In Q4 2010, interactive video ads accounted for 50% of ads served on AdoTube's network, rising from 30% in Q3. In-video ads had engagement rates 7 times higher and click-through rates 8 times higher than rich media display ads. Despite featuring longer ads, Polite Pre-Rolls saw growing view-through rates comparable to standard pre-rolls. The online video audience broadened in 2010, with increased advertising from consumer packaged goods, travel, fashion and finance companies.

1. Q4 2010
Format Index
As the overall number of ads served grew, interactive ads benefited the
most, rising to account for 50% of ads sold; Pre-Roll fell to 30%.
In-Video Ads have 7X higher engagement, 8X higher CTR than their rich
media display counter parts.
Despite the fact that Polite Pre-Rolls® feature far more 30+ second ads,
the Polite Pre-Roll® View-Thru Rate continued to grow rivaling the 15
second dominated Standard Pre-Roll.
In 2010 the online video audience broadened, while CPG, Travel,
Fashion, and Finance Advertisers made a concerted push into the space.
© 2007-11 AdoTube, Inc. – All Rights Reserved

2. Q4 2010
AdoTube In-Video Ad Format Index
AdoTube serves ads on thousands of publishers sites, serving 65MM to 90MM 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, Q1 2010, Q2 2010, Q3 2010, and Q4 2010.
Procedure:
We collected and analyzed data from a sample of over 3.5 Billion impressions deemed to be
statistically relevant, taking advertising verticals, video content, and type of targeting 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 different verticals to analyze performance on
an industry by industry basis.
The following numbers are based on results derived from AdoTube’s Network only and do not
represent the in-video ad space as whole.
© 2007-11 AdoTube, Inc. – All Rights Reserved 2

3. Key Takeaways
Interactive Continues to Grow & CPG Makes Big Push
Interactive Ads Accounted for 50% of Ads Served in Q4: As the overall pie grew, Interactive
Overlays and Polite Pre-Rolls® benefitted the most, combining to account for 50% of ads served in
Q4, while Pre-Roll fell to 30%.
In-Video Brand Engagement Rates Over 7X Display Benchmarks: In-Video Engagement
Rates remain solid at around 21%, over 7 times higher than leading rich media display
benchmarks.*
The rich media banner-like Overlay’s CTRs dwarf display counterparts: Interactive CTRs
are 8 times higher than rich media display benchmarks.*
Nearly 50% of Polite Pre-Roll®s served are 30+ seconds, delivering a more detailed
message. Standard Pre-Rolls are still dominated primarily by 15 second spots.
Despite longer ads, the Polite Pre-Roll® view-thru rate continues to rise, and is
comparable to the Standard Pre-Roll.
2010 Video Audience Broadens; Courts CPG, Fashion, Travel and Finance Advertisers: In
2010 the audience for Online Video broadened immensely, and with the audience came a concerted
push from new advertisers.
*Source: DoubleClick for Advertisers, U.S. Advertisers, DoubleClick
© 2007-11 AdoTube, Inc. – All Rights Reserved Rich Media formats (video only), January – December 2009 3

4. 2010: Year of Huge Growth
Ads Served Grew 191% & Number of Campaigns Grew 281%
From 2009-2010, the number of ads served grew 191% to 3.5 billion ads total. The
number of campaigns served in 2010 grew 281%. This growth was propelled by both
returning advertisers, as well as a large influx of new advertisers. Advertisers leveraged
AdoTube’s engaging formats, along with targeting and optimization tools to lower the
overall number of ads needed to be served per campaign by targeting.
Ads Served (in Millions)
4000
3500
3000
2500
2000
1500
1000
500
0
2008 2009 2010
© 2007-11 AdoTube, Inc. – All Rights Reserved 4

5. Ad Formats Even Out
2010: The Year Pre-Roll Lost Its Dominance
As the overall pie grew, Pre-Rolls lost their dominance falling in Q4 to 30% of ads
served. In their wake, newer Interactive Formats have grown explosively, and now
account for 50% of ads served. The most surprising story to come out of Q4 is the
bounce back of the Branded Overlays, which rose back up to a healthy 20% of ads
served.
Q1 2010 Q2 2010 Q3 2010 Q4 2010
Polite Pre-
Roll®
Polite Pre- Polite Pre-
11% Polite Pre-
Interactive Roll® Roll® Pre-Roll Roll
Overlay 17% 23% 30% 24%
12%
Pre-Roll Interactive
Pre-Roll Pre-Roll
Branded Overlay
66% 64% 45%
Overlay 15% Interactive
12% Overlay Interactive
25% Branded Overlay
Branded Branded Overlay 26%
Overlay Overlay 20%
4% 7%
© 2007-11 AdoTube, Inc. – All Rights Reserved 5

6. Average CTR Growth:
Growth Slowed, but Still Steady
CTR Growth slowed a little in Q4. Growth attributed to continued growth of high-
impact interactive formats.
Average CTR
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
© 2007-11 AdoTube, Inc. – All Rights Reserved 6

