Joshua Rex, This is Open

OPEN SUITE™

Engagement-based advertising

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

… spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising, and a significant share of advertising is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real-time impact rather than estimated ‘impressions’. Consumers self-select which ads they watch and share preferred ads with peers.”

“IMAGINE AN ADVERTISING WORLD WHERE… This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

“If the Internet is to improve CPMs—and perhaps save the overall advertising market from its fate—we must focus on time-based post reporting. The post reporting itself provides brand advertisers with what they really need and understanding if their ads reach the audience they seek”

NielsenWire

“The curse of the Internet as ‘the most measurable medium’ is perpetuated by continued industry reliance on “the click” as a relevant measure of display advertising efficacy. The industry simply needs to get off this click crack in order to earn a rightful place in marketers’ budgets and mindsets.”

comScore

DISPLAY IS WELL AND TRULY BROKEN This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

ABOUT OPEN

Open is an industry recognised innovator and award winning agency committed to REDEFINING AD SPACE.

We build and deploy advertising campaigns and brand communications centred around a proprietary, ground breaking display-media broadcast platform, called Open SUITE™.

Open SUITE™ transforms static digital media into intelligent, interactive, multi-functional broadcast channels that enable a utility driven content experience from the first point of engagement.

INDUSTRY STATS online video ad spending, though still small in absolute terms, was up 38%. More content is shared through Facebook than email. Spending on social media will grow the most CTRS in perpetual decline. 16% of internet users account for 85% of clicks. This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

CHALLENGES

ADVERTISER CHALLENGES

Most display media formats are ineffective

Drive to site is not enough

Consumers have multiple, evolving digital locations

How to monetise social media and video

PUBLISHER CHALLENGES

Existing pricing models don’t reflect the value of time spent

Change in format vs. Change in content

Need to sell ‘multi-phase conversations - beyond ‘audiences’ or ‘impressions’

OPEN SUITE ™ OPEN IMU™ OPEN CMS™ An engagement-based display media format that transforms static display media into interactive broadcast channels. Share/embed to anywhere. Publish content dynamically - based on intelligent parameters – creating user defined content experiences. This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

OPEN IMU ™ This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. “ Built to drive repeated interaction and enable an ongoing conversations with your audience” Online Display Media Advertising Information Fun & Interactivity of Widgets Engagement Social Media organic distribution Distribution Natural Search Optimisation SEO = + + +

OPEN IMU 300 OPEN IMU 125 OPEN IMU 200 OPEN IMU 728 OPEN IMU 468 OPEN IMU 160 OPEN IMU 180 OPEN IMU ™ - MULTIPLE FORMATS OPEN IMU 336 OPEN IMU 240

WHAT ARE THE BENEFITS?

Delivers a rich content experience from the 1 st point of engagement and empowers repeated interaction.

Can be embedded into and distributed across any web 2.0 website, social networking utility, internet start page, blog and even the desktop. Compatible with all operating systems and no software download required.

Ad serving as online display media creates a tangible ROI on CPM investments – through significantly increased interaction rates.

Integrate virtually any digital media asset: RSS feeds, image galleries, streaming video & music, User generated content, ecommerce applications, games, CRM applications and competition mechanics – all dynamically managed in the OPEN CMS™.

Syndicating controlled client & affiliate content results in extraordinary distribution and deeper brand engagement. Organic sharing and distribution creates an ‘audience extension’ effect: dramatically improving media investment/cost per view.

Delivers content contextually, in accordance with intelligent parameters, such as platform consumption preferences, geographical and behavioral requirements – right down to an individual IP address.

Creates a positive impact on natural search results through content syndication and the generation of inbound links, the value of which can readily offset media placement costs.

With the integrated metrics package, we are able to guarantee optimisation of media planning and buying investments.

Multiple-variant, integrated advertising and sponsorship opportunities open new revenue streams.

Publishers can offer Open IMU™ at a significant premium over standard formats to advertisers.

WHAT ARE THE RESULTS?

25% AVERAGE INTERACTION RATE – 80%+ in social media

1.5% AVERAGE CLICKED VIEW RATE – 10% in social media

7 AVERAGE CLICKS PER VIEW – 20+ in social media

18% AVERAGE INSTALL RATE (as a % of Clicked Views)

PRICING MODELS Impression-based pricing Engagement-based Pricing This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2008 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. Set up fee + premium CPM CPC Set up fee CPE CPA Hybrid: Set up + CPC/CPE/CPA Register, buy, donate, share, install, upload content etc CPCV, watch video, comment , share, Avg interaction time etc Reduced CPC based on ‘audience extension’, CPM to CPC conversion etc Premium CPM for IMU format. Hybrid: Increase in conversion – CPM-CPC-CPA

3 PILLAR DISTRIBUTION MODEL EXAMPLE Client Host Site User ‘Grabs” IMU™ from client website, seeding blog or from media placement User ‘Embeds’ on preferred platform. IMU™ drive back to Client site for further engagement. IMU™ hosted on client website and seeded on high authority contextual blogs IMU™ ad served across media to extend foundation for distribution and optimise media investment This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. Shareable to social utilities Shareable to blogs and websites Shareable to internet start pages Placed as MPU on vert. media, e.g. gaming website Placed as MPU on hor. media, e.g. MSN Client Host Site IMU™ seeded with partner blogs

OPEN IMU EXAMPLES This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. OPEN IMU 300 Multiple in-format advertising opportunities

OPEN IMU EXAMPLES This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. OPEN IMU 300 Sponsorship of content channels an utilities. Platform and/or geo specific.

OPEN IMU EXAMPLES This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. OPEN IMU 300 Publishers can sell format at a premium to advertisers.

OPEN IMU EXAMPLES This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. OPEN IMU 300 Social networking tools and HD full screen drive deep engagement

OPEN IMU EXAMPLES This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd. OPEN IMU 300 CRM and data capture with an opt-in audience

VODAFONE MCLAREN MERCEDES IMU300

The IMU provides fans and novices alike with a rich and truly engaging Formula 1 experience. Inside the IMU is a suite of dynamic functionality designed to drive repeat engagement and organic distribution. The launch functionality included the following:

Full screen

Exclusive behind the scene interviews with Lewis, Heikki, the pit crew and others

Hundreds of photos and videos - with new content added every week

Live news feeds

Live race results and interviews.

Live telemetry for both McLaren drivers (Qualifying and Race day)

Interactive circuit guides for every race

Video circuit guides for every race

Driver standings

Constructor standings

Follow all the teams and drivers as they battle it out for the 2009 Formula One World Championship.

CRM and In format research

Competitions

Targeted content delivery: by platform and user preference

OPEN IMU 300 Example blog partner: Ad served placement This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

OPEN IMU 300 This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2009 This Is Open Ltd. All rights reserved. Open SUITE™, Open IMU™, Open CMS™ and IMU™ are trademarks or registered trademarks of This Is Open Ltd.

TOP LINE RESULTS