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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.

“IMAGINE AN ADVERTISING WORLD WHERE…
…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.”
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
3
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.
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.

INDUSTRY STATS
CTRs in perpetual decline.
16% of internet users account for 85% of clicks.
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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.

INDUSTRY STATS
Spending on social media will grow the most.
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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.

INDUSTRY STATS
More content is shared through Facebook than email.
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.

INDUSTRY STATS
Online video ad spending, though still
small in absolute terms, was up 38%.
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 online display media formats are ineffective
Drive to site is not enough
How to monetise social media and online video
Consumers have multiple digital locations
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’
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.

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OPEN SUITE ™
OPEN IMU™ OPEN CMS™
An engagement-based display Publish content dynamically - based on
media format that transforms static intelligent parameters – creating user
display media into interactive defined content experiences.
broadcast channels.
Share/embed to anywhere.
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.

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OPEN IMU ™
Information Engagement Distribution SEO
= + + +
Online Display Fun & Interactivity Social Media Natural Search
Media Advertising of Widgets organic distribution Optimisation
“Built to drive repeated interaction and enable
ongoing conversations with your audience”
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 ™ - MULTIPLE FORMATS
OPEN IMU 125
OPEN IMU 300 OPEN IMU 160
OPEN IMU 728 OPEN IMU 180
OPEN IMU 468 OPEN IMU 200
OPEN IMU 336 OPEN IMU 240
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.

WHAT ARE THE BENEFITS?
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• Delivers a rich content experience from the 1st 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, e-commerce 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 behavioural 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.
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.

WHAT ARE THE RESULTS?
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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)
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.

PRICING MODELS
Register, buy, donate,
Performance-based share, install, upload
content etc CPA
Pricing
CPCV, watch video,
comment , share, Avg CPE
interaction time etc
Reduced CPC based on CPC
‘audience extension’, CPM
to CPC conversion etc
Hybrid: Increase in conversion – CPM-CPC-CPA
Hybrid: Set up + CPC/CPE/CPA
Set up fee + premium CPM
Premium CPM for IMU
format.
Set up fee Impression-based
pricing
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.

SEED PRICING
SOCIAL MEDIA
CPI PROGRAM
• The Cost Per Install program allows guaranteed traction of the IMU™ with the
right audience by promoting the IMU™ inside popular application on Facebook
and MySpace.
• A campaign bought on a Cost Per Install (CPI) basis meaning that you would only
pay for the initial burst of installs up to it’s budget limit. Any subsequent installs
generated virally will not be charged for.
• CPI = €1.50 on spend of between €5-10k
• CPI = €1.25 on spend over €10k
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.

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OPEN IMU EXAMPLES
OPENIMU300
Multiple in-format advertising opportunities
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.

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OPEN IMU EXAMPLES
OPENIMU300
Sponsorship of content channels and utilities. Platform and/or geo specific.
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.

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OPEN IMU EXAMPLES
OPENIMU300
Publishers can sell format at a premium to advertisers
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.

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OPEN IMU EXAMPLES
OPENIMU300
Multiple in-format utilities drive sharing and repeated interaction
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.

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OPEN IMU EXAMPLES
OPENIMU300
Social networking tools and HD full screen drive deep engagement
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.

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OPEN IMU EXAMPLES
OPENIMU300
CRM and data capture with an opt-in audience
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.

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
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
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.

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.

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.

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.

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.

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
Over 24,000,000 views (over 10,000,000 organic views)
Over 2,600,000 uniques
22% + average interaction rate
10+ clicks per view
Over 35,000 unique installs (majority Facebook and iGoogle)
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.

