Matt Habegger, Engineering, VideoEgg San Francisco, Photo: Wade Lance

Lets make online advertising better.

 VideoEgg makes the impossible seem VideoEgg has been a vital step in moving our clients VideoEgg offers great solutions and superior service.
like business as usual. I will continue forward in a non-pharma friendly digital world. We consistently see excellent performance in the
to use them any time I need to make Lehana Graham MediaCom units we run on VideoEgg.
my client look like a rock star. Rachel Lary Mindshare
Nathan Poeschl Morpheus Media VideoEgg is like your mother, if your mother were
more awesome. In four words great people, VideoEgg is a refreshing company
VideoEgg is a great media partner, awesome product. that saw something new and
delivering compelling creative, efficient engagement, Terra Sharek OMD moved; they continue to lead the
and superb service. CPE is the way to be! :) way. We love working with Mike
Jesse Cahill MediaCom Smart people + smart product = fun and his team.
for everyone. Caroline Moul PHD Network
VideoEgg offers turn-key creative and unique ways for Zachary Kubin MEC
my non-profit clients to engage with donors online. What Video egg means to our
Cammeo Murray Russ Reid VideoEgg provides really team is quite simple:
great customer service Always about service,
Stand alone. A platform built to drive engagement and can back it up with some amazing offerings and superior
with high impact creative execution. Couple this campaign results! support, Have products
with superior client service and branding analytics Gabrielle Goneconti (Brie) linked to brand
VideoEgg to me is innovation. Morpheus Media solutions Added value
beyond impressions.
Its also Creative Engagement. Viewer friendly ads VideoEgg means giving clients Never compromising
increasing time spent between consumer and brand with limited resources a execution quality.
only breeds profitability for our clients. Getting usable
Cory Henke ID Media learnings. Simple...
AHANG
Rich media (production and ad Byron Charles Brooks
serving fees included), CPE Mindshare
pricing model and creditable
inventory. Does it get any better chance to do something By combining immersive creative with an advertiser-
than this? impactful. centric buying model, VideoEgg has succeeded in
Nicole Miller RJW Media Lizzy Pietri Moses Anshell making a very exciting advertising product.
Aaron Reinitz Harmelin Media
VideoEgg has given us a As a Pharma Digital Media
vibrant, dynamic user planner Im plagued with You had me at engagement.
experience with solid daunting goals and limited Annie Evans Universal McCann
results to add to our options. VideoEgg represents
clients media mix. smooth medical legal reviews VideoEgg means service. The idea
Alexander Bunkowski and an engaging platform of charging only on engagement
DSA Media to speak to patients about is revolutionary and as a relatively
treatment options, side effects new idea, it takes time to explain
I always know a VideoEgg ad when I and cost savings. The team the concept to my creative
see it! Great way to reach, engage, at VideoEgg also has custom partners. VideoEgg is always
interact with, intrigue, break through solutions for our biggest willing to help me through that
the clutter, have a party with your challenges. process.
audience...you get the idea. VideoEgg Chad Kunko Prime Andrew Ettinger Palmer Media Services
works! Access Inc.
Ashley Dillon Cosette What I need is a technology company that isnt going
VideoEgg means progressive creative executions, to hold me to ransom. I need someone who will
I won GOLD at the Media guaranteed engagement with my consumers and free take my assets and build me something innovative,
Innovation Awards for our Fido gum after each meeting. something stand-out, that looks great for the client. I
client with the Twitter feed Michael Searles Media Contacts need a network with intelligent targeting and scale.
AdFrames integration. That was And I need someone who will trade on engagements
Awesome! Now everybody knows The bird is the word. and give me the confidence that theyll make my ad
that the bird is the word! Louis-Philippe Charland Carat work for me, deliver results and user interaction.
Oliver Ceballos Bos Thats what VideoEgg means to me
Smart people, cool products and Tom Barker Mindshare
Digital engagement made easy and appealing who doesnt love a customized
promises made by many but delivered by few. t-shirt!?! Our VideoEgg team combines whats best about ad
Professional, innovative and insightful viva the Lisa Bronson LBi networks with cutting edge rich media to make an
VideoEgg engagement network. A virtual team ROI packed milkshake of awesome.
member that helps us refine our market and provide Efficiency, top results and a pure pleasure to work Paul Caparotta Bandai Games American, Inc.
an optimal experience for our audience. with. What else do you need?
Zac Moffet Targeted Victory Viola Gurvits MEC

Love notes.
02
 VideoEgg is a new kind of
media network that guarantees Nice people with useful
technology making digital
engagement for brand advertisers.

