©

 2007-­‐10  AdoTube,  Inc.  –  All  Rights  Reserved  

!   How We Define In-Video Rich Media Ads

!   How In-Video Rich Media Ads have grown in use and effectiveness…

!   How In-Video ads compare to Display benchmarks…

!   How are skippable pre-rolls performing?

!   Overall Brand Impact for In-Video Advertising…

©  2007-­‐10  AdoTube,  Inc.  –  All  Rights  Reserved   2

AdoTube has access to over 5k+ publisher sites and serves over
50MM to 75MM in-video ad impressions per week.

Procedure:
A sample of 1.9 Billion+ statistically relevant impressions
2009 through Q3 2010
Formats Split into four distinct ad format categories:
•  Branded Overlay
•  Interactive Overlay
•  Standard Pre-Roll
•  Polite Pre-Roll®

The following numbers are based on results derived from AdoTube’s Network only and do not
represent the in-video ad space as whole.

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!   NOT  Just:  Banner  Ads  In-­‐Video  or  Standard  Pre-­‐Rolls  
!   NOT:  Banner  Ads  with  a  Video  Component  

!   In-­‐Video  Rich  Media  Ads  create  Engaging  Experiences  and  

Interac0vity  within  the  video  stream  
!   Video  (Beyond  Pre-­‐Rolls)  
!   Gaming  
!   Expandable  with  limitless  potenQal  
!   Data  Capture  
!   Opt-­‐in  and  Opt-­‐out  Points  

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!   Standard:  Branded  Overlay  and  Pre-­‐Rolls  

!   Rich  Media:  InteracQve  Overlay,  Polite  Pre-­‐Roll®,  and  more  

*   *  

*These  Ad  Formats  sQll  form  a  small  part  of  AdoTube’s  network  and  are  not  deemed  staQsQcally  significant,  yet.  

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Adoption: Interactive Formats accounted for 48% of ads served in Q3

Why? Because Consumers like them and they work.

Q1  2010   Q2  2010   Q3  2010  

Polite  Pre-­‐
Roll®       Polite  Pre-­‐
11%   Roll®   Polite  Pre-­‐
InteracQve   17%   Roll®      
Overlay   23%  
 12%  
Pre-­‐Roll   Pre-­‐Roll   InteracQve   Pre-­‐Roll  
Branded   64%   Overlay   45%  
66%  
Overlay   15%   InteracQve  
12%  
Overlay  
 25%  

Branded   Branded  
Overlay   Overlay  
4%   7%  

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 In-­‐Video  vs.  Display  CTR  
1.60%  
1.40%  
1.20%  
1.00%  
0.80%  
0.60%  
0.40%  
0.20%  
0.00%  
2009   Q1  2010   Q2  2010   Q3  2010  

Rich  Media  (Video)*  -­‐  2009   In-­‐Video  

*Source:  DoubleClick  for  AdverQsers,  U.S.  AdverQsers,  January  –  December  2009  

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 In-­‐Video  vs.  Display  Engagement  Rate  
30.00%  
25.00%  
20.00%  
15.00%  
10.00%  
5.00%  
0.00%  
2009   Q1  2010   Q2  2010   Q3  2010  

Rich  Media  (Video)*  -­‐  2009   In-­‐Video  

*Source:  DoubleClick  for  AdverQsers,  U.S.  AdverQsers,  January  –  December  2009  

DoubleClick  Engagement  rates  include  “closes”  for  expanding  formats  
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 CTR  -­‐  Branded  vs.  Interac0ve  Overlay  
1.20%  
1.00%  
0.80%  
0.60%  
0.40%  
0.20%  
0.00%  
2009   Q1  2010   Q2  2010   Q3  2010  
Rich  Media  (Video)*  -­‐  2009   Branded   InteracQve  

*Source:  DoubleClick  for  AdverQsers,  U.S.  AdverQsers,  January  –  December  2009  

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Isolated A/B Testing on over 30 million servings
!   3% More viewers chose to watch through the Polite Pre-Roll® over the
Standard Pre-Roll with a retention rate of 80.1%

Ad    Format   View-­‐Thru  Rate  (25%)   View-­‐Thru  Rate  (100%)   Ad  Reten0on  Rate  

Polite  Pre-­‐Roll®   46.3%   37.1%   80.1%  
Standard  Pre-­‐Roll   54.5%   36.0%   66.1%  

