1. AdoTube Q3 2010
Format Index

2. Q3 2010 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.
© 2011 AdoTube, Inc. – All Rights Reserved 2

3. 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 Q4 2010
Polite Polite Pre-
Pre-Roll® Polite
Roll® Polite Pre-
11% Pre-
Interactiv 23% Pre-Roll Roll
Roll®
e Overlay 30% 24%
17% Interacti
12% Pre-Roll
Pre-Roll Pre-Roll ve 45%
Branded 64% Overlay Interactiv
66%
Overlay 15% e Overlay
12% Interactive
25% Branded Overlay
Branded Overlay 26%
Branded Overlay 20%
Overlay 7%
4%
© 2011 AdoTube, Inc. – All Rights Reserved 3

4. 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
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
© 2011 AdoTube, Inc. – All Rights Reserved 4
4

5. 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 Q4 2010
© 2011 AdoTube, Inc. – All Rights Reserved 5

6. Interactive vs. Branded Overlay vs.
Display
Interactive 177% More Effective than Branded, 8X Higher than
Display
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 Q4 2010 Average
2010
Rich Media (Video)* - 2009 Branded Interactive
© 2011 AdoTube, Inc. – All Rights Reserved 6

7. Polite Pre-Roll® Vs. Standard Pre-Roll in
Practice
POLITE PRE-ROLL®
Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate
CTR 2009 N/A N/A N/A
5.00% Q1 2010 48.64% 37.24% 76.56%
Q2 2010 47.60% 34.10% 71.64%
4.00% Q3 2010 48.93% 35.77% 73.10%
3.00% Q4 2010 53.57% 37.68% 70.34%
Average 2010 49.69% 36.20% 72.91%
2.00%
1.00% STANDARD PRE-ROLL
Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate
0.00%
2009 59.03% 43.77% 74.15%
2009 Q1 Q2 Q3 Q4
Q1 2010 57.57% 41.43% 71.96%
2010 2010 2010 2010
Q2 2010 58.48% 42.65% 72.93%
Standard Pre-Roll Polite Pre-Roll® Q3 2010 56.33% 39.98% 70.97%
Q4 2010 59.66% 46.11% 77.29%
Average 2010 58.21% 42.79% 73.46%
© 2011 AdoTube, Inc. – All Rights Reserved 7

8. Campaigns by Vertical
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%
© 2011 AdoTube, Inc. – All Rights Reserved 8

9. 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 Engagement Rate by Vertical
of overall CTR web services leads with an avg. 2.41% CTR
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%
© 2011 AdoTube, Inc. – All Rights Reserved 9

10. Vertical Performance by Format
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%
© 2011 AdoTube, Inc. – All Rights Reserved 10

11. About the AdoTube In-Stream 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.
© 2011 AdoTube, Inc. – All Rights Reserved 11
11

12. Glossary
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
Engagement Rates: The percentage of people who interact with an ad that has interactive capabilities, such
as, playing a game, initiating an in-ad video, social engagement (i.e. Facebook), store locator, or data entry
Questions, Feedback, and Media Inquiries:
Ephraim Cohen – Cohen@fortexgroup.com
© 2011 AdoTube, Inc. – All Rights Reserved 12
12