We are headquartered in

advertising work better.

San Francisco, California.
We have offices across the US, in
Canada, the UK and Australia.

Learn more about our unique

Marketing objective.
approach to advertising at:
videoegg.com.

Goals, targets, assets, data and reporting needs.

Follow us at:
twitter.com/videoegg

For information about advertising

with us, contact your local rep at

Your peeps.
videoegg.com/contact

To inquire about becoming part

of our publisher network, apply at
videoegg.com/publishers
Media strategists develop an
efficient network approach.

Shelly is our curious bird friend.

Together, we are learning to fly.
Engaged.
Designers and technologists
make your content engaging.

This publication is made from

recycled newsprint. When you are To what end?
finished with it, pass it on, or drop
it in the recycling bin.

We deliver your campaign and help you

Thanks to all the creative
understand the impact of the investment.
VideoEggers, our clients, and
friends who helped this paper
come together

Delivered.
You are 100% Happy or we make it right.
2010 VideoEgg, Inc., Shelly the bird,
and VideoEgg are trademarks or registered
trademarks of VideoEgg, Inc. in the
United States and other countries. All
other trademarks are the property of their
respective owners. All Rights Reserved.
03
07
 We love it at its very best. And we love what it enables journalism,
sport, art and culture
But lets face it, most people hate advertising most of the time.
Necessary evil or opportunity for innovation?

04
 Value of attention

Value of impression

Brand advertising is in trouble. The whole notion of

interruption is under pressure. How will digital carry the
torch when it leaves precious little room for storytelling?
Indeed, media delivery is changing faster than the ad
structures that support it. The industry is in desperate need
of new ideas and people that can deliver them.
For the past five years we have been working on the front
lines, innovating on pricing models, audience delivery,
creative formats and underlying plumbing. Were making
progress, but advertising is a big complicated business and
the pace of change in media is accelerating. In short, theres
a lot left to do. Our focus is simple and ambitious - lets
make online advertising better for brands.
05
Q & A

Media&Message
Ten questions for OMGs Steve Katelman and TBWAs Colleen Decourcy
Whats the best compliment youve received from a
client about your work?
SK: Hey, that worked great!
CD: Working with your team makes my team smarter.
CD: Im tired of display. Its a throw-back to print and
television. We shouldnt have built an online ad industry
based on real estate. It stopped us from figuring out how
to monetize the more complex things like social and utility
and content.

What is it your peers and/ Why is brand advertising online so hard?

or clients just dont get about
digital advertising? SK: Not really sure it is as long as you spend a sufficient
amount of time developing the correct KPIs & strategy.
SK: Its not all about the click. The fragmentation can be addressed.
CD: The two conversations CD: Its not. It should be the easiest thing. Its a perfect
seem to be data/analytics and medium for brand behavior. The answer to the last
campaign extensions. I think question is the reason it seems so hard.
were missing the larger point that
technology and the way it can
extend the value of a product or What is the most interesting digital program ever?
service is a big idea. I suppose SK: McDonalds/ Hulu commercial free primetime.
digital can be just a platform for
advertising ideas...but why would CD: Everything The New York Times has done to their
you stop there? brand online. Its the news version of itunes to me. Its
the best demonstration of how technology can transform
sher Partnerships,
Steve Katelman VP, Strategic Publi the use of a product and facilitate an expression of brand
Digital Omnicom Media Group
Whats the behavior.
one thing digital advertising needs to
address/solve in the next few years?
If you werent doing this job,
SK: True measurement. what would you be doing?
CD: Everyone is trying to find the right ad SK: Playing lead guitar in Lynyrd
format to engage their audiences. I think Skynyrd
Relevance and content is the killer online engagement
CD: Id be a war correspondent.
and we need to invest in unique ways to
distinction are the deliver and allow people to experience Which is basically the same job,
content beyond video views. but with bullets.
the two goals of
advertising...digital Will online campaigns ever make What makes you most proud
agencies have really people feel anything? about your job?
SK: That I get paid for this.
been hammering SK: I would argue that online campaigns
especially those using site sound motion CD: The idea that with technology,
relevance. Advertising do engage people and allow for an we have no standard platform.
emotional connection to be made as this We dont just build messaging...
is about emotion. Those is a lean-in medium. were creating communications
Colleen Decourcy Chief Digital
two things need to find CD: I think they have to or we dont have
TBWA Worldwide
Officer,
structures. Its the equivalent
of inventing television and the
each other. a viable medium. Relevance and distinction are the the
two goals of advertising....digital agencies have really programs that run on it - not once for 50 years of fun, but
Colleen Decourcy been hammering relevance. Advertising is about emotion. every day. Every day something new and something to
Those two things need to find each other. express through it. Every day starts with a blank page. I
think thats true creativity.

