Eyeblaster Creative Capabilities & services MRM Partners

 Our Offering  Why should you work with us?  Service & Campaign Process  the Creative Opportunity  Engagement measurement  Hands-on walkthrough

The Eyeblaster Portfolio Superior Products & Service, Spanning 13 Countries Advertising Campaign Management (ACM) Suite Integrated solutions that help clients and the parties they serve - bring brands to life All Rich Media Ad formats, Video eb.rich media platform P&B, trafficking, Targeting, Optimization, Tracking & Reporting eb.campaign manager Paid Search bid management eb.search Casual In- Game advertising solutions eb.in-games Creative and Trafficking Services eb.servicesFUTURE  Mobile  VOD  IPTV

Why should you work with Eyeblaster? Key benefits for today’s Creative Agency  Scale  Easy to use Flash tools  Availability of Services to adapt your ads to our Platform  Reliability  Our Account Managers will implement  Measurability of Engagement and Interactivity  Advanced engagement metrics unique to Eyeblaster  Comprehensive Ad formats and features  Advanced benchmark data for Rich Media and Video

Services & Campaign Process

Designed to alleviate challenges - from the simple to the complex - Eyeblaster service solutions make rich media campaigns easy Service Solutions That Work Helping Synchronize Concepts, Plans, Creative and Media Account Management and Support Media Services Creative Services Full Production Services

Remove the knowledge barrier, let us:  Check your Creative concepts against Publisher specs  Adapt your assets to the Eyeblaster Platform  Add components and commands to FLA files  Video file encoding  Ad creation in the Eyeblaster platform  Consult on Engagement and Interactivity measurement Full Creative Services: Taking a Concept to Completion Making Ads High Quality and Rich

Eyeblaster Campaign Launch Process Media Planning & Buying, Creative Design and Production Eyeblaster Campaign Production & QA Publisher QA Process X Days Campaign kick off meeting Creative Spec and Design analysis Designer Training Tracking and Reporting requirements definition Creative Asset produced Master Ads built in the Eyeblaster System from Eyeblaster Compatible assets Media Plan inserted into the Eyeblaster system Full Ad QA Ads copied to Flights/Placements 3rd Party tracking tags and Brand survey tags implemented in the EB system Ads submitted to Publishers Custom interaction defined Publisher approval process Creative amendment as response to possible creative rejections from publishers 3-5 working days (depending on publisher) working days Campaign sheets submitted to Eyeblaster Eyeblaster IO sign-off Collaborative TaskEyeblaster Performed TasksCreative Agency Performed TasksMedia Agency performed Tasks Legend Flight Live

The Creative Opportunity

The Formats

[index] Rich Banner Formats A Showcase of Creative Uses of Eyeblaster Formats Polite  Initial ad creative displayed whilst page loads  Overrides banner size restriction Xerox Expandable  Multiple panels and/or floating ads launch from banner via click, mouse- over or auto-initiation Adam Corolla Push-down  User or auto-initiated push down banner  ‘Slides’ publisher content aside rather than covering it Coldplay

[index] Out of Banner Formats Floating A Showcase of Creative Uses of Eyeblaster Formats  Ads display on transparent layer over page  Works within dimensions specified by sites John Lewis Full Page Overlay  Ads display on transparent layer over page  Can cover entire content within a web browser Nike Floating Expandable  Floating ad to banner  Banner can include additional multiple expandable panels Audi A3

The Features

[index] Volvo XC90Seat LeonLynx Creative Features Page wipes Encouraging user interaction through compelling creative ideas  A series of animated effects in response to user interaction Fold-out  Users control the pace of the message being revealed Synchronised  Multiple ad units seamlessly interact across a page  Works like a page ‘mask’

[index] Interactive Functionality Behavioural Encouraging user interactivity beyond mere click-thru  User interactions determine what ad is shown next  Unlimited creative ‘paths’ Levi’s Live Data Feed  Live data fed into the ad  Updateable ad content  Optional personalisation Weather Channel Polling  Users respond to question/s in the ad  Aggregated results displayed to the user in real time NRL

[index] Video Ad Formats Eyeblaster supports video content in all formats  Video served within fixed size ad unit  Can ‘tease’ by looping few frames until user interacts Video Strip  Strip of video plays in banner space  Rollover reveals complete video in full size with audio Louis Vuitton Full Screen  High impact full-page media player  Optional control buttons King Kong Video Banner Honda Civic

[index] Adidas Video Functionality Multi-stream Pushing the capabilities of video content beyond streaming  Push multiple media streams into ad unit  One video can trigger another via synchronisation WOTW Hot-spotting  Interactive layer plays on a timeline over the video  Additional content can be navigated within the video Mazda Interactive  Video segments are delivered in response to user interaction  User controls the experience

[index] The Future : Website = mini site = Ad ?

