ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD

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ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
Advertising on HuffPost
The young and innovative journalism portal
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
HuffPost at a glance
The world’s largest news network with blogger expertise

                                   6.65                       16.84                         24.86                       2.51
                                   UUs                        Visits                        PIs                         AIs (Video)

                                   EDITORIAL CONCEPT
                                        News portal for a new generation
                                        Social media storytelling
                                        Blogging expertise

                                   USERS
                                        Young: 52% of the desktop users are between 20 and 49 years old
                                        Unisex: 50% male users, 50% female users
                                        Well-educated: 41% have Abitur (German university entrance qualification)
                                        or a university degree
                                   HuffPost is…
                                   … is the world’s largest news network!
                                   … is the news portal for a new generation!
                                   … is the market leader in social media storytelling!

Source: AGOF daily digital facts, Aug. 2018, single month (Aug. 2018), population of 16+; IVW 08/2018; AdServer (DFP)

2              Advertising on HuffPost DE | BurdaForward Advertising
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
High reach on all devices

Unique users in million

        Total digital reach                            Online                              Mobile Web
              6.65                                     2.01                                  4.95

Source: AGOF daily digital facts, Aug. 2018, single month (Aug. 2018), population of 16+

3              Advertising on HuffPost DE | BurdaForward Advertising
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
„We want to be the best in the web
and bring the best of the web to one
             platform.
We want to give an answer to today’s
 demand for news…with a different

                               “
    approach to current issues.

Arianna Huffington
Founder of HuffPost
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
A global media brand

      120 m
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
Editorial concept

                                                            We build communities around people, engage them to debate
                         CONVERSATION                       and tell touching stories.

                                                            We are a platform with a powerful voice and we listen to
                          GIVING A VOICE                    people who have something to say.

                                                            We apply modern web standards and have a focus on the
                                         SOCIAL             exchange in social networks.

                                                            We opt for growth areas, combine journalism and innovative
                                         MOBILE             technologies and our mindset is 100% digital.

                                                            We rate news and put important topics on one platform – in an
                                     CONTENT                entertaining, informative and positive way.

6   Advertising on HuffPost DE | BurdaForward Advertising
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
That’s how you benefit from HuffPost

    6.65 m UNIQUE                                                                               BLOGGERS
         USER
    We are reaching a new                                                                   More than 4500 authors
        generation –                                                                         and bloggers write for
        generation Y                                                                        The HuffPost on a regular
                                                                                                     basis

    USER CONFIDENCE                                                                         YOUNG TARGET
                                                                                              AUDIENCE
       Positive brand image &                                                              The HuffPost has one of the
              reliability                               EXPERT IN DIGITAL                  youngest target audiences
                                                         STORYTELLING                         in the news industry

                                                        Customized content marketing
                                                                 concepts

Source: AGOF daily digital facts, Aug. 2018, single month (Aug. 2018), population of 16+

7              Advertising on HuffPost DE | BurdaForward Advertising
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
Advertising on HuffPost

Brand Reach & Traffic
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
Top 15 of the biggest German news portals
From the start we have been exceeding all expectations and are growing steadily

Total digital reach - unique users in million

             FAZ.NET                                                                                          10.53

                 upday                                                                                 8.04

     Express Online
                                                                                                    7.55
         OMS

    RP Online OMS                                                                            7.18
                                                             TOP
                                                              12
                                                                                      TOP
                                                                                            6.65
                                                                                       14

         Handelsblatt                                                         4.30

Source: AGOF daily digital facts, Aug. 2018, single month (Aug. 2018), population of 16+

9              Advertising on HuffPost DE | BurdaForward Advertising
ADVERTISING ON HUFFPOST - THE YOUNG AND INNOVATIVE JOURNALISM PORTAL - BURDAFORWARD
Media performance development

 Page impressions and visits in million
                                                                                                                                         8.33
                                                                                     Number of visits has                     16.53
25                                                                                   DOUBLED in 3 years
                                                                                                                                      16.84

20

15

10

 5

 0
      Apr 14    …       Aug 17    Sep 17    Okt 17    Nov 17    Dec 27   Jan 18   Feb 18   Mar 18   Apr 18   May 18 Jun 18   Jul 18   Aug 18

                                 Page impressions online                 Page impressions mobile              Visits

 Source: IVW 08/2018

 10            Advertising on HuffPost DE | BurdaForward Advertising
We are video!
The HuffPost keeps its users up-to-date in real-time

Video visits in million
                                                                                                            3.50 m visits
5,60

       4,97                                                                   4,95                          2.37 m visits
                                   4,47
              4,20                        4,25 4,31
                                                                                                            0.62 m visits
                                                               3,37                  3,45
                     3,19 3,29                          3,19
                                                                        2,9
                                                                                                            0.50 m visits

                                                                                               With 3.45 m video visits The
Aug    Sep     Oct     Nov   Dec   Jan    Feb     Mar    Apr    May     Jun Jul 18 Aug      HuffPost outperforms the competition
 17     17     17       17    17    18     18     18     18      18      18         18      such as Zeit Online, Süddeutsche.de
              Online         Mobile       Total                                                         and Welt.de.