What one change would you like to see in the online

advertising ecosystem? Who is the next marketing superstar?

SK: Id like to see more customization & less standard SK: Steve Katelman
execution. True brand integration -- let the reach/ CD: No one we know.
frequency play be handled by automation.

06
 The life
and times
BORN
of an ad.
The AdFrames system and creation tools enable
teams to create lots of sizes like this very quickly.

Runs
wild
AdFrames is a
multi-platform system.
The same experience
runs across mobile
environments, like
the iPhone.

Our ads expand like this. Advertisers can do pretty much

grows anything in here. Video, games, maps, tweets.

Everything is shareable across social environments.

Doc stays put.

We recently added Doc to the
AdFrames product suite. Doc is
anchored to the bottom of a site
(users can always close it). It
expands and delivers the same
rich experiences as other
AdFrames products.

07
 C A S E S T U D Y

Action starts with...

The innovative charity organization challenged us to raise awareness to help eliminate
AIDS in Africa. We put our people, technology and network to the task. Along with the pro-bono
campaign, we created an attention dashboard to broadcast the results in real-time. Heres what it
looked like (see it live at www.videoegg.com/red)

AdFrames Display for reach and engagement

Mobile for intimacy

Doc for page-takeover impact

Cares
VideoEgg Cares is how we use our resources to
support important causes like . For more
information about how we might support your
cause, contact your local sales representative.

08
 ...attention.
The live dashboard showed attention, impression, average time spent, video views, discrete engagements
and secondary actions.

09
21
Q & A

Behind the Numbers

A Conversation with Lesle Litton, comScore Vice President

In our quest to make online advertising better, we partnered with

comScore on a landmark study. Our goal was to arm brands with
definitive research on the relative brand value of rich media ad units.
The largest of its kind, the study involved six major brands across a
variety of industries and included 14,000 respondents. Together, we
examined how ad performance is impacted by environment and how
particular creative units drive brand recall and perception.
To put the study into a little more context, we sat down with Lesle
Litton, comScore vice president, to discuss its significance and what
the findings mean for you.
VE: The Ad Effectiveness Study is the first and largest of its For brand managers, its a matter of engagement. We saw
kind ComScore has conducted. Why? considerable lift with those who engaged with the actual ad.
LL: This was a controlled experimental design. It allowed us to Engagement is 6x more effective driving ad recall. When youre
isolate the impact of the ad unit vs. site type creating an ad experience, think of how you want
essentially, whether environment played a role ..measurement is consumers to engage with your brand. Its about
in the ads effectiveness. Most of our research
becoming more of a shifting that mindset and creating compelling
deals with live campaigns. We have various experiences.
types of measures. The difference is: Because holistic view of what
its live, we cant control for all variables to worked well in the VE: What can we learn about measurement
with this? Is measurement changing?
really understand what the driving factor of the
campaign, examining LL: Put simply, the click isnt the best indicator
shift is. In the case of this controlled study, we
were able to examine all brand measures. that through various of brand engagement. Were going to a place of
filters and turning brand ROI (sales) measurement is becoming
VE: What do the results mean for media more of a holistic view of what worked well in the
buyers? What about brand managers?
that knowledge into campaign, examining that through various filters
LL: For media buyers, while theres value in best practices over and turning that knowledge into best practices
placing an ad on large brand sites, we also time. over time.
found more creative ad units, including video
units, can significantly raise brand lift regardless of context. Its VE: Whats the biggest takeaway for the industry?
a matter of where youre looking to spend dollars. Ad format is LL: I have two. Ad format matters. Engagement is a big one in my
something they should put more weight on in their decision. mind.

