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Concrete Entertainment EarthQuake Media
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EarthQuake Media

• Earthquake Media is a media buying and planning
  agency. We are smart, nimble and independent
• Founded in 1999 EarthQuake Media specializes in
  interactive media research, strategy, planning,
  buying and analysis
• Our team consists of experienced senior media
  people from large and small agency backgrounds
  and brands
• Some of our clients include, HBO, Cinemax HD,
  The Princeton Review, Answers.com, College.com

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EarthQuake Media/Concrete Select Clients
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How We Differ From The Competition

• EarthQuake provides comprehensive research,
  tracking and reporting of media through online
  research tools and software
• We have the ability to target multiple audience
  segments, by knowing what they are doing on
  online and what sites they are spending their
  time with
• We monitor online media trends and best practices
  to provide best-in-breed media planning, tactics,
  and opportunities
• We ensure your brand is where it needs to be
  online in order to garner the greatest attention
  and results ongoing

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Robert Davidman, CEO

• Robert has a solid decade of integrated media
  experience with a strong focus on building and
  executing new media campaigns. Roberts areas of
  expertise include broadcast media, online media,
  corporate strategy development, and marketing
  planning and strategy.  At EarthQuake
  Robert works with a variety of clients including
  HBO, Cinemax, HDNet/Magnolia Pictures, and the
  Film Movement. 
• Before joining EarthQuake, Robert was the
  Director of International Broadcast Services for
  Yahoo, where he developed and implemented the
  Internet broadcast business model in 24 countries
  outside the United States. At Yahoo, Robert
  served as a company evangelist for emerging
  media. As well, he counseled senior management at
  Yahoo on how to sustain the business long term in
  their local countries.

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Jeff Giacchetti, Media Supervisor

• Jeff develops fully integrated campaigns for
  HBO, Cinemax, Magnolia Pictures, and Film
  Movement. He works across Internet, TV, print,
  radio, sponsorship, out-of-home and wireless
  media.
• Prior to joining EarthQuake, Jeff was a Senior
  Media Manager at VNU Business Marketing, within
  their Worldwide Sports Division. There he was
  involved in the business-to-business media
  marketing for clients such as Under Armour
  Athletic Apparel, Starter Apparel, and Woolrich
  Brands. Jeff earned a bachelors degree from
  Fordham University in New York.

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Strategic Interactive Research

• ?
• Where Is Your Audience

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We Can Find Them

• Gamer sites (GameFAQs, IGN, UGO, GameSpy, etc.)
  rank highest in audience composition against
  Males 12-26, and high against Consumers 12-26
• Social networks such as MySpace rank lower in
  composition against Males 1226, and about even
  against Consumers 12-26
• Music Labels artists are often overexposed on
  certain social media sites (ex. MySpace), yet
  underserved on sites their key audiences are on
• These facts create tremendous opportunities to
  efficiently speak to key demographic audiences in
  a less cluttered environment

There is very little record label advertising on
gamer sites, based on an advertiser review of
the top 5 sites
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Gamers Music Consumption (M12-24)

• A CRITICAL MASS OF YOUNG GUYS1
• 10.9 MILLION UNIQUES
• 2.2 MILLION GUYS 12-24 16 REACH

• THEY ARE HEAVY MUSIC CONSUMERS ONLINE AND OFF2
• 435 INDEX WATCHED MUSIC / MUSIC VIDEOS
  ONLINE IN THE PAST MONTH
• 377 INDEX DOWNLOADED FILE FOR PORTABLE
  MEDIA (PODCAST) TO COMPUTER YESTERDAY
• 377 INDEX PURCHASED RAP / HIP HOP MUSIC
  ANYWHERE IN THE PAST 6 MONTHS
• 322 INDEX WATCHED STREAMING VIDEO ON
  COMPUTER YESTERDAY
• 290 INDEX HEAVY SPENDING ON MUSIC ONLINE
  IN THE PAST 6 MONTHS
• 283 INDEX PURCHASED ROCK MUSIC ANYWHERE IN
  THE PAST 6 MONTHS
• 255 INDEX LISTENED TO STREAMING RADIO ON
  COMPUTER YESTERDAY

1NIELSEN//NETRATINGS, NETVIEW, JUNE 2006 2UGO
NETWORK OR UGO GAMES NETWORK, NIELSEN NETRATINGS
NETVIEW, FALL 2006 RELEASE
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Gamer Site Publishers Response

• Creating more robust music sections
• Music Challenges and other interactive games
• Bands on demand
• Backstage concerts
• Customized player skins
• Artist Interviews

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Social Media Benefits Selection

• Social media sites play an important role in the
  online mix
• High reach
• Viral
• Broad audience demographic range
• Social site selection is crucial
• Your online campaign may risk
• Over-saturation Your messages will be lost
• Media efficiency is compromised in a
  category-cluttered environment
• ROI will be marginalized
• Knowledge in planning and site monitoring can
  avoid waste
• Uncovering emerging social media sites and
  opportunities
• Similar audience comp/reach with less clutter
  than Myspace

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Emerging Social Media Networks

