242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Maya Fidel | Creative Solution Specialist In-Stream VAST 2.0 EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/ /162/ /208/ /227/147 Primary colors Light tint 123/69/26 26/35/7 81/ /100/20 Dark tint December 1 st 2010

© 2010 MediaMind Technologies Inc. | All rights reserved  In-Stream Introduction  Our Offering  How Does It Work?  Beta Guidelines Agenda

© 2010 MediaMind Technologies Inc. | All rights reserved In-Stream Introduction

© 2010 MediaMind Technologies Inc. | All rights reserved What we had until now? In-Stream is a format that integrates video ads into video content played in a video player on a publisher’s site. The video ad can be played as follows: Pre-RollMid-RollPost-Roll

© 2010 MediaMind Technologies Inc. | All rights reserved In-Stream VAST - Market forces Agency Demand 3 rd party serving Media Spend growth Publishers Acceptance 3 rd party serving IAB Standards adoption

© 2010 MediaMind Technologies Inc. | All rights reserved In-Stream Video VAST why? Rising use of video and video ads Need for advanced In- Stream format Lack of standards VAST (Video Ad Serving Template) A standard XML-based ad response for in- stream video.” (IAB) New standards for server- player communication by IAB

© 2010 MediaMind Technologies Inc. | All rights reserved How Does VAST 2.0 work? Secondary Ad Server Publisher Ad Server Custom XML parsing Video player Pixel reporting on impressions and activities XML ad response Pre-fetch ad request Pixel reporting on impressions and activities

© 2010 MediaMind Technologies Inc. | All rights reserved How Does VAST 2.0 work? The VAST XML file includes all the ad’s definitions: Placement impressions Calls for each creative element Links to event tracking on each creative element Links to clickthrough on each creative element

© 2010 MediaMind Technologies Inc. | All rights reserved Linear element(s) (Pre-roll, mid-roll or post-roll) What are In-Stream VAST elements? Non-Linear element(s) (appears on top or alongside the content) Companion element(s) Outside the video player In-Stream VAST Elements: Inside the playerOutside the player

© 2010 MediaMind Technologies Inc. | All rights reserved Linear Example

© 2010 MediaMind Technologies Inc. | All rights reserved Non-Linear Example TickerBug

© 2010 MediaMind Technologies Inc. | All rights reserved Companion Example Video Ad Companion

© 2010 MediaMind Technologies Inc. | All rights reserved Our Offering

© 2010 MediaMind Technologies Inc. | All rights reserved Our Offering New ad format that allows creating In-Stream ads that contain one or more elements. This format is based on the IAB new standards.

© 2010 MediaMind Technologies Inc. | All rights reserved Possible Combinations Ad with all elements Linear Element Non-Linear Element Companion Element Creative Asset

© 2010 MediaMind Technologies Inc. | All rights reserved Possible Combinations – Advanced companion Placement: In Stream Linear Element Non-Linear Element Companion Element AD: In Stream Companion Link Placement: In Banner Ad elements (Image, Flash, etc) AD: Any (Expandable, Standard, etc)

© 2010 MediaMind Technologies Inc. | All rights reserved Behind the In-Stream ad Ad size = a sum of all attached assets in all ad’s elements. Linear video + 2 Non-Linear assets + standard companion = sum of 4 assets The publisher has the control regarding which assets are served and when. It’s important to define the sequence, but it is a recommendation.

© 2010 MediaMind Technologies Inc. | All rights reserved Behind the In-Stream with Simple Companion Placement: In Stream Linear Element (video) Non-Linear Element (Image, SWF) Simple Companion (image, SWF) AD: In Stream One VAST XML file One Impression Video metrics (assets) One Clickthrough

© 2010 MediaMind Technologies Inc. | All rights reserved Behind the In-Stream with Advanced Companion Placement: In Stream Linear Element (video) Non-Linear Element (Image, SWF) Advanced Companion AD: In Stream Companion Link Placement: In Banner Ad elements (Image, Flash, etc) AD: Any (Expandable, Standard, etc) One VAST XML file Two Impressions Video metrics (assets) Two Clickthroughs

© 2010 MediaMind Technologies Inc. | All rights reserved The new ad format will be included in all reports (delivery, engagement, etc.) CommentsBeta StageVASTType Ad level (placement) Impressions Ad level (placement) Asset levelClickthrough SupportedAsset level / element level Interactions (Video, user interactions) Analytics Support

© 2010 MediaMind Technologies Inc. | All rights reserved VAST2.0 reports the following interactions: (for image and video assets only, not flash) CommentsMediaMind supportEvent Relevant mainly for non-video and non- flash assets. NoCreativeView Relevant for video assets only.YesStart, midpoint, firstQuartile, thirdQuartile, complete, mute, unmute, pause, fullscreen We will support these events when VPAID is supported. Norewind, resume expand, collapse, acceptInvitation, close Analytics Support

© 2010 MediaMind Technologies Inc. | All rights reserved Custom InteractionsRegular InteractionsDescriptionAd format Not supported Impressions, Clickthrough Tracks in stream served by other ad serverIn stream tracking Supported Impressions, Clickthrough, Replay In stream, support VAST, using SWF files. In stream with VAST - using SWF files Not supportedImpressions, Clickthrough In stream, support VAST, using FLV/Videos files. In stream with VAST - using FLV /video files as asset Analytics Support – Tracking and Serving * Most of the video metrics are supported by both the tracking and the serving. Full details will be available in the documentation.

