To accompany a posting on www.OneDegree.ca - Maor Daniel's keynote presentation at Toronto's SOHO/SME 2007 conference published with permission.

1. Truly, Madly, Deeply Engaged: The New Era of Marketing to Canadians Online

3. Digital universe grew almost 1.5M from March 2006 to March 2007 Source: comScore Media Metrix Canada, All Locations Nov. 2005- Nov. 2006

4. Canada most engaged country online Average hours per visitor per month total audience Source- comScore Media Metrix, November 2006 data

5. What are Canadians Doing Online? E-Mail General browsing Weather or road conditions Travel Info or making travel arrangements Viewing news or sports Searching for medical or health-related info Window shopping Researching community events Playing games Chatting or Instant Messaging Obtaining / saving music (free or paid downloads) Listing to Internet radio Research investments Downloading or watching TV or a movie

7. The Internet is the New Prime Time ONLINE TV All Canadians 13 14 Canadian Youth 15 12 Youth in Canada are spending more Prime Time hours online than watching TV Weekly Time Spent

9. Marketers aren’t leading, they’re following consumers online Internet represents 21% of weekly media usage Yet only 6% of ad dollars spent Cable TV 22% Radio 20% News- papers 4% Magazine 3% Broadcast TV 28% Internet 21% Cable TV 10% Internet 6% Radio 8% Outdoor 2% Magazine 20% News- papers 22% Broadcast TV 33%

10. So, what do you need to do to be successful on the Web? Six observations, plus a bonus for being here today

11. 1) Get online If they can’t find you there, it hurts your brand I have a less favorable view of the brand name, the product, or the service 36% It doesn’t change my view of the brand name, the product, or the service 64% [Source: Yahoo! Search Marketing and Carat Expert, May 2005]

12. 2) Market online – Build your brand Sampling the brand

19. Over 400 product categories. And growing LIFE STAGES Parenting Moving Retirement planning “ Regardless of goal, advertisers who used behavioral targeting in the last twelve months are +28% more satisfied than those not using behavioral targeting.” - Jupiter Research [June 2006]

20. The We in the Web It’s what the web does best. Connecting people with other people, and with information. Giving mavens a platform to find information and share their knowledge and opinions. Expanding and building communities. And more. If anyone was ever lonely or looking for information or advice, the Internet welcomes them with open arms. Millions of people have recognized the potential, its time for marketers to join them. The Web magnifies the reach of influencers Mass Media My Media We Media Media Evolving 5) Make the most of Web 2.0

21. Social Marketing Getting your target involved and engaged Chevy engages their prospects with consumers building their own Chevy Tahoe commercials. Pepsi connects with their target as they create their own music with Pepsi Smash. Wal-Mart draws consumers into their new fashions with custom avatars. State Farm solicits consumer video submissions to reinforce the Now What? Campaign. Visa uses everyday consumer photos via Flickr submissions for a real life Life Takes.

23. Are you where the action is? 6) SEM - $400M and Growing Source: IAB Canada Est. 2007 Canadian Online Ad Spend $ 1.1B Est. % of 2007 Online Ad Spend in Search 38% Est. 2007 Canadian Search Marketing Business $410m

24. Canadian Businesses are Missing the Opportunity 82% of Canadian businesses with websites use some form of online advertising. Only of online advertisers 36% spend money on some form of SEM/SEO activity. Of those that do invest in some form of SEM they spend, on average, less than 18% of their online budget on Search. Of the 45% of online advertisers that advertise in Canada, only less than 25% have tried SEM. In 2006 more than 79% of US online advertisers used or piloted some form of SEM program. Source: Forrester Next Wave Report – SEM Agencies Q4 2006

25. Reasons for Not Using Search 57% of companies advertising in both Canada and the US use sponsored search, compared to a 25% use rate among those advertising in Canada only. % Using vs. Not Using Sponsored Search Reasons for Not Using Sponsored Search Too expensive Don’t know enough about it/ how to get started Was advised against it by ad agency/webmaster Tried it but not effective No offerings for Canada-only audiences Not enough resources to manage it Not suitable for business/don’t need it Do not trust sponsored search Not offered in French language 13% of respondents had previously used sponsored search

26. Easy to Use Tools Let You Manage Your Money Without Wasting Time

27. Get Your Fair Share of the Search Pie

31. 7. Market to People, Not Time Or Space

32. We Call it 4 Pillar Marketing Technology Personalization Content Personalization Community Advertiser Network User Profiles, Preferences, Ratings Search Search

34. www.advertising.yahoo.ca

36. THANK YOU!