© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5 Reasons to Be Bullish on Digital Video Jeremy Helfand, VP Monetization, former Auditude CEO

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5 Reasons to Be Bullish on Digital Video

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Devices to outpace # of HHs with TVs

 Over 75% of adults will watch video online monthly

 Professional content consumption now growing at 3x UGC

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Challenges for Digital Video are Known and Evident

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5:1: The ratio of mobile programmers to desktop programmers for digital video, as disclosed by a Top 3 media company in the U.S.

The Challenges for Digital Video are Known and Evident

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Monetization Possibilities are Evident, and Evolving

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Online video %

Online video % of total online

Monetization Possibilities are Evident, and Evolving

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

93%: Current Rate of Adobe Pass Penetration Among Major Operators

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

74%

50%

0% 20% 40% 60% 80%

TV, PC, phone and tablet

TV only

US Consumers’ Aided Recall of a Video Ad, by Platform Sept. 2011

Source: Nielson, “Cross-Platform Ad Effectiveness Study”

Completion Rates by Spot Position, January – July, 2011

Source: Adobe Auditude, “2012 Adobe Digital Video Advertising Report”

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5 Reasons to Be Bullish on Digital Video

The Challenges for Digital Video are Known and Evident

Monetization Possibilities are Evident, and Evolving

Advertising Follows Engaged audiences – and Digital Video Engages

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

PUBLISHING

MO

NET

IZAT

ION

Primetime Helps Media Companies Monetize More Effectively

SiteCatalyst

Test + Target

Adobe Media Server

Media SDKs

AudienceManager

Adobe Pass

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe & Digital Video: Partnering with Media Companies to Drive Digital Transformation

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Thank You Jeremy Helfand | jhelfand@adobe.com

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.