Eyeblaster Media &Creative SolutionsMcGraw Hill June 20, 2008

Confidential 22

Eyeblaster Ad Campaign Manager (ACM)

Thought leader, seeking to add value

Innovative Creative Solutions

Cutting edge Tools

Robust Campaign Services

Why Eyeblaster?

Campaign Management services

Full Campaign Management– Kick off call– Spec Analysis– QA– Publisher deployment

Creative Services– Eyeblaster Friendly– Production

Premium Services– Campaign Analysis

–

Our Services

Our Campaign Process

Media Planning & Buying ,Creative Design and Production

Eyeblaster Campaign Production & QA

Publisher QA Process

X Days

Campaign Kick Off Call Review Creative concepts

Spec Analysis

Reporting Requirements

Owners :

Eyeblaster, Creative Agency ,

Media Agency

Eyeblaster creative

implementation

in the WorkshopOwner: Eyeblaster/

Creative Agency

Eyeblaster Creative Bundle

Uploaded

Owner :

Eyeblaster/Creative Agency

Full QA of Creative & Media

Owner: Eyeblaster

Media Trafficking

Owner: Eyeblaster/

Media Agency

Publisher approval process

Owner: Eyeblaster

Creative amendment

as response to possible creative

rejections from publishers

Owner: Eyeblaster/

Creative Agency

3-5 working days (depending on publisher)

-5-4-3-2-1

3 working days

-8-7-6

Campaign sheets submitted to Eyeblaster

Eyeblaster IO sign-off Flight Live

Account Management & Services

Engagement

The end of the click!

0.5%CTR 2005

0.3%CTR 2006

Below 0.2%CTR 2007

What are users doing?

22.75%Average Interaction RateAlmost double Vs. 2006

Big movers

29%Fully Played Video Rate on Expandable Banners40%Fully Played Video Rate on Polite Banners

48%Fully Played Video Rate on Expandable Banners52%Fully Played Video Rate on Polite Banners

2006 2007

Engagement

Increased Branding Performance

Increased Post View conversions

Act as basis for Behavioral targeting of Creative

Engagement with expandable video banners

36% Interaction Rate

Average Video Duration: 59.21 seconds

Over 20 seconds more than 2006

48% Full Video PlayAlmost double from last year

Engagement with polite banners

10% interaction rate

Average Video Duration: 42.55 seconds

Over 10 seconds more than 2006

52% Full Video Play10% more than last year

Eyeblaster Analytics

Eyeblaster Analytics

Analytics

Plug-in for Excel

Reach

Impact

Relevancy

Accountability

Campaign Monitor

Campaign Monitor

Focus – on quality, not quantityTime-saver – “at a glance” overviewProactive - quick & easy problem detection Hands-on - real-time campaign data

"

Campaign Monitor is a simple yet

effective campaign management tool

which provides traffickers and media

planners / buyers with constant up to date information on the status of campaigns, allowing for quicker

decision-making regarding campaign setup, delivery, performance and

ROI"Emmanuel Nana - Technical Manager PHD

“Quote #1

Excel Plug-in

Flexible and AccessibleEyeblaster Analytics Plug-In for Excel

The most reliable, accessible and flexible way to analyze data.

Directly connected to the databaseAccessible directly from ExcelSaving up to 50% of reporting timeUp-do-date by a refresh button and available offline.

Plug-in for Excel “

The Excel Plug-in tool enables my

teams to only create a report once,

then literally hit refresh every time

they need the updated data, this has

saved some of my teams over 40% of their reporting time

”.Ashley Cohen – Technology Manager

LBi UK

“Quote #2

Recent Best of Eyeblaster

Creative SolutionsMedia fragmentation & Social Media

Targeting

Targeted messaging

Increased Engagement and Response

Optimized Spend

http://demo.eyeblaster.com/demos/levi_synch_offline/

start.html

Integrate a widget in a campaign

Share this movie with your friends

Rich media ads are served as part of a campaign A widget element can be posted from the ads to any of the social networks and be shared among friends

Analytics combine distribution and rich media measurements from the campaign and

from the widget

Eyeblaster Widgets

The current opportunity with widgets: They are viral They are everywhere The provide continuous effect to a campaign They are high quality targeted

EB Widgets highlights Easy download of ad element to user page Sponsor template widgets Track downloads and distribution Track widgets interaction and rich media activity

Creative SolutionsVideo

Video - Leveraging the Medium

Video out performing other units for brand perception and Engagement

Production cost saving

Purpose shot video

Video created specifically for online use or new video used from TV shoot

Can be cheap to create

BBCMini site: Push Vs. Pull

Delivers the message with video and humour

Targeted humour deepens the brand experience

Result: High impact

MiniSimple Production

Clear call to action

Entertaining

Result: High Impact

Engagement is the key

Make it playful – make it engaging

Virgin BetsUsers played more than once!

User has control of the outcome

Engaging with humour

Create it | See it | Share it

Eyeblaster Workshop™ for Flash

Create it

See it

Share it

Freelancer

Client Media ProducerEyeblaster

Drag & Drop Video

Eyeblaster – Products and Tools

Eyeblaster Platform – The WizSimple, user friendly multi-purpose interface

Creative Best Practice

Historic focusAds have the ability to entice unlike searchTherefore, ads built to try and redirect users to a destinationPerformance often judged on CTR

ProblemsWeb use is fleeting; people do something quickly and move onClicking stops them achieving thisNovelty is wearing off, indifference creeping inCTRs consistently falling

However...Ads leave brand impressions which aren’t measured via clicks

Users don’t want to be redirected, so why try?We are not solely attempting to redirect, otherwise we’d only use searchInteracting with the ad is interacting with the brand

What is the Creative Objective?

Case Study (July ‘06 – May ‘07)

One advertiser

25 major campaigns over 1 year

340 million impressions

17 publisher sites

Over 130 post click activity opportunities tracked

Key finding: Interactions drove more conversions than clicks by 4:1

So...Users don’t click (or want to be redirected)Interactions offer measurable brand value plus drive more conversionsRich media ads offer everything a microsite offers

Therefore...Why invest time and effort in a microsite / landing page, or in traffic-driving ads?

Instead, why not create ads aimed at delivering brand experience, where users can subsequently convert in their own time...

Make the ad become the micrositeGive users a range of interaction opportunities; videos, games, downloads, data capture, reminders, upload etcMake interactions deliberate; no auto-starting video etcKeep a small but obvious clickthroughMeasure any subsequent activity from within the Eyeblaster reporting platform

Creative Conclusions

Thank You!