Viacom International, Inc. et al v. Youtube, Inc. et al

Filing 210

DECLARATION of William M. Hohengarten (Part Six) Ex. 112 - Part 1 in Support re: 176 MOTION for Partial Summary Judgment /Viacom's Notice of Motion for Partial Summary Judgment on Liability and Inapplicability of the Digital Millennium Copyright Act Safe Harbor Defense.. Document filed by Country Music Television, Inc., Paramount Pictures Corporation, Viacom International, Inc., Black Entertainment Television, LLC, Comedy Partners. (Attachments: # 1 Exhibit 112 - Part 2, # 2 Exhibit 112 - Part 3, # 3 Exhibit 112 - Part 4, # 4 Exhibit 113, # 5 Exhibit 114, # 6 Exhibit 115, # 7 Exhibit 116, # 8 Exhibit 117, # 9 Exhibit 118, # 10 Exhibit 119, # 11 Exhibit 120, # 12 Exhibit 121, # 13 Exhibit 122, # 14 Exhibit 123, # 15 Exhibit 124, # 16 Exhibit 125, # 17 Exhibit 126, # 18 Exhibit 127, # 19 Exhibit 128, # 20 Exhibit 129, # 21 Exhibit 130, # 22 Exhibit 131, # 23 Exhibit 132, # 24 Exhibit 133, # 25 Exhibit 134 - Part 1, # 26 Exhibit 134 - Part 2, # 27 Exhibit 134 - Part 3, # 28 Exhibit 134 - Part 4)(Kohlmann, Susan)

To: "8akina Arsiwala" -:[e-mail]::, "Luis Garcia" -:[e-mail]::, "[e-mail]" -:[e-mail]::, "Matthew Blain" -:[e-mail]::, .Shiva Rajaraman"

.:[e-mail]::, "James Byme" -:[e-mail]::, "[e-mail]. -:[e-mail]::,

"[e-mail]" -:[e-mail]::. "Tara Green \(taragreen\)" -:[e-mail]::.
.Susn Humphries. .:[e-mail]::, "Crid Yu. -:[e-mail]::, "Jacquie Duncan"

.:[e-mail]::. "dick soule. .:[e-mail]::
Cc: Bcc: Received Date:

From: "Jenny Stefanotti" .:[e-mail]::
2007 -D-Qa 21 :57:58 GMT Meeting Notes: YouTube APLA Monetization

Subjec:

YouTube Monetization Meeting Notes

June 4,2007
Action Items/Next Steps:

- (Jenny/CridlSakina) Map ad products and countries - which are most

appropriate
- (Jenny) scheule meeting with ad and operations leads to determine preliminary operating model circulate back to the broader team - (Jenny) schedule follow up with broader team

Attendees:
- YouTube: Dick Soule: YT International Sales Liaison. Shashi Seth: YT
Group Product Mgr (Ads), Matthew Liu: YT Product Manager (Ads. Search PV=, PYV), Jamie Byrne: YT Marketing, Alex J: YT Sales Operations Team Lead, =eff Mayo: Mgr YT Sales Operations, Sakina Arsiwala: YT Intemational PM. Lui= Garcia: YT Latam PM - APLA: Tara Green: Mgr APLA Sales Operations. Susan Humphries: Manager, Consumer Product Speialist, Crid Yu: APLA Branding Lead, Jacqu=e Duncan: Head of VMG, Jenny Stefanotti, Special Projects

YouTube Ad Products
Three distinct advertising opportunities:

1. Engagement Platforms: platform enabling advertiser to engage with community, e.g. brand channels. Advertisers wil advertise on site to drive traffic to their brand channels. 2. Scalable Video: home and search page PVA. also allows engagemen with community 3. Sponsorsips: - Video contests, e.g. advertiser creates idea, users submit videos. Developing contest platforms to allow user to submit video, advertiser moderates entries, enables voting by the community. Self service

tools. Similar to brand channels, just ned commitment to spend elsewhere.
- Large scale contess for the YouTube community are done by the
marketing team. ad team finds a sponsr. Limited number executes tea=h

year. Gotten a ton of heat that programs have only been open to

Highly Confidential

Exprt - Advertising

000001-00255239

US usrs,

huge demand to participate outside the US. Would need to hire market=ng

team to do this. Built on sae tools as contests that any advertiser= /
usr cando

Specific Ad Products
- Home page PVA: click to play ad, allows for connection and engagement with community, sold on a resrvation basis per day, on the h=me page for an entire day, engages community as a whole but isn't targeted - Brand Channels: Enhance look and feel on standard channels - Given away to advertisers who spnd over a certain amount on ads elsewhere on the site, $100k-$250k base on features available on channeL. - Several tiers of channels bring more features to advertisers

- Advertiser manages, all self service, sclable approach - PV A for search: (launching July 1) click to play ad on search results page (today has two banners to be replace with click to play vi=eo

spending more .

