European Leader in Content on Demand GoAdv Announces Group Rebrand to Populis

Rebrand Reflects the Online Media Group's Innovations, Growth and Success in Crowdsourcing Quality Multilingual Content at Scale

LONDON, October 13, 2010 - GoAdv has today announced its rebrand to Populis
(www.populis.com). The rebrand marks the company's phenomenal growth
in the past 6 years, pioneering the content on demand sector in Europe and
propelling it to the forefront as European leader thanks to its unique
multilingual approach.

(Logo: www.newscom.com/cgi-bin/prnh/20101013/413041 )

Reflecting the company's activities and ethos, the new name
pulls together the brand's core values of a multinational, innovative and
entrepreneurial community and hints towards the human side of the web, where
quality content production at scale is possible through the company's truly
multicultural environment.

With high visibility networks under the its umbrella including
Excite Europe, Better Deals and Nanopublishing, the new branding resonates
strongly with the Populis personality: young, pioneering and thought-leading,
while the logo depicts a world of media created daily by the Populis team.

Over 18 million unique monthly users across 500 wholly owned
and operated websites in 8 languages puts Populis in a unique position among
online media companies. Double digit revenue growth every year for the past 5
years, culminating in multiple award wins (Media Momentum, Red Herring 100)
and the enviable position as European leader in content on demand, GoAdv's
rebrand to Populis will increase its visibility with an easily recognizable
name and identity, while strengthening its space in an increasingly
competitive market sector.

Luca Ascani, Chairman of Populis, said, "Thanks to the
company's phenomenal growth and innovation in the online content space we
arrived at a point where our name and brand no longer mirrored our core
activities or vision. We are a dynamic and evolving organisation constantly
adapting to market conditions and at the forefront of a fast paced digital
sector. The rebrand to Populis marks a new era for us and we are looking
forward to continued success and expansion under our new identity."

Salvatore Esposito, CEO of Populis, said, "In order to compete
seriously in a global marketplace we needed a brand that reflected our
strengths and positioned us correctly. With a talented, international and
multilingual team of writers, producers, marketers and management our
identity had to present the company in simple yet effective way. We are
delighted to announce our rebrand to Populis and are confident that the move
will further support our growth plans for the future."

About Populis

Populis is one of Europe's fastest growing digital media
companies (GP Bullhound Media Momentum 2010) and European leader in the
production of multilingual content on demand. Created in 2004 the Group
crowdsources, distributes and monetizes over 20,000 items of compelling
content in 8 languages per month for a vibrant network of 500 fully owned and
operated websites including Excite Europe, Better Deals and Nanopublishing.
The media properties generate over 18 million unique monthly users (Source:
Comscore September 2010).

Populis is a pan-European company with a team of over 125
working across offices in Ireland and Italy, active in the UK, Germany,
Netherlands, France, Italy, Spain, Sweden, US, Australia, Russia and Brazil.

www.populis.com

    Press Contact: Amanda Lorenzani
    Head of Communications, Populis
    Lorenzani@populis.com

Press Contact: Amanda Lorenzani, Head of Communications, Populis, Lorenzani at populis.com, + 44 7900 255970