10
When creating an ad experience, you must
think of how you want consumers to engage with
your brand. This study demonstrates a need to shift
industry mindset and place more emphasis on creating
compelling ad experiences. - Lesle Litton,Vice President at comScore
2010 VideoEgg + comScore study, the first large-scale research project to accurately
determine the interplay of Ad Units, Engagement and Environment.

Key findings: Ponder this:

AIDED AD RECALL Which of the following ads do you
recall seeing on the site? (Banner index 100)

Rich media ad units

500
437 1. How do interruptive
outperform standard
400
approaches deliver on
banners.
brand metrics?
VideoEgg AdFrame (AF)
300
units are 2x as effective 250
in generating ad recall.
Engagement increases 200
199 2. What are light ways to
154
unaided recall by 6x and aided
recall by more more than 4x.
get people to engage and
100
boost recall and brand
perceptions?
Ad engagement Video Intrstl AdFrames AF + Intrstl Engagers
increases key
brand perceptions
and lower funnel SELECT ATTRIBUTES Index engagers to non-engagers
3. How can you increase time
metrics. (Banner index 100)
spent with a brand?
350
48% increase in top two 295 288
box brand associations on 300
average. 4. What role should premium
250
23% increase in brand
193
play in your buy?
consideration. 200

12% increase in likelihood to 150

recommend
100

50
Engaging video
ad units perform THANKS TO BRANDS THAT
is exciting thrilling is for people like me
well regardless of PARTICIATED IN THE STUDY:
environment.
While consumers were more Aided and Unaided Recall
familiar with brand name sites
when controlling for ad unit and
Impact of Impact of Impact of
advertiser, the type of site alone site type advertiser ad unit
did not shift brand metrics. Not significant 99% significant 99% significant

11
People Networks
Customized, data-driven brand
networks that know where people
go to connect, learn and play.

BIRD LOVER
Balance audience, context and environment.
How we might target a young, influential tech enthusiast
to introdue a new mobile offering.

Audience Context Mode

Leverage impression Blogs, specifically in Mobile social utilities

level audience data tech, fashion and music. and streaming media
from identifying Streaming music sites. apps. Next generation
females 18-34. Deliver Celebrity news and devices like iPad.
mid to high income. witty fashion critiques.

12 Erin Skidmore, Marketing, VideoEgg San Francisco Photo: Patti Beadles

Current, curated, quality.
We partner with leading Fortified with data.
media brands and fast- Real-time impression level
data enables us to identify
growing, influential

Site Quality
specific audiences and
newcomers. Our interests.

Engaging 100 list

includes some of the
Mobile too.
We deliver audience
most interesting sites and across mobile
applications on the web. applications as an
Attention Performance integrated part of a plan.

network Ensuring your brand is safe.

The steps we take.
1. Domain-level whitelisting No domains
outside of our pre-screened list
2. Keyword filtering on page No pages
that violate our inappropriate content filter
3. Continual human review Regular deep
dives to verify sites havent changed since
acceptance

Based on your reach and

control targeting objectives we deliver

you a list to meet your needs.
We will work with you to add or
remove sites that dont fit the bill.

13
 Snip, fold. Behold.
LD
FO

FO
LD

n
4

5 five
PI

e e
N

close button. Sssshh. Who can

r
four
K

rate is based on clicks on the

G
the company credit card.

fired for charging too

Your 14% engagement

many lap dances on

argue with success?

You get
3 three six
6
Its gone viral. You now have 1,000 Facebook
UGC campaign makes front page of AdAge. friends. Change business card
Agency fired. The people now agency of record. to Social Media Consultant. $40k raise.
Primetime offers abound. industry. Reposition career.
Geico caveman. friendly take-over of
is bigger than the
Your new ad mascot Google completes
drunken pass at you.
This could be bad.
Or good. Go again.

2 7 seven
Client makes
awareness metrics.
The TV guys report
campaign shatters

two
Your digital-only

to YOU now. :)

eight
or

ue
one
an

BL
8
ge

How to fold your

Fortune Teller:

Flip over.

1. Fold and unfold. 2. Fold each corner 3. Flip over. 4. Fold each corner 4. Fold and unfold
Like this!
to the center. to the center. to make creases.

Your future in advertising, foretold.