 Source: IVW 08/2018

 11             Advertising on HuffPost DE | BurdaForward Advertising
We are social!

Social media followers

                                                 … more than
     640.991                                       700,000
                                                 social media
                                                  followers!

                                68.366
                                                         13.219
      Facebook                    Twitter                Pinterest

Source: Facebook, Twitter, Pinterest (08/2018)

12             Advertising on HuffPost DE | BurdaForward Advertising
We provide traffic!

Traffic proportions                                                         Social media traffic in the competitive
                                                                            environment
                                       1%       7%
                                                                                     In the competitive environment
                                                                                          the HuffPost generates
          26%                               Social                                   significantly more traffic through
                                            media                                             social networks.
                     Typed/
                   bookmarked

                                                                      32%                                4.71 %

                                                        Referrals
                                                                                                         8.35 %
                     Search engines

                                                                                                         13.37 %

                                                                                                         8.26 %
                      31%

Source: www.similarweb.com (07/2018)

13            Advertising on HuffPost DE | BurdaForward Advertising
Advertising on HuffPost

User Demographics
HuffPost users are…

                                                                                                               YOUNG
                                                                                           Around 52 percent of the users are between 20 and
                                                                                           40 years old.

                                                                                                               UNISEX
                                                                                           50 percent of the users are male, 50 percent are
                                                                                           female.

                                                                                                WELL-EDUCATED
                                                                                           40 percent of the users have Abitur or a university
                                                                                           degree.

                                                                                                      HIGH-INCOME
                                                                                           41 percent of the users have a monthly household
                                                                                           net income of about €3,000 or more.

Source: AGOF daily digital facts, Aug. 2018, single month (Aug. 2018), population of 16+

15             Advertising on HuffPost DE | BurdaForward Advertising
User demographics

                                                         Proportion in %
                        Gender
                             Male    ██████████████████████████████████████████████████ 50
                          Female     ██████████████████████████████████████████████████ 50
                             Age
                    16 - 19 years    ████ 4
                    20 - 29 years    ██████████████ 14
                    30 - 39 years    █████████████████ 18
                    40 - 49 years    ████████████████████ 20
                       50+ years     ████████████████████████████████████████████ 44
                     Education
No secondary school qualification    █1
               Secondary school      ███████████████████████████████████████████████████████████ 59
         Abitur, university degree   ████████████████████████████████████████ 40
                   Occupation
                         Working     ███████████████████████████████████████████████████████████████████ 68
         Not (no longer) working     ████████████████████████ 24
                          Trainee    █████████ 8
     Household net income
                     up to €1,000    █████████ 9
      €1,000 to less than €3,000     █████████████████████████████████████████████████ 50
                  €3,000 or more     ██████████████████████████████████████████ 41

Source: AGOF daily digital facts, Aug. 2018, single month (Aug. 2018), population of 16+

16                  Advertising on HuffPost DE | BurdaForward Advertising
Advertising on HuffPost DE

Rates & Additional Services
Premium publishing products
Rates effective as of 1 October 2017

                             DESIGN                                                                                         PRIMARY
                                                                                                                            Traffic feed through native
  Customizable and creative in
                                                                                                                            and social teaser elements
     the form of text, video, quiz
                 and many more
                                                                                                                            SECONDARY
                                                                                                                            Additional branding through
                                                  CONTENT                                              MEDIA                display media
                         CREATION
                                                                                                                            EXTERNAL TRAFFIC
        Emotional and relevant                                                                                              FEED
    content using the tonality of                                                                                           Through all of our
  the brand with added value for                               NATIVE ADVERTISING                                           BurdaForward brands
                        the user

                                                                       OUR PRODUCTS

         Branded Piece                              Branded Hub                           Editorial Branded Hub                   Branded World

                                                                                          The content created by our             A content world within a
  A single article that is created by         A dedicated website for the
                                                                                        Partner Studio is also combined         dedicated website which is
     our Partner Studio to fit the           customer with several articles
                                                                                         with the independent editorial     created by our Partner Studio to
  media brand’s target audience.             created by our Partner Studio.
                                                                                                    articles.              fit the customers target audience.

        from €15,000 gross                        from €55,000 gross                          from €65,000 gross                from €150,000 gross
           from 1 month                              from 3 months                               from 3 months                     from 3 months
Clear labelling as well as separation of advertising content provided by the customer and editorial articles. Time frame
and rates vary depending on the scope, time frame and booked media brand. We would be happy to prepare a
customized advertising concept for you.

