ICQ in Russia Innovative Online Advertising

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ICQ in Russia Innovative Online Advertising
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Making the move Advertising on IM - WHY?

• Forrester Research IM replaces Fix line phones
  in partnering peoples every day life IM is a
  personal communication tool
• Serving advertisements to users Personal
  communication tool has significant advantages
  Its personal, its intimate, and has high level of
  user attention
• Advertisers can now reach millions of users
  through their personal communication tool and
  have an ongoing dialogue with Millions of young
  people in Russia!

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Intimate Media What is it ?The only personal
media with high reach and rating
Personal / Intimate
ICQ IM
Push SMS Direct Mail
High Reach / Rating
Low Reach / Rating
Web
Out Door TV
Radio Print
Mass media
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• is a unique media provides you with
  the same benefits as television, print and
  outdoor advertising with better focus,
  exposure, frequency and effective rating.
• Through ICQ, advertisers can conduct a dialogue
  with a targeted young, loyal dedicated
  audience.

No other media can provide such benefits!
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ICQ Presents Next Generation of Personal
Communication Tool
From IM to CPCC Cross Platform Communication
Center

• Partnering audiences are looking for a glue
  product that will enable easy connectivity
  between PC Mobile Landline TV.
• ICQ is a personal communication center, where
  users keep their personal friends list, express
  feelings, and share experiences every day.
• CPCC nature drive users on a Daily Basis by
  offering communication of PC to PC (text, voice,
  video), PC to Mobile (text voice), PC to
  Landline, PC to TV
• Therefore CPCC serves as the ideal platform for
  Premium Services, Pushing Content, Advertising

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Cross Platform Communication Platform (CPCC)
Concept
Call (VoIP)
Write Text
(SMS)
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IM Very Effective Rating

• Broad reach of the coveted and the hard to reach
  Teen Young Adult audience
• Instant Messaging is the dominated and fast
  growing communication tool among this audience..
  communicate to them using their favorite
  communication tool!
• Stickiness (very long sessions)
• Effective rating (a combination of minimum
  Active/Daily viewers minimum exposures /
  impressions a day)
• International exposure in 19 languages
• A leading intimate media tool

ICQ - The best effective rating you can get in
Russia 3.5 million active viewers 1.6 million
daily viewers
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ICQ B2U (Broadcast-To-User)A New Online
Advertising Product
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• Traditionally , there are three main periods
  that define the relations between Media and
  Target Audience
• The Optimistic period - Media companies
  expose the advertisement. Hope the target
  audience is "out there" to receive the message
  (TV campaigns, billboards, etc.)
• The "Expectation period - Media companies
  expose the advertisement .Hope that target
  audience will react. (Examples Online banners
  sold through CPC, print advertisements with an
  invitation to call a phone number, etc.)
• The Conditional period ( B2U ) - Broadcasting
  only when the target audience sends a signal
  indicating that they are present and available
  for exposure. Advertisement will be broadcasted
  only
• IF and AFTER user generates a signal.
• The Conditional Media-Target Audience Relation is
  the foundation of Effective Real Rating!

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ICQ B2U Advertising That Matters

• Daily Unique Viewers Payment -gt know what you pay
  for!
• Clickable format gt broadcasted directly to the
  Personal Communication Tool of millions
• Unique placement out of the frame gt part of
  user's personal and friendly dialog
• Limited number of daily unique broadcasts -gt high
  
• level of viewer attention
• With ICQ B2U advertisers get real and effective
  exposure!

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See How It Works
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• ICQ in Russia

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ICQ Worldwide

• The worlds first Internet-wide Instant Messaging
  service
• Founded in 1996, acquired by America Online in
  1998
• 200 million registered users
• 1 most popular download the last 10 years on
  CNET over 345,000,000 Downloads
• Available in 19 languages
• Users are connected to ICQ 5 hours per day in
  average

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ICQ Strategy in Russia
Russia is an important strategic market for ICQ
with a large and growing, young and loyal user
base To ensure continuing growth in Russia and
support ICQs localization strategy, ICQ has
partnered with Rambler a strong local player.
ICQ-Rambler launch took place on Sept. 2005
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Rambler / ICQ Partnership

• Combines ICQs international communication and
  community experience with Ramblers local portal
  services content
• Complement Ramblers value proposition to a full
  suite of offerings that now includes Content,
  e-mail, Services and Instant Messaging
• Strengthens the penetration of ICQs cutting edge
  technology through Ramblers distribution and
  marketing capabilities
• Build on ICQs renown expertise in communication
  tools through Ramblers local market know-how

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ICQ version 5.1

• The newly launched ICQ version 5.1 in English,
  will soon be followed by a new Rambler/ICQ
  launch.
• The new Client includes among other
• features tZers, improved Voice,
• new emoticons transparent Xtraz
• and status improvements
• ICQ5.1 also introduces a new approach
• to advertising ICQ B2U

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ICQ/Rambler Stats and Features

• ICQ in Russia
• Over 3.5M active users (last 30 days) in Russia
• Over 1.6M daily online users
• Rambler/ICQ version
• Over 1.2M Rambler-ICQ active users
• Over 550K daily online users of Rambler-ICQ
  version
• Exciting Localized features on Rambler/ICQ in
  addition to the original ICQ features
• Rambler mail
• Two-Way SMS
• Rambler Audio online radio
• Russian news and weather forecasts
• Rambler games Sputnik Chess

ICQ Internal Data, May 2006
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Monthly Active Users
Continuous High Growth
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Daily Active Users
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ICQ Demographics
Young audience 80 Under 30 Years Old
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Internet Market Share
3.6MM ICQ Users
21.8MM Online Users

1. 21.8MM Online Users - information Technologies
   Communications Minister (November 2005)
2. 3.6MM ICQ Users - ICQ Monthly Active users
   April 2006 (ICQ Internal Data)

Over 16 of Internet Users in Russia Use ICQ on a
regular basis