!   133% higher CTR for the Polite Pre-Roll®. (3.76% vs. 1.61%)
!   A 36% lower video abandonment rate
Results:
!   Viewers are actually more likely to watch the entire ad & click-through
!   The Polite Pre-roll® captures viewers who are interested in the ad
!   Lower abandonment rates increase video consumption for publishers

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 CTR  
5.00%  
4.00%  
3.00%  
2.00%  
1.00%  
0.00%  
2009   Q1  2010   Q2  2010   Q3  2010  
Standard  Pre-­‐Roll   Polite  Pre-­‐Roll®  
POLITE  PRE-­‐ROLL®  
Quarter   View-­‐Thru  Rate  (25%)   View-­‐Thru  Rate  (100%)   Ad  Reten0on  Rate  
2009     N/A   N/A   N/A  
Q1  2010   48.64%   37.24%   76.56%  
Q2  2010   47.60%   34.10%   71.64%  
Q3  2010   48.93%   35.77%   73.10%  
Average     48.39%   35.70%   73.77%  

STANDARD  PRE-­‐ROLL  
Quarter   View-­‐Thru  Rate  (25%)   View-­‐Thru  Rate  (100%)   Ad  Reten0on  Rate  
2009   59.03%   43.77%   74.15%  
Q1  2010   57.57%   41.43%   71.96%  
Q2  2010   58.48%   42.65%   72.93%  
Q3  2010   56.33%   39.98%   70.97%  
Average   57.85%   41.96%   72.50%  

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!   Awareness
!   Increases of between 35% & 44%

!   Favorability
!   Increases of between 14% & 40%

!   Recognition
!   Increases of between 19.7% & 58.9%

!   Purchase Intent
!   Increases of 18.3% and 37.8%

*  Based  on  over  20  campaigns  

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Key Takeaways…
1)  The In-Video Ad Market is opening up due to various formats such as our overlays and
high-impact in-stream units

2)  In-Video vs. Display – Users are much more engaged with content, therefore the video
screen is an ideal place to deliver an advertiser’s message. In-Video ads deliver a
message where a viewer’s attention is, thus these ads are much more effective

3)  Polite Pre-Rolls® (skippable) Work – Even when given the choice to skip, consumers
will still watch & engage with our Polite Pre-Rolls®. In addition, these ads can help lower
the abandonment rate for Publishers resulting in consumers watching more video.

4)  In-Video ads generate strong increases in awareness, favorability, recognition, and
purchase intent for brands.

Questions?

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©  2007-­‐10  AdoTube,  Inc.  –  All  Rights  Reserved   14
About AdoTube
AdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies, advertisers and
publishers) to have easy and efficient access to in-stream ads. AdoTube’s platform includes the Adotube Ad Network,
Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network Partner Console for third party networks media
brokers ,and Creative Services. AdoTube’s complete platform helps each part of the industry to deliver high-quality, in-stream
advertising solutions through a quick, easy and cost efficient platform. AdoTube is headquartered in New York, with offices in
California and Europe. To learn more about AdoTube, become a partner, or see their solutions for agencies, advertisers,
publishers and ad networks, visit www.adotube.com.

Definitions
In-stream video ad: A video ad that is played or viewed from a video player
Branded Overlay: An in-video advertisement that runs on top of the video content (bottom 1/3 of the screen) while the
video is playing. Clicks-through to a web-site, pausing the video
Interactive Overlay: Similar to a Branded Overlay with interactive elements such as a game or a video
Standard Pre-Roll: An in-stream video ad that plays before video playback
Polite Pre-Roll®: A dismissible and retractable in-stream video ad. When dismissed during video an overlay ad reminds the
viewer to watch the ad
Click-Through Rate(CTR): The percentage of viewers who clicked through an ad to the target link
View-Through Rate: The percentage of viewers who watched through a part or all of a video ad
Retention Rate: The percentage of viewers who watched through the entire video ad vs the first 25% of the video ad
Engagement Rates: The percentage of people who interact with an ad that has interactive capabilities, such as, playing a
game, initiating an in-ad video, social engagement (i.e. Facebook), store locator, or data entry *does not include closing
of the ad.

Questions, Feedback, and Media Inquiries:

Ephraim Cohen – Cohen@fortexgroup.com

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