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

Filing 323

DECLARATION of William M. Hohengarten/ Additional Unsealed Exhibits to the Declaration of William M. Hohengarten in Support of Viacom's Motion for Partial Summary Judgment 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 38, # 2 Exhibit 76, # 3 Exhibit 78, # 4 Exhibit 79, # 5 Exhibit 80, # 6 Exhibit 83, # 7 Exhibit 86, # 8 Exhibit 110, # 9 Exhibit 113, # 10 Exhibit 137, # 11 Exhibit 182, # 12 Exhibit 192, # 13 Exhibit 193, # 14 Exhibit 194, # 15 Exhibit 195, # 16 Exhibit 197, # 17 Exhibit 198, # 18 Exhibit 201, # 19 Exhibit 202, # 20 Exhibit 292, # 21 Exhibit 301)(Hohengarten, William)

To: "Hunter Walk" -:[e-mail]::, "Jeremy Doig" -:[e-mail]::, "Shashi Seth" -:[e-mail]::, "Chris Maxcy" -:[e-mail]::, "Jordan Hoffner"

-:[e-mail]::, "Suzie Reider" -:[e-mail]::, "Chris Di Cesare" -:[e-mail]::,
"Chad Hurley" -:[e-mail]::

From: "Tom Pickett" [e-mail]::
Cc: "Sara McKinley" -:[e-mail]::, "Jeff Dejelo" -:[e-mail]:: Bcc: Received Date: 2008-03-11 04:13:12 GMT Subject: Business Plan - Update and Actions

Hi all,

i wanted to share with you the latest working version of the deck based on feedback from the discussion in Chad's staff yesterday. The key is that we get all the pertinent information in the deck and then we can roll-up a simplified version for EMG once we have made all our tradeoffs and are in alignment on the plan.
Action: All - Please read if you have a chance before our discussion at 5pm Shashi, Hunter, Suzie - There are specific templates (pp 16, 17, 20, 21, 22, 23,24) to capture the specific tactics against the various components of the strategy. If there is anything you can do to fill them in today, that
would be ideaL.
Next Steps:

* We need to quantify the economics of each of the levers. E.g. calculate the revenue trajectory and CPRD for each of the initiatives to help with the tradeoffs. Jeff Dejelo will be helping to do this. * Fill out the templatized tactics slides as identified above (shashi,

hunter, suzie)

k Hunter, Shashi and Jeremy to take the product needs from the tactics

slides and assess engineering load, figure out delta, and start prioritization of projects.

Timeline: * Meet with Ads PM at 4pm today. Unless anyone else has a specific agenda, i propose we walk through the deck and discuss (this is why it would be great to have the templates done). * Meet with strategy team at 5pm today. Sync up on the deck and next steps. * Proposal - For now we should assume an April 1 st EMG which gives us this week, next week and the week after to finalize. - This week (3/10)- Get 1 st pass economics complete. Get complete list of product needs and start prioritizing. Start sharing with Dave Eun, Eileen Naughton, Henrique and Crid Yu - Next week (3/17) - Lock in proposed tradeoffs, refine economics and refine deck - Week after (3/24) - Potentially invite Henrique, Eileen, Crid and Dave Eun for a working session (half day or full day) to work out the deck in advance of EMG.
Happy to take thoughts and suggestions.

Thanks, Tom

Highly Confidential

GO0001-02930251

Tom Pickett

Attachments:
YTS Deck 3.11 .08. ppt

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2011

.. Usage trends affect the mix of ad spending across various media. Thus, as people are spend more time on YouTube, more advertisers will advertise.

Highly Confidential

G00001-02 9302 63

YouTube's characteristics are well suited for brand advertising
Advertis i ng_pri n ci pies
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YouTube Characteristics

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intent: top two categories by views - _
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.. YouTube is a top online brand

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Highly Confidential

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YouTube's market approach is complementary to Googie an doors to new advertising spend
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properties

" GCN and YouTube will both target the broader display market

Highly Confidential

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Placeholder: There are several assumptions we are making about the brand advertising space

" Brand advertisers of all sizes wil
increasingly become comfortable advertising against social media and the risks therein

Our business assumptions are also

based upon some fundamental assumptions about the development

of the brand advertising space.

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accelerate:

" There wil be the emergence of a broader brand advertiser base beyond the top global brands. These advertisers might look and feel like a brand/direct response hybrid at

times - for example, local surf shop
sponsoring surfing videos.

"YouTube wil be able to move beyond "sexy
platform of the moment" status by offering rich targeting segmentation and data analysis tools detailng consumer interactions with advertiser/sponsor content

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GO0001-02 9302 66

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Advertiser Market Approach
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G 0 0 0 0 1 -0 2 9 3 0 2 6 7

e Capturing Brand &, Display Market

Become a premium brand advertiser destination

Position YouTube as a premium property to capture large brand advertising budgets

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. Creative packaging

serving and billing

Highly Confidential

G O 0 0 0 1 -0 2 9 3 0 2 6 8

e Capturing Brand &. Display Market

Become a scalable display advertiser platform

Utilize packaging and targeting to become a top display advertising destination

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Highly Confidential

GO0001-02 9302 69

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Expansion of Monetizabfe Watch Inventory

Ramp VID Claim and Monetize Activity

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Highly Confidential

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_ Expansion of Moneüzabfe Watch Inventory

Expand Partner Program to Popular Users

Foster further content production and expand monetizable inventory through expansion of YouTube Partner Prograni (YPP)

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views
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Revenue

. 2008: $x . 2009: $x

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Highly Confidential

GO0001-02930273

Expansion of Monetizable Watch Inventory

Improve Partner Content Discoverability
Improve users

* abilty to find partner content on YouTube

. Increase monetizable video

views and partner revenue
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in current user experience

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surfacing of partner content

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and one other

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across partner and non-partner

content

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. 2008: $x . 2009: $x

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Highly Confidential

GO0001-02930274

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Phase 1: Utilize Promote Your Video (PYV) to open up new revenue streams frorn content creators

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Highly Confidential

G O 0001- 02930276

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Phase 2: Create marketplace for advertiser I content pairing and promotion

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Highly Confidential

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