Sports: Increase Viewership & Audience Engagement with Online Video

Sports: Increase Viewership & Audience Engagement with Online Video Guest Presenters: Andres Palmiter - Online Video Specialist, comScore John Phillips - SVP Digital Marketing, ATP World Tour For Audio please dial: US: 1 877 221 6036 International : 1 857 244 7425 Access Code: 655 054 63#contact: sales@ooyala.com 1-877-366-9252

Andres Palmiter, Online Video Specialist comScore, Inc For Audio please dial: US: 1 877 221 6036 International : 1 857 244 7425 Access Code: 655 054 63#contact: sales@ooyala.com 1-877-366-9252

Online Video is big 32.4 billion video streams in the United States Reaching 177 million unique viewers Each viewer watched 187 video streams, that’s more than 12 hours of video per viewercontact: sales@ooyala.com 1-877-366-9252

Online video appeals to all demos Online Video Monthly Cume by Age 90% 88% 85% 83% 83% 83% 82% 83% 81% 77% 68% 45% 23% 0% Total 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore Video Metrix, January 2010contact: sales@ooyala.com 1-877-366-9252

Video consumption follows younger trend Hours % Video % Unique Consumption Index Demo Consumed per Streams Viewers (Average 100%) Viewer 2-11 4% 9% 3.3 26% 12-17 14% 12% 12.5 98% 18-24 20% 13% 20.5 160% 25-34 22% 18% 16.8 132% 35-44 18% 18% 13.4 105% 45-54 13% 16% 10.9 85% 55-64 5% 8% 8.4 66% 65+ 3% 6% 6.3 50% Source: comScore Video Metrix, January 2010contact: sales@ooyala.com 1-877-366-9252

More people watching more minutes Total US streaming minutes and video streams 150,000,000 January 2009 January 2010 193% Hours per Viewer 5.9 12.8 Videos per Viewer 100.7 187.0 112,500,000 Minutes per Video 3.5 4.1 Total Minutes (000) 75,000,000 Total Videos (000) 121% 37,500,000 0 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sept-09 Oct-09 Nov-09 Dec-09 Jan-10 Source: comScore Video Metrix, January 2009 - January 2010contact: sales@ooyala.com 1-877-366-9252

Sports online video trends: ESPN and Cinesport ESPN and Cinesport video streams 200,000 288% Video Streams (000) 150,000 100,000 ESPN Cinesport 2000% 50,000 0 Feb 09 Mar 09 Apr 09 May 09 Jun 09 Jul 09 Aug 09 Sep 09 Oct 09 Nov 09 Dec 09 Jan 09 Feb 10 Source: comScore Video Metrix, February 2009 - February 2010contact: sales@ooyala.com 1-877-366-9252

ESPN snapshot ESPN is driving online video growth in sports vertical, year over year engagement metrics have more than doubled. February 2009 February 2010 Minutes per Viewer 8.7 20.0 Videos per Viewer 6.4 13.0 Unique Viewers (000) 5,376 10,172 Source: comScore Video Metrix, February 2009 - February 2010contact: sales@ooyala.com 1-877-366-9252

Positioning online video alongside TV  According to comScore’s December 2009 ads vs content data preview, in-stream online video ads reach 43% of the US population monthly  The average viewer sees 19 ads a month, making for over 2.3 billion in-stream video ads  Online video is NOT a competitor to TV for ad revenue but can add incremental reach to a TV media-buy Reasons to Watch Online Missed episode on TV 71% Convenience 57% Less ads 38% Like to see past episodes 25% Prefer the online experience 13% Both TV/Online [B] Don’t subscribe to cable/dont have a TV 7% 0% 20% 40% 60% 80%contact: sales@ooyala.com 1-877-366-9252

How does comScore collect all this data? Panel and beacon technology Leveraging cookie data among multiple data points A cookie is not a person, we measure peoplecontact: sales@ooyala.com 1-877-366-9252

John Phillips, SVP, Digital Marketing ATP World Tour For Audio please dial: US: 1 877 221 6036 International : 1 857 244 7425 Access Code: 655 054 63#contact: sales@ooyala.com 1-877-366-9252

About ATP World Tour The ATP is the governing body of the global mens professional tennis circuits - the ATP World Tour, the ATP Challenger Tour and the ATP Champions Tour. Origin - ATP was formed in 1972 to protect the interest of male professional tennis players and reshaped in 1990 to equally represent players and tournaments. Scale - 2010 ATP World Tour season spans 11 months with 62 tournaments in 32 countries, across continents. Viewership - Over 4.3 million fans on site - 500 million television viewers worldwide Offices - ATP Americas & ATP Int’l Headquarters - Ponte Vedra Beach, Florida, USA - ATP Executive Office & ATP Media - London, England - ATP Europe – Monte-Carlo, Monaco - ATP International - Sydney, Australiacontact: sales@ooyala.com 1-877-366-9252

Broad Objectives - Build Brand Equity Protect and enhance the perception of the players, tournaments and governing body. - Drive Attendance Assist tournaments to sell more tickets. - Increase Viewership Grow consumption of tennis events on television, online and mobile channels. - Grow Revenue Commercialize internal and external consumption of ATP digital properties via sponsorship, licensing, advertising, and e-commerce.contact: sales@ooyala.com 1-877-366-9252

