Q2 2011

Format Index

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Q2 2011 Key Takeaways Ad Selector shows promise, Food Services increases investment

Video ads account for close to 60% of all ads served. Interactive Overlays jumped 10

percentage points pulling primarily from Branded Overlays.

Average click-through rates continue to rise - jump 20% to 2.25%.

Interactive ads with engaging bonus features continue to offer nearly twice the clicks

than their branded counterparts.

The Ad Selector format: 84% of viewers who chose their pre-roll advertisement

watched it to completion. The ad also exhibited a 63% view-through rate overall and

a 5.8% click-through rate.

Pre-Roll and Polite Pre-Roll® continue to stay close to a 50% view-through rate.

CPG is still the biggest buyer of advertising inventory, but in second, Food Service

accounts for nearly 15% of ads served this quarter jumping 311% over Q1 and a

nearly 122% jump over Q2 2010.

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Q1 2011

Interactive Overlays Increase to 25% of Total Ads

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Q2 2011

Video advertisements continue to dominate, accounting for nearly

60% of ads served

Advertisers start to see the importance of Interactive Overlays – jump

10 percentage points

3

CTR Jumps 20 Percent to 2.25%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

2009 Q12010

Q22010

Q32010

Q42010

Q12011

Q22011

Average CTR

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Continued growth is attributed to the adoption of high-impact formats

and features, including Polite Pre-Roll®, In-Stream Takeovers,

Expansions, Gaming, Social Media, etc.

CTR - Interactive vs. Branded In-Stream Ads

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011

CTR - Branded vs. Interactive

Branded Interactive

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Introducing the Ad Selector

The Ad Selector format provides users the

ability to select the brand message,

product, or promotion they are most

interested in

While Ad Selector still represents a small

percentage of overall video ads, it is

expected that this format will continue to

grow in popularity with marketers

Ad Selector

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The Ad Selector offers an overall view-through rate of 63% with an

outstanding 84% retention rate

Polite and Standard Pre-Roll continued to slowly climb around 50%

CTR View-Thru Rate

(25%)

View-Thru Rate

(100%)

Retention

Rate

Polite Pre-Roll 3.2% 61% 45% 74%

Pre-Roll 2.1% 65% 51% 78%

Ad Selector 5.8% 74% 63% 84%

In-Stream Video View-Through Rates Strengthen Ad Selector Shows Tremendous Promise

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Campaigns by Vertical

Food Services increases by 311% since Q1 2011 and 122% from 2010.

Retail, Government, Fashion and Electronics also showed strong growth.

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About the AdoTube In-Stream Ad Format Index

AdoTube serves ads on thousands of publishers sites, serving 75 MM to 125MM in-video ad impressions per week.

This format index provides an overview of the effectiveness of our many different in-stream video ad formats over 2009, 2010 and Q1-Q2 2011.

Process:

We collected and analyzed data from a sample of over 5.3 Billion impressions deemed to be statistically relevant, taking advertising verticals, video content and targeting technique into account. This was then split into four distinct categories:

• Branded Overlay

• Interactive Overlay

• Standard Pre-Roll

• Polite Pre-Roll®

Additionally, we broke these results out over 17 verticals to analyze performance on an industry by industry basis.

The following data points are based on results derived from the AdoTube Network only and do not represent the in-stream ad space as whole.

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Glossary

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 multiple interactive elements such as

social networking/sharing, store locator, a game, a video, etc.

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

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

Close Rate: The percentage of people who close the Ad-Unit

Re-Engagement Rate: The percentage of people who closed an Ad-Unit only to later, Re-Engage

with the unit.

Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not

engage with the ad nor view it till its completion.

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