1. Video Best Practices

2. < Less time spent consuming traditional TV

3. Video Advertising On The Rise Video is among fastest growing formats – $989M in 2008 – 110% increase over 2007 1 – $7.1B by 2012 1 Video Interaction Rate dwarfs standard IR – Study shows 8% interaction rate – over eight times the IR of standard banner ads 2 1. Forrester Research, Oct. 2007 2. Eyeblaster Study, 2007

4. Source: Dynamic Logic MarketNorms Q4 ‘07 The Value of Rich Media and Online Video

5. Source: OPA, Online Video Advertising, 6/2007 Of consumers who have seen a product advertised in an online video ad, they have taken the following actions: 31% Checked out company website 13% Requested more information 14% Went to a store to see the product 9% Forwarded an ad 12% Made a purchase The Power of Rich Media and Online Video

6. Eyeblaster Video Studio

7. Production Issues – Building Your Banner One Component to Rule Them All Case Study: Chevy Tahoe PLAYER 3 PLAYER 2 PLAYER 1 PLAYER CLIP 1 CLIP 2 CLIP 3 DON’T drag multiple video controllers into the ad. DO control all clips with one “master” controller

8. Production Issues – Building Your Banner Form a Tag-Team Case Study: Warner Bros FULL VIDEO (not publisher compliant) CLIP 1 CLIP 2CLIP 3 SMALL CLIPS LOADING SUCCESSIVELY (publisher compliant)

9. Do… Have a clear objective for using video Storyboard your shots for each video size Get to the point quickly Add a layer of interactivity Allow users to customise their own preferences e.g. sound on Check that publisher’s video specs are up-to-date

10. Don’t… Assume that all video that worked for TV will work online Force dial-up users to watch video Approach a video shoot without a strategy Hire a director who does not understand digital media or your creative intentions

11. Easy to convert TV commercials for the web Video in banner and expansion Microsite ad Messenger ad Repurposing video for digital

12. Purpose Shot Video Video created for online use Relate to the audience TransparencyHumor Works

13. Video with Interaction Unique way to use videoBuilt in interaction Multiple clipsEasy controls Different ending

14. Homepage Takeover with Video Transparent Video Use of all units Zero competition User control Video Wall

15. Things to remember Online video is not always rectangular Most users don’t have sound on Bandwidth detection & know plug-in Using video does not mean greater click-throughs

16. Summary User habits are changing Easy implementation for video Plug-in and Bandwidth detection Impressive Quality

17. Thank-you