INTERNAL USE ONLY

INTERNAL USE ONLY

Mediative Digital VIDEOPremium Video and Data Fuelled Video Ads

PRODUCT CONSTRUCT AS OF APRIL 2014

INTERNAL USE ONLY

INTERNAL USE ONLY

MEDIATIVE DIGITAL VIDEOTABLE OF CONTENTS

– Background Summary & Definitions– What Video Is– Our Unique Selling Proposition– What You Get– How It Works– Video Ad Types– What We’ll Report on– The Product Package Staircase (internal use only)– What Video Ads Do Not Include (internal use only)– How It Works: Our Operational Process (internal use only)– When to Recommend Video Ads (internal use only)– Key Contacts– Glossary

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The digital ecosystem for video advertising can be complex and contains various entities.

The Aggregators - provide a solution by handling distribution agreements with a large number of content publishers – one-stop catalog for video content for websites & portals (e.g. Tubemoguls; Brightroll).

Ad Serving Technology – vendors for the agency to manage the video campaigns (e.g. Double Click, Brightroll).

Video Technology Providers – encoding services and player technology for publishers and networks.

Problem – Media Buyers do not know where to effectively spend their budget.

BACKGROUND SUMMARY & DEFINITIONS

INTERNAL USE ONLY

INTERNAL USE ONLY

MEDIATIVE DIGITAL VIDEO ADSWHAT IS IT?

In-stream digital video advertising is a video ad/commercial that may appear in a player environment, before, during or after a streaming video.

INTERNAL USE ONLY

INTERNAL USE ONLY

MEDIATIVE DATA FUELLED VIDEO ADS

VIDEO ADS IN FRONT OF YOUR SHOPPERS EYES.

We know how Canadian shoppers behave.

We identify the audiences that marketers want to reach and target video ads

to those shoppers.

We make sure that the users who see your videos are the most likely to be

your shoppers.

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• Is player dependent.• Plays in the website’s video

player before or in the middle of content.

• Delays or interrupts the video content.

• Has video metrics for reports like skips, completion rate, audio muted.

• Is browser dependent.• Plays within a banner ad on a

website page.• Does not require website video

content. • Does not interrupt the video

content.• Is reported as rich media.

IN-STREAM DIGITAL VIDEO ADS

DISPLAY VIDEO ADS

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WHAT MEDIATIVE DATA FUELLED VIDEO IS & WHAT YOU GET.

In-Stream, Pre-roll Video Ads – Brands can deliver targeted different video creative messages on the Ad Exchange.

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Defined Audiences – We select the Key Targeting Audience from our 26 pre-defined Tribes, or the 14 Tribes built on retail data.

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3 On-Going Optimization – We monitor the performance of the campaign on a daily basis and optimize against the best performing segments, to ensure that media spend optimizes engagement.

4 Detailed Audience Insight - Our unique technology provides exclusive audience insight on users’ demographics and interests. Video metrics we will reports on include completed views, skips, audio muted.

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WHO THE VIDEO COULD BE TARGETED TOOUR INTENT-BASED DATA TRIBES

Visit www.mediative.com/digital-media/data-advertising to download one-pagers for each Tribe

.

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WHO THE VIDEO COULD BE TARGETED TOOUR IN-MARKET RETAIL DATA TRIBES

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HOW MEDIATIVE DATA FUELLED VIDEO WORKS

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The Interactive Advertising Bureau (IAB) has released a specification known as Digital Video Ad Serving Template to standardize the communication requirements between video players and the ad servers.

VAST is designed for any on-demand video players where the ad response is parsed prior to play. The goal of this is to be compatible with any video player framework that can be scriptable.

Video Ad Serving Template ( VAST) includes a standard XML-based ad response for in-stream video as well as an XML Schema Definition (XSD) for developers in order to accommodate the majority if the current practices within the online digital video advertising.

What is VAST?Creative Requirements

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To deliver a video ad within a video player, the video player makes and ad request using an Ad Tag to a VAST compliant ad server.

In response the ad server returns a VAST data structure (a XML template) that declares the following:

① THE AD CREATIVES TO PLAY

② HOW THEY SHOULD BE PLAYED

③ WHAT TO TRACK AS THEY PLAY

What is VAST & HOW IT WORKS?Creative Requirements

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2

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VIDEO ADS – TYPES & LENGTHSPremium Video VAST Compliant

15 sec, 30 sec skippable

In-Stream, Linear

Pre-Roll, site specific

Retail Data Fuelled Video

RTB

VAST Compliant

15 sec, 30 sec skippable

In-Stream, Linear

Pre-Roll, on RTB

Data Fuelled Video

RTB

VAST Compliant

15 sec, 30 sec skippable

In-Stream, Linear

Pre-Roll, on RTB

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SPEC SHEETCreative Requirements (IAB STANDARD)

Linear Video Ads (pre-roll, mid-roll)

Aspect Ratio 4:3 or 16:9

Maximum Expanded Dimension Provide largest resolution possible

Max Initial File Load Size 10 MB

Max Additional Initial File Load Size for OBA Self-Reg Compliance

5 KB

Video Frame Rate Min= 24 FPSMax= 30 FPS

Lengths 15 sec, 30 sec

Audio Initiation Always Permitted

Z-Index Range 0-4,9999

Minimum Required Controls Play, Pause, Mute (and/or volume control to 0)

Supported Files Mp4, WebM, FLV

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WHAT WE REPORT ON

STANDARD METRICS

PRODUCT START DATE END DATE RESERVED IMPRESSIONS

DELIVERED IMPRESSIONS

CPM CLICKS COMPLETION RATE

CTR%

*ON DEMAND METRICS

PRODUCT START DATE END DATE RESERVED IMPRESSIONS

AUDIO MUTE FULL SCREEN SKIPS

* On demand metrics are available by request for no extra charges. Make sure you you ask the Campaign Manager to deliver the full report whenever necessary.

