Www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED1 Online Advertising Trends Amongst Magazine Publishers October 2010.

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED2 Introduction About the Company Provides enterprise-level brand advertising effectiveness technology platform that supports measurement and optimization of all key processes in the brand advertising life cycle Developed the first real-time brand measurement technology Clients include top brands, agencies, publishers, ad networks, and ad exchanges in the online brand advertising community Offices in San Francisco and New York About the Speaker Dan Beltramo, CEO and Co-Founder Unique blend of advertising, technology, and data business experience Prior P&G and Clorox brand manager, and VP of Marketing for Instill Corp. Started Vizu after being frustrated with the lack of viable brand metrics

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED4 Advertising Landscape Overview by Spend +6.1% +1.6% -1.8% +2.0% +2.8% +11.3% Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED5 Rumors of Magazine’s Death Have Been Greatly Exaggerated 5-Year Growth Trend in Media Usage Percent Change 2009 vs. 2005 Television OnlineMagazines NewspapersRadio Age 18+ 3.5% 19.0%4.3% -3.9%2.4% Age 18-34 -0.9% 14.6%1.4% -9.8%-1.6% Age 35-49 -1.1% 11.1%-0.3% -9.9%-2.4% Age 50+ 10.3% 34.3%10.8% 5.1%10.8% Source: MRI, Fall 2005 – 2009 93% of U.S. adults read magazines 96% of those under 35 read magazines Source: MPA Magazine Handbook, 2010/11

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED9 Display and Video are Growing… +11.3% +16.3% +44.7% -15.7% +11.0% +11.5% +11.3% Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED10COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED …and is Forecasted to Continue to Grow +35.5% +266.4% +34.6% +0.1% +15.2% +32.8% +24.6% +19.6% Source: eMarketer, May 2010

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED11COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Digital Video Growth and Trends “Video ads will be the single largest driver of the digital media marketplace.” – Barry Salzman, Managing Director, Media and Platforms, Google +266.4%

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED15COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Video – Everywhere, in Every Way The Overlay: Click to Video is an in-player ad unit that runs over the bottom 20% of the screen for 15 seconds without stopping the video stream. When clicked, the video content pauses, and a video or Flash ad launches. The Branded Player is a customized player skin that incorporates a sponsor’s branding.

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED16COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Video – Everywhere, in Every Way Triple Play is a 5- to 20-second pre-roll paired with a 10-second end slate that features a menu of options for viewers to engage with your brand. PowerRoll is a video ad that is enhanced with an interactive overlay, such as xml data feed.

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED17COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Video – Everywhere, in Every Way InSynch synchronizes an in-stream video ad (pre-roll, mid-roll) with in-page banner ads, enabling an advertiser's message to bounce back and forth between not only the two ad placements, but across the entire website page.

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED18COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Video – Everywhere, in Every Way Ad Frames: In-banner video ads that expand into full-screen ads upon user mouseover or click

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED19COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Video – Everywhere, in Every Way Ad Frames Doc: A video interstitial that minimizes into a persistent display ad for more chances to engage.

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED21COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED The Current State of Video Metrics Progress Metrics: Server-based metrics Impressions and views Impressions delivered Cost per impression Unique viewers Unique viewers by time and location Number of views Repeat views Cost per video view Time and completion Completion rate Time viewing ad (seconds) Percent viewed (of total ad time) Time of day viewed Interactions Interaction time (seconds) Interaction rate Start rate (user initiation) Mouse-over Number of clicks Click rate Click-aways Video unmutes Video mutes Cost per engagement Traffic and sharing Referral source Search terms that refer viewers Previous and subsequent websites visited Number of video ads forwarded

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED22COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Performance vs Progress Metrics Source: Tremor Media and DM2Pro, “State of Online Video 2010,” April 12, 2010

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED23COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED The Future of Video Metrics? Performance Metrics: panel- or survey-based brand-lift (aka, brand-health) Performance Metrics Aided awareness Unaided awareness Online ad awareness Message association Brand favorability Purchase intent

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED24COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Everyone is Getting into Display On June 18, 2010, Google introduced the Google Display Network (brought to you by the house that search built) On October 14, 2010, when announcing Q3 revenue, Google indicates that its display networks is on its way to becoming a $2.5 billion business

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED32COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Ad Exchanges – Video and Mobile Taking Over Ad Exchange: An ad exchange is a company that brokers online advertising by bringing publishers and advertisers together on a website where they can participate in auctions for ad space.

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED34COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Online Branding Dollars Left on the Table Direct: $55 billion Brand: $91 billion Total: $147 billion Total: $24 billion Source: Brand.net analysis based on Barclays Capital, Think Equity Partners LLC, and DMA

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED36COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Ad Effectiveness Measurement Criteria Timeliness Enterprise Technology Dashboard Accessibility Methodology Response Rate/Low Response Bias Statistical Significance Representative Sampling Data Quality In-Campaign Optimization REAL TIME ANALYTICS PANEL RESEARCH CUSTOM RESEARCH

www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED38COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED Vizu’s Brand Advertising Effectiveness Platform Ad Catalyst: Standard Brand Objectives Awareness Which of the following [BRANDS/PRODUCTS] have you heard of in the past [X MONTHS]? Attitudes How would you rate [BRAND/PRODUCT] in terms of [ATTRIBUTE]? Favorability How favorably do you view [BRAND/PRODUCT]? Intent How likely are you to [SOME ACTION][BRAND/PRODUCT] in the next [X MONTHS]? Preference Among the following [BRANDS/PRODUCTS] which one do you prefer most?

Www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED1 Online Advertising Trends Amongst Magazine Publishers October 2010.

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Www.brandlift.comCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED1 Online Advertising Trends Amongst Magazine Publishers October 2010.

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