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:

From: Cc:
Bcc: Received Date:

"'Michael Adair'" [e-mail];,, "'Tim Armstrong" ~;, "Suzie Reider" .,[e-mail];, '''Maureen Marquess'" [e-mail];,
03:57:02 GMT . YouTube Latest 2007-2009 Forecasts for Search & In-Streaming 2007-05-19

Subject:

Wanted to be sure you both had the same info as David as you (Tim) head out

to Omid's offsite. I imagine there might be some discusson about YouTube
and revenue.

Tim,

Jeff is our sales finance guy - on Adair's team. Came from Yahoo! and

joined YouTube when I did. He's got a good sense of Yahool #s. His model/thinking is attached. (he's outstanding). Have a good trip.

-Suzie

From: Jeff Dejelo (mailo:[e-mail]
Sent: Friday, May 18, 20078:57 AM
To: 'David Eun'

Hi David,

opportunities is almost for search results and for
partner / CYC content).

Per your request attached is the most recent 2007-2009 projections for search results and in-streaming monetization. At the bottom of the email, I provided some assumption details. The total 3-year revenue for thes

As you may have guesd, we're not going to hitllfter 18 months with

search and in-streaming (well, maybe after 30 months). To get there, we

would have to include forecasts for PYV (I see plenty of upside here),
programs / contests (-_ to _ per year), front-page sales ( to
_ per year) and direct sales from internationaL. After I get back from

vacation (starting May 24, ending June 2), the team wil begin work on

re-forecasting 03 and 04 (currently, the forecast is _and
respectively) as well as 2008 revenues. #1) We'll need it for our business

review withTim.and #2) Tracy wil need to upload our 2008 forecasts in the
system by mid-June.

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CASE: Viacom, ~t at v. O~t al ~ Yo~Tube, et aI.,
Case Nos. 07-CV-2203 an
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Highly Confidential

Exprt - Ads, Lies

GO0001-02439050

P.S. I did a little bit more investigation on Yahoo and its $20.00 CPM (per Dave Goldberg). Please be aware that this is the *gross CPM* that does NOT take into account % monetizeable videos (Le., 60%) and % sell thru rates (Le., 60%). Also, this price represents the *traditional 15-30 pre-roll with companion banners near the player*. Therefore, Yahoo's eCPM for in-streaming ads for video is over $7.00 (the apples-to-apples driver in our
model is eCPM of "-in 2009).

Partner Content Assmptions

Total3-year revenue is (compared to in the previous version
of the model). I projected that monetization using in-streaming begins

October 2007. Also, I raised the eCPM to _ in 2009 and included the
total video views also includes CYC.

assuming that are signed partners. The forecasted.of

user revenue share program. As in the prior version of the model, we are

Search Results Monetization Assumptions

Total 3-year revenue is _ (compared t~in the prior version of
the model). While the inventory of search PVs decreased from my last
version of the model (now represents_of site video views), eCPM on

search results pages increased to _ in 2009 (compared to _in the
prior version). Also, i adjusted upward some of the watch page assumptions
to reflect the March-May numbers that we did not have previously. For

details on CPM and STR assmptions by video and display, please see below.

As one way of sanity checking this over 3-years, i reverse-engineered
the number of pods projected to sell YouTube. For Search on YouTube today,

our team (Tress, Flahart, Keri and Sam/Jen) have each averaged about_
per month sellng search. Using this as a starting point, i sanity checked the revenue numbers by implying the number of pods sellng YouTube. According to my assumptions, the number of pods in the field sellng YouTube search is almost 40 after one-year. By end of 2009, the revenue numbers

impiy just over 100 pods sellng YouTube. Based on the long-term Janus
guidance that I've heard, this seemed reasonable to me. However, the

implication is that the search PVs on the site wil be almost_sold out
by the end of 2009 (the remaining_to be monetized via remnant display).

PYA on search

* ~TR after _months of launch
After April 2008, . STR increase per month as more and more
agencies / marketers become accustomed to creating PV As for the You Tube

community

Highly Confidential

Expert -- Ads i Lies

000001-02439051

~ Reaches.

* Gross CPM starts at _(whiCh is $1.00 below rate-card),
rate-card after several tiers of targeting)

by the end of 2009

increasing ~oM due to better targeting ~ Reaches _ by end of 2009 (this is the current target CPM on the

CTP on search
Assumed half the STR as the PVA (.after 10 months of launch), due
to limited inventory of CTP ads in the Google network
~ Reaches over _ by the end of 2009

* Gross CPM starts at _ based on Google's site targeting
statistics, increases. MoM
* Reaches almost _ by end of 2009

Direct display on search 300x250

Currently, STR for each of the 160x600 and 728x90 ad unit is _
With the 300x250, there's now only 1 ad unit and a more desirable

one for marketers

· Reaches.STR by the end of 2007, reaches. by end of 2009
Yahoo's sell thru rate on Its media properties for "Class 1" banners

(like the 300x(0) is currently between 40% and 65%.

~ Gross CPM starts at_(which is'' below rate-card),
increases _MoM
* Reaches aimost"by end of 2009

Remnant on 300X50 on search
Averages _ per month for domestic display
International inventory on .com includes run-of-site display and CTP

Attachments:
Monetization Meeting~Financial -5-17-07- v2. ppt

Highly Confidential

Expert - Ads, Lies

GO0001-02439052

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Overall- avg. video views per day (in mm)

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