INTERNAL USE ONLY

PREMIUM VIDEO(site specific)

RETAIL DATA FUELLED VIDEO

DATA FUELLED VIDEO

Campaign Duration UNTIL IMPRESSIONS ARE DELIVERED

Minimum 4 WEEKS Minimum 4 WEEKS

Minimum Buy GEO-LOCAL N/A $5,000 $5,000

Minimum Buy NATIONAL N/A $10,000 $10,000

Delivery Ad Network & Partners RTB RTB

Video Experience In-stream, Pre-roll, Linear In-stream, Pre-roll, Linear In-stream, Pre-roll, Linear

Audience Targeting (Tribes)

✔

(on Partners)✔ ✔

Video delivered per Chanel ✔ (on Partners)

✔ ✔

End-of Campaign Reports ✔ ✔ ✔

GOAL PRICE/ CPM $37/CPM $33/CPM $27/CPM

Price Floor $33/CPM $33/CPM $23/CPM

What We’ll Need: • Campaign Objectives• Creative Assets VAST Compliant• Landing Page

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PRODUCT PACKAGESA RANGE OF MEDIATIVE DIGITAL VIDEO SOLUTIONS

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• This product is only available for Vendor-Coop Partners. We can only use Walmart data.

• Minimum impression delivery per campaign is 150,000 IMPR/ month

• Maximum impression delivery per campaign is 300,000 IMPR/ month

• Maximum number of campaigns to run in the same time – 2.

• Minimum campaign duration – 4 weeks.

• No guaranteed impressions.

• Price per CPM ( see the product staircase).

RETAIL DATA FUELLED VIDEO SPECS

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18.6B/MthAvailable networks:

·         Adap.TV·         DoubleClick Ad Exchange·         BrightRoll·         Improve Digital·         LiveRail·         SpotXchange·         Tremor Video Extend 

825M/MthAvailable networks:

·         DoubleClick AdExchange·         Redux Media·         BrightRoll·         Triton Digital·         5 Media Group PLC·         Bannerconnect 

AVAILABLE CANADIAN MONTHLY INVENTORY

As of April 2014.

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DIGITAL VIDEO - HOW IT WORKSOUR OPERATIONAL PROCESS FLOW

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WHEN TO RECOMMEND DATA FUELLED VIDEO

Clients are leveraging branding campaigns specifically targeting users with the right message based on their interest and intent at any given time. (Be Seen)

Clients are looking to enhance their branding message across the world wide web, without being restricted to one or two websites.

Clients want to shift money from TV and go above and beyond demographics to interest-based targeting.

Clients are seeking to improve brand lift by only targeting relevant audiences.

Clients already have video assets that they want to distribute.

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KEY CONTACTSHOW TO GET SUPPORT

Campaign Objective:Campaign ManagersReach out to your Campaign Manager to validate the campaign objective with the product delivery.

Product Manager:Laura CristescuLaura will be able to answer any product-related questions regarding definitions, integration, pricing, available options, etc.

Post Campaign Analysis:Sales & Campaign ManagersReach out to your Campaign Manager to get the post campaign report and analyze the details on success KPI metrics together.

INTERNAL USE ONLY

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GLOSSARY

Term Definition

Ad Exchange Ad Ad Exchange is a sales channel between publishers and ad networks that can also provide aggregated inventory to advertisers. They provide a technology platform that facilitate automated auction based pricing and buying in real-time.

Audience Targeting

Audience Targeting, Interest-based targeting, data targeting is a type of online marketing where the user is identified with certain interests and then targeted by a relevant advertising message.

DMP Data Management Platform which houses data from different sources and makes it accessible through the ad exchange.

In-banner video A video ad experience displayed or triggered within a display banner like an IAB Universal Ad Package (UAP) size like a 300 X 250 or a 768 X 90.

In-Stream video A video ad experiences either viewed within or around video content from a video player, like a browser.

In-Text Video A relevant video ad experience displayed only when a user chooses to mouse-over, a highlighted word or phrase within the text of web content.

Linear Video Ads

A video ad that is experienced In-Stream, and is presented before, between, or after the video content is consumed by the user. The ad takes over the full view of the video.

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GLOSSARYTerm Definition

Mid Roll A Linear video spot that appears in the middle of the video content.

Pre-Roll A Linear video spot that appears before the video content plays.

Post Roll A Linear video spot that appears after the video content completes.

RON Run of Network is a form of online marketing where an advertising message is run on a group of sites within the same network.

ROS Run of Site is running a digital advertising campaign on a specific site.

RTB Real Time Bidding also referred to as Programmatic Buying is a method of selling and buying online display advertising in real time, one ad impression at a time.

Segment These terms are used interchangeably by different platforms & technologies however, they all refer to a certain behavior.

Tag, Pixel, Cookie

A small javascript code that’s added to users’ URL/website to collect different piece of information.

Taxonomy Classification of various data points to have them mapped in a structured hierarchy . Also known as Ontology.

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GLOSSARYTerm Definition

VMAP Video Multiple Ad Playlist= a protocol that allows content owners to describe where ad breaks should be placed in their content when they do not control the video player or the content distribution outlet.

VAST The digital video ad serving template (VAST) provides a standardized method for communicating the status of a video ad back to the ad server in the case where the ad is served from a dynamically selected server. It’s specifically designed for on-demand video player where the ad response is parsed prior to play.

VPAID The Video Player Ad-Serving Interface Definition establishes a common interface between video players and ad units, enabling a rich interactive in-stream ad experience.

Video Ad Experience

A term used to describe where the source of the video advertising experience is coming from. This document describes three video ad experiences: In-Stream, In-Banner, and In-Text.