7. Average Engagement Rates:
Engagement Stays Steady, 7X higher than Display
While interactive formats continue to grow in prominence, engagement rates have
tended to stay steady at a phenomenal 21.6%. Even as they have saturated inventory,
1 in 5 viewers still seem ready to engage. By simply being in the video stream,
engagement rates are 7 times higher than similar rich media display benchmarks.
Average Engagement Rate
Rich Media Display vs. In-Video
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Rich Media (Video)* - 2009 In-Video
*Source: DoubleClick for Advertisers, U.S.
© 2007-11 AdoTube, Inc. – All Rights Reserved Advertisers, January – December 2009 7

8. CTR - Interactive vs. Branded Overlay vs. Display
Overlays Dwarf Display. Interactive 8X Higher than Display
CTR
Rich Media Display vs. Branded vs. Interactive Overlay
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Rich Media (Video)* - 2009 Branded Interactive
*Source: DoubleClick for Advertisers, U.S.
© 2007-11 AdoTube, Inc. – All Rights Reserved Advertisers, January – December 2009 8

9. Pre-Roll Length Breakdown
Nearly 50% of Polite Pre-Roll® Served are 30 Seconds or longer
In Q4, 48% of the Polite Pre-Rolls served were 30 seconds or longer. This is opposed to
Standard Pre-Rolls, where 15 second spots filled 60% of Pre-Rolls served.
Length has been known to greatly effect View-Thru Rates and abandonment rates. But, the
Polite Pre-Roll®, by giving viewers the ability to view the ad anytime during the video or to
opt out completely, allows advertisers to deliver their full message to those who wish to
receive it, without publishers sacrificing viewership to higher abandonment rates.
Pre-Roll Lengths Polite Pre-Roll® Lengths
>30 Sec.
5% >30 Sec.
8%
30 Sec.
35% 15 Sec.
30 Sec.
52%
40%
15 Sec.
60%
© 2007-11 AdoTube, Inc. – All Rights Reserved 9

10. Polite Pre-Roll® vs. Standard Pre-Roll
The Polite Pre-Roll® view-thru rates rise despite hosting longer ads
Q4’s Polite Pre-Roll CTR fell, but better in line with expectations, just below 3%. Standard Pre-
Roll continued to decline.
View-Thru Rates rose as viewers showed a continued acceptance of the Pre-Roll format. Most
interestingly, the Polite Pre-Roll® View-Thru Rates have continued to rise despite the fact that
the length of the Polite Pre-Roll® is generally longer than Standard Pre-Rolls.
POLITE PRE-ROLL®
Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate
2009 N/A N/A N/A
CTR Q1 2010 48.64% 37.24% 76.56%
5.00%
Q2 2010 47.60% 34.10% 71.64%
4.00% Q3 2010 48.93% 35.77% 73.10%
Q4 2010 53.57% 37.68% 70.34%
3.00%
Average 2010 49.69% 36.20% 72.91%
2.00%
STANDARD PRE-ROLL
1.00%
Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate
0.00% 2009 59.03% 43.77% 74.15%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Q1 2010 57.57% 41.43% 71.96%
Q2 2010 58.48% 42.65% 72.93%
Standard Pre-Roll Polite Pre-Roll®
Q3 2010 56.33% 39.98% 70.97%
Q4 2010 59.66% 46.11% 77.29%
Average 2010 58.21% 42.79% 73.46%
© 2007-11 AdoTube, Inc. – All Rights Reserved 10

11. Campaigns by Vertical
Online Video Broadens Its Base: Big Push from CPG, Solid Entrance by Travel & Fashion
Q4 saw the start of a big shift and a broadened base of verticals investing in Online Video
Advertising. CPG made a huge push along with new entrants such as Travel, Fashion, & Finance.
Even though Entertainment and Electronics verticals ran more campaigns in 2010 than 2009, their
overall percentage fell dramatically year/year due to the addition of newer verticals.
This highlights how Online video itself has broadened its audience base beyond young male techies
to a burgeoning ecosystem of viewers with advertisers eagerly following.
% of Campaigns by Vertical
CPG
Entertainment
Retail
Communications
Electronics
Mobile
Travel
Auto
Fashion
Web Services &…
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
2010 2009
© 2007-11 AdoTube, Inc. – All Rights Reserved 11

12. About AdoTube
AdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies,
advertisers and publishers) to have easy and efficient access to in-stream ads. AdoTube’s platform includes
the Adotube Ad Network, Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network
Partner Console for third party networks media brokers ,and Creative Services. AdoTube’s complete platform
helps each part of the industry to deliver high-quality, in-stream advertising solutions through a quick, easy
and cost efficient platform. AdoTube is headquartered in New York, with offices in California and Europe. To
learn more about AdoTube, become a partner, or see their solutions for agencies, advertisers, publishers and
ad networks, visit www.adotube.com.
Definitions
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 interactive elements such as a game or a video
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
© 2007-11 AdoTube, Inc. – All Rights Reserved 12