NK in Numbers is the largest social networking service in Poland with over 11 million real users. The average NK user profile is similar to the average Polish internet user - most are women aged 25-44 living in cities with a secondary education. Every day over 1 million users log on for social and entertainment purposes. NK sees over 2 million daily active users engaging in activities like commenting, photo sharing, and using microblogging and games. NK's reach has remained stable over the past two years according to market research firm Megapanel PBI/Gemius. NK continues developing its mobile and games offerings and generates over half its revenue from performance marketing and digital advertising.

2. NK in Numbers

3. NK.pl is the largest
social networking service
Everyday a million of Users log on
for both keeping touch with friends
and for entertainment

4. Reach
11 200 000 Real Users
Source: Megapanel PBI/Gemius, December 2011

5. NK User’s Profile Remains Similar to Average Polish Internet User Profile
INTERNET NK
Sex Education
40%
38%
55%
50% 50% 32%
45% 27%
16% 17% 16%
14%
woman man primary basic vocational secondary still studying
and Master's
degree
Age Size of the city
42% 43% 32%
34%
26% 25%
28% 24%
24% 21%
22% 19% 19%
17%
12% 12%
[7-14] [15-24] [25-44] [45+] rural areas < 50 000 50 000 - 200 > 200 00
000
Source : Megapanel PBI/Gemius, December 2011

6. User Activities on Nk
2 000 000
4 815 000 720 000 comments to
logged Users photo ratings profiles and photos
everyday 350 000
added photos
1 040 000 700 000
private 1 170 000 postspublishedon
messages games’ logins microblog
Źródło: NK data, January 2011

7. Stable Reach of NK.pl
Number of Real Users
14
according to Megapanel PBI
Real Users [mln]
12
10
8
6
4
2
0
09 '10 10 '10 11 '10 12 '10 01 '11 02 '11 03 '11 04 '11 05 '11 06 '11 07 '11 08 '11 09 '11 10'11 11'11 12'11
Megapanel PBI/Gemius - gemiusAudience is the standard in online audience measurement in Poland
and across Eastern Europe.
Source: Megapanel PBI/Gemius

8. Market Research

9. Social Networking Market in Poland
Real Users
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
Source: Megapanel PBI/Gemius, December 2011

10. Social Networking Market in Poland Logged Users
Over 97% of Polish internet users use
at least one social networking service.
Most of them requires logging in.
NK.pl 62%
FB 41%
If you take into consideration logging
into a mail box, you might conclude
NK+FB 76% that there is practically no people
who do not log somewhere.
NK+FB+7 other social
networking services
97%
Legenda:
other social networking services: Onet, gazeta, interia, Google, O2, GG, WP
logged Users co-ratings
Źródło: Megapanel PBI/Gemius, listopad 2011; FB-zalogowani: opracowanie własne na bazie
www.socialbakers.com oraz Megapanel PBI/Gemius, listopad 2011

11. NK vs FB
Real Users vs Active Users[mln]
14
[mln]
12 Only registered
Users have access
11,8 11,8
10 11,1 to use portal
functionalities
8
6 7,1
4
2 NK
0 FB
Real Users Liczba kont
Source: Megapanel PBI/Gemius, October 2011; NK data , October 2011; Socialbakers, October 2011

12. NK Directions of Development

13. NK Mobile

14. Mobile NK
Users have access to selected functions
of communication on NK:
 microblog,
 e-mail,
 viewing and adding photos,
 browsing the galleries of friends and guests,
 reading notices,
 viewing recommended accounts.
NK Mobile is available on the platforms:
 Lajt & Touch,
 Java,
 Nokia,
 iPhone,
 Windows Mobile,
 Android,
 Windows Phone (in progress).

15. Mobile NK Super Full Touch
 The old functionality
in the new setting
 Suitable for Android
and iPhone
 Nearly 200 000 Users
 Recent design trends
(f.ex. LinkedIn, Twitter)
Start in March 2012

16. Mobile NK Key Figures
nearly
168 mln
page views per month
more than
1 290 000 average daily number of page views : 4 900 000
Unique Users per month December 2011:
6 500 000 PV
Source: Gemius, NK data, grudzień 2011

17. Mobile Ad The Growth of Mobile NK
Unique users
1200000
1000000
800000
600000
400000
200000
0
Jan/11 Feb/11 Mar/11 Apr/11 May/11 Jun/11 Jul/11 Aug/11 Sep/11 Oct/11 Nov/11 Dec/11 Jan/12

18. Mobile NK
Mobile coupons
It'sare planned to start
not just a standard
at the end of the first
advertisement
quarter of 2012
 initially available only
in Super Full Touch version
 first (commercial) function
on NK for all users
 second function on NK (after
Social Ads) for business clients

19. Coupons How it works?
The User:
Opens mobile version of NK.pl,
Enters the Coupons section,
Looks at the presentation
of Coupons in the vicinity,
Chooses the Coupon,
Sees the Coupon details and a route
to the place of sale,
Realizes the Coupon in the point
of sale,
Recives thanks.

