Quarterly index reviewing trends & data of the video advertising space.

1. Q3 2010
Format Index
Interactive Ads on track to double in 2010: 48% of ads Q3
Average CTR increases 237% over ‘09: Doubles from Q2 to Q3
Engagement Rates for interactive ads average a strong 21.6%
CPG vertical makes big push into video ads: Accounts for 30.4%
of ads served in Q3 growing 377% over 2009
© 2007-10 AdoTube, Inc. – All Rights Reserved

2. Q3 2010
AdoTube In-Video Ad Format Index
AdoTube serves ads on over 5k+ publishers sites and serves over 50MM to 75MM 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, and Q3 2010.
Procedure:
We collected and analyzed data from a sample of 1.9 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.
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3. Key Takeaways
Interactive Continues to Grow & CPG Makes Big Push
Advertisers Catch On: Interactive Ads on track to double in 2010: Interactive ads grew from
32% in Q2 to 48% in Q3. A big part of this came from Interactive Overlays which jumped from 15% to
25% of ads served.
Interactive Formats drive 237% CTR growth: Average CTRs outgrew preliminary estimates to
1.99%, a 97% increase over Q2 and a 237% increase over the 2009 average.
Brand Engagement Rates hold-steady, averaging a strong 21.6%, ‘09 & ‘10 year-to-date.
Polite Pre-Roll® overtakes Standard Pre-Roll with 70% higher CTR: Polite Pre-Roll CTR
increased to 4.54% as the CTR for Standard Pre-Roll dips to 2.67%. Similarly, view-through and
retention rates rose slightly for Polite Pre-Roll®, while dipping slightly for Standard Pre-Roll .
CPG makes big push into Video Ads: CPG Advertisements accounted for 30.4% of ads served in
Q3 growing 140% over Q2 and 377% over 2009.
Financial/Insurance Ads Engage Video Viewers: A few successful campaigns pushed the
engagement rate for the Finance/Insurance vertical to a huge 47.7%.
Creative and Targeting Optimization on interactive ads gives CPG and Web Services an
advantage in Q3: With a focus on leveraging AdoTube’s full toolset, CPG and Web Services drove the
highest click-throughs this quarter for Interactive Overlays & Pre-Rolls with CTRs of 3.06% and 7.86%
respectively.
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4. Ad Format Growth:
Advertisers Adopt Interactive Formats
Original Q3 expectations were focused on Pre-Rolls. Due to our clients’ overwhelming
demand for multiple engaging in-video solutions, interactive formats jumped. This is
especially true with Interactive Overlays, which now account for 25% of ads served.
Combined with the Polite Pre-Roll®, interactive in-video ad formats account for 48% of
all ads served.
Q1 2010 Q2 2010 Q3 2010
Polite Pre-
Roll® Polite Pre-
11% Roll® Polite Pre-
Interactive 17% Roll®
Overlay 23%
12%
Pre-Roll Pre-Roll Interactive Pre-Roll
Branded 64% Overlay 45%
66%
Overlay 15% Interactive
12% Overlay
25%
Branded Branded
Overlay Overlay
4% 7%
© 2007-10 AdoTube, Inc. – All Rights Reserved 4

