Timeline of rich media advertising Intrusive vs Immersive advertising… “0.5%” “Information Source to Entertainment Stream” Mobile & IPTV ‘Offline’ video & sponsorship InStream interactive video within player Broadband Penetration InGame video launches Semantic Web ‘Web 3.0’ ‘PreRoll’ ads before online video content % of ads using video Video standard in all formats Purpose shot video begins Cross-Channel advertising formats “5%” First 2MB Video Ad Re-purposed TV Desktop applications Eyeblaster launches the ‘Floating Ad’ Cross-Network advertising As broadband grows, video grows – both in advertising & content What happened simultaneously was rise of interaction within adverts…. Behavioural & Sequential ads – ‘Web 2.0’ Rise of the ‘Smart Ads’ N O N – B R O W S E R B A S E D

User focussed deliverables Make a good impression Predicting media consumption trends Delivering content to where the users are – browser, desktop or on the move Extend reach seamlessly into new channels Accelerate users through decision process Allowing users to respond where they are and re-target Adjusting relevancy on-the-fly within campaign (Behavioural Sequencing) Understand user’s mindset prior to seeing an advert (DejaVu) Beginning to intelligently auto-detect and predict user behaviour (Web 3.0) Complement brand engagement with response Video CTR now lower than other rich media formats Rich media develops deeper impact ‘within a user’ to enable brand recall later Recent studies show impressions are 4:1 over click-thru at driving conversions The majority of those impressions are rich media utilising sight, sound and touch An impression is more powerful than a click!

Web 3.0 – Analyse & Predict (auto-detect) People and Content – not impressions and clicks ONLINE WIRED 1 CONTENT USER WIRELESS OFFLINE Take content to user, not user to content Watch how they interact with content and serve next in sequence From Electronic Programme Guides (EPGs) for content, to Sequenced Display Advertising – learning what a user was exposed to, searched for and responded Monitoring journeys – client side, media side, search side, ad side, Sir Tim Berners-Lee's vision of the Web as a universal medium for data, information and knowledge exchange. 3 DISPLAY 2 SEARCH

2007: Where we have got to Investing in the foundations for future advertising VideoStudio – Multiple variants based around a user Silverlight – Microsoft's answer to powerful interactive, searchable video with DRM Déjà Vu & Behavioural Sequencing – understanding the user’s mindset Search Integration – Understanding the user’s path to conversion and how that could influence display Web Analytics – Unique Interactor’s to begin to measure an “individual” Site Overlap – Know where a user is and how they respond to best optimise media purchase InGame – following user online to offline alongside dynamic sponsorship FullScreen interactive video – inBanner, inGame or inStream Desktop Applications – From web to widgets and back again…