3 PILLAR DISTRIBUTION MODEL EXAMPLE
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IMU™ hosted on client website IMU™ ad served across media to extend
and seeded on high authority foundation for distribution and optimise
contextual blogs media investment
Placed
as
MPU
on
vert.
media,
Shareable
to
internet
start
pages
e.g.
gaming
website
Placed
as
MPU
on
hor.
media,
e.g.
Shareable
to
social
u4li4es Client
Client
MSN Host
Host Site
Site
IMU™
Shareable
to
blogs
and
websites
seeded
with
partner
blogs
User ‘Grabs” IMU™ from client website, seeding User ‘Embeds’ on preferred platform.
blog or from media placement IMU™ drive back to Client site
for further engagement.
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.

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THANK YOU
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.

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USER-CENTRIC MARKETING MODEL
Granularity has three main features:
• Addressability entails identifying and targeting
consumers to the group or individual level, based on any
combination of distinguishing attributes (for example,
location, demographics, affiliation, past behaviours).
• Measurability links who saw a particular message (based
on defined segmentation/ targeting criteria), and what
specific action then happened in response (product
FROM TO awareness, intent to purchase, point-of-sale confirmation
of purchase) mapped to specific marketing objectives.
Broad
ADDRESSABILITY Micro • Interactivity depicts the difference between “speaking to”
and “communicating with” a consumer.
Integration has two primary aspects:
MEASURABILITY • Continuity, ranging from single platform (broadcast
Impressions Engagement
television only) to integrated, cross-platform messaging
to consumers (“360 degrees” of personal communications
INTERACTIVITY that may simultaneously span social network, mobile,
One-way messaging Two-way dialogue
search and iPTV television with unified tracking against a
singular set of goals).
Single platform CONTINUITY Integrated, • Context, ranging from an ad message that has little to do
cross-platform with the media or content in which it is placed, to a
message that is tightly coupled with the emotionality,
CONTEXT sensitivity, pace and genre of the content in which it is
Ad message disjointed Message tightly coupled placed.
from adjacent content with adjacent content
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.

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Engagement
EVOLUTION OF BUSINESS MODELS
ROI-driven Advertising ENGAGEMENT-BASED advertising
• Direct digital messaging to micro level • Integrated, contextual campaigns
• Granular audience profiling, targeting and • Bridges advertising and marketing
measurement formats
• Enables addressability, measurement,
interactivity for desired consumer
Level of
granularity Traditional advertising Cross-platform reach
• Legacy processes, brand and • Integrated broad portfolio of marketing
transactional structures and advertising assets
• Siloed sales and delivery • Enhanced consumer engagement
• Traditional measurement • Breaks through traditional clutter
Impression
Single platform Degree of integration Integrated
cross-platform
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.

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Engagement
POSITIONING OF INDUSTRY PARTICIPANTS
ROI-driven Advertising ENGAGEMENT-BASED advertising
Open Suite™
Media distributors, e.g.
Satellite, telcos etc
Level of
Traditional advertising Agencies Cross-platform reach
granularity
Content Owners
Impression
Single platform Degree of integration Integrated
cross-platform
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.

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PARADIGM SHIFT
Traditional Advertising ENGAGEMENT-BASED advertising
Media-centric development Open cross-platform innovation
• Risk-averse philosophy • Experimentation/agility/cannibalisation
Creative • Siloed organisations and tools • Horizontal structure, supporting tools
• Limited participants in creative process • Broad participation in creative process
Data Open insights
Insights • Anonymous household measurement, broad reach • Integrated insights across platforms
• Siloed metrics (platform, discipline) • Granular individual measurement, contextual targeting
• Impressions-based measurement, currency • Baskets of metrics, holistic dashboard
• Action-based measurement, currency
Collaboration Proprietary models Open collaboration
• Closed, fragmented relationships • Partner ecosystems
• Low volumes, manageable complexity • Daunting volumes, deal complexity
• Limited industry standards or processes • Cross-industry standards/comparability
Workflow
Manual and analog Open automated and digital processes
• Manual processes • Workflow automation
• Static creative development • Dynamic micro versioning
• Disparate campaign management tools
• End-to-end platform integration
• Combining efficiency and effectiveness
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.