1. London April 2005 London April 2005 Creating Video Ads The Rich Media Platform The Rich Media Platform Eyeblaster

2. The basics of digital video Video delivery methods Video components Video strip Best Practices

3. What is Digital Video ? Digital Video Digital video is a sequence of Digital images that are serialized based on a predefined timeline. Digital image is a matrix of pixels. A pixel is the smallest element in a digital image, holds the digital color representation of a specific image location. The process of producing digital video involves sampling live or analog objects and storing the color samples digitally in pixels, images and episodes. Digital Video may be used in conjunction with a parallel audio stream.

4. Uncompressed Digital Video Digital Video Digital video files size can be calculated as: Episode duration (in sec) x Frame rate (FPS) x Frame height (pixels) x Frame width (pixels) x Pixel memory size (BPP) Let’s take a video commercial: 30 seconds duration, 30 FPS, 640x480 pixels, 32 BBP 30x30x640x480x32 = 8,847,360,000 Bits = 1054 MB !!! (This doesn’t include audio) Uncompressed video files are huge!

5. Uncompressed Digital Video Digital Video Bit rate is the speed at which data travels from one place to another on computer network. This is usually measured in Kilo Bits Per Second (Kbps). Digital video bit rate is the amount of data stored in one second of video. The bit rate determines the minimum bandwidth requirements that would guarantee smooth playing in streaming.

6. Uncompressed Digital Video Digital Video Bit rate calculations: Frame Rate (FPS) x Frame Height (pixels) x Frame Width (pixels) x Pixel Memory Size (BPP) For video commercial: 30x640x480x32 = 281 Mbps Streaming uncompressed digital video in not possible.

7. Uncompressed Digital Video Digital Video We cannot serve uncompressed video files over the internet: Storage problems. Processing problems. Bandwidth problems.

8. Compressed Digital Video – how? Digital Video Many different techniques, many different formats. Compression is the process of reduction of the video file size. There are many factors that have impact on the result of a compression: Output dimension Output frame rate Key frame interval Bit rate / quality Audio parameters

9. Compressed Digital Video – how? Digital Video Video compression is usually done by choosing key frames and calculating motion vectors in order to create the frames between the key frames. The Key frames are compressed directly from the source movie, while the other frames are calculated according to the last key frame and motion vectors. Different techniques are used to eliminate “insignificant” information that is not expected to be detected by a human eye. The process of compressing the video and creating the movie in a compressed format is called Encoding. The player will then have to decode the data in order to play the video.

10. Digital Video Encoding Workflow:Decoding Workflow: -Each Micro block is decompressed in the exact opposite process to the compression -“I” (Intra) frames are “Key” frames were compressed directly from a real source frame -“P” (Predicted) frames are created from an “I” frame + a motion vector -“B” (bi-directionally interpolated) frames are artificially created to smooth the motion and increase the frame rate

11. The basics of digital video Video delivery methods Video components Video strip Best Practices

12. Video data needs to be available “locally” so that the player will be able to process and play the video. “Pre-Caching” is a method in which the video starts playing only after it is fully downloaded. “Pre-Caching” has huge load time, but smooth play is guaranteed. When using “Pre-Caching” - repeated plays would show immediately with no additional bandwidth costs. Streaming vs. Progressive Download Delivery methods

13. “Streaming” allows to “display as you download”. The video player downloads the video in “packets”, organize it in a buffer and pulls data from the buffer to display the video frames. Buffer size is usually small, which means a short loading time, however play might be jumpy in cases that the buffer is not filled quick enough (User’s bandwidth don’t match the movie’s bit rate). In Streaming we have a 2 way communication between the client and the server, which means that instructions from the client can be sent to the server – this enable advanced features such as seek and stream changes according to bandwidth. Delivery methods

14. Progressive Download is the middle option between full caching and streaming. “Progressive Download” (also known as “http streaming”) takes the video size into consideration when determining the buffer size. Buffering continues until the remaining download time is shorter then the movie play time. Delivery methods

15. For our needs “Progressive Download” is usually the best option. Since there is no bandwidth dependency the quality is usually better then in streaming. Simple setup – as there is no need for a streaming server. Local storage of files – after the user views the video, the file is stored in the local’s computer internet cache. The user can view the movie again without having to download it each time. Note that this may be perceived as disadvantage in some cases. Progressive Download - Pros Delivery methods

16. Local storage restricts the streams to short or moderate length files. The viewer does not have random access into the stream until the movie is fully loaded (can’t implement seek features). Can’t be used for live event streaming. Progressive Download - Cons Delivery methods

17. The basics of digital video Video delivery methods Video components Video strip Best Practices Video components

18. It is possible to incorporate video into any of the Eyeblaster formats. The video components let you easily download and display a video, achieving the best possible quality. In general - we recommend using a simple (light) asset as the container for the video, and then loading the video by using one of the video components. In that case the video file will be configured as an additional asset in the Eyeblaster interface. Video components

19. Eyeblaster has 3 different video components: SWF video loader FLV streaming player FLV progressive loader Video components

20. Drag and drop the component onto the stage (frame 2 and above). Use the component’s API at least one frame after in which you placed the component. Verify that the component is defined through all the frames you are using it. (It must be the same instance of the component). Video Components – General Instructions Video components

21. This component is a video downloader that can download a video which is embedded within a separate flash movie. The component is using progressive download to download the video. You can achieve smooth play on any bandwidth by using this component. Flash 6 is required. Eyeblaster recommends using this component for most cases. SWF Video Loader Video components

