1. Voxant Case Study
Susan Kearney - November 18, 2008
© Copyright 2006 Voxant, Inc.

2. Distributor Demographics
 6843 registered ‘C’ distributors as of 08/04
 1300 registrants attributed to ‘no campaign’
 500 new registrants daily on average the past month
 1200 distributors active daily on average
 About half of distributors have been active at some point
 About 30% are active each week:
– Want to drive that to 50%
© Copyright 2007 Voxant, Inc. Page 2

3. Acquisition Programs
 Paid Search
 Email
 Paid Media: Animated Banners
 Word of Mouth
– Social network groups
– Viral ads
– Blog commenting
– Social bookmarking (Digg, etc.)
 Content Provider Promotion
© Copyright 2007 Voxant, Inc. Page 3

4. Distributors > 1,000 Ad Impressions/Week
Users with >1000 Impressions
90
80
70
60
50
Users with >1000 Impressions
40
30
20
10
0
4/8/2007
4/15/2007
4/22/2007
4/29/2007
5/6/2007
5/13/2007
5/20/2007
5/27/2007
6/3/2007
6/10/2007
6/17/2007
6/24/2007
© Copyright 2007 Voxant, Inc. Page 4

5. Long Tail Distributors by Category
About half of Voxant’s distributors take content
from multiple categories, of those focused in
Site Category 3%
one category alone, Entertainment, Life and
3% 9% Business are standouts.
4%
Business
Entertainment
Health
Learning
7% Life/Odd
6%
Local
Politics
Sci-Tech
Sports
2%
4%
US
World
4%
2%
12%
© Copyright 2007 Voxant, Inc. Page 5

6. Distributors by Type
Breakdown of Registrants
Web Monetizer
13%
News Aggregator
4%
Personal Blog
37%
Web Monetizer
News Aggregator
Special Topic Site
Personal Blog
Special Topic Site
46%
© Copyright 2007 Voxant, Inc. Page 6

7. Impressions by Distributor Type
Q2: Total Impressions By Distributor Type
Web Monetizer
Personal Blog
15%
17%
News Aggregator
8%
Web Monetizer
News Aggregator
Special Topic Site
Personal Blog
Special Topic Site
60%
© Copyright 2007 Voxant, Inc. Page 7

8. Cost Per Registrant
Cost per Registrant
eMarketer/Entrepreneur
Search
PayPerPost
Cost per Registrant
ProBlogger
WebProNews
Word of Mouth
© Copyright 2007 Voxant, Inc. Page 8
$- $50.00 $100.00 $150.00 $200.00 $250.00

9. Word of Mouth Programs Are Most Effective
Word of Mouth Registrants Week over Week
250
200
150
Registrants
Linear (Registrants)
100
50
0
Week One Week Two Week Week Week Five Week Six Week Week Week Week Ten Week Week
Three Four Seven Eight Nine Eleven Twelve
© Copyright 2007 Voxant, Inc. Page 9

10. Word of Mouth Programs are Most Effective
Impressions from Word of Mouth Registrants
Impressions
Linear (Impressions)
Week One Week Two Week Week Four Week Five Week Six Week Week Week Nine Week Ten Week Week
Three Seven Eight Eleven Twelve
© Copyright 2007 Voxant, Inc. Page 10