1. Timeline of rich media advertising
Intrusive vs Immersive advertising…
“0.5%”
“Information Source to Entertainment Stream”
Mobile & IPTV
‘Offline’ video & sponsorship
InStream interactive video within player
Broadband Penetration
InGame video launches
Semantic Web ‘Web 3.0’
‘PreRoll’ ads before online video content
% of ads using video
Video standard in all formats Purpose shot video begins
Cross-Channel advertising formats
“5%”
First 2MB Video Ad Re-purposed TV
Desktop applications
Eyeblaster launches the ‘Floating Ad’
Cross-Network advertising
As broadband grows, video grows – both in advertising & content
What happened simultaneously was rise of interaction within adverts….
Behavioural & Sequential ads – ‘Web 2.0’
Rise of the ‘Smart Ads’
N O N – B R O W S E R B A S E D

2. User focussed deliverables
Make a good impression
Predicting media consumption trends
Delivering content to where the users are – browser, desktop or on the move
Extend reach seamlessly into new channels
Accelerate users through decision process
Allowing users to respond where they are and re-target
Adjusting relevancy on-the-fly within campaign (Behavioural Sequencing)
Understand user’s mindset prior to seeing an advert (DejaVu)
Beginning to intelligently auto-detect and predict user behaviour (Web 3.0)
Complement brand engagement with response
Video CTR now lower than other rich media formats
Rich media develops deeper impact ‘within a user’ to enable brand recall later
Recent studies show impressions are 4:1 over click-thru at driving conversions
The majority of those impressions are rich media utilising sight, sound and touch
An impression is more powerful than a click!

3. Web 3.0 – Analyse & Predict (auto-detect)
People and Content – not impressions and clicks
ONLINE
WIRED 1
CONTENT
USER
WIRELESS
OFFLINE
Take content to user, not user to content
Watch how they interact with content and serve next in sequence
From Electronic Programme Guides (EPGs) for content, to Sequenced Display Advertising – learning what a user was exposed to, searched for and responded
Monitoring journeys – client side, media side, search side, ad side,
Sir Tim Berners-Lee's vision of the Web as a universal medium for data, information and knowledge exchange. 3
DISPLAY 2
SEARCH

4. 2007: Where we have got to
Investing in the foundations for future advertising
VideoStudio – Multiple variants based around a user
Silverlight – Microsoft's answer to powerful interactive, searchable video with DRM
Déjà Vu & Behavioural Sequencing – understanding the user’s mindset
Search Integration – Understanding the user’s path to conversion and how that could influence display
Web Analytics – Unique Interactor’s to begin to measure an “individual”
Site Overlap – Know where a user is and how they respond to best optimise media purchase
InGame – following user online to offline alongside dynamic sponsorship
FullScreen interactive video – inBanner, inGame or inStream
Desktop Applications – From web to widgets and back again…