1. Digital Video Overview What Every Marketer Should Know December 2008

3. The New(er) Model: On-Demand

6. The Old Way of TV Distribution CONTENT DISTRIBUTION DEVICE 2004 a. New Programs b. Syndication a . Networks & Affiliates b. Cable Networks & MSO Fewer choices for content Scheduled Linear Distributor-Centric TV w/ DVR or VCR

10. The US Ranking

11. Spend Projections

12. Defining the Digital Video Options

16. A Handy Reference

17. Advertising Examples

18. Advertising Examples

19. A Hyper-fragmented Video Landscape Sources: ComScore 11/30/07 Press Release, Willvideoforfood.com 28% of the views come from YouTube Only 50% of streams come from top 10 sites

21. Marketing Opportunities Industry Examples

26. TV360 (TV + Online)

28. TV 360 | Example Broadcast + .com + Streams + Syndication + Partners Video

29. Internet Dominates the Purchase Process

30. Understanding the Audience Who’s watching this stuff anyway?

31. BB Access at Critical Mass Broadband Users: Home (millions)

34. Internet Video Continues To Grow Internet Users and Percent Who Stream Source: comScore Video Metrix, April 2007, U.S. Audience

35. In-Stream Video Audience is Diverse too Source: Arbitron/Edison Media research Internet and Multimedia 2005: the on-Demand Media Consumer

36. Viewing Frequency

37. Internet Video “Primetime” Is Actually Early Fringe Average Number of Streamers – By Weekday Hour and Audience Source: comScore Video Metrix, April 2007, U.S. Audience

38. Why They Watch

40. Benchmarking: Consumers View 63%+ of a Video Ad Message Source: DoubleClick Rich Media and Video (Klipmart) campaign benchmarks, 30 and 15 second ads only, June-Sept. 2006 Video View Time by Vertical for 30 sec & 15 sec videos Video View Time (seconds) Consumers watch on average 19 sec of a 30 sec video, and 10 sec of a 15 sec video

41. The “Engaged Viewer”

42. The “Engaged Viewer”

43. The “Engaged Viewer”

44. Reviewing the Content What are they watching?

48. What and Where

50. Delivering Results

51. Benchmarking: In-stream CTRs Higher than In-Banner Units Source: DoubleClick Rich Media and Video (Klipmart) campaign benchmarks, on-page plus in-stream ads, June-Sept. 2006 Click-through Rate by Format Click-through Rate * * Note: It is DoubleClick’s supposition that the high click-rates on the floater format is due in significant part to consumers attempting to close the units and missing the close box.

52. Causing Action

53. Benefits to Marketers

54. Qualitative Effects

55. Performance by Format

56. Performance by Frequency

58. Implications & Best Practices

65. Questions? Comments? Sarcastic Remarks?