This document discusses how content syndication through RSS feeds can help advertisers by allowing them to create custom content modules and feeds that align with their brand and drive traffic to their sites. It provides a case study of how Reuters worked with Coca-Cola to create a "On a Lighter Note" content module and campaign promoting Diet Coke. It also discusses how Ameritrade used syndicated Reuters content and custom pages and newsletters to engage investors during earnings season.

1. How can content syndication help advertisers? Buenos Aires - October 25, 2006

4. Direct from the Source 360° of content News Business Investing Politics Technology Entertainment Sports Environment

15. Campaign Elements Fully branded home page content module

16. Campaign Elements Custom Branded Landing Pages

17. Dedicated Video Channel Campaign Elements

18. Custom Downloadable Mobile Application Campaign Elements

19. Campaign Elements The Reuters Sign

20. Source: MediaPost Online All Stars – The Brightest Creative, Marketing and Media Minds 2005 October 2005 Supplement “ MediaVest’s crowning achievement in the digital space over the last year, however, may be its pairing of Diet Coke with Reuters. The agency put forward an ambitious program for a customized newswire . It meant creating an algorithm of sorts to retrieve and display lighter Reuters fare that aligned with the Diet Coke brand. MediaVest coordinated delivery of the Reuters content via and RSS feed, a mobile application, and a ticker-like device for online ads." Quoted from MediaPost’s profile of Scott Witt Group Director-Digital, Coca-Cola City A Unit of Starcom, MediaVest Group Campaign Elements

23. Syndicated content constitutes an important source of Reuters traffic Blogs Smaller Specialized Sites RSS Feeds Reuters Video Player Reuters Headline Wizard Tool Special Deals

24. How good is to use syndicated content to drive traffic? The Good Targeted The Bad Promiscuity Viral Unknown profile Reliability – Opt in Tracking User Anonymity Easy Unsubscribe

25. How does syndicated content manifest itself?

26. Fastest growing in uniques among leading news sites Source: Nielsen//NetRatings June 2006. US Only Home/work panel. *Among Financial News & Information Category Washingtonpost.com New York Times USA Today.com ABC News CNN -20% 58% 25% 17% 7% 4% Reuters has 58% growth year over year according to Nielsen//NetRatings June 2006 vs. June 2005 Unique Users (% Change)

27. Redesigned Article Page exposes all relevant content for an investor +50% Engagement 1 4 5 3 2

28. Campaign Elements Earnings Season Sponsorship Investing Article Page Dedicated Video Channel Investor Update Newsletter Earnings Season Card Earnings Calendar Market Commentary