18              Advertising on HuffPost DE | BurdaForward Advertising
Rate card – Media
Booking options and rates from 1 October 2017 (CPM in euro)

     Online      Smartphone              Mobile                                           PREMIUM                        REACH

              Ad format                           Device        Environment             Run-of-site        Channel   Run-of-networld

                 Pre-roll*                                               90                   85             80            60
               Shortclip Ad
                                                                         90                   85             80            60
      Billing: cost per completed view

              Outstream Ad                                               80                   75             70            40
                                                  Nicht inApp

       Billboard / Mobile MPU 2:1
                                                                         90                   85             80            60
              Halfpage Ad

                Wallpaper                                                80                   75             70            40

          Premium Ad Bundle
                                                                         -                     -             70            40
        (Billboard, Half Page Ad)

           Medium Rectangle                                              60                   55             50            30

             Ad Bundle
  (Leaderboard, Skyscraper, Medium                                       50                   45             40            20
     Rectangle, Mobile MPU 6:1)

               Skyscraper
                                                                         40                   35             30            10
        Leaderboard / MCA 4:1

*Surcharge for HTML5 creatives via VPaid technology: 10 € gross, available on stationary and mobile web.

19               Advertising on HuffPost DE | BurdaForward Advertising
Rate card – Media
Booking options and rates from 1 October 2017 (CPM in euro)

 Additional services                                                                                                           Rate
 Ad production                                                                                                               On request

 Landing page production for all devices                                                                                     On request

 Targeting                                                                                                    Surcharge per criteria on rate card CPM
 Audience extension                                                                                                         Auf Anfrage

 Targeting on real data, keyword targeting                                                                                      7,50
 Re-targeting, Predicitive Behavioural Targeting, Technical Targeting
 (i.e. geo, browser targeting), weather targeting
 Exclusion of devices (multi-screen bookings)                                                                                    5
 (surcharge per excluded device)
 Exclusion of single websites / apps from run-of-site placements (surcharge per website / app)

                                             For additonal rates, fixed rates, T&Cs, information and formats please visit

                                                          http://www.burda-forward.de/produkte/preise

                                                  Our minimum booking amount is €4.000 net per insertion order.

20            Advertising on HuffPost DE | BurdaForward Advertising
Your contact

           KOLJA KLEIST                                            PETRA ALBERS                       SABRINA BÜCHEL

     Director Customer & Brand                   Deputy Director Customer & Brand Management        Director Programmatic &
               Management                                  Director International Sales                 Agency Management

       Tel.: (+49) 89/9250 2532                                 Tel.: (+49) 89/9250 1659           Tel.: (+49) 211/610 196 250

     kolja.kleist@burda-forward.de                          petra.albers@burda-forward.de      sabrina.buechel@burda-forward.de

 BurdaForward Advertising GmbH                             BurdaForward Advertising GmbH         BurdaForward Advertising GmbH

21             Advertising on HuffPost DE | BurdaForward Advertising
Advertising on HuffPost DE
We would be happy to prepare a customized advertising concept for you.

  Images used: www.thinkstock.de, www.flaticon.com, www.unsplash.com
Politics on HuffPost
The editorial department at a glance

                                                                                                     POLITICS

                                                                           The voice of the digital generation: Fast,
                                                        Ab hier       aktualisieren
                                                                           innovative – and strident. We primarily report
                                                                           from the perspective of our younger readers
                                                                           while our various bloggers enable the readers
                                                                           to change perspective. We have interviews with
                                                                           people who really matter to our users.

                                                                            Unique users                            5.45 m
                                                                            Visits                                  7.51 m
                                                                            Page impressions                       11.90 m
                                                                            Proportion male/female                        *

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

26            Advertising on HuffPost DE | BurdaForward Advertising
Business on HuffPost
The editorial department at a glance

                                                                                               BUSINESS

                                                                      Instead of focussing on business experts only,
                                                                      we shine a light on all economic phenomena of
                                                                      daily life. We explain to our readers what the
                                                                      business news mean to each individual and
                                                                      what each individual means to the economy.

