© 2008 Eyeblaster. All rights reserved Eyeblaster Media Training Part 1, September 2008

© 2008 Eyeblaster. All rights reserved Media Training – Part 1 - Agenda Third-party Ad Serving – the basics Eyeblaster Offering Setting up a Campaign

© 2008 Eyeblaster. All rights reserved 3 rd -Party Ad Serving – The Basics Third-Party Ad Serving is the technology that pushes ads out onto a website allowing the advertiser to track the performance of these ads. Why do advertisers rely on third party ad serving? Accountability Control Simplifying the process and bring all parties together Access to Rich Media

© 2008 Eyeblaster. All rights reserved Consumer Publisher Agency Advertiser 3rd-Party Ad Serving - Challenges of Online Advertising Search Display Emerging Ad Networks Media Agency Creative Agency Industry Challenges -Channel fragmentation -Technical complexity - Consumer ad blindness - Measurement difficulties - Global scope Industry Challenges -Channel fragmentation -Technical complexity - Consumer ad blindness - Measurement difficulties - Global scope

© 2008 Eyeblaster. All rights reserved Consumer Publisher Agency Advertiser Eyeblaster – changing the rules of engagement Search Display Emerging Ad Networks Eyeblaster - Reach - Impact - Relevancy - Accountability Media Agency Creative Agency

© 2008 Eyeblaster. All rights reserved 3 rd -Party Ad Serving – The Basics At its most basic, this is how it works; The advertiser (or agency) works directly with the third-party ad server The advertiser upload and traffic all the various ads into the ad server for the various publishers The publisher, instead of setting up the ad creative in there publisher ad server, places a small piece of HTML code (A.K.A “ad tag”).ad tag The third-party ad server is responsible for the delivery of the ad when it is called by the publisher website (find out more).find out more The advertiser has 24/7/365 access to the third-party ad server to pull advanced reports to their likings (beyond clicks, impressions, CTR) and are all in one place (unified and consistent formatting) The advertiser are able to manage the campaigns (make sure they are live, optimisations etc) in real time.

© 2008 Eyeblaster. All rights reserved Eyeblaster Rich Media Eyeblaster Video Eyeblaster Search Eyeblaster In Game 3 rd Party Eyeblaster Ad Campaign Manager Planning Creative Management Ad Serving Trafficking & Workflow Tracking & Optimization Data & Analytics Ad Campaign Digital Media Digital Media Eyeblaster – The Total Ad Serving Solution

© 2008 Eyeblaster. All rights reserved Setting up a Campaign

© 2008 Eyeblaster. All rights reserved Campaign Processes - Who Does What and When? Create campaign Use QT or Excel to Setup flights & identify Creative agency Publish Flights Sign IO Media AgencyCreative AgencyPublisher Create ads & assign to Flights Submit ads to Publisher for approval. Approve ads Generate code & serve the campaign

© 2008 Eyeblaster. All rights reserved Eyeblaster Campaign Structure Ad 1Ad 2Ad xAd 1Flight 1Flight 2Flight x Campaign Standard Banner Polite Banner Narrow Band Banner Broad Band Banner Toyota HiLux November 728x90 Fairfax Digital 300x250 Yahoo! 300x250 Ninemsn Homepage

© 2008 Eyeblaster. All rights reserved 1. Setting Up a Campaign (1/3) Ad 1Ad 2Ad xAd 1Flight 1Flight 2Flight x Campaign Standard Banner Polite Banner Narrow Band Banner Broad Band Banner Toyota HiLux November 728x90 Fairfax Digital 300x250 Yahoo! 300x250 Ninemsn Homepage

© 2008 Eyeblaster. All rights reserved 1. Setting Up a Campaign (2/3)

© 2008 Eyeblaster. All rights reserved 1. Setting Up a Campaign (3/3) – Hands On 1. Log into Eyeblaster Website: Login Username: test_acct Password:eyeb2008z 2. Create a new campaign Campaign name: e.g “Ikon Campaign - Geoffrey” Advertiser: e.g “Ford” Brand: e.g “Falcon” Start Date: 25/07/08 End Date: 30/08/08 Creative Shop Market: Australia, Creative Shop:Eyeblaster AU

© 2008 Eyeblaster. All rights reserved 2. Setting up Flights (1/3) Ad 1Ad 2Ad xAd 1Flight 1Flight 2Flight x Campaign Standard Banner Polite Banner Narrow Band Banner Broad Band Banner Toyota HiLux November 728x90 Fairfax Digital 300x250 Yahoo! 300x250 Ninemsn Homepage

© 2008 Eyeblaster. All rights reserved 2. Setting Up Flights (2/3)

© 2008 Eyeblaster. All rights reserved 2. Setting up Flights (3/3) – Hands On Go to the Campaign List and select your campaign Right Click on your campaign and select flights Create a new flight based on the first-line item in your Media Schedule Once setup, save and re-open the flight. Go to the Pricing tab.

© 2008 Eyeblaster. All rights reserved 2. Setting Up Flights – Excel Trafficking Work in Excel, then easily upload your media plans Customised to your needs in a snap Validates values on-the-fly against online ACM Import media plan in full or in chunks Traditional Media Plan Eyeblaster Excel Traffic Sheet

© 2008 Eyeblaster. All rights reserved 2. Excel Trafficking - Workflow As little as three steps to creating a media plan (export > add flights > import) Import the media plan into the ACM Validate new flight data Add Flights Amend mismatches now or later Export a media plan to Excel

© 2008 Eyeblaster. All rights reserved 2. Excel Trafficking - Time For Some Hands On Please open the following files: Media Plan - Eyeblaster Digital Cadet 2008.xls Digital_Cadet_MediaPlan.xls Paste Special is your friend! - Right Click - Paste Special - Values

© 2008 Eyeblaster. All rights reserved Campaign Setup Complete! The chief export of Chuck Norris is Pain Chuck Norris counted to infinity - twice Chuck Norris has two speeds: Walk and Kill Chuck Norris can sneeze with his eyes open Chuck Norris does not sleep, He waits Chuck Norris can divide by zero

© 2008 Eyeblaster. All rights reserved 3. Setting Up Ads (1/3) Ad 1Ad 2Ad xAd 1Flight 1Flight 2Flight x Campaign Standard Banner Polite Banner Narrow Band Banner Broad Band Banner Toyota HiLux November 728x90 Fairfax Digital 300x250 Yahoo! 300x250 Ninemsn Homepage

© 2008 Eyeblaster. All rights reserved 3. Setting Up Ads (2/3) Ad setup is performed by the creative agency The process is simple Upload the creative assets (different types of ads have different assets) Create an ad using those creative assets Test the ad (send to advertiser/media agency for approval if required) Copy the ad into the required flights Submit the ads for publisher approval

© 2008 Eyeblaster. All rights reserved Step 1 – In Eyeblaster go to the Creative Tab and select Ads Step 2 – Right click on the ad named Expandable_Leaderboard_A and select copy Step 3 – Perform the following Rename the ad to include your name at the end e.g “Expandable_Leaderboard_A_Geoffrey” Select your campaign Select a flight Step 4 – Repeat steps 1-3 for ad named Expandable_Leaderboard_B 3. Setting Up Ads (3/3) – Hands On

© 2008 Eyeblaster. All rights reserved Thank you

© 2008 Eyeblaster. All rights reserved Appendix – Ad Tags

© 2008 Eyeblaster. All rights reserved Technical Overview Ad 1 AD Ad Server 2) Reply with Eyeblaster code Website Eyeblaster Server 3) Request Eyeblaster Ad 4) Ad is delivered 1) Request Ad Appendix – Serving Flow