22. This component is a streaming video downloader and player. Flash communication server is used for storing and streaming the video files (format FLV1.1) Smooth playback is not guaranteed unless a bandwidth detection is used properly. Flash 6 is required for downloading and playing the video. Flash 7 is required for controlling the audio. Streaming is recommended for very long videos, which is usually not the case of Eyeblaster ads. Video components FLV Streaming Player

23. This component is a video downloader that can download an FLV video. The component is built based on the MediaDisplay component that comes with Flash MX (professional). The component is using progressive download to download the video. You can achieve smooth play on any bandwidth by using this component. Flash 7 is required. Video components FLV Progressive Loader

24. When using this component, we should create 2 flash assets: Container – will use the SWFVideoLoader component. Additional asset – video embedded inside a flash asset. The frame rate of the 2 assets should be the same. The video will be positioned in the position of the component in the container movie. The size of the video will be according to the additional asset stage’s size. SWF Video Loader - Exercise Video components

25. We’ll use “myLoader” as the comonent’s name. Define a callback for getting video progress: onProgress(bufferProgress, loadProgress,playProgress) Set the callback: myLoader.videoSetProgressEventHandler(onProgress); The sound is OFF by default. You can change the MUTE status and set the volume at the initialization stage in order to start the video with sound ON. Video components SWF Video Loader - Initialization

26. Call the load API: myLoader.videoLoad(videoURL, frameRate, riskFactor); For example: myLoader.videoLoad(_root.ebMovie1, 15, 0.1); You can optionally call the loadAndPlay API in case automatic play is needed. Simply call myLoader.videoLoadAndPlay instead of myLoader.videoLoad with the same set of parameters. Video components SWF Video Loader - Loading

27. Call the play API to start/resume the play of the video: myLoader.videoPlay(); Call the pause API to pause the video: myLoader.videoPause(); Call the stop API to pause the video: myLoader.videoStop(); Video components SWF Video Loader - Playing

28. Call the mute API to toggle the mute state of the video: myLoader.videoMute(); Call the setMute API to set the mute state of the video: myLoader.videoSetMute(true); - MUTE is ON OR myLoader.videoSetMute(false); - MUTE is OFF Call the setVolume API to set the volume of the video: myLoader.videoSetVolume(level); - level is an integrer (0-100) Video components SWF Video Loader – Sound Control

29. Video Exercise Creating Video Ads

30. The basics of digital video Video delivery methods Video components Video strip Best Practices

31. The video strip feature allows you to easily create a video teaser that expands on mouseOver or user click. The video strip should be configured in the Eyeblaster interface as a panel of an expandable banner. Note that as in the example, the strip can cover the banner, creating an effect of a video banner that expands. You should use the “DynamicMask” component with any of our video components in order to create a video strip panel. Video strip

32. Using the Dynamic Mask component API you can easily do the following: Show only a short part of the movie (teaser) in a loop when the strip is shown. myMask.setVideoLoop(5); - 5 sec loop Set the expand/retract time. myMask.setExpandTime(1); - 1 sec Video strip DynamicMask Component

33. Video can be set to MUTE automatically when only the strip is shown and be played with sound when expanded. myMask.setAutoVideoMute(true); Callbacks for expand and retract can be set by the user. myMask.onExpand = function () { … }; myMask.onRetract = function () { … }; Different effects can be set to the expand/retract transitions. myMask.setEaseIng(Regular.easeInOut); Video strip DynamicMask Component

34. The component’s position and size defines the strip position and size. When the strip expands it’s always to the full stage size. The DynamicMask component must be set on the lowest layer of the movie, so that it won’t block other buttons on the stage. Testing the component can be done in the flash editor. You cannot test a video strip asset in “Preview Asset”. Retract onMouseOut will only work in Preview Ad (and only for the expandable banner format). Video strip Important Notes

35. The basics of digital video Video delivery methods Video components Video strip Best Practices

36. For commercial break format the speed is very important and the video is usually short (10-15 sec) We recommend that the ad will be created from 2 resources: Container – will include a progress bar or animation while the video loads. The video as an additional asset. We recommend using the SWFLoader component. Best practices Commercial Break

37. At least 3 ads should be created for different bandwidth: modem users (or video unsupported users), 100 Kbps, 300 Kbps. Note that as long as the video’s bit rate match the user’s bandwidth the initialization of the video should be short. Follow the same recommendations for “appear on next page” option. In general we will prefer using the video components and not embedding the video into the main flash asset, as the components can guarantee smooth playing of the video. Best practices Commercial Break

38. If the video is user initiated in the panel, we will follow the same recommendations: the panel will be the video container and we’ll have an additional asset with the video. For cases that the panel should only be opened when the video is ready we recommend to use the same approach only use a mask to make the panel transparent while the video is loading. Another option is to embed the video inside the panel and use “ebShowWhenReady” fscommand. We only recommend this when the video is very light (less then 600K). Best practices Expandable Banner

39. Same recommendations as for the expandable banner, only this time the video is part of the rich flash instead of part of the panel. Best practices Polite Banner

40. In general you wouldn’t use streaming for video ads. Few examples in which you’ll use streaming are: Site only allow streaming video content. Rights issues – streaming is the best approach. Two way control is required. Very long video (usually not the case for video ads). Best practices When do I Use Streaming?

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42. Question??? London April 2005 London April 2005 Creating Video Ads