                                                                      Unique users                              0.61 m
                                                                      Visits                                    1.55 m
                                                                      Page impressions                          1.10 m
                                                                      Proportion male/female                          *

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

27            Advertising on HuffPost DE | BurdaForward Advertising
Good on HuffPost
The editorial department at a glance

                                                                                               GOOD

                                                                      In the category Good we report about people in
                                                                      organizations, social start-ups and corporations
                                                                      who help to solve the major problems of the
                                                                      world to improve it continually. And often it is
                                                                      the little stories which have the biggest effect.

                                                                      Unique users                                0.09 m
                                                                      Visits                                      0.41 m
                                                                      Page impressions                            0.57 m
                                                                      Proportion male/female                            *

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

28            Advertising on HuffPost DE | BurdaForward Advertising
Entertainment on HuffPostT
The editorial department at a glance

                                                                                                ENTERTAINMENT

                                                                       Our readers are “thrivers”. They are well-
                                                                       educated and successful – we discuss with
                                                                       them how we want to be entertained in the
                                                                       digital future. Whether it’s music, literature or
                                                                       the latest TV series and film trends – we take a
                                                                       closer look at the industry and its stars from
                                                                       various angles.

                                                                       Unique users                                1.88 m
                                                                       Visits                                      2.72 m
                                                                       Page impressions                            3.81 m
                                                                       Proportion male/female                    58%/42%

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

29             Advertising on HuffPost DE | BurdaForward Advertising
Lifestyle on HuffPost
The editorial department at a glance

                                                                                               LIFESTYLE

                                                                      Our category Lifestyle presents articles to our
                                                                      users that cover topics such as health, starting
                                                                      a family, relationships, nutrition, fashion and
                                                                      sexuality. We are particularly interested in the
                                                                      questions that the younger generation identifies
                                                                      with and we provide space for emotional
                                                                      stories.

                                                                      Unique users                               0.77 m
                                                                      Visits                                     8.61 m
                                                                      Page impressions                          12.23 m
                                                                      Proportion male/female                           *

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

30            Advertising on HuffPost DE | BurdaForward Advertising
Tech on HuffPost
The editorial department at a glance

                                                                                               TECH

                                                                      We are as interested in technology as our
                                                                      users and concentrate on the positive impact of
                                                                      technologies. We explain how people can
                                                                      better apply new technologies and report
                                                                      extensively about innovations and their
                                                                      influence on our society.

                                                                      Unique users                              0.09 m
                                                                      Visits                                    0.12 m
                                                                      Page impressions                          0.18 m
                                                                      Proportion male/female                  64%/36%

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

31            Advertising on HuffPost DE | BurdaForward Advertising
Sport on HuffPost
The editorial department at a glance

                                                                                               SPORT

                                                                      Do you love sports? We do, too! On The
                                                                      HuffPost sport experts from all over the world
                                                                      have their say. We take a look at the
                                                                      phenomenon sports from a different
                                                                      perspective and show facts, figures, emotions
                                                                      and the really big moments in sport.

                                                                      Unique users                               0.06 m
                                                                      Visits                                     0.17 m
                                                                      Page impressions                           0.21 m
                                                                      Proportion male/female                           *

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

32            Advertising on HuffPost DE | BurdaForward Advertising
Blogs on HuffPost
The editorial department at a glance

                                                                                               BLOGS

                                                                      We want to initiate discussions and tell inspiring
                                                                      stories. And we won’t do that alone: 2,100
                                                                      guest authors have already chosen our
                                                                      platform to make themselves heard, benefitting
                                                                      from our audience coverage, including
                                                                      ministers, scientists, book authors, athletes,
                                                                      actors, musicians, politicians and many more.

                                                                      Unique users                                         *
                                                                      Visits                                               *
                                                                      Page impressions                                     *
                                                                      Proportion male/female                               *

Source: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

33            Advertising on HuffPost DE | BurdaForward Advertising
Video on HuffPost
The editorial department at a glance

                                                                                               VIDEO

                                                                      Video is not just a medium for us, but a
                                                                      dedicated category: We provide self-produced
                                                                      videos on subjects that our users are currently
                                                                      interested in the most. We move people,
                                                                      enlighten them and show the users which
                                                                      videos currently concern people all over the
                                                                      world or set new trends.

                                                                      Unique users                               1.85 m
                                                                      Visits                                           *
                                                                      Page impressions                                 *
                                                                      Proportion male/female                   51%/49%

So03ce: AGOF if 2017-03 (population of 14+); Omniture (March 2017)

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