Eyeblaster Confidential - For Internal Use Only Eyeblaster In-Stream Video Solution Overview

Agenda Introduction Market status –Landscape –Challenges Solution –Features & Capabilities –Process Benefits –For Agencies –For Publishers

Timeline of rich media advertising Intrusive vs Immersive advertising… N O N – B R O W S E R B A S E D “5%” InGame video launches Video standard in all formats Purpose shot video begins ‘PreRoll’ ads before online video content First 2MB Video Ad Re-purposed TV Offline video & sponsorship InStream interactive video within player Eyeblaster launches the ‘Floating Ad’ Rise of the ‘ Smart Ads ’ “Information Source to Entertainment Stream” Desktop applications Behavioural & Sequential ads Cross-Network advertising “0.5%” Broadband Penetration % of ads using video Cross-Channel advertising formats Mobile & IPTV Symantic Web ‘Web 3.0’

Introduction What is inStream video advertising? –Playing a short video ad (usually up to 30 seconds long) within a player before the content (Pre-roll), after the content (Post-roll) or within the content playback (Mid-roll) See a live sample herehere Pre-roll video inventory has grown in 105.2% annually (CAGR) between 2001 – 2006 (source: eMarketer) But is about to explode between

Instream opportunity Premium inventory No-longer dedicated video portal/Ents stream –can be ROS on any content page Multiple instream per page impression (stay on same page) –Can appear anywhere and as may times per content stream –pre, mid, post + multiples thereof New revenue stream –TV budgets complementing existing online instream currently 1% of TV 15% by 2011 = to online display Complemented by companion with interactive –intrusive + immersive –no need to click away, deliver everything to user Reach/frequency – people/content – not impressions Consolidated reports

Online TV ad spend: $10bn globally by 2011

Market Status Publisher using WMP Ad Agency Ad management Ad serving & tracking Ad management Ad serving & tracking Publisher using a proprietary Flash implementation Publisher using Brightcove Landscape: –Publishers are using different technologies (WMP, Flash, etc.) –Many big publishers have proprietary player implementations (usually based on Flash) –Some use 3 rd party ad management and player solutions (e.g., Brightcove) Challenges: –Agencies have to send over video files or tapes to every publisher separately in the specific format it supports –Agencies cannot modify or swap creatives, perform optimization or change clickthru URLs mid campaign –Publishers have to manage the ads and run tracking using internal ad-servers –Agencies can’t get uniformed and consolidated tracking and analytics –Agencies can’t provide 3 rd party tracking with delivery, reach & frequency and performance Ad serving & tracking Ad management

Solution – Features & Capabilities Universal 3 rd party video ad-serving - across different player technologies and implementations –Windows Media playlist support –Generic player support –Full Brightcove integration Video files hosting and serving using our CDN partners Automatic encoding to 12 versions (3 formats for 4 bandwidths) Automatic bandwidth detection and serving Full tracking*: –Delivery, reach & frequency –Video progression (start, end, 25%, 50%, 75%) –Click, fullscreen, pause, play, mute, unmute, and more –Integrated with Eyeblaster new analytics application * Tracking availability depends on specific publishers capabilities

Auto-detection of plug-in –Flash 7Flash 7 –Flash 8Flash 8 –WMPWMP VideoStudio – setting the new standard One single package - multiple videos to match user environment

Solution – Process Publisher using Brightcove Publisher using WMP Ad management Ad serving & tracking Generic Links WMP Playlist B/C XML Agency uploads (or sends) assets to Eyeblaster in any format Eyeblaster encodes 12 versions (3 formats for 4 bandwidths) Agency creates one unified media plan across publishers Publisher generates tags/xml for its specific player technology/implementation and places them in player / publisher ad- server Eyeblaster manages the ads and serves them to all publishers using CDN Eyeblaster collects tracking info from all publishers Agency analyzes campaign across publishers in Eyeblaster Analytics Publisher using a proprietary Flash implementation Ad Agency

Solution – Benefits Benefits for the agency: –Stop sending videos to multiple publishers (quicker turnaround and save money) –Work in one format, let EB worry about conversions –One unified media plan and serving across publishers –Flexible mid campaign management (change creatives or clickthru URLs, optimize campaign, …) –Advanced, unified tracking across publishers –Use standard EB tools for trafficking and analytics –Provide comprehensive 3 rd party tracking Benefits for the publisher: –Avoid overhead of internal ad management (increase scalability and turnaround) –Avoid video encoding and simplify campaign rollout operations –Increase accessibility and usability for ad agencies –Continue using specific/proprietary player solution Publisher using Brightcove Publisher using WMP Ad management Ad serving & tracking WMP Playlist B/C XML Ad Agency Generic Links Publisher using a proprietary Flash implementation

InStream technicalities Sound ON Up to 30secs –2sec bumper, sec recommended or 30-sec TV Full Screen Video package – one size fits all (bandwidth or plug-in) –Usually set-up as 4.4MB to allow for scaling Advanced Delivery options (not just impressions) –Set to every 3 mins, irrespective of viewing many clips within that time Works with Companion Banners to give creative freedom Flash: Has cross-platform compatibility and Interactivity (WMV doesn't) –Suitable for short-length content –We are Brightcove compatible WMV: Has streaming quality and DRM protection (Flash doesn't) –Both required for 30min IPTV shows. –We are WMV direct compatible and working with Roo and Narrowstep Silverlight: Promises to address it all... (?!) - –Eyeblaster already is compatible

pics InStreamCompanion Ents Portal

pics InStream Companion ROS

InStream OnPage  No need for page / companion  Allows power of TV plus interactivity  Ads can be dynamically inserted  Content and ads can be seamless  Allows option to removing the fixed ad- break slot InPlayer  TV style ad + companion  Uses upto 30 second linear footage  Companion banner allows interactivity  No need to click away Initial Solution Proposed Ideas

Consumer Behaviour Tracking (pre-click) Behavioural Sequencing  Re-target ads based on previous consumer behaviour on media properties (across domains)  Cross sell/Up sell to maximise ROI  Build valuable user database over time  who have never visited your site  visited your site  active participants on your site Behavioural Re-targeting  User interactions determine what ad is shown next coaxing user through decision making cycle  Unlimited creative ‘paths’ help improve conversion rates catering to users at different stages of decision making cycle During The Campaign Prior to Campaign