Microsoft Advertising defined the audiences for the Passion Points using an independent behavioural based segmentation that took the 20% most active users in these categories.

1. Audiences and Passion Points

2. How To Use These Slides?
The best matching Mosaic groups
for this audience
The best matching demographic groups for
this audience. Male = Blue, Female = Red
Our all-up reach of the audience
versus our competitors
The highest indexing
properties we have that
matches the audience. Ranked
by index and not reach
The size of this audience online
and how many we reach
Some key stats around how
these use our services –
such as reach, frequency
and dwell time
Lifestyle and attitudinal
stats that provide some
colour to the audience
If you have any questions, please contact Jamie Nathan or Joni Roberts

3. Click To Jump…
Entertainment
Passion Points Audiences
Cars
Shopping
Sports
Technology
Travel
We defined the audiences for the Passion Points using an independent behavioural based segmentation that took the 20% most active users in these categories
Male 15-24
Male 25-34
Male 35-44
55+
Affluent
Female 15-24
Female 25-34
Female 35-44
Mums
ABC1

4. Who are they?
How do they interact with us?
91% of people who intend to buy a car in the next 2 years
visit our properties each month
35% of car enthusiasts visit us on any given day
7.5m of our users are interested in motor racing
20% of all Petrol Heads have Skype installed
They’re highly engaged, spending an average of 10 minutes on each
of their 22 visits to our properties each month. That’s almost 4 hours
Where are they? (Composition index)
2.7m
62.5
56.7
51.2 48.7
43.9
31.5
24.9
21.2
Petrol Heads
Video Player
Travel
Money
122130137139155
216222
PEOPLE VISIT AUTOMOTIVE
WEB SITES EACH MONTH
PAY FOR THEIR MAIN CAR
UPFRONT OUT OF SAVINGS
22m
45%
INTEND TO BUY A NEW
VEHICLE IN THE NEXT 2 YEARS9.4m
Tech & Gadgets
Him Sports
4.3m
Audience Size
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
Microsoft
Monthly Reach
35-4415-24 55+ £C B D
How do we compare? (reach)

5. Who are they?
How do they interact with us?
On a daily basis we reach 37% of this audience online.
An average of 1.1 minutes per page on MSN - 57% more
than their average dwell time in the UK
3.5m of them have Skype installed
They’re highly engaged, spending an average of 12
minutes on each of their 24 visits to our properties each
month. That’s almost 5 hours
Where are they? (Composition index)
8.2m
How do we compare? (reach)
100
89.3 87.0 84.5
77.9
66.6
56.9
43.1
Culture Vultures
Music
Games
Movies
147160182195198220221
HAVE BOUGHT
AN EBOOK
HAVE VISITED THE CINEMA
IN THE LAST MONTH
2m
6m
HAVE VISITED THE THEATRE
IN THE LAST 3 MONTHS3m
Video Player
Celebrity
8.2m
Audience Size
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
25-34 15-24 25-3415-24 35-44 Mums £
ABC
1
Microsoft
Monthly Reach
K O N

6. Who are they?
How do they interact with us?
On a daily basis we reach 41% of this audience online.
94% of our users look for food and drink promotions
51% access Hotmail each month, more than any other email service
They’re highly engaged, spending an average of 11 minutes on
each of their 27 visits to our properties each month. That’s 5 hours
2.2m of them have Skype installed
Where are they? (Composition index)
7.7m
100
86.4 82.8 81.7
73.9
64.2
50.2
35.0
Shopaholics
Celebrity
Music
Life & Style
126
196211224232251
AVERAGE MONTHLY SPEND
ON THEIR CREDIT CARD
LOOK FOR THE LOWEST
POSSIBLE PRICE WHEN SHOPPING
£289
55%
ONLY BUY
TRUSTED BRANDS40%
TV Money
7.7m
Audience Size
Movies
205
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
Microsoft
Monthly Reach
35-44 15-24 25-34 35-44 Mums £
ABC
1C D M
How do we compare? (reach)

7. Who are they?
How do they interact with us?
86% of those likely to volunteer at the Olympic games visit us each
month
We reach over 90% of people that watch football programmes at least
once a week
Our users are 13% more likely to visit the Olympic games than the UK
average
9% of our audience spend more than 4 hours a week participating in
sport
Where are they? (Composition index)
3.9m
71.7
64.7 62.6 62.0 60.7
56.4
46.3
35.6
Sports fans
Movies
Travel
182193196262264
CONSIDER THEMSELVES TO HAVE
A LARGE KNOWLEDGE OF SPORTS
BOUGHT SPORTS
EQUIPMENT ONLINE
6m
3m
ARE LIKELY TO FOLLOW
THE OLYMPICS ONLINE7m
Video Player Him
5.5m
Audience Size
Sports
188
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
Microsoft
Monthly Reach
15-24 25-34 35-44 55+G A B
How do we compare? (reach)

