Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place? Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.

1. Navigating Video Advertising
On Every Screen
#VideoEverywhere
blog.pointroll.com www.tubemogul.com
@pointroll @tubemogul
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2. Meet the Panelists
Catherine Spurway-Hepler Max Mead
• PointRoll • TubeMogul
SVP, Strategy & Marketing SVP, Business Development
• cspurway@pointroll.com • max.mead@tubemogul.com
Todd Pasternack David Burch
• PointRoll • TubeMogul
Director, Creative Technology Group Communications Director
• tpasternack@pointroll.com • david.burch@tubemogul.com
#VideoEverywhere
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3. Video…
What is it. What it isn’t.
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4. Video Advertising is…
Not just
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5. 86% of YouTube Videos Receive <10K Views
Paid media increasingly necessary
to drive views
YouTube Videos by Number of Views
Percent of Total
33.2%
22.8%
10.2% 10.4%
8.6%
6.6% 5.6%
2.3%
0.4%
<100 100-500 501-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-1m >1m
Source: internal research, 2011 5

6. YouTube: Over Half of Views Occur in First Week
Video Lifecycle: % of Total Views in 90 Days
18.00%
16.00%
14.00%
12.00%
10.00%
2010
8.00% 2008
6.00%
4.00%
2.00%
0.00%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89
Days Passed Since Upload
Source: TubeMogul, 2010 6

7. Video advertising is…
Effective
Engaging
Everywhere
#VideoEverywhere
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8. Why video advertising?
3.5%
3.2%
3.0%
2.5% 2.4%
2.0%
1.8%
1.5%
1.5%
1.3%
1.1%
1.0% 1.0%
1.0%
0.8% 0.8%
0.7% 0.7%
0.6%
0.5% 0.4%
0.2%
0.0%
Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent /
Consideration
Video-based Rich Media Non-Video-based Rich Media Simple Flash
Source: TubeMogul / Dynamic Logic joint research 8

9. Video Advertising Is Engaging
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10. Video Advertising Can Be …
Interactive or non-interactive
The creative or a feature
The distribution channel itself
An opportunity on any screen
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11. In Banner & Custom Video Ads
that Drive Engagement
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12. Video As A Feature
Click for Demo
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13. Video IS The Creative
Click for Demo
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14. Video IS The Creative
Click for Demo
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15. In Stream Video
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16. PointRoll In Stream Solutions
Pre-roll Interactive AdChooser
Out of Video Player Dynamic
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17. Out of Player Experience
Click for Demo
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18. InStream: Ford Dynamic Local Offer
Click for Demo
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19. Data & Targeting
Awareness Consideration Intent
Lifestyle Social
Demographic Behavioral
Geography
Context
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20. What works where?
Repurposed TV = Awareness; Made-for-Web = Impact
There is likely a beneficial impact on
awareness from the TV spots these ads
have been repurposed Repurposed TV Made-for-Web
5 4.7
4.3
Video content has the ability to be
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more relevant and useful to the
viewer, and therefore, more
Percent Impacted
3 persuasive
2.2 2.1
2.0 1.9
2 1.6
1.4
1.2
0.8
1
0
Aided Brand Online Ad Awareness Message Association Brand Favorability Purchase
Awareness Intent/Consideration
Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028
Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098 20

21. Video As A Feature
Click for Demo
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22. Users Will Watch: More Time With Your Brand Message
Average Seconds Watched Per View by Type: Ads >30 Seconds
85.2
45.2
38.6
32.2
Branded Auto-Play Click-To-Play Facebook In-Game Rollover To Play
Source: TubeMogul client campaigns. Spans 124m views. 2011. 22

23. Distribution and Targeting
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24. The Old Way
Video Assets
Publisher
Advertiser Publisher
Ad Net 1
Ad Net 2
Ad Net 3 …
Ad Network
Reporting
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25. The New Way
Publishers
Ad Networks
Advertiser Exchange / SSPs
Video Markets
Private Networks
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26. The New Way
Non-Expanding Interactive Flash
Advanced, Polite Rich Media as
well as Expandable capabilities
across networks and DSPs
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27. Sounds Good, But What’s That Really Mean?
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28. Video Metrics
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29. TubeMogul Video Analytics
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30. What’s Next?
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31. The Big Picture
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32. Summary
Make YouTube a part of your plan, just not your only plan
Think about campaigns holistically
People will watch your videos…
Make your videos interactive and engaging
Use insights and analytics to optimize
Use RTB to balance reach/frequency
Start broad
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33. Questions?
Contact your rep or email info@pointroll.com
with specific questions or to learn more.
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