The document describes a new proprietary display media format called the Open IMU that is said to be 300% more effective than existing formats. The Open IMU allows delivery of website functionality and content directly in a standard ad unit. It consists of modules like video, images, comments and social media integration. Campaigns using the Open IMU have exceeded industry benchmarks for interaction rates and times. It provides benefits to both advertisers in driving engagement and sales, and publishers in increasing revenues.

1. OPENIMU®//REDEFININGADSPACE™
OPEN INTELLIGENT MEDIA UNIT™ // INTRODUCTION AND DEVELOPMENT PROCESS

2. OPEN IMU ™ - REDEFINING AD SPACE
ABOUT THIS IS OPEN
• We fuel supercharged content distribution and monetisation
– through display media
• Established in 2008 with offices in UK, France and USA
• Currently running Pan-Euro and global campaigns for some
of the world’s leading advertisers and publishers
ABOUT THE OPEN IMU™
• The Open IMU™ is our proprietary display media format and is at least 300% more effective than existing display media formats.*
• It delivers website functionality and content straight to the users in a standard MPU, rather than using display media to lure a user to a website,
• The platform can deliver any size file (multiple HD video for example) and content to any publishers website.
• The Open IMU™ consists of a suite of modules, including videos, images, comments, rating, upload/download content, register, live streaming, multiple
languages
• Benchmark interaction times are 60 seconds or more (many campaigns are receiving over 4 minutes of interaction time)
• 2-way social media integration and proven mechanics to optimise social media engagement,
• Add to Facebook to ‘unlock content’ or ‘receive a special offer’
• Use social identity to log in to Open IMU™ to invite friends or update status
• Full-screen engagement from all media placements immerses the user in a rich brand experience without disrupting the user journey
• All the content and functionality in the Open IMU™ is dynamically managed and all key interactions tracked – ensuring optimal campaign
performance
• Intelligent re-targeting opportunities driven by genuine engagement
• Multiple in-format monetisation models
*Open IMU™ 300 x 250 compared to Rich Media Polite Load 300 x 250 and the average across all Unicasts formats. DoubleClick source: Year in Review 2009 Benchmark.
MediaMind source: MediaMind Global Benchmark Report 2010 – Europe. Unicast source: Analytics Benchmark Report Q1 2010.
This document contains privileged and confidential information and may not be distributed or redistributed to any party without consent. OPEN MEDIA™,
OPEN IMU®, OPEN CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd. Copyright © 2011 This Is Open Ltd.
All rights reserved.

3. 3
OPEN IMU ™ - REDEFINING SUCCESS
The average across all Open IMU™ campaigns have:
• exceed industry benchmark interaction rate by more than 300%
• exceed industry benchmark interaction time by more than 400%
Interaction Rate 2.41% 2.00% less than 5% More than 6%
Average Interaction Time 9.31 seconds N/A 27 seconds More than 45 seconds
Video Complete Rate 51% 48% N/A 82%
Open
IMU™
300
x
250
compared
to
Rich
Media
Polite
Load
300
x
250
and
the
average
across
all
UnIcasts
formats.
DoubleClick
source:
Year
in
Review
2009
Benchmark.
MediaMind
source:
MediaMind
Global
Benchmark
Report
2010
–
Europe.
Unicast
AnalyQcs
Benchmark
Report
Q1
2010.
InteracQon
rate
(IR):
This
Is
Open
measures
IR
as
the
number
of
impressions
with
a
least
one
interacQon
out
of
the
total
number
of
served
impressions.
Impressions
with
mulQple
interacQons
are
counted
for
only
once.
An
interacQon
is
defined
as
a
5
second
or
longer
mouse
over
OR
a
click
-­‐
whatever
acQon
occurs
first.
DoubleClick
AND
MediaMind
measure
interacQon
as
a
1
second
or
longer
mouse
over
OR
a
click.
Average
InteracQon
Time:
This
Is
Open
measures
InteracQon
Time
as
the
average
duraQon
the
user
has
the
mouse
inside
the
format
and
does
not
include
video
consumpQon.
MediaMind
include
video
consumpQon
in
interacQon
Qme
and
do
not
split
out
non-­‐video
interacQon
Qme.
Unicast
includes
auto
video
play
on
Average
InteracQon
Time.
Average
compleQon
rate:
This
Is
Open
compleQon
rate
used
for
comparison
if
for
the
featured
video.
The
Open
IMU
consists
of
mulQple
videos
-­‐
each
of
which
are
featured
periodically.
This document contains privileged and confidential information and may not be distributed or redistributed to any party without consent. OPEN MEDIA™,
OPEN IMU®, OPEN CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd. Copyright © 2011 This Is Open Ltd.
All rights reserved.

