With this deck we eventually raised €500k from Creandum and a number of business angels.

1. monetizing online video

2. Business idea and team
1 2 3 4Market Strategy FinanceBusiness

3. The “online video monetization gap”
Media economics: user a&en(on = revenue
People spend more 2me with online video but revenues are not
following, thus crea2ng “the mone(za(on gap”.
Main reason: lack of knowledge and tools for mone(za(on.
2004 2005 2006 2007 2008 2009
Online video user attention vs ad revenue
User a&en(on
((me spent)
Adver(sing
revenue
Online Video
Monetization Gap

4. VideoPlaza is about closing that gap
VideoPlaza is building the worlds greatest tool for
monetizing online video and have ambitions to become a
major online video advertising market place
Our adver2sing solu2on enables new non‐intrusive ad formats proven to
almost triple adver(sing revenues for our customers.

5. The VideoPlaza team
Sorosh Tavakoli, founder
CEO, sales & investor rela(ons
Quali(es: Business focus, connected, social
skills, energy
Background: MSc RIoT/SSE, MMS moving
images market research, SVT, SF‐Any2me,
regular conference speaker
Alfred Ruth, co‐founder
Product manager, marke(ng & strategy
Quali(es: Product focus, analy2c, user
experience, Flash expert
Background: BSc Journalism, web
developer, DITV, IDG, SVT, conference
speaker
Dante Buhay, co‐founder
CTO, back‐end, scalability and code quality
Quali(es: Code focus, Java‐guru, API’s,
open source
Background: BSc RIoT, 7 years Java
experience, Monster, Razorfish, Wideyes
Future recruitment 1
Sales manager
Quali(es: Kick‐ass sales skills, connec2ons in
the right business, internet experience
Background: Sales manager Scandinavia for a
business in web metrics.
Combina2on of customer and market understanding, technology and sales skills.

6. Kanal 5 case ‐ March ‘08
Third largest TV‐network in Sweden
They had content, viewers and sales force. Needed mone2za2on tool.
Before
VideoPlaza:
Preroll
Video content
Preroll
Video content
Overlays
✓ 3‐4 hours of implementa2on
✓ New ad formats enabled
✓ No complaints from the users
✓ 10 campaigns in first month
After
VideoPlaza:
Revenue: 1x108 SEK
= 108 SEK
Revenue: 1x 108 SEK
+ 3x 60 SEK
= 288 SEK
170 %
revenues

7. Product demo
Demo
www.videoplaza.se
Live demo at Kanal 5:
h^p://kanal5.se/web/guest/webbtv

8. Market description
1 2 3 4Market Strategy FinanceBusiness

9. Market opportunity
US Europe Asia
$3 300
$2 460
$2 100
$202$200$260
Online video ad spending 2008/2012 (millions)
2003 2005 2007 2009 2011
10%
8%
6%
5%
4%
2%
2%1%1%
Video percentage of total internet ad spending
Q1- 2007 Q1- 2008
15 min/day
7 min/day
Online video time spent per person (Sweden)
Market size 2008: $0,7 billion
Market size 2012: $8 billion
11 X
m
arket
grow
th
Source: MMS
Source: IAB
2008
2012
Source: eMarketer
2008
2012
2008
2012
2008
2012

10. What about those $8 billion?
Market opportunity for VideoPlaza
Phase 1
Technology product: $400m
Phase 2
Combina2on of technology and ad sales: $2,8bn
Online video advertising spendning 2012
How revenue is split between different actors
Site owners
65%
Ad sales
30%
Ad technology
5%
$8bn
phase 1
phase 2

11. Competitor analysis
All major compe2tors are US‐based and mainly present there.
We have unique focus on video adver(sing targe2ng larger publishers.

