An online study by Lightningcast and Dynamic Logic found that Hyundai internet commercials increased awareness of the Tiburon automobile by 80% and increased the likelihood of purchasing the Tiburon by 46% compared to a control group. The online ads also led to 14% more favorable impressions of the Hyundai brand. The study demonstrated that online video advertising can significantly boost brand awareness and purchase intent.

1. Press Release
Lightningcast Study Reports Internet Commercials Increase Product
Awareness, Likelihood To Purchase By As Much As 80%.
Hyundai online ads produce quantifiable increases in initial customer awareness, intent to purchase,
favorable brand perception
Alexandria, VA(5/14/2003) -
NEW YORK, May 14, 2003 - Lightningcast, Inc. (www.lightningcast.com), the industry leader in
advertising technology and services for interactive broadcasters, today announced the results of a
study demonstrating the quantifiable effectiveness of online video advertising for building brands.
The study indicates a significantly higher advertiser awareness, greater likelihood to buy the product
and higher brand favorability among consumers, specifically due to the online ads.
Lightningcast partnered with Dynamic Logic, a leading independent research company, to quantify
the impact of an Internet ad campaign for the Hyundai Tiburon automobile that ran on the
Lightningcast network of interactive broadcasting sites. The study showed that online video
advertising succeeded in significantly increasing awareness:
- Web users exposed to the online ad were 80 percent more likely to be aware of the Tiburon than a
control group that did not view the ad;
- Web users exposed to the online ad expressed a 46 percent higher likelihood to purchase the
Tiburon compared with the control group; and
- 14 per cent of web users who were aware of the ad and expressed an interest in purchasing the
Tiburon said they had a more favorable impression of Hyundai than did the control group.
The Hyundai research involved a randomly sampled group of 628 Internet users, 228 of whom were
shown a 30-second ad created and delivered online using video streams. Another 400 people
formed the control group. All sampled users completed the same questionnaire.
"Reaching the broadband consumer is of growing importance to Hyundai’s online advertising
strategy," said James Fabin, Internet Marketing Manager for Hyundai Motor America. "The online
ads were a natural extension for Hyundai to use our existing advertisements. When viewed by users
over a broadband connection, the ads were less intrusive and seen as more of an integrated part of
the viewers' expected experience. The impact and response by consumers outperformed other
online ad campaigns we've tried."
According to Molly Hislop, Vice President of Research Services at Dynamic Logic, "Advertisers and
their agencies should look to this study for valuable learning on how to effectively harness the power
of broadcast style advertising to build brand awareness, communicate messaging and persuade
consumers. These results provide keen insight to advertisers looking to place traditional creative
online to complement offline media campaigns."
"Extending the powerful impact of video advertising online, in a one-to-one viewer experience, has
an extraordinary effect on influencing viewers, and enables advertisers to target them by zip code,
age and gender," said Tom Des Jardins, Chairman & CTO of Lightningcast. "The Hyundai study
proves the unique value to advertisers of the interactive benefits of online streamed advertising,

2. using the Lightningcast MediaThunder(TM) ad server."
About Lightningcast
Lightningcast (www.lightningcast.com) is the leader in delivering relevant advertising content to the
Internet broadcast world. It is the only online advertising delivery company that lets advertisers
leveraging their existing radio and TV creative to extend the reach of their campaigns, target by
demography, geography, daypart or programming, follow the migration of the most desirable
audience into a new medium and new locations and produce an efficient online campaign that
reinforces the traditional buy. Major media companies have already chosen Lightningcast as their
preferred online content insertion company because it is the best technology two years running, it
supports all major players and integrates easily into networks.
Lightningcast
Editorial Contact:
Steve Friedberg
610 518.7474
stevefriedberg1@earthlink.net