In-Game

Source: eMarketer, April 2006 (Yankee Group 3/2006) In-Game Advertising Strength Spending Will Reach $733 Million By 2010 US In-Game Advertising Revenues, (in millions) A “new medium” that is exhibiting rapid growth

In-Game Advertising eb.ingames - dynamic & engaging 1 Intro message In game reminder 2 Branded playing space 3 Between level pre-roll Launched with 12 GameHouse titles in July and expanding to 50 games 15 & 30-second commercials shown between levels w/ one ad every 10 minutes max Full Screen Video & Clickable In Game Reminder Users are granted an additional 30-min of demo time or free forever game in exchange for ads Sponsorship opportunities with dynamic logo placement

In-game ad solutions for marketers and game developers In Browser; Dynamic Pre-Roll In Game; Dynamic Video

In Game Streaming Video Advertisers Early Adopters AdvertiserComplete video play rateCTR Honda77%19% Rachel Ray80%15.1% Fox (Prison Break)70%27.15% Pfizer79.8%14.6% Progressive73%21% Lower My Bills80%14.6%

Gaming: Paving Roads Via New Digital Channels New Roads

Tracking & Reporting

Statistics Reporting Data for Online Advertising Campaigns Taking a Closer Look judgment. are no substitute for -Henry Clay

Best Practices for Interaction/Engagement measurement

(CTR) Click- Through Rate (IR) Interaction Rate Ad Duration Video Duration Video Played Rate (25%, 50%, 75%, 100%) Video Muted Rate FS Started User Initiated Expansion Rate What Are We Measuring? Some Important Measurements IntroductionMeasurementsInsightsSummaryHelp

Total clicks / impressions shows how many people went from the ad to a predefined site Number of positive interactions / impressions (Could be more than 100%) The average time a user was exposed to an ad (in seconds) Average number of seconds the video played From all Videos that were started which percentage reached the 25%, 50%, etc mark The number of videos that were viewed in full screen The number of times the video was muted by users out of video started Number of panels that were expanded by users / impressions (Could be more than 100%) (CTR) Click- Through Rate (IR) Interaction Rate Ad Duration Video Duration Video Played Rate (25%, 50%, 75%, 100%) Video Muted Rate Full Screen Started What Are We Measuring? Definitions User Initiated Expansion Rate IntroductionMeasurementsInsightsSummaryHelp

Closing An Ad A Panel That Opened By Accident Counted as interaction Replaying An Ad Counted as interaction Clicking On Ad Closing a Video Video That Started Automatically Panels That Opened Without The User Eyeblaster counts only user initiated positive interactions (unless otherwise instructed) We Measure What Counts Would You Count All Of These As Interactions? Clicking On Ad IntroductionMeasurementsInsightsSummaryHelp

It’s Easy To Inflate The Interaction Rate Consumer Packaged Goods Example Source: Eyeblaster Internal Data 422% increase + Negative Interactions 38% 12% Interaction Rate 61% + Auto Interactions Measurement Inflation Eyeblaster gives you the precise and clear picture IntroductionMeasurementsInsightsSummaryHelp

Looking for the Right Measurement What is the Purpose of Each Ad? First you must understand the purpose of the ad, and than you can choose the right measurements Ad #1 Ad #2 IntroductionMeasurementsInsightsSummaryHelp

Video Started Rate Which Ad Would Get A Higher ‘Video Started’ Rate? (video started/ impressions) Ad #1Ad #2 If the video is hard to find, the ‘started rate’ will be lower IntroductionMeasurementsInsightsSummaryHelp

Video Played Rates Which Video Would Get A Higher ‘50% Video Played Rate’? Ad #1Ad #2 The video play progression rate is influenced by the length of the ad and how the video closes IntroductionMeasurementsInsightsSummaryHelp

Expansion Rate Which Ad Will Have A Higher ‘Expansion Rate’? Ad #1 Ad #2 Expansion rates are counted as one per impression. The number of panels will not automatically increase the expansion rate. IntroductionMeasurementsInsightsSummaryHelp

MondayFridaySundayTotal ImpressionInteractionImpressionInteractionImpressionInteractionImpressionInteraction General Unique Monday Friday Sunday She sees the ad again and interacts with it twice 2 Sees the ad again and interacts only once 3 Debbie sees the ad, but has no interaction with it Evaluating Ad Performance How Do We Measure Unique? Unique is counted once per person, per ad IntroductionMeasurementsInsightsSummaryHelp A B C

Evaluating Ad Performance Detailed Unique Metrics Report Joe saw 3 Frequency = Served impressions/Unique impressions How many times on average was each person exposed to an ad Debbie saw 3 impressions Stacy saw 1 Bob saw 2 Joe is a unique user Debbie is a unique user Stacy is a unique user Bob is a unique user too! Total Served Impressions = 8 Total Unique Impressions = 4 IntroductionMeasurementsInsightsSummaryHelp

 Dashboard gives you a wide shot of all your campaigns – anticipate issues before live dates!  Medium shot on a campaign with Detailed Reports  Get an extreme close-up with our Excel™ plug-in Eyetracker 3 levels of data analysis Dashboard* Detailed Reports Excel™ plug-in Analyze Insight Monitor *Eyetracker’s Dashboard will be available Q2 07.

Reporting Dashboard Customizable to enable quick focus on key metrics Top-level snapshot of campaign delivery with detail drill down to publisher, flight and ad levels Graphical views and benchmark data to gauge performance

Look for the menu in your Excel ™ application Use the toolbar for the sign-in option and the sign-in interface appears Create reports from a variety of report options in the drop- down menu. Choose from a variety of pivot table fields for your report. Easy drag and drop interface makes loading the pivot table easy. Create a custom report designed to your specifications. To share reports, go to the dropdown menu and click Share Report. Eyetracker How does it work?