By Mr. Kevin Huang, Pixel Media

1. “ The e Behind Branding” HKAIM eCMO 2010 Presented by Kevin Huang CEO Pixel Media www.pixelmedia-asia.com

16. But what if there was no content that I can associate with ?

20. Measuring Online Video

21. Source: ClickZ: http://www.clickz.com/3640790

22. Adsfactor.TV Case Study: Client A % of Actual Video Viewed * Interaction defined as actions such as play, replay, mute, pause, close Metrics Results Campaign period 5 weeks Total Impressions Ran > 12 million Unique Users Reached 2.67 million Average TVC Shown Per Unique User 4.52 Total Interactions / Rate > 35 million / 296% Average Duration of TVC Played (actual) 14.39 seconds (65%) Data from MediaMind Reports

23. Adsfactor.TV Case Study: Client B % of Actual Video Viewed * Interaction defined as actions such as play, replay, mute, pause, close Metrics Results Campaign period 2 weeks Total Impressions Ran > 510,000 Unique Users Reached 226,000 Average TVC Shown Per Unique User 2.3 Total Interactions / Rate > 1.5 million / 305% TVC length 31 seconds Average Duration of TVC Played (actual) 22 seconds (71%) Data from MediaMind Reports

24. Engagement Measurement with Rich Media and Standard Ads

26. How do you measure branding online? Courtesy of MediaMind Research 2010

27. Brand Study; measuring between control and exposed group

28. Q1. Base: all respondents (n=600) Companies seen advertised on the Internet

29. Likelihood using the service of BRAND A Q2. Base: all respondents (n=600)

30. Perceptions of the advertisements Q11-14. Base: all respondents (n=600)

31. Likelihood of using the service of this company in next 12 months ~ by Websites Q2/ W1.. Base: all respondents (n=600)

32. Take your brand further…

33. Through the Line Cross Over Promotion between MSN and Sport B * Online * Offline * Retail * Event * Sales *

34. * Online – Website & Online Advertising

35. * Online - Virtual Dressing Room

36. * Offline – Retail/ In Shop Cross Over Branding with Virtual Dressing Room

37. * Event

38. * Sales: Cross Over T Shirt for Sale $500

39. Through the Line Cross Over Promotion between 3 and Sina Weibo Social * Online * Mobile * Offline * Retail * Event * Sales *

40. * Social

41. * Event & Press Coverage On and Offline

42. * Mobile : Sina Weibo Service on 3

43. * Print and Online Advertising

44. * Sales : $8 unlimited MMS package

46. Thank You I can be reached at t.sina.com.cn/kevinhuanghk