEDIA KITCHENThe media planning and buying division of kbs+p x10 100+ Chefs Ofﬁces: New York, Atlanta $700MM+$$$$$$$ x1,000,000 Billings

GET IN CONTACT WITH USDarren Herman Barry LowenthalChief Digital Media Ofﬁcer President(212) 337-4543 (212) 337-4557dherman@mediakitchen.tv blowenthal@mediakitchen.tv@dherman76 @barryl530

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The Media Kitchen - The Menu - Content Creation, Distribution, Personalization, and Platforms

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