4. OPEN IMU ™ - BENEFITS EXAMPLE FUNCTIONALITIES
FOR ADVERTISERS
1. Supercharged content distribution:
• from the first point of engagement and beyond…
• online media, video network propagation, premium blog integration and deep social media integration and
optimisation
Drive sales
Dynamically manage offers
• viral mechanics such as ‘share to unlock extra content’ can be implemented and managed on the platform
• intelligent targeting and re-targeting technologies can be employed to ensure repeated user interaction
• push to mobile and beyond...multiple digital syndication points, mobile apps and IPTV
2. Drive sales:
• dramatically increased interaction and engagement rates and increased ROI
3. Educate users:
• Build product/service awareness
• Increase consideration and positive sentiment
Live stream straight into media
4. Build a community / increase social innovation:
• push your content into social media
• User adds Open IMU™ to Facebook feed, Twitter, Linked In etc. – automatic syndication to friends –
content consumed in situ – no disruption
• pull social media into your content
• User logs in to Open IMU™ with social identity – update status and invite friends
5. Engage users at a time of their choice:
• deliver you content to where your users are – without disrupting their journey
• users can ‘take the content experience with them’
Deliver multiple languages
Drive repeat interaction
6. Build brand
• distinct and unique Open IMU™ design for each brand/advertiser
7. Bring Video, Mobile, Display Media, Social Mechanics and User Engagement together in one format:
8. Media effectiveness:
• the Open IMU™ is the is 300% more effective than existing rich media MPUs.*
• dramatic increase in referrer traffic to advertiser site
• creation of an audience pool across the Ad Exchanges - can be leveraged in future campaigns
Build communities / Incentivise sharing
Registration and CRM
This document contains privileged and confidential information and may not be distributed or redistributed to any party without consent. OPEN MEDIA™,
OPEN IMU®, OPEN CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd. Copyright © 2011 This Is Open Ltd.
All rights reserved.

5. OPEN IMU ™ - BENEFITS
FOR PUBLISHERS
1. Increased revenues / create new revenue streams:
• sell Open IMU™ to advertisers at premium CPM or
tenancy - at a significant premium to standard
inventory
• monetise your existing content
• create PUBLISHER IMU and sell sponsorship and
advertising within
• drive subscriptions and uptake of value add offerings
to engaged users
2. Increase dwell time on across your properties:
• users stay on your site - no disruption to user journey
• deep understanding of loyalty and engagement
• deliver content contextually and in accordance with
user preferences
3. Competitive differentiation:
• intelligent targeting and re-targeting technologies can
be employed to ensure repeated user interaction
4. Drive adoption of mobile app offerings:
• cost effective method to drive adoption of model apps
• grab mobile apps from within the Open IMU™
This document contains privileged and confidential information and may not be distributed or redistributed to any party without consent. OPEN MEDIA™,
OPEN IMU®, OPEN CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd. Copyright © 2011 This Is Open Ltd.
All rights reserved.

6. FAQ’S
WHAT DOES OPEN IMU™ STAND FOR?
Open Intelligent Media Unit™
WHAT TECHNOLOGY DOES THE OPEN IMU™ EMPLOY?
The Open IMU™ is rendered in either Flash of HTML 5.
CAN WE USE ANY AD SERVER?
Ad Serving is powered by This is Open and the tag provided by Ad Tech.
CAN WE IMPLEMENT 3RD PARTY TRACKING?
Yes, where required.
WHAT IS THE MAXIMUM NUMBER OF VIDEOS THE OPEN IMU CAN DELIVER?
Open IMU™ package 2 accommodates up to 40 HD videos. Extra data packages are available on request.
WHY IS THERE NO FILE SIZE LIMIT?
This is Open hosts all content on our global network of servers. The ad server does not host any files.
HOW IS CONTENT DYNAMICALLY UPDATED?
Client are given training and access to the Open CMS where required.
CAN CONTENT BE TAILORED TO LOCAL MARKETS AND/OR PUBLISHERS REQUIREMENTS?
Yes. Content can be tailored right down to an individual instance of the Open IMU™. Any language can be delivered.
WHAT SIZES ARE AVAILABLE?
The standard Open IMU™ is deployed as a 300 x 250 MPU. Other sizes are available on request.
Do you offer expandable formats?
The standard Open IMU™ is deployed as a 300 x 250 MPU – with true full screen functionality. Expandables are available on request.
WHAT DO YOU CHARGE FOR VIRAL DISTRIBUTION/VIEWS?
No charge – within data allocation.
CAN WE USE OUR OWN RESOURCES TO DESIGN THE IMU?
All design work is carried out by This Is Open. We ask that clients provide brand guidelines, fonts and other relevant assets to provide a steer on look and feel.
This document contains privileged and confidential information and may not be distributed or redistributed to any party without consent. OPEN MEDIA™,
OPEN IMU®, OPEN CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd. Copyright © 2011 This Is Open Ltd.
All rights reserved.