8. Who are they?
How do they interact with us?
On a daily basis we reach 40% of this audience online.
An average of 1.1 minutes per page on MSN - 71% more
than their average dwell time in the UK
2.9m use MSN each month - that's 68% reach
50% of all tablet owners visit our sites each month
Where are they? (Composition index)
How do we compare? (reach)
73.9
62.7 62.5 60.9
49.2 47.6
37.9
33.4
Geek Squad
Games
TV
Money
101112127129132
153
185
Travel
PAY THEIR BILLS
ONLINE
USE PRICE COMPARISON WEBSITES
TO FIND BETTER DEALS
55%
62%
20hrs3.1m SPENT WATCHING ONLINE
VIDEO EACH MONTH
4.2m
Audience Size
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
Microsoft
Monthly Reach
25-34 15-24 25-3415-24O A H

9. Who are they?
How do they interact with us?
On a daily basis we reach 37% of this audience online.
They’re highly engaged, spending an average of 10 minutes on
each of their 23 visits to our properties each month. That’s 4 hours
An average of 1.2 minutes per page on MSN - 89% more than
their average dwell time in the UK
1.7m of them have Skype installed
Where are they? (Composition index)
4.8m
87.6
77.3
71.5 68.8
62.9
47.0
37.7
29.2
Globe Trotters
LIKE TO GO BACK TO FAMILIAR
PLACES FOR HOLIDAYS
PREFER HOLIDAYS
OFF THE BEATEN TRACK
35%
27%
HAVE BOUGHT
A HOLIDAY ONLINE41%
5.5m
Audience Size
Movies
Travel
Celebrity
104106
154155163
204
372
TV
Money
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
Microsoft
Monthly Reach
55+ Mums £
ABC
1A B O
How do we compare? (reach)

10. Who are they?
How do they interact with us?
They’re highly engaged, spending an average of 10 minutes on each
visit to our sites
On a daily basis we reach 35% of all Male 15-24 year olds online.
An average of 1.1 minutes per page on MSN - 71% more than their
average dwell time in the UK
3m (or 78% of the audience) use MSN each month
They game on Xbox for 11 hours a week on average
68% VISIT THE INTERNET
AT LEAST ONCE A DAY
22% USE INTERNET
ENABLED TV
75% LIKELY TO RECALL
MOBILE ADVERTISING
115118121136
178197225
Where are they? (Composition index)
HIM SPORT
Audience size 4m
3.7m
Microsoft
monthly reach
How do we compare? (reach)
96.7 96.3
89.0
67.5
62.4
44.8 39.2
27.5
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
Males (15-24)

11. Who are they?
How do they interact with us?
On a daily basis we reach 32% of all Male 25-34 year olds online.
An average of 1.3 minutes per page on MSN - 117% more than
their average dwell time in the UK
52% use Hotmail each month, spending more than 3 hours on
average
1.5m (40%) of them have Skype
75% MORE LIKELY TO STREAM MUSIC/
VIDEO/PHOTOS AROUND THE HOUSE
2x MORE LIKELY TO SHOP
ON THEIR PHONE
2x MORE TIME SPENT WATCHING
ONLINE VIDEO THAN AVERAGE
128135147151
193
236
Where are they? (Composition index)
HIM
Audience size 4m
3.7m
97.4 94.9
84.0
69.4
61.4
34.9 31.8
Males (25-34)
Movies
Video Player
Sport
147
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

12. Who are they?
How do they interact with us?
On a daily basis we reach 30% of all Male 35-44 year olds online
They’re highly engaged, spending an average of 12 minutes on
each visit to our sites
An average of 1.4 minutes per page on MSN – 2x longer than
their average dwell time in the UK
Hotmail is their most used email service and they spend almost 4
hours using it each month
INDIVIDUAL ONLINE VIDEOS
WATCHED EACH MONTH
FAST FORWARD
THROUGH TV ADVERTS
MORE LIKELY TO PAY FOR ONLINE
MAGAZINE/NEWSPAPER CONTENT
115121134144152
Where are they? (Composition index)
HIM
Audience size 4m
3.4m
Microsoft
Monthly reach
95.9 93.4
77.0
71.4
62.0
31.6
24.7
Males (35-44)
Life & Style
118
320
71%
38%
Sport
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

13. Who are they?
How do they interact with us?
On a daily basis we reach 36% of all female 15-24 year olds
online
They’re highly engaged, spending an average of 11 minutes on
each visit to our sites
An average of 1.1 minutes per page on MSN - 88% more than
their average dwell time in the UK
53% of them use Hotmail, with 400,000 doing so each day
SPENT WATCHING ONLINE
VIDEOS EACH MONTH
USE THE INTERNET FIRST WHEN
NEEDING TO FIND INFORMATION
MORE LIKELY TO SEND
30 TEXTS PER DAY
Where are they? (Composition index)
Audience size 3.5m
3.3m
95.8 95.2
88.9
60.7
55.9
37.0
32.6
Females (15-24)
Tech & Gadgets
22hrs
74%
Music
2x118123129131133152165
Life & Style
Celebrity Music
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