5. Average CTR Growth:
237% Higher CTR Over 2009 Lead by Interactive Ad Formats
With greater expansion from interactive advertisements such as the Polite Pre-
Roll® and the Interactive Overlay, the average CTR grew faster than we were
expecting with a 1.99% average CTR, 97% growth over Q2 and 237% over 2009.
Average CTR
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010
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6. Average Engagement Rates:
Brand Engagement Rates from Interactive Ads Average a Strong 21.6%
As the number of interactive ads delivered has grown, engagement rates have
held relatively steady and in line with 2009, averaging 21.6%.
Average Engagement Rate
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010
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7. Interactive vs. Branded Overlay CTR:
Interactive Overlays 177% More Effective
Interactive Overlay performance grew to .97% while Branded Overlay performance
dipped to .35%. Interactive Overlays continue to be more effective in driving click-
throughs, by 177% this quarter.
CTR - 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
Branded Interactive
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8. Polite Pre-Roll vs. Standard Pre-Roll CTR:
®
Polite Pre-Roll® Generates 70% Higher CTR
CTR for Polite Pre-Roll® was not quite as high as expected but still reached 4.54%
while Standard Pre-Roll CTRs sunk to 2.67%. Polite Pre-Roll® again proves to be a
format more effective at driving click-throughs.
5.00%
4.50%
4.00%
3.50%
3.00%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010
Standard Pre-Roll Polite Pre-Roll®
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9. View-Through Rates:
Polite Pre-Roll® Gains, Standard Pre-Roll Declines
Q3 has seen a nominal improvement in the Polite Pre-Roll® View-Through Rate, and a
notable decline between 2-3% for the Standard Pre-Roll View-Through Rate and Retention
Rate from Q2.
A simple 4.21% differential between a 100% View-Thru Rate for the Polite Pre-Roll® and the
Standard Pre-Roll highlights the fact that amount of viewers who end up watching all of the
Polite Pre-Roll® is on parity with the Standard Pre-Roll, with an added bonus of a 36% lower
abandonment rate for Publishers.
POLITE PRE-ROLL®
Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate
2009 N/A N/A N/A
Q1 2010 48.64% 37.24% 76.56%
Q2 2010 47.60% 34.10% 71.64%
Q3 2010 48.93% 35.77% 73.10%
Average 48.39% 35.70% 73.77%
STANDARD PRE-ROLL
Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate
2009 59.03% 43.77% 74.15%
Q1 2010 57.57% 41.43% 71.96%
Q2 2010 58.48% 42.65% 72.93%
Q3 2010 56.33% 39.98% 70.97%
Average 57.85% 41.96% 72.50%
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10. Campaigns by Vertical
Big Push from CPG
Below is a cross-section of our top advertising verticals in Q3. This quarter was lead
by a surge in CPG advertising growing 140% over Q2 and 377% over 2009 to account
for 30.4% of ads served.
.
% of Campaigns by Vertical
CPG
Entertainment
Travel
Retail
Finance/Insurance
Fashion
Web Services & Products
Sports
Electronics
Alcohol
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
© 2007-10 AdoTube, Inc. – All Rights Reserved

11. Performance by Vertical
Finance & Entertainment Engage Viewers – Web Services & Fashion Drive Clicks
Looking at average performance by vertical, year-to-date, we can see that
Financial/Insurance ads had an average engagement rate of 47.7% thanks to a few
very successful campaigns in Q3. Following that are Entertainment, Web Services, and
Gaming with still extremely high engagement rates between 26% and 28%.
In terms of Overall CTR, Web Services leads with an average 2.41% CTR.
Engagement Rate by Vertical Overall CTR by Vertical
Finance/Insurance Web Services & Products
Entertainment Fashion
Web Services & Products Food Services
Gaming Sports
CPG Alcohol
Alcohol CPG
Auto Retail
Food Services Travel
Retail Entertainment
Electronics Mobile
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 0.00% 1.00% 2.00% 3.00%
© 2007-10 AdoTube, Inc. – All Rights Reserved

12. Vertical Performance by Format - CTR
CPG and Web Services Lead CTR via Creative and Targeting Optimization
Broken out by verticals, the variance in performance for Branded Overlays and
Standard Pre-Rolls was negligible in Q3. However, with the Interactive Overlays and the
Polite Pre-Roll®, there was a much greater variation between industries due in part to
best practices in creative and targeting optimization. For Interactive Overlay, CPG lead
with a 3.06% CTR, 124% higher than the next vertical, and with the Polite Pre-Roll®,
Web Services had a phenomenal 7.86% CTR, 75% higher than CPG which still had a
very respectable 4.39% CTR.
CTR for Interactive Overlay by Vertical CTR for Polite Pre-Roll® by Vertical
CPG Web Services & Products
Electronics CPG
Sports Retail
Fashion
Web Services & Products
Entertainment
Retail
0.00% 2.00% 4.00% 6.00% 8.00%
0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50%
© 2007-10 AdoTube, Inc. – All Rights Reserved

13. 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
© 2007-10 AdoTube, Inc. – All Rights Reserved 13