20. NK Games

21. NK Game Platform
On the Game Platform User can:
 play the games (also available as
multiplayer),
 inform friends about achieved score
via microblog,
 invite friends to play the game,
 compete with other users.
There is a possibility to implement
commercial games on the Game
Platform
There is a possibility to launch a
campaign in a choosen game from the
Game Platform
Źródło: dane własne

22. NK Game Platform
More than 50 applications on the Game Platform
More than 30 mln game invitations monthly
The possibility of placing advertising applications

23. Most Popular NK Portal Games
3 800 000 3 400 000
players players
2 800 000 2 300 000
players players
Sourse: NK data

24. Most Popular Commercial Games
Jazda Próbna z Play Świat Danio
More than 1 100 000 players More than 820 000 players
KIA – Bij Rekordy Garnier Czysta Gra
More than 127 000 players More than 230 000 players
Źródło: dane własne NK

25. NK Groups

26. Groups on NK
Love photography Looking for
promotions
Group is a feature that allows users with similar interests Watching movies
to create their own smaller communities on NK
Official Group is an ad product with advanced capabilities
of communication and promotion created on the basis of
standard group

27. Because the NK Official Group have many advantages
Has a viral
Enables broad and mechanism
engaging users’ potential
communication (social
mechanisms)
Official Group
as a communicationplatform
Open for all Adapted to long-
Internet Users term actions

28. Top 5 Most Popular Groups on NK

29. Sources of NK income

30. Because NK.pl is a toolbox to work with the brand...
Consumers’ Reach Generating
Surveys
Engaging Expanding Sales

31. …we offer many cooperation opportunities!
Surveys Groups
Special actions
Payable products
Games & applications
Display
Self-serve Mobile
adverts NK

32. NK Results in 2011
72,7 mln PLN income
Sources of NK income Division of B2B
35%
50% 50%
65% Performance
B2B marketing
B2C Advertisement
Source: NK data

33. Co-operation

34. Social Network Monetization Perspectives

35. Synergy of NK and TNS Research Potential
12 million people, research
tools, know-how in online
surveys
 unique research solutions
Experience, reputation, re  leadership of online research
search metodology market

36. Online Research Potential
35.00%
30.00%
25.00%
20.00%
% turnover
15.00%
% questionnaires
10.00%
5.00%
0.00%
Poland World
Source: Poland – Catalogue PTBRiO 2011/12; World – self-reported data

37. Video Ad
Video ad on the format
Preroll in portal games.
Implementation planned
for this year.

38. Mobile Ad

39. Self-Serve Advert System
 Settlement model CPC
 NK.pl offers:
 fixed price per click defined by client;
 minimum price – 0,10 PLN.
 Additionally: advertiser can control the
budget by setting limits on daily and
monthly expenses as well as by using
many portfolios within one account.

40. Co-operation with PKT.pl
NK.pl delivers new social media solutions for
SME of the pkt.pl customer portfolio:
 Mechanism of nk.pl groups (social networking
tool that enables communication between
brands and customers),
 Advertising and promotion campaigns using
other portal tools.
Effects for local companies from SME sector:
 Increase in number of customers (over 11
millions potential clients)
 activities carried out and optimized by experts
from pkt.pl,
 increase in efficiency.

41. Making money on collected data
AdExchange
 Revolution in the global display advertising market - a model for reaching
the specific target group on the Internet
 Polish advertising market also starts to develop in this direction
- NK has it in hand
According to AdMeld and Forrester Research data, the U.S. advertising expenses
through RTB in 2010 amounted to 353 000 000 USD and this year they are going to
reach the value of 823 000 000 USD. Google expects that RTB market in 2015 will
constitute 50% of the total targeted online advertising market.

42. Welcome to co-operate with us!