allrecipes gp v5

8/14/2019 Allrecipes GP v5

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plan. discover. share.


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Allrecipes.com is the

largest, most trustedcommunity-driven website

where women connect with their peers andshare their love of cooking, family and food.


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Online Social NetworkingWhere like-minded consumers connect, not just to socialize,but to find and share opinions on products and services.

of onlineshoppers read

consumer products reviews

and ratingsbefore making

a purchase* of frequent socialnetworkers trust

their peers' opinionswhen making a

major purchasedecisionthreetimes the trust level

for ads*

* Jupiter Research, January 2007 Social Networking Sites:Defining Advertising Opportunities in a Competitive Landscape

TWO OF THE MOST INFLUENTIAL MEDIA PHENOMENA'S TODAY:

77 %

30 %


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User Generated Content (UGC)Rather than just consuming media, consumers are creating itsharing talents andexperiences via many forms of original contenteven their own version of brand adswhat started very broad is now moving into passion areas.

77 millionAmericans consumed UGConline in 2006*

64 million 1out of 3participated in creating andposting that content*

Internet users takes advantageof a UGC site to help make

purchase decisions*

*Jupiter, March 2007 Study

TWO OF THE MOST INFLUENTIAL MEDIA PHENOMENA'S TODAY:


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FOOD

Americas Fascinationwith FoodFood/Cooking is one of the most popular passion areason the internet especially among women 25-54*

* Jupiter Research 3/2007; New York Times 6/2007

50%

of internet usersare looking for

food and cookinginformation online*

Its only natural thatone of the webslargest communitiesis centered on

cooking .


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In a Class by Itself Allrecipes.com pioneered the online community food space. Today it is the largest destinationfor women to connect with their peers to share their love of cooking, family and food.

The Ideal MixVast user content withstrong quality control;reflects how people

live and cook.+ =Edited

Environmenteditor-dictated content

with no Interactiveelements. MinimalYOY traffic growth.

UneditedEnvironments

Content quantityprecedes quality.

Built to drive searchengine footprint.


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Monthly Audience (12 mo average)*

Powerful Consumer ForceAllrecipes delivers a massive audience as more and morewomen discover and share the power of community.

*Media Metrix, Traffic based on 12 month averages, 9/06-8/07

A STEP AHEAD

80millionPAGE VIEWS

9+minutesPER VISITOR

2.5million

MEMBERS

1.7visitsPER PERSON

5.5million

UNIQUEVISITORS


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Source: Internal Log Files

Rapid, Sustained GrowthDouble-digit organic traffic growth for past 3+ years! Traffic peaks align with holiday planning,shopping and entertaining.

12

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( i n m

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)

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2000 2001 2002 2003 2004 2005 2006 2007


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Engaged Users are Action TakersAllrecipes.com attracts the most involved, influential women on the webthey stay longer,and actively submit, review and forward media.

Passionate Community+ Shared Experiences

Massive Influence

H I G H E S T

A M O N G

T O P 1 0 F O O

D

W E B S I T E S *

Over 2,500,000 members

Over 500,000 recipes emailed to friends/mo

Over 140,000 public and private recipesOver 40,000 photos and 30,000 profiles

9 out of 10 visitors would refer Allrecipes.com to a friend

9.2 minutes avg. monthly visit

* Media Metrix, August 2007

REACHING FAMILY GATEKEEPERS


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Rating and Reviews:The Ultimate User InvolvementThe willingness of Allrecipes.com audience to share their ideas and experiences through reviewsspeaks volumes about their personal stake in the site.

5 People actually talk about specificproducts they used in recipes

5 20K new reviews posted each week

5 Over 1,500,000 million ratings andreviews ; 3,000 recipes with 500+reviews

5 Cooks use reviews to share their

tweaks and variations (wiki-cooking)5 90% say reviews are critical in

deciding to prepare a certain dish*

*iPerceptions

A STEP AHEAD


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Simple, Accessible, RealAllrecipes makes consumers lives easier by removing the guesswork from food planning and preparation.

Recipes Designed for any level cook Scaleable Nutrition information

Reviews and Ratings Our #1 feature

Search Quick, advanced or by ingredient

Profiles Real cooks

Recipe Box Store public and private recipes

ALLRECIPES.COM


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Allrecipes.com reaches the mostsought after group of women.

Those who value food as a way toconnect with family and friends.

connect with family and friends.


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The Destination for WomenAllrecipes delivers more women than other leading lifestyle brands.

* Media Metrix, August 2007

M o n

t h l y U n

i q u e

V i s i t o r s

*

( i n m

i l l i o n s

)

SIZE AND SCALE

A L L R

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S B H

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M a r t h

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a r t

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o d

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+ C o

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b i n e d

5

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. c o m

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d


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Successful,Working Women

77 % female75 % married

63 % 25-54 years old$72 K median HHI64 % work outside home

79% attended college

79 % home ownership

Source: @Plan Fall 2007 Release

http://www.nielsen-netratings.com/


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82 % seek food and recipe information online/mo; 29% daily79 % are primary grocery decision makers

63 % more likely to recommend food/beverage productsto their peers64 % prepare 5+ dinners/week64 % frequently entertain family & friends in home

54 % visit supermarket within 48 hours of site visit60 % use printed recipes as shopping guides4pm pm traffic spike - as cooks plan that nights meal

Source: @Plan Fall 2007 Release


A Window intoAmerican Kitchens
http://www.nielsen-netratings.com/


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One Valued Community Attracts Another Leading consumer brands are already taking advantage of the high-quality environment andaudience delivered by Allrecipes.com

AUTOMOTIVE Hyundai Nissan General Motors Infinity Kia

BEVERAGE Coca Cola Anheuser-Busch Brown Forman

HOUSEHOLD CARE/BEAUTY/APPAREL Unilever-Dove Proctor and Gamble Clorox Macys Victorias Secret

ELECTRONICS Best Buy Radio Shack Verizon Wireless Hewlett-Packard

ENTERTAINMENT Disney Fox Studios MGM TBS

PACKAGED GOODS Birds Eye Campbells Con Agra Dole Foods General Mills Hormel Foods Jimmy Dean Kelloggs Kraft Foods Land OLakes McCormick & Company Nestle Quaker Sara Lee Tyson Foods

GROCERY Albertsons Target Wal-Mart Safeway Whole Foods

HOME Frigidaire KitchenAid Rubbermaid SC Johnson Hefty

FINANCE Visa Discover

PHARMACEUTICAL Bayer Merck Pfizer



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Make your brand

part of the experience


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Allrecipes.com offers customized,integrated advertising programsthat leverage the power of our community to drive preferenceand consumption for your brand.

MAKE YOUR BRAND PART OF THE EXPERIENCE

Show examples?


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Highly customized programs

Contextually relevant,multi-tiered sponsorships

Topical content packages

Powerful, high impact media placements

Place Your Brandon the WebsCommunity TableEngage the influencers through highlystrategic, integrated media programsthat deliver tangible results.

MAKE YOUR BRAND PART OF THE CONVERSATION


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What we are

serving up for you


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GROWN

ORGANICALLY9 out of 10 wouldrecommendsite to friend

SCALEThe first and largest

social network for everyday cooking

TRUECOMMUNITY

recipes, reviews,photos and more,submitted by

peers

CREDIBLECollective wisdom

of a huge fan base,brand partners,editorial experts

AUTHENTICCreated by and for

women. Allrecipesreflects how we live,shop, cook and

entertain

UNMATCHEDFEATURES

best-of-breeduser interface,navigation and

search tools

INVITINGSites conversational

nature providessense of ownership

and belonging

allrecipes gp v5

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