AdoTube\'s Format Index for Q1 of 2011.

1. Q1 2011
Format Index
When given a choice, almost half of consumers choose to
watch the entirety of a pre-roll advertisement
The Polite Pre-Roll® has an 18% lower video abandonment
rate than the pre-roll
Nearly 5% of viewers are re-engaging in-stream ads after
initially dismissing them
CPG continues aggressive investment in online video as a
way to extend TV buys
© 2011 AdoTube, Inc. – All Rights Reserved

2. Q1 2011 Key Takeaways
Polite Pre-Roll® Proves Itself and CPG Continues to Invest
Polite Pre-Roll® jumps to 30% of ads served. Polite Pre-Roll® increased by 25% over
Q4 2010 to 30%. Polite Pre-Rolls® and Pre-Rolls account for 64% of ads served
Overall CTR continues to grow due to high impact in-stream formats and
features, such as: Polite Pre-Roll®, In-Stream Takeovers, Expansions, Gaming, Social
Media, etc.
Over 5% of viewers are re-engaging in-stream Overlay Ads after initially closing
them.
When given a choice, nearly half of all viewers chose to watch the entirety of a
Pre-Roll. The Polite Pre-Roll® view-through rate (VTR) rose 7 percentage points, in Q1
2011 to nearly 45% and is comparable to the Standard Pre-Roll’s view-through rate.
The Polite Pre-Roll® had an 18% lower video abandonment rate than the pre-roll.
CPG continues aggressive investment in online video as a way to extend TV
buys, accounting for 60% of ads served. Entertainment continues to invest
cautiously, and retail pulls back slightly after post-holiday push.
© 2011 AdoTube, Inc. – All Rights Reserved 2

3. Polite Pre-Roll® Increases to 30% of Total Ads
Together Polite Pre-Rolls® and Pre-Rolls account for 64% of ads
Advertisers continue to embrace Polite Pre-Rolls® due to:
Strong Performance: CTR, Engagement rates, Views, Brand metrics and other KPIs
Quality of View-Through: Providing users with an option to dismiss a message
qualifies the completion rate as a higher quality view-through than a forced message
.
Q1 2010 Q4 2010 Q1 2011
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4. CTR Continues Path of Steady Growth
Growth is attributed to the adoption of new high-impact formats and features,
including Polite Pre-Roll®, In-Stream Takeovers, Expansions, Gaming, Social
Media, etc.
Average CTR
2.00%
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011
© 2011 AdoTube, Inc. – All Rights Reserved 4

5. 1 in 5 Viewers Actively Engaging with Video Ads
While interactive formats continue to grow in prominence, engagement rates have
tended to stay steady at a phenomenal 22% on average. 1 in 5 viewers are actively
engaging.
Average Engagement Rate
30%
25%
20%
15%
10%
5%
0%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011
© 2011 AdoTube, Inc. – All Rights Reserved 5

6. CTR - Interactive vs. Branded In-Stream Ads
Interactive Overlay CTR Shoots Up in Q1
CTR - Branded vs. Interactive
2.00%
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011
Branded Interactive
© 2011 AdoTube, Inc. – All Rights Reserved 6

7. Viewers Choose to Re-Engage
We have noticed that nearly 5% of viewers re-engage in-stream ads after
they finish watching their content. Demonstrating that consumers will respond
to ads that respect their video experience.
CTR/Engagement Close Viewed ad in full or
Ad Format Re-Engaged**
Rate Rate Navigated away*
Branded Overlay 0.53% 50.54% 5.44% 48.93%
Interactive Overlay 1.86% 49.32% 5.35% 48.82%
All rates are out of the total ad viewership except **
*Estimate based on statistics from other metrics
**Percentage of the close rate not the total viewership
Re-engage: provides users the opportunity to view the ad after initially closing it
Option to re-engage Ad
after “Closing”
© 2011 AdoTube, Inc. – All Rights Reserved 7

