1. Campaign Summary Report
Xbox - Gears of War 2 Dec08
11/30/ /26/2008
Campaign Summary Report

2. Total Campaign Performance
Gears of War 2 Dec08
Campaign Performance
Total Campaign Performance
Eyeblaster Data
Total
Eyeblaster Benchmark
Served Impressions
3,938,083
Average Dwell Time
50.43
Interaction Rate
7.09 %
CTR
0.08 %
CTR Rich Media:
0.82%
CTR Std Banner:
0.16%
Clicks
3,297
Unique Impressions
1,808,063
Average Frequency
2.18
Unique Interacting Users
44,231
Unique Clicking Users
3,262
Video Start Rate
0.86 %
44.66%
Unique Video Viewers
32,784
Expansion Rate
1.31 %
22.40%
Unique Expanding Users
35,954
* The Summary Presentation data appears in GMT -5 EST
**Publishers with more than three percent of the total Served Impressions appear in the pie chart. 'Other' represents the remaining publishers.

3. Creative Samples Gears of War 2 Dec08 Ad Name Publisher Site(s)
GearsOfWar2 HD
MSN UK
Xbox_FHM_New
Bauer UK

4. Campaign Performance Engagement Summary Gears of War 2 Dec08
Publisher Name
Served Impressions
Interaction Rate
CTR
Users Average Dwell Time (Sec)
Total Expansions Rate
Expansion Average Duration (Sec)
Video Started Rate
Video Average Duration (sec)
MSN UK
3,883,878
7.19 %
0.08 %
56.28
1.31 %
36.26
0.87 %
47.81
Bauer UK
54,205
0.00 %
13.33
0.00
Totals
3,938,083
7.09 %
50.43
1.29 %
0.86 %
* Engagement Summary slides contain data about Rich Media content only. ‘Totals’ values may differ from Total Campaign values

5. Campaign Performance Engagement Summary Gears of War 2 Dec08
* Top ten publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Gaming
Interaction Rate
CTR Rich Media
Total Expansion Rate
Video Started Rate
16.29%
0.82%
22.40%
44.66%

6. Campaign Performance Engagement Summary Gears of War 2 Dec08
* Top ten publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Gaming
Expansion Average Duration (sec.)
Video Average Duration (Sec)
39.21
36.00

7. Campaign Performance Unique Metrics Gears of War 2 Dec08
Publisher Name
Unique impressions
Average Frequency
Unique Clicking Users
Unique Clicking Users Rate
Unique Interacting Users
Unique Interacting Users Rate
Unique Expanding Users
Unique Expanding Users Rate
Unique Video Viewers
Unique Video Viewers Rate
MSN UK
1,763,162
2.20
3,262
0.19 %
44,516
2.52 %
35,961
2.04 %
32,784
1.86 %
Bauer UK
46,057
1.18
0.00 %
Totals
1,808,063
2.18
0.18 %
44,231
2.45 %
35,954
1.99 %
1.81 %

8. Campaign Performance Unique Metrics Gears of War 2 Dec08
* Top ten publishers sorted by Served Impressions in descending order

9. Performance by Frequency
Gears of War 2 Dec08
Campaign Performance
Performance by Frequency
Campaign Name
Frequency
Served Impressions
CTR
Interaction Rate
Impressions with Any Panel Expansion - Rate
Ad Average Duration (Sec)
User Average Dwell Time(Sec)
Gears of War 2 Dec08
3,938,083
0.08 %
7.09 %
0.94 %
578.97
50.43 1
1,807,621
0.10 %
8.34 %
1.10 %
572.90
47.50 2
737,379
0.09 %
7.87 %
1.04 %
603.01
55.53 3
422,305
6.94 %
0.92 %
610.06
56.78 4
268,023
5.95 %
0.80 %
610.70
54.13 5
179,072
0.05 %
5.13 %
0.68 %
605.28
53.41 6+
523,683
0.04 %
3.01 %
0.41 %
511.81
49.02
Totals
Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008

10. Performance by Frequency
Gears of War 2 Dec08
Campaign Performance
Performance by Frequency
Performance by Frequency data is applicable only to Campaigns that started after March 3, 2008

11. Publisher Unique Overlap
Gears of War 2 Dec08
Campaign Performance
Publisher Unique Overlap
Publisher Name
Unique Impressions
Exclusive Unique Impressions
Exclusive Unique % Out Of Unique Impressions
Overlap Unique Impressions
Overlap Unique Impressions with One Publisher
Overlap Unique Impressions with Two Publishers
Overlap Unique Impressions with Three Publishers
MSN UK
1,763,162
1,762,586
99.97 %
576
Bauer UK
46,057
45,481
98.75 %

12. Publisher Unique Overlap
Gears of War 2 Dec08
Campaign Performance
Publisher Unique Overlap
* Top five publishers sorted by Exclusive Unique Rate in descending order
- Use this graph to compare the Publishers' rates of Unique users who viewed the campaign only on that specific Publisher (Exclusive Unique Impressions).
- Publishers with high Exclusive Unique Impressions rate contribute better to a higher campaign reach.
- Publishers with a lower Exclusive Unique Impressions rate contribute better to campaigns that require a larger users' overlap. (Higher viewing frequency, deeper brand awareness).
- Examine the '% of Overlapping Unique Impressions with other Publishers' graph to view the breakdown of each publishers' overlap with other publishers.