14. Who are they?
How do they interact with us?
On a daily basis we reach 32% of all female 25-34 year olds
online
An average of 1.4 minutes per page on MSN - 83% more than
their average dwell time in the UK
75% use Hotmail spending an average of 2.5 hours monthly
1.3m of them have Skype
SPENT WATCHING ONLINE
VIDEO EACH MONTH
MORE LIKELY TO DOWNLOAD
HEALTH/DIET APPS
MORE LIKELY TO LOOK FOR JOB
OPPORTUNITIES ONLINE
Where are they? (Composition index)
Audience size 3.8m
3.5m
95.1 94.5
85.0
62.1
55.2
39.5
27.6
Females (25-34)
115126135141150
Music
TV
117
Celebrity
Tech & Gadgets
54%
30%
20.6
Life & Style
24hrs
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

15. Who are they?
How do they interact with us?
On a daily basis we reach 30% of all female 35-44 year olds online
An average of 1.2 minutes per page on MSN - 84% more than
their average dwell time in the UK
73% visit MSN each month
They’re highly engaged, spending an average of 12 minutes on
each visit to our sites
1m of them have Skype
SPENT WATCHING ONLINE
VIDEO EACH MONTH
PAY THEIR BILLS
ONLINE
USE PRICE COMPARISON WEBSITES
TO FIND BETTER DEALS
Where are they? (Composition index)
Audience size 3.7m
3.5m
93.7 93.0
78.8
67.4
54.5
32.8
26.3
Females (35-44)
109124127133
187
TV
114
Celebrity
Life & Style
60%
62%
24.9
Music News
14hrs
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

16. Who are they?
How do they interact with us?
On a daily basis we reach 30% of all 55+ year olds online
Spend 1.9 minutes per page on MSN - 158% more than their
average dwell time in the UK
59% visit MSN each month
They’re highly engaged, spending an average of 12 minutes on
each visit to our sites
1.8m of them have Skype
MORE LIKELY TO RESEARCH FAMILY
HISTORY/GENEOLOGY ONLINE
MORE LIKELY TO CHECK SHARES
AND INVESTMENTS ONLINE
USE PRICE COMPARISON WEBSITES
TO FIND BETTER DEALS
Where are they? (Composition index)
Audience size 8.3m
7.4m
89.3 88.3
65.4
48.3
29.4 25.8
55+
122128130134
Money
126
Sport News
61%
62%
Video player Movies
130
75%
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

17. Who are they?
How do they interact with us?
On a daily basis we reach 31% of all Mums online
Spend 1.3 minutes per page on MSN - 2x more than their
average dwell time in the UK
82% visit MSN each month
They’re highly engaged, spending an average of 11
minutes on each visit to our sites
1.8m of them have Skype
SPENT WATCHING ONLINE
VIDEO EACH MONTH
PAY THEIR BILLS
ONLINE
USE PRICE COMPARISON WEBSITES
TO FIND BETTER DEALS
Where are they? (Composition index)
Audience size 5.5m
5.3m
88.1
71.0
64.0
42.3
Mums
Games
Celebrity
TV
55%
62%
Money
31.7
26.6
101112127129132
153
185
Travel
97.5 96.6
20hrs
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

18. Who are they?
How do they interact with us?
On a daily basis we reach 28% of all affluent users online
Spend 1.4 minutes per page on MSN – 120% more than their
average dwell time in the UK
71% visit MSN each month
They spend an average of 10 minutes on each of their 18 visits to
our sites each month
2.2m of them have Skype
SPENT WATCHING ONLINE
VIDEO EACH MONTH
MORE LIKELY TO USE CALENDAR
/ TODO ON THEIR PHONE
MORE LIKELY TO VIDEO CALL
FRIENDS AND FAMILY
Where are they? (Composition index)
Audience size 6.5m
6m
94.9 92.6
75.0
71.1 70.2
39.8
Affluent (AB, HHI £50k>)
Music
Travel
Celebrity
78%
66%
29.3
109116123137144
211
Life & Style
23hrs
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)

19. Who are they?
How do they interact with us?
On a daily basis we reach 30% of all ABC1’s online
Spend 1.5 minutes per page on MSN – 122% more than their average
dwell time in the UK
Hotmail is their most used email service and they spend over 3 hours
using it each month
They spend an average of 11 minutes on each of their 17 visits to our
sites each month
7.7m have Skype
SPENT WATCHING ONLINE
VIDEO EACH MONTH
PAY THEIR BILLS
ONLINE
USE PRICE COMPARISON WEBSITES
TO FIND BETTER DEALS
Where are they? (Composition index)
Audience size 25m
22.2m
76.1
66.4
60.8
37.9
Movies
Travel
Celebrity
54%
60%
Money
31.2
25.6
TV
93.6 90.3
107109112115121
107
ABC1
30hrs
Microsoft
Monthly reach
comScore Media Metrix January 2012, Segment MetrixDecember 2011; Video Metrix January 2012; GSMA MMM January 2012
TGI GB NET Q4 2011
How do we compare? (reach)