© 2010 MediaMind Technologies Inc. | All rights reserved Limitations ► The first phase of In-Stream VAST2.0 ad format does not support VPAID (new standard that defines the communication between the ad and the player). ► Analytics reports do not support the "CreativeView" tracking event, which is used by VAST. ► Analytics reports do not support the time-based metrics such as Dwell, Timer, and Average Time. ► The current ad format accepts only Flash files using ActionScript3.

© 2010 MediaMind Technologies Inc. | All rights reserved Limitations Cont. ► Placement Preview is not available for the beta phase. ► Editing of multiple VAST ad formats is not available. ► SWF file must be created in the latest MXP (August release). ► There is no way of monitoring how the ad is actually displayed.

© 2010 MediaMind Technologies Inc. | All rights reserved How does it work?

© 2010 MediaMind Technologies Inc. | All rights reserved New In-Stream Ad Ad Format> Other> In-Stream VAST The former In-Stream Video format is still supported

© 2010 MediaMind Technologies Inc. | All rights reserved Edit In-Stream Ad In-Stream Elements Clickthrough URL referring to the entire ad Advanced Companion – Separate ad linked to the In-Stream ad

© 2010 MediaMind Technologies Inc. | All rights reserved Campaign Attachment Assign the media agency and campaign to which the ad belongs.

© 2010 MediaMind Technologies Inc. | All rights reserved Edit In-Stream Ad Linear element – movie file Simple companion – SWF or image Sequence field – the user can enter the suggested order in which the creative elements should be displayed

© 2010 MediaMind Technologies Inc. | All rights reserved Preview Preview of the Linear element Preview of the Simple Companion

© 2010 MediaMind Technologies Inc. | All rights reserved Advanced Companion - Ad List The ‘V’ indicates that this ad is marked as a companion ad Before linking to an advanced companion, the user needs to first define the ad as a companion ad

© 2010 MediaMind Technologies Inc. | All rights reserved Advanced Companion - Filtered Table The table is filtered according to the ‘Advanced Companion’ mark

© 2010 MediaMind Technologies Inc. | All rights reserved Advanced Companion – Possible Scenarios ► If after you linked an attached Advanced Companion you attach your In-Stream ad, you need to assign it to the same campaign and site. ► If you assign it to a different campaign you will receive a message, informing you that the Advanced Companion and In- Stream are assigned to different campaigns and you must change the In-Stream attachment settings or remove the companion ad.

© 2010 MediaMind Technologies Inc. | All rights reserved Advanced Companion – Possible Scenarios ► If your In-Stream ad is assigned to a campaign and site, you will be able to select an Advanced Companion that is either not attached or is attached to the same campaign and site as the In-Stream ad. ► If your In-Stream ad is not attached, you will be able to select an Advanced Companion that is attached or not attached.

© 2010 MediaMind Technologies Inc. | All rights reserved Placement Support VAST 2.0

© 2010 MediaMind Technologies Inc. | All rights reserved Beta Guidelines

© 2010 MediaMind Technologies Inc. | All rights reserved About the Beta ► The Beta Started on August 23 rd. ► The main focus is to gain a critical mass of publishers. A major part of MediaMind’s In-Stream solution is to find out how this solution will work in conjunction to different video players and video networks. ► It’s essential to certify different players to work with our solution and to know that publishers are fully compatible with our solution.

© 2010 MediaMind Technologies Inc. | All rights reserved Certification Phases ► Each certification has three phases: ► Business Partnership ► Questionnaire ► Test

© 2010 MediaMind Technologies Inc. | All rights reserved Beta Campaign Process New Beta Campaign AM Follow Beta Request Form Check list of certified publishers Running Campaign Client Setup the campaign If not certified AM Follow publishers certification process If certified Click for Documentation: Beta Request Form List of certified publishers

© 2010 MediaMind Technologies Inc. | All rights reserved Publishers Certification Process AM Notify Sales Engineer on needed certification SE / BD Business partnership (Contact publisher, fill publisher questionnaire, send to Tzachi) Certification Team (Tzachi) Testing process (according to test plan) Certification Team (Tzachi) Notify certification result to SE & AM Click for Documentation: Detailed certification process Certification Questionnaire Test Plan

© 2010 MediaMind Technologies Inc. | All rights reserved Certification Status ► Currently we have 16 players/publishers in the certification process and 5 certified: Player/Publisher Business PartnershipTechnical IntegrationCertified SevenOne X Tremor Media X ScanScout X TV.Guide X (linear) Jambo Media X (linear) NBC X Interactive Media X Dailymotion X CBS Interactive X The Video Platform X BrightCove X ITV X SKY X Virgin X VideoPlaza X Yume X

© 2010 MediaMind Technologies Inc. | All rights reserved Player Support VAST 2.0

© 2010 MediaMind Technologies Inc. | All rights reserved Beta Permission

© 2010 MediaMind Technologies Inc. | All rights reserved Thank You