8. Polite Pre-Roll® VTR Jumps to 44%
45% of viewers chose to watch entire Polite Pre-Roll® Ads
In another sign of the consumer’s growing acceptance of Polite Pre-Roll® and Pre-Roll
advertisements, VTR has continued to rise, jumping to 44% with a retention rate of 76%.
Nearly 45% of viewers chose to watch 100% of the Polite Pre-Roll® advertisement.
POLITE PRE-ROLL®
Quarter CTR VTR (25%) VTR (100%) Ad Retention Rate
Q1 2010 1.5% 49% 37% 77%
Q2 2010 2.1% 48% 34% 72%
Q3 2010 4.5% 49% 36% 73%
Q4 2010 2.9% 54% 38% 70%
Q1 2011 2.7% 58% 44% 76%
STANDARD PRE-ROLL
Quarter VTR (25%) VTR (100%) Ad Retention Rate
Q1 2010 2.8% 58% 41% 72%
Q2 2010 2.9% 58% 43% 73%
Q3 2010 2.7% 56% 40% 71%
Q4 2010 2.2% 60% 46% 77%
Q1 2011 2.3% 66% 51% 77%
© 2011 AdoTube, Inc. – All Rights Reserved 8

9. Polite Pre-Roll® vs. Pre-Roll
Polite Pre-Roll® had an 18% lower video abandonment rate than the Pre-Roll
In A/B Testing, the Polite Pre-Roll® decreased abandonment rates by 36%
Only 14% dismissed the Polite Pre-Roll® and nearly 8% then re-engaged
Ad Format CTR/Engagement Rate Close Rate Re-Engaged** View Through (100%) Navigated away*
PPR 2.69% 14.27% 7.57% 44.37% 38.67%
Pre-Roll 2.27% n/a n/a 50.51% 47.22%
All rates are out of the total ad viewership except **
*Estimate based on statistics from other metrics
**Percentage of those who closed and then re-engaged with the ad
Re-engage: provides users the opportunity to view the ad after initially closing it
Option to re-engage Ad
after “Closing”
© 2011 AdoTube, Inc. – All Rights Reserved 9

10. Campaigns by Vertical
CPG Doubles Down on Online Video, Entertainment Cautiously
Invests More
CPG continued its effort to extend their TV buys by aggressively investing in the online
video space. Entertainment has cautiously increased its investment compared to last
year’s Q1.
CPG
Entertainment
Web Services & Products
Retail
Auto
Food Services
Travel
B2B
Finance/Insurance
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Q1'2011 Q4'2010 Q1'2010
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11. About AdoTube In-Stream Ad Format Index
AdoTube serves ads on thousands of publishers sites, serving 70MM to 100MM in-video ad
impressions per week.
This format index provides an overview of the effectiveness of our many different in-stream
video ad formats over 2009, 2010 and Q1 2011.
Process:
We collected and analyzed data from a sample of over 4.25 Billion impressions deemed to be
statistically relevant, taking advertising verticals, video content and targeting technique into
account. This was then split into four distinct categories:
• Branded Overlay
• Interactive Overlay
• Standard Pre-Roll
• Polite Pre-Roll®
Additionally, we broke these results out over 17 verticals to analyze performance on an industry
by industry basis.
The following data points are based on results derived from the AdoTube Network only and do
not represent the in-stream ad space as whole.
© 2011 AdoTube, Inc. – All Rights Reserved 11

12. Glossary
In-stream video ad: A video ad that is played or viewed from a video player
Branded Overlay: An in-video advertisement that runs on top of the video content (bottom 1/3 of
the screen) while the video is playing. Clicks-through to a web-site, pausing the video
Interactive Overlay: Similar to a Branded Overlay with multiple interactive elements such as
social networking/sharing, store locator, a game, a video, etc.
Standard Pre-Roll: An in-stream video ad that plays before video playback
Polite Pre-Roll®: A dismissible and retractable in-stream video ad. When dismissed during video
an overlay ad reminds the viewer to watch the ad
Click-Through Rate(CTR): The percentage of viewers who clicked through an ad to the target link
View-Through Rate: The percentage of viewers who watched through a part or all of a video ad
Engagement Rates: The percentage of people who interact with an ad that has interactive
capabilities, such as, playing a game, initiating an in-ad video, social engagement (i.e. Facebook),
store locator, or data entry
Close Rate: The percentage of people who close the Ad-Unit
Re-Engagement Rate: The percentage of people who closed an Ad-Unit only to later, Re-Engage
with the unit.
Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not
engage with the ad nor view it till its completion.
© 2011 AdoTube, Inc. – All Rights Reserved 12