In Game Video Ads for Casual Games

eb.in-games

Eyeblaster OverviewThe Global Leader in Digital Advertising

Eyeblaster is the global leader in rich media advertising technology and the

provider of the Eyeblaster Rich Media Platform (RMP)

• Founded in 1999

• 15 Offices in 11 countries

• More than 130 employees

• Used by thousands of agencies, publishers and creative shops

• 800 live campaign at any given moment

• Serving billion of impression every month

Fox Group & EyeblasterLeading with Global Presence and Support

Local presence for account support √

Accounts hierarchy for management and reporting √ ®

Assets management √ ®

EYEBLASTER

Pioneer in proving the branding value of online advertising

Platform serves billions of ad impressions per month

- More than 15,000 campaigns for premium brands have run on the platform

First rich media provider approved by Yahoo!, AOL, and MSN

- More than 2,500 websites and networks worldwide support the Eyeblaster platform

Used by more than 2,500 agencies, publishers and creative shops worldwide

International world class network operations

Winner of multiple awards from organizations including ClickZ, MediaPost, IAB, and AD:TECH

Eyeblaster OverviewGlobal Leader in Digital Marketing Solutions

Eyeblaster’s Marquee CustomersDeep Relationships with Leading Brands, Agencies and

Publishers

Expandable

Caesars 24/7

Ray

Phantom of the Opera

Polite

Floating

Understanding The Rich Media BasicsDisplay Capabilities and Ad Format (Click to see it in action)

Push Down

Nike

Synchronized

Bahamas Air

MSN Music

Behavioral

Nissan

Full Page Overlay

VideoClip

Levis

VideoStrip

Alexander

Commercial Break

L’Oreal

Web page

EB Server Publisher Ad Server

Trafficking Campaign Tags

Ask for Ad (Include info on the placement)

Send EB Tags

Call EB For Ad

Report Impression, Interactions, Click Through etc

Advertiser

Sony Pictures

Agency

Starcom Publisher

YahooCreative Shop

AKQA

ChallengesThe Industry Problem We Are Solving

• 600M game downloads in 2005– Only 12M purchased

• 588M cost producers– 35,280,000,000 Minutes– 67,123 Years– 671 Centuries– .67 Millenniums

• This is the opportunity

This is the real reason it worksWe have numbers to prove it!

License + Subscription + In

-Gam

e Adv

ertis

ing

Revenue p

er

Gam

e D

ow

nlo

ad

Time

Consumer Response to Seeing an Online Video Ad

Brand Metrics for Video/Audio vs. Rich Media vs. GIF/JPEG

Source: eMarketer, November 2005*as a % of respondents

Source: Dynamic Logic MarketNorms, DoubleClick, May 2005*as a % of lift

0%

10%

20%

30%

40%

Visitedsite

Requested info

Visited store

Forwarded to friend

Made purchase

Ordered a subscription

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Aided brand awareness

Online ad awareness

Message association

Brand favorability

Purchase intent

Video/audio

Rich media

GIF/JPG

Video ads combine television's sight, sound and motion with the Internet's immediacy and accountability to reach and engage online audiences.

Online Video AdvertisingEffective and Accountable

Online Video AdvertisingGrowing Demand & High CPM

“[Video] is the fastest-growing major segment of Internet advertising. And all of that is money that would have been spent on traditional advertising.”

Lee Westerfield, media analyst, Harris Nesbitt

Online Video Ad Spending

Source: eMarketer, 2005

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

2005 2006 2007 2008 2009

In m

illio

ns

Online Video Advertising 2005, By Vertical

49.6%

9.4%

7.9%

6.7%

6.4%

5.1%

4.2%

3.1%

2.6% 2.5%1.6%

Entertainment

Automotive

B2B

Financial Services

Consumer Goods

Software

Hardware/Electronics

Travel

Web Media

Telecom

Retail

Source: AdRelevance 2005 YTD

Ads Sizes / In Game FormatStandard Sizes

2

1

Between level pre-roll

320x240 / 300x250 Streaming Video

+ Full Screen Video

120x90 Reminder

Reporting & Tracking Complete Detailed Reports for Advertisers and Games Distributor

• Reports Are Available on Standard Ad Server• Advanced Reports for Distributors and

Advertisers on EB / Platform Demo• Game Related Reports

$ (%)

Business, Money Flow – And EB Touch Points

Game Developer (GameHouse)

Game Publisher (Real, Playfirst etc )

Game Distributor (Yahoo Games)

Distributor Sales Team

Business Arrangement

Business Arrangement

Business Arrangement

EB In Game SDK

Tags from Eyeblaster

$1-$5 CPM

$10 - $50 CPM

$ (%)

Partnership and tech integration

EB Game Client Inventory Creation

Game 1

Internal Communication Layer

Game 2

EB Client

DRM Component

DRM Component

Notifying Event Type (1,2,3 etc)

Report on Scenario in Game (Start, Level Change, Stage change)Send Ad per

Scenario

Events Manager (Timer, Counter, Ad allocation)

External Communication LayerEB Game Server

EB Client

Cache on PC

Understanding The IntegrationThe Components

Naked EB Enabled Game Provided by Game Developer

Mini Install Provided by EB

Game is Wrapped By DRM

Game Load on PC

Report ID

EB Game Server

Send Ad Policy

Based on Event & Ad Policy – Ask for an Ad

Ad Server

Trafficking In Game Tags

Ask for Ad (Include info on: Game id, developer, pub, genre, sub genre, language, rating etc)

Send EB Tags

Call RMP For Ad

Report Impression per flight, creative type and game ID

EB Enabled Game

Eyeblaster In Game – Advanced Capabilities / DemoIn Game Streaming Video / In Game Reminder / In Game Buy /

Integrated Images

Eyeblaster BenefitsExperience, Organization Strength, Features,

• Profitable Healthy Company

• Successful Track Record of New Rich Media Formats

• Successful Track Record in Meeting leading portals Business and Tech Needs

• Portals Support Organization

• Agency Support Organization

• Full Service Option– Creative services– Encoding Services– Trafficking Services

• Leverage existing Eyeblaster Blanket Agreement and Billing Arrangementswith 1000s partners

• Unmatched Capabilities

• Obligation for Excellence

List of Game Publishers30 Games by end of Q2

GameHouse / 12 Games

iWin / 2 Games

Sandlot Games / 2 Games

Alawar / 2 Games

Mumbo Jumbo / 2 Games

PlayFirst / 2 Games

PopCap Games / 2 Games

Puzzle Lab / 2 Games

Reflexive Entertainment / 2 Games

Robot Super Brain / 1 Game

Skunk Studios / 2 Games

SpinTop / 2 Games 

Merscom / 1 Game

Sony Digital / 2 Games

Bigfish / 1 Game (?)

Thank You