• Imbee.com
• Social networking and blogging destination
  specifically designed for kids 8-14. Launched
  2006
• Xanga.com
• Social networking community of online diaries,
  journals and weblogs
• 27 million users Consumers 18-24 represent 41.7
  of users
• 3rd largest social networking site in U.S
• Hi5.com
• 8th most visited US social networking site
• Launched 2003, currently has 50 million
  registered users
• Youth oriented focus Consumers 13-24 account for
  43 of users
• Bebo.com
• Largest social networking site in UK
• 22 million registered members target audience
  Consumers 16-35

Source Hitwise,2006
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Emerging Social Media Networks

• Classmates.com
• 40 million adult members throughout US and
  Canada
• Consumers 18-34 represent 23 of users Consumers
  35-54 represent 49 of users
• TheMomNetwork
• Mom-to-mom social network
• W 35 account for 58.8 of users
• Secondlife
• 3-D virtual social network
• Launched 2003
• Currently inhabits 1,409,201 people from around
  the globe

Source Hitwise,2006
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Second Life

• The World
• A 3-D virtual community entirely built and owned
  by its residents
• The People
• The Avatar is ones persona in this virtual world
• The Marketplace
• In-world currency used is the Linden dollar,
  which can be converted to US dollars at several
  online currency exchanges
• Own land and build a virtual business
• Create a music themed island
• Build and run a virtual record store or record
  label
• Stream music to be played at virtual bars, night
  clubs, or radio linden
• Hold concert events
• Second Life is the future right now, offering
  endless possibilities for artists.- Nick Rhodes,
  Duran Duran

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Case Study HBO-Latino Sex and the City

• Client HBO Latino
• Media Used Internet
• Objective
• The goal was to engage Hispanic entertainment
  enthusiasts online to drive tune-in awareness for
  the final season of Sex and the City on HBO
  Latino.
• The Challenge
• The messaging had to be enticing and
  strategically targeted for relevancy. We needed
  high reach and high share of voice vehicles to
  drive as much traffic as possible within a
  two-week period. The online media also needed to
  be consistent with the look and feel of the
  traditional campaign strategy.
• The Solution
• We secured prominent media placements in
  relevant areas of select targeted properties to
  consolidate maximum share of voice on those
  properties. Rich media assets were used to tease
  the upcoming season. User polls were created to
  promote interaction with the target audience and
  facilitate viral activity.
• The Results
• During the course of a two week flight, over
  70,000 users interacted with the campaign, at an
  average CTR of 1.30. The campaign over
  delivered planned media by 119.

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Demographic Groups

• This presentation will explore internet
  activities for the following groups
• Males 12-24
• Consumers 12-24
• Women 35

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Males 12-24

• In the US, there are 26.6 million Males aged
  12-24
• 69 use the internet (this equals 18.4
  million)
• M12-24 are actually two separate groups that act
  similarly but are still very different
• M12-17 (12.65 million)- In Jr. and Sr. High
  School, part time workers
• M18-24 (14.38 million)- In College, full time
  workers

Source Nielsen Source Mediamark Research
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Males 12-24

• Top Online activities include
• 64 of M12-24 online use email
• 53 of M12-24 online play online games
• 33 of M12-24 online look up latest news/current
  events
• 22 of M12-24 online make online purchases
• 19 of M12-24 online visit chat rooms
• 8 of the top 10 websites with the highest
  composition of Males18-24, have a gaming
  component to them
• GameFaqs.com, has the highest composition of
  M18-24, 32.2
• IGN.com has the second highest composition of
  M18-24, 28.4
• UGO.com also very high composition of M18-24, 28
• By Comparison
• MySpace.com composition of M18-24 is only 14.4
• PureVolume.com did not rank among M18-24 as
  reported by Nielsen

Source Mediamark Research
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Consumers 12-24

• Consumers 18-26 spend 48 hours per week with TV,
  print, radio and the web
• Consumers 18-26 spend 28 of their media time
  with the internet
• 87 of U.S. teens (12-17) are frequent internet
  users
• 89 Send or read email
• 84 Go to entertainment websites
• 81 Play online games
• 76 Go online to get news or information about
  current events
• 75 Send or receive instant messages

Source Forrester Research Source Pew
Internet and American Life Project
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Consumers 12-24

• Consumers 12-24 have focused more of their
  attention to social media including social
  networking sites, blogs and podcasts.
• Use of social media, blogs and social networking
  sites have doubled from 2005 to 2006
• Facebook has the highest composition of adults
  18-24 (70.8 compostion)
• Xanga has the fourth highest composition of
  Consumers 18-24, as well as having a younger user
  profile, and 20 of its users are teenagers
• Teens 12-17 account for 11.9 of the MySpace
  audience

Source Forrester Source Comscore
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Women 35

• 80 Million Women 35 in the US (Nielsen)
• 77 of women 35 are online
• Of the Women 35 online
• 88 Use email
• 74 Look for health or medical related info
• 49 Obtain latest news/current events
• 46 Make a purchase for personal use
• 30 Obtain financial information
• 25 Play games online

Source Mediamark Research
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Women 35

• Women 35 are frequenting websites with health
  related components.
• The top six websites with the highest composition
  of women 35 have large information seeking
  components
• LHJ.com (Ladies Home Journal) has the highest
  composition of women 35, 80.9. This website
  has an in-depth health component
• The Breast Cancer Site has the fourth highest
  women 35 composition, 78.1
• 71.6 of MedicineNet.com are Women 35
• Women 35 are buying beauty and style products
  online
• AOL Beauty and Style has the six highest
  composition of women 35, 72.5