1. © 2008 Eyeblaster. All rights reserved Rich Media – How to Make a Good Impression Presented by: Vanya Jakovljevic EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134 208/208/208 255/227/147 Primary colors Light tint 123/69/26 26/35/7 81/8181 128/100/20 Dark tint

2. © 2008 Eyeblaster. All rights reserved Who are Eyeblaster? Digital Ad serving since 1999 (June 2002 in Australia) The first Rich Media provider to hit the shores in Australia Recognised leader globally for Rich Media and Video Independent global provider for online campaign management. Allows advertisers to manage campaigns across multiple digital media channels Over 40 countries globally and more to come…

3. © 2008 Eyeblaster. All rights reserved What is Rich Media? “Rich media is a term for advanced technology used on Internet ads, these include streaming video, audio, interactivity, and special effects - such as behavioral or synchronized ads” Step 1 Default Flash displays as page loads up to 30k in size Step 2 Rich Flash loads on top once page is downloaded Up to 100k in size Step 3 Rich Flash calls in Additional Asset if required Up to 1MB in size

4. © 2008 Eyeblaster. All rights reserved The Shift Intrusive Advertising User Initiated

5. © 2008 Eyeblaster. All rights reserved Reason behind the shift? 90% of Australians have a Broadband Connection Broadband penetration Publisher Shift in Objectives and Measurement Shift in creative strategy Source: CTR – IAB Australia Average 2007, IR - Eyeblaster Benchmarks Australia 2007 Average

6. © 2008 Eyeblaster. All rights reserved Pull Strategy – Traffic Drivers Advertisers website Average CTR 0.2% Source: CTR – IAB Australia Average 2007, IR - Eyeblaster Benchmarks Australia 2007 Average

7. © 2008 Eyeblaster. All rights reserved Push Strategy – Smart Ads Average Interaction rate 7% Advertisers website Source: CTR – IAB Australia Average 2007, IR - Eyeblaster Benchmarks Australia 2007 Average

8. © 2008 Eyeblaster. All rights reserved The end of the click! 0.5% CTR 2005 0.3% CTR 2006 Below 0.2% CTR 2007

9. © 2008 Eyeblaster. All rights reserved Examples of this shift

10. © 2008 Eyeblaster. All rights reserved Custom Shot Video/ Sync ads

11. © 2008 Eyeblaster. All rights reserved Metrics and Measurement Engagement Brand Impact Study Interaction Metrics Interaction Rate Interaction Duration Video Duration Conversion Impact on conversions Standard Banner (0.7%) vs. Expandable (1.8%) Rich Media complements Standard Banners

12. © 2008 Eyeblaster. All rights reserved Rich Media Builds Brand Standard Banners Rich Media Rich/Video Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent

13. © 2008 Eyeblaster. All rights reserved Source: Dynamic Logic MarketNorms Q4 ‘07 Delta the point difference between control and exposed (exposed% - control %) The Value of Rich Media and Online Video

14. © 2008 Eyeblaster. All rights reserved Benchmarks

15. © 2008 Eyeblaster. All rights reserved Challenging perceptions Deliver content to the user without the need to leave the publisher’s site Adopt more interactive functionality Don’t trust click-thru as a way of justifying campaign success try to metrics to measure campaign success from Branding to Interaction

16. © 2008 Eyeblaster. All rights reserved

17. is the key driver of success

18. © 2008 Eyeblaster. All rights reserved Widgets © 2008 Eyeblaster. All rights reserved Micro application = Embedded web widget Widget ad = Rich Media ad Share Social Networking sites, Email and Bookmarks

19. © 2008 Eyeblaster. All rights reserved Nike Widget View Widget The creative concept: focus on video content exclusively – as this is a video show, and the content is brilliant.

20. © 2008 Eyeblaster. All rights reserved Nike Widget generated 1.2+ Million impressions from 1,500 posts

21. © 2008 Eyeblaster. All rights reserved Mash-up ads

22. © 2008 Eyeblaster. All rights reserved Mash-up ads Three levels of Mash-up - Integrate Advertiser content - Integrate 3 rd party content - Contextual Mash-up with Publisher page next to insertion New Dynamic Ad – click hereclick here

23. © 2008 Eyeblaster. All rights reserved http://creativezone.eyeblaster.com

24. www. eyeblaster.com Thank you