Eyeblaster Media &Creative Solutions McGraw Hill June 20, 2008

Confidential 2 2 Eyeblaster Ad Campaign Manager (ACM)

Thought leader, seeking to add value Innovative Creative Solutions Cutting edge Tools Robust Campaign Services Why Eyeblaster?

Campaign Management services

Full Campaign Management – Kick off call – Spec Analysis – QA – Publisher deployment Creative Services – Eyeblaster Friendly – Production Premium Services – Campaign Analysis – Our Services

Our Campaign Process Media Planning & Buying, Creative Design and Production Eyeblaster Campaign Production & QA Publisher QA Process X Days Campaign Kick Off Call Review Creative concepts Spec Analysis Reporting Requirements Owners: Eyeblaster, Creative Agency, Media Agency Eyeblaster creative implementation in the Workshop Owner: Eyeblaster/ Creative Agency Eyeblaster Creative Bundle Uploaded Owner: Eyeblaster/Creative Agency Full QA of Creative & Media Owner: Eyeblaster Media Trafficking Owner: Eyeblaster/ Media Agency Publisher approval process Owner: Eyeblaster Creative amendment as response to possible creative rejections from publishers Owner: Eyeblaster/ Creative Agency 3-5 working days (depending on publisher) working days Campaign sheets submitted to Eyeblaster Eyeblaster IO sign-offFlight Live

Account Management & Services Regional Account Management Director Creative Account Manager Media Account Manager Publisher Account Management Team Services Media Services Creative Services Professional Services

Engagement

The end of the click! 0.5% CTR % CTR 2006 Below 0.2% CTR 2007

What are users doing? 22.75% Average Interaction Rate Almost double Vs. 2006

Big movers 29% Fully Played Video Rate on Expandable Banners 40% Fully Played Video Rate on Polite Banners 48% Fully Played Video Rate on Expandable Banners 52% Fully Played Video Rate on Polite Banners

Engagement Increased Branding Performance Increased Post View conversions Act as basis for Behavioral targeting of Creative

Engagement with expandable video banners 36% Interaction Rate Average Video Duration: seconds Over 20 seconds more than % Full Video Play Almost double from last year

Engagement with polite banners 10% interaction rate Average Video Duration: seconds Over 10 seconds more than % Full Video Play 10% more than last year

Eyeblaster Analytics

Analytics Plug-in for Excel Reach Impact Relevancy Accountability Campaign Monitor

Advanced Metrics Unique Viewer Metrics Impressions Clicks Interactions Panel expansion Video playback Controls, Duration, Quartiles Panel Expansion At panel level allowing for easy comparison across different ads Publisher Unique Overlap Measure exclusive unique users for each publisher Format performance comparison Performance by Frequency Impressions, Clicks, Interactions, Expansions, Durations

Campaign Monitor Focus – on quality, not quantity Time-saver – “at a glance” overview Proactive - quick & easy problem detection Hands-on - real-time campaign data "Campaign Monitor is a simple yet effective campaign management tool which provides traffickers and media planners / buyers with constant up to date information on the status of campaigns, allowing for quicker decision-making regarding campaign setup, delivery, performance and ROI" Emmanuel Nana - Technical Manager PHD “Quote #1

Excel Plug-in Flexible and Accessible Eyeblaster Analytics Plug-In for Excel The most reliable, accessible and flexible way to analyze data. Directly connected to the database Accessible directly from Excel Saving up to 50% of reporting time Up-do-date by a refresh button and available offline. Plug-in for Excel “The Excel Plug-in tool enables my teams to only create a report once, then literally hit refresh every time they need the updated data, this has saved some of my teams over 40% of their reporting time.” Ashley Cohen – Technology Manager LBi UK “Quote #2

Recent Best of Eyeblaster

Creative Solutions Media fragmentation & Social Media

Targeting Targeted messaging Increased Engagement and Response Optimized Spend os/levi_synch_offline/start.html

Viral distribution Reduced Media costs for increased Reach Buzz Relevancy and credibility Increased Engagement

Integrate a widget in a campaign Share this movie with your friends Rich media ads are served as part of a campaignA widget element can be posted from the ads to any of the social networks and be shared among friends Analytics combine distribution and rich media measurements from the campaign and from the widget

Eyeblaster Widgets  The current opportunity with widgets:  They are viral  They are everywhere  The provide continuous effect to a campaign  They are high quality targeted  EB Widgets highlights  Easy download of ad element to user page  Sponsor template widgets  Track downloads and distribution  Track widgets interaction and rich media activity

Creative Solutions Video

Video - Leveraging the Medium Video out performing other units for brand perception and Engagement Production cost saving

Purpose shot video Video created specifically for online use or new video used from TV shoot Can be cheap to create BBC Mini site: Push Vs. Pull Delivers the message with video and humour Targeted humour deepens the brand experience Result: High impact Mini Simple Production Clear call to action Entertaining Result: High Impact

Engagement is the key Make it playful – make it engaging Virgin Bets Users played more than once! User has control of the outcome Engaging with humour

Create it | See it | Share it Eyeblaster Workshop™ for Flash

Create it

See it

Share it Freelancer Client MediaProducerEyeblaster

Drag & Drop Video

Eyeblaster – Products and Tools

Eyeblaster Platform – The Wiz Simple, user friendly multi-purpose interface

Creative Best Practice

Historic focus Ads have the ability to entice unlike search Therefore, ads built to try and redirect users to a destination Performance often judged on CTR Problems Web use is fleeting; people do something quickly and move on Clicking stops them achieving this Novelty is wearing off, indifference creeping in CTRs consistently falling However... Ads leave brand impressions which aren’t measured via clicks Users don’t want to be redirected, so why try? We are not solely attempting to redirect, otherwise we’d only use search Interacting with the ad is interacting with the brand What is the Creative Objective?

Case Study (July ‘06 – May ‘07) One advertiser 25 major campaigns over 1 year 340 million impressions 17 publisher sites Over 130 post click activity opportunities tracked Key finding: Interactions drove more conversions than clicks by 4:1

So... Users don’t click (or want to be redirected) Interactions offer measurable brand value plus drive more conversions Rich media ads offer everything a microsite offers Therefore... Why invest time and effort in a microsite / landing page, or in traffic-driving ads? Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time... Make the ad become the microsite Give users a range of interaction opportunities; videos, games, downloads, data capture, reminders, upload etc Make interactions deliberate; no auto-starting video etc Keep a small but obvious clickthrough Measure any subsequent activity from within the Eyeblaster reporting platform Creative Conclusions

Thank You!