12. International funding benchmark
Several VC fundings in the field recently: sign of good (ming.
‣ Scanscout (US): $9m
‣ Adap.tv (Israel): $10m
‣ VideoEgg (US): $34m
‣ YuMe (US): $16m
‣ Brightcove (US): $86.2m
Lack of European investments
We must develop faster than self financed

13. Many customers in the pipe
MTG ‐ TV3, TV6, TV8 and ZTV
Eurosport Sweden
MTV Nordic ‐ MTV & Nickelodeon in Nordic countries
Expressen ‐ Swedens second largest tabloid
Power Challenge ‐ Worldwide online gaming site
Bonnier Tidskri[er ‐ Largest magazine publisher in Sweden

14. Strategy
1 2 3 4Market Strategy FinanceBusiness

15. VideoPlaza vision
1‐ Build and sell our monetization tool
2‐ Reach a critical size of inventory
3‐ Enable a super targeted advertising market place
The vision:
VideoPlaza aims to build the worlds greatest tool for
monetizing online video and have ambitions to
become a major online video market place
Step by step approach:

16. VideoPlaza key values
1‐ Customer understanding
2‐ Technological brilliance
3‐ Aggressive sales

17. Product description
Well balanced ad‐formats
Interac2ve pre‐, mid‐ & postrolls
Overlays
Companion banners
Features
Online CampaignManager
Fullscreen/embedd support
Advanced features
Behaviour based ad strategy
Intelligent ad placement
Mul2ple targe2ng strategies
Inventory op2mizer
Overlays OverlaysMidrollPreroll
Video content
Postroll
Companion banners
VideoPlaza monetization toolbox
VideoPlaza offers a stand‐alone adver2sing solu2on for online video. We help
publishers of online video in the mone2za2on of their content by supplying
new interac2ve and non‐intrusive ad formats.

18. Direct sales
Market segmentation and sales strategy
Content
Reach
Quality
UGC
Low High
Sales through partners
Old media: TV and print
Broad sites and portals
Old media: local print
Niche sites
Two sales strategies
Through partners
Direct sales
Potential sales partners
Video plaoorm providers
CDN’s
Ad networks
Geographic focus
Scandinavia
UK
Germany
France

19. Smart trade
Future cloud of opportunities
VideoPlaza
technology
Publisher
inventory
Publisher sales
Today Tomorrow
VideoPlaza
ad network
Ver(cal
ad network
General
ad network
VideoPlaza technology
Cross site data collec2on
‐‐> Advanced behavioral targe2ng
‐‐> Ad marketplace possibili2es
Adver(sers/media agencies
Smart distribu-on
Publisher sales
Distribu-on
Trade
Adver(sers/media agencies
Cloud of inventory from
many publishers

20. The VideoPlaza story
Launch scalable product Q3
6 person dev team in place Q3
10 customers, 2 partners Q1
2008 2009 2010
First reference customer in expansion market Q2
Round 1 VC funding €3m Q2
30 small/10 large customers 6 partners Q4
Aggressive sales in 2-3 expansion markets Q4
Market leader in 2/4 markets Q2
Round 2 VC funding, further expansion Q4

21. Objectives for this seed funding
Speed up development
Build a killer dev team of 4‐5 people
Prepare for major scaling
Hire addi2onal key resources
Acquire a strong ini2al customer base for experience
Build a scalable infrastructure with low TCO

22. Finance
1 2 3 4Market Strategy FinanceBusiness

23. Straight forward business model
Customers pay us for the amount of ads we serve
Signed customers imply recurring revenue streams
Future possibilites: high margin ad sales (network)
Business model: CPM
The costs are in development and sales
No manual work besides support
Server costs are less than 1% of revenue
Costs: Development and sales

24. Forecasted revenues based on this seed funding
Flexibility factors: Size of first round, sales staff och number of expansion markets.
Revenue from adver2sing sales are not included

25. Investments and capital need
Capital need: €350k Q3 2008 un2l Q2 2009

26. Conclusion
Competent & balanced team: customer understanding, tech & sales
Exploding market: aggressive growth to $8 billion
Proved product: increases customer revenue 3x
Strong business model: customers pay for incremental revenue only
Excellent exit possibilites: video is a key part in every media strategy

27. Thank you
Sorosh Tavakoli
+46‐739‐241 352
sorosh@videoplaza.se