Content Objectives - Reach New Audiences Syndicate quality content to media, other sports sites, and fans. - Strengthen Customer Loyalty Offer high quality content consisting of live coverage of events, highlights of athlete interviews, and other interesting segments. - Drive New Revenue Growth Leverage video advertising and pay per view models to increase overall revenue and ROI and Revenue. - Further Differentiate Set the trend in the sporting industry by introducing unique ways to bring sports highlights, information to fan base.contact: sales@ooyala.com 1-877-366-9252

Use Of Online Video Formulate a digital strategy that will result in increased viewership and new revenue streams. - Social Network Integration Incorporate video polling and other social networking features to increase engagement. - Drive Ticket Sales Leverage online video to promote events by targeting individual’s locations and interest. - Increase Video Coverage Create partnerships to increase use and variety of content.contact: sales@ooyala.com 1-877-366-9252

Key Performance Indicators - Display to play ratio running aggregate 20-30% Indicates relevancy and impact of video thumbnail as well as the effectiveness video asset promotion and positioning. - 100% play through rate running aggregate 38-44% Influences the editing of content and placement of advertising. - Average minutes per play running 2-3 minutes in aggregate Validates best practice for standard video length and reflects growth in engagement as average minutes per clip played increases over time. - Peak viewing hours Promotion of video content, particularly through email, will drastically increase points above if delivered during mid morning work hours. - Ticket sales referrals - New subscribers to live stream referralscontact: sales@ooyala.com 1-877-366-9252

Strategy - Closed caption subtitles help the ATP extend the reach of video assets across existing Spanish and Chinese audiences. - Aspera web uploader allows broadcast and tournament partners in 32 countries to feed content into the platform to be promoted and distributed. - MRSS feeds enable syndication specific to content types requiring only a browser for the end user. - Ad insertion and third party ad network integration allow the ATP to leverage VOD content to promote live streaming subscriptions and directly monetize through pre and mid roll ads.contact: sales@ooyala.com 1-877-366-9252

Case Study 2009 Barclays ATP World Tour Finals sets visitation records onsite and online The audience swarmed online to watch live streaming, video on demand and live scores with 8 million total weekly visits to ATP official web sites, 75 percent above previous-year record figures, consuming more than 175,000 hours of video content with average visit duration exceeding an hour. - ATPWorldTour.com, BarclaysATPWorldTourFinals.com, and ATP Official Live Scoring online had a record 8 million total visits, a 75 percent increase from last year’s record numbers, and 3.5 million unique users during the week, an 85 percent increase from 2008. - Video-on-demand streaming recorded more than 1 million total streams and 25,000 total hours of consumption, an increase from last year of 365 percent and 170 percent respectively. - Live streaming on TennisTV.com, ATP’s official live streaming web site, grew 425 percent from last year to 360,000 total streams with total play time of approximately 150,000 hours. - Visits to ATP Official Live Scoring grew 50 percent from last year to more than 1.6 million with average visit duration exceeding an hour (65 minutes).contact: sales@ooyala.com 1-877-366-9252

Syndication Content syndication is critical to extend the reach of the ATP World Tour. We plan to focus our use of the Ooyala platform to push video content throughout social and mass media outlets to influence the consistent coverage of tennis year round and to deepen fan engagement.contact: sales@ooyala.com 1-877-366-9252

Chromeless Playercontact: sales@ooyala.com 1-877-366-9252

Lessons Learned - Implementation - Manage video content independently of photos and text until a publishing workflow. - Best to stream directly versus progressively download through alternate CDN in order to maximum performance and cost efficiencies. - Video Usage - Versus driving fans to YouTube or another platform as video has drive engagement, pageviews and average time spent online. - Challenges - Overlay communications is critical for driving business through video. - Chromeless player creates more work that return on brand.contact: sales@ooyala.com 1-877-366-9252

Best Practices - Take advantage of the functionality inherent within the video player where possible to enhance the user experience on the fly and to maximize space. - Create preferred video specs and enforce conventions including file names, descriptions, labels, etc. - Thread video throughout experiences as contextually relevant. - Syndicate - Share everything.contact: sales@ooyala.com 1-877-366-9252

Future Vision - Grow audience naturally through social, mobile and live scoring product development. - Increase exposure of live coverage through internet while balancing broadcast revenue goals. - Drive Tournament adoption of ATP digital platform. - Develop and implement strategy for regional ad sales and content licensing. - Introduce new language versions of websites, i.e. French. - Identify new technologies, partners and consumer applications to set trends in digital product development and marketing. - Improve ability to monitor social media and process consumer feedback through systems and/or personnel to enhance the ATP World Tour fan experience, ensure the positive perception of ATP members and develop trust with key influencers.contact: sales@ooyala.com 1-877-366-9252

Questions? Please enter your questions using the chat window. To register for upcoming Industry Webinars please visit: http://go.ooyala.com/IndustryWebinars.html Today, April 8th 1pm PDT/4pm EDT Wednesday, April 14th 8am PDT/11pm EDT Thursday, April 15th 11am PDT/2pm EDTcontact: sales@ooyala.com 1-877-366-9252

Sports: Increase Viewership & Audience Engagement with Online Video

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