13. Publisher Unique Overlap
Gears of War 2 Dec08
Campaign Performance
Publisher Unique Overlap
* Top five publishers sorted by Exclusive Unique Rate in descending order
- Use this graph to view the top 5 overlapping combinations for each publisher (Represented by the different colors) and examine each publishers' overlap.
- Each publisher Unique overlap makes a 100% that is broken down to the different overlap combinations.
- e.g. A publisher might share specific Unique users with more than one other publisher at the same time - this case represents a combination of overlap with two other publishers.

14. Video Metrics - Play Rate
Gears of War 2 Dec08
Campaign Performance
Video Metrics - Play Rate
Publisher Name
Served Impressions
Video Started Rate
Video Average Duration (sec)
Video 25% Played Rate
Video 50% Played Rate
Video 75% Played Rate
Video Fully Played Rate
Bauer UK
54,205
0.00 %
0.00
N/A
MSN UK
3,883,878
0.87 %
47.81
90.56 %
81.89 %
63.25 %
49.97 %
Total
3,938,083
0.86 %

15. Video Metrics - Play Rate
Gears of War 2 Dec08
Campaign Performance
Video Metrics - Play Rate
* Top five publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Gaming
Video 50% Played Rate
Video Fully Played Rate
69.23%
39.35%

16. Video Metrics - Play Rate
Gears of War 2 Dec08
Campaign Performance
Video Metrics - Play Rate
* Top five publishers sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Gaming
Video Average Duration (sec.)
Video Started Rate
36.00
44.66%

17. Campaign Performance Creative Comparison Gears of War 2 Dec08 Ad Name
Interaction Rate
CTR
Average Dwell Time (sec)
Total Expansion Rate
Expansion Average Duration (sec)
Video Started Rate
Video Average Duration (sec)
GearsOfWar2 HD
7.19 %
0.08 %
56.28
1.31 %
36.26
0.87 %
47.81
Xbox_FHM_New
0.00 %
13.33
0.00

18. Campaign Performance Creative Comparison Gears of War 2 Dec08
* Top ten Ad Names sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Gaming
Interaction Rate
CTR Rich Media
Total Expansion Rate
Video Started Rate
16.29%
0.82%
22.40%
44.66%

19. Campaign Performance Creative Comparison Gears of War 2 Dec08
* Top ten Ad Names sorted by Served Impressions in descending order
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK, Gaming
Expansion Average Duration (sec.)
Video Average Duration (Sec)
39.21
36.00

20. Campaign Performance Ad Format Comparison Gears of War 2 Dec08
Ad Format (Unit Size)
Served Impressions
CTR
Interaction Rate
Average Dwell Time (Sec)
Expandable Banner (234x60)
3,883,878
0.08 %
7.19 %
56.28
Floating Ad (N/A)
54,205
0.00 %
13.33
Totals
3,938,083
7.09 %
50.43
* Ad Format Comparison slides do not include Tracking Pixel data. ‘Totals’ values may differ from Total Campaign values

21. Campaign Performance Ad Format Comparison Gears of War 2 Dec08
* Top ten Ad Formats and Unit Sizes sorted by Served Impressions in descending order

22. Campaign Performance Ad Format Comparison Gears of War 2 Dec08
* Top ten Ad Formats and Unit Sizes sorted by Served Impressions in descending order

23. Report Contains No Data
Gears of War 2 Dec08
Campaign Performance
Conversions Summary
Report Contains No Data

24. Report Contains No Data
Gears of War 2 Dec08
Campaign Performance
Conversions Summary
Report Contains No Data

25. Report Contains No Data
Gears of War 2 Dec08
Campaign Performance
Conversions Summary
Report Contains No Data

26. Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK
Gears of War 2 Dec08
Campaign Performance
Eyeblaster Benchmarks For: Q1 '07 - Q4 '07, UK
Basic Metrics
Video Metrics
Expandable Metrics
Ad Format IR
CTR
Average Video Duration (Sec)
Video Started Rate
Video 50% Played Rate
Video Fully Played Rate
Total Expansion Rate
Impressions with a Specific Panel Expansion - Rate
Expansion Average Duration (Sec)
Floating Ad
6.93%
4.08%
8.80
55.45%
43.47%
28.16%
N/A
Expandable Banner
30.16%
0.44%
85.03
18.94%
66.69%
43.16%
32.45%
14.83%
66.28
Basic Metrics
Video Metrics
Expandable Metrics
Vertical IR
CTR (Standard Media)
CTR
(Rich Media)
Average Video Duration (Sec)
Video Started Rate
Video 50% Played Rate
Video Fully Played Rate
Total Expansion Rate
Impressions with a Specific Panel Expansion - Rate
Expansion Average Duration (Sec)
Gaming
16.29%
0.16%
0.82%
36.00
44.66%
69.23%
39.35%
22.40%
9.33%
39.21

27. Gears of War 2 Dec08
Thank You!