ad)
- Search represents 50% all YT PVs - Represents largest component for monetization this year - Classfy search term as content vertical, allows vertical targeting in the search ads. - Content verticals vs. keyword targeting since advertisers are looking for branding not direct respons - Allows targeting by vertical, demographic, georaphy, time of day, to some extent keyword targeting if it's a brand keyword

- Resrvation based but with aucion base back fil - Wil have all community features. Wil also allow more
advanced targeting and community metrics - Demographics done off usr registration information - In-Stream Video Ads: (launching late Q3) in premium content and usr content in the partner program. Potentially get rid of banner ads entir=ly at that time. Doing tests now. Looking at graphical in video units, graphical overlays instead of video, could appeal to broader market that does not have video. Advertising is in player itself - Promote Your Video (PYV): bigger vision to allow content partners and usrs to promote videos to drive trarfc. Auction system for promoI=on on various places on the site: categories, watch pages, search

- For Sale: abilty for partners to monetize content
- Marketplace: to create video ads and use on YouTube
Internationalization of Ad Products:
- Product would love for teas to bring advertisers in who'd be

wiling to engage with teams in giving feedback - In US building media programs so sales teams can jus pitch

bundles. Can do cusom on rare occasion.
- $250k is ok for advertiser commitment in US. may be too much outside the US - Up to us to modify policies for specific countries, but want to be

scalable
- Have very limited initial launch in each country, could do cusom deals while we figure out self servce model for broader advertisers - Need some sort of produc speialist role who is very creatively

Highly Confidential

Exprt - Advertising

GOOOOI-00255240

minded, sales team comes to marketing team for consultative sales advice=to

use tools creatively
- Sketchies, YouTube created contests... couldn't do at launch outside the US, - Branded advertiser channel is #1 ask and contests

Advertising Operations
- How team is set up:
- Exprts on channels, contests, understand how to tum on

- Sales person gathers info through RFP or meeting with advertiser, pre planning procss. Jeff's team provides inventory

infonnation, units of video. Then pitches the client
- After sale, order goes into one of Jeff's regionalized teams for

fulfilment, ops goes into doubleclick inventory and reserves.
Team

comes

in with assts from agenc and execute campaign in doubleclick. - Takes calls from agencies on optimization, strategist and account manager rolled into media coordinator role, works with agency on the =ack

end
- Right now have regional people in the US. They can support

Interntional initially. Vislon is to have swat teams in US to be avail::ble
for international sales roll outs.

Longer

term

- Marketing has a packaging group to pull together inventory (YT and Google network) for sales teams to sell to client, base on needs, could proactively push out to high potential verticals. Also may do reactive

stuff reacting to an RFP, customize. Could potentially have a sales per=on
put together program with account manager.

Current APLA DSO Teams

- Equivalent of Region 4 in EMEA, up to 15 offices in 10 countries,
scouts in many more - Just now creating robus DSO organizations

- Only go 3 roles deep in a po vs. up to 7 in naso - sales manager;
maxmizer, customer servce - Starting to put in a few account coordinators for paperwork - Jus starting to verticalize, jus hiring vertical heads, industry marketing, vertical operations teams. No country wil be fully vertical=zed for the next few years - 2-4 pods in most countries, supporting multiple verticals - 5 pos in Australia covering multiple verticals - China building out before revenue but cappe at 6 pods - Can't get regional teams in mos apac countries be of language, can get some in English and Spanish speaking Latin America - AUS only market where not the case, young stage three market, trying to evolve from service org to where UK is but probably 2 years behind. Would market the most sens to start here, most built out and mature DSO organization

Highly Confidential

Exprt - Advertising

000001-00255241

APLA traffic stats
- April watch pages: Brazil at almost 400M watch pages per month, followed by Mexico, Ausralia, Hong Kong, Taiwan, an Argentina - Limited opportunity in China and Korea - huge potential markets but traffic isn't there. Need product focus before monetization
. lnital Thoughts

- Only launching in Brazil on June 19 . rest of countries do not yet have launch dates - Figure out what is suite of products we want to offer to each tier of countries (AI for Jenny/Crid) - Could train product specialist / PMM role to support in country

teams
- Move into existing pod structure - Hire 1-2 dedicated YouTube people in country - Elsewhere train existing pods - Phased approach before can hire and train peple

Jenny Stefantti

[e-mail] I __

Asia Pacific & Latin Ameri~Google, Inc.
CONFIDENTIALITY. This communication is intended only for the use of the intended recipient(s) and may contain information that is privileged and confidentiaL. If you are not the intended recipient, please note that any dissmination of this communication is prohibited. If you have received this communication in error, please erase all copies of the messge, including all attachments, and please also notiy the sender

immediately. Thank you for your cooperation.

Highly Confidential

Exprt - Advertising

GO001-00255242