02
14
 Solutions

< Attention seeking engagement monster

Feed them RFPs. Feel the love.

Say hello to our attention seeking engagement monsters,
the VideoEgg Solutions team.Throw them the brief.
Theyll love you back with surpisingly clever ways
of engaging your audience. XO.

15
 Things we do...

We are straightforward and clear.

We like solving complex problems.

We care less about our competitors and

more about our clients.

We believe details make the product.

We think good service really matters.

So does good design.

We like to laugh.

We care about the world.

We are ambitious.

We zag.

16
P E R S P E C T I V E
Counting what counts
Can we develop a common language to describe engagement?
E
ngagement. We know thats what marketing is
all about, but weve never agreed on what it is
and how to measure it. All engagements matter,
yet most of them happen outside the view of
any reliable measuring technology. Until we
all have implants in our skulls, a lot of this just
cant be quantified.
Yet advertisers want to know what value
they are getting for their money. The
language doesnt exist yet to measure
engagement in all its forms. So the
industry has stalled. Its time to get
moving again, but to define engagement
in terms of what is measurable.
While the industry has grown, so too have
the mechanisms that individual agencies,
publishers, networks, and creative vendors
have put in place to count what they
deem to be important success metrics.
The system promotes game playing.
How many times have you seen an auto-
playing video running silently beneath the
scroll? Or an ad impression on a redirect
page? Or an expanding ad on a quick
trigger to get accidental engagements?
Even when everyone is being an
upstanding citizen, we have a tower
of Babel situation in the language of
measurement. We have CPA, CPL, CTR,
CPE, eCPM, complete views, brand
lift, ad recall, time spent, and a host
more. Agencies try to normalize all the
different things they buy, and their unique
measurement methodologies, through
a Rosetta Stone of a spreadsheet that
distills them into a common metric. But
each agency has a different spreadsheet.
It is crucial that, as an industry, we develop a common
language to describe what constitutes engagement: different
categories of engagement, measurable indicators that tell us
it has happened and to what degree, and effects that we are
able to quantify. Until we do, it will continue to be difficult to
tell the C-Suite that we are providing value. What we need is
to develop a measurement model that cuts through the murk
and heads towards a vernacular that can compare all of these
creative executions, technologies and media types.
Its not an easy conversation to have. No one wants a change in
direction that will make their old measures look like they were
inflated and thats whats likely to happen to almost everyone
if we start describing engagement in terms of hand-raising,
brand-recalling, time-spending, intention-peaking, action-
taking consumer effects. But if we can,
we can do much better for the advertisers
and, quite probably, learn a few things
that will make consumers lives better.
The conversation only moves along if the
following things happen:
Advertisers: Ask agencies tough
questions. How are they measuring
engagement? Why did they choose to
do it this way rather than another? How
do they know it works? Dont accept
industry standard practices as an
answer those practices might not be the
best for being standard.
Agencies: Ask publishers tough
questions. How does each define an
engagement? What consumer behaviors
can we track? Should we track those?
How do you care for both the advertiser
and the user experience? Are those being
captured honestly?
Publishers: Ask clients tough questions.
Why do you think the metrics you have
asked us to hit are the right measures?
How can we work more closely together
to create value rather than talking about
price all the time?
The industry as a whole needs to spend some real time and
brain power sorting through these issues and publish a set of
standards that enables understanding and eliminates game
playing. If were going to find a better way to advertise in
this very fragmented world that has outgrown its traditional
metrics, it must be done.
- Matt Rosenberg
17
 What works?
We will help you
figure it out.
AdStudy
Identify media and design
elements that drive
engagement to maximize
your campaign.

Brand Study
Understand how your
campaign impacts brand
metrics.

Custom Research
Design and implement
custom research programs
to make your online brand
advertising work better.

Sample report: AdStudy performance analysis (sample data)

18
Some questions
wed like to answer
with data:
1. Can we quantify the branding
value of user control and choice
when viewing ads?

2. What are the design principles

that drive time spent with an ad?

3. How do different third-party

targeting data offerings influence
brand and ROI metrics?

4. Are people who elect to engage

with an ad already pre-disposed
to the brand?

5. Can we use regression analysis

to map the Internet for premium
engagement opportunities?

6. How can brain wave

measurement help us understand
engagement with, attention to,
and cognitive processing of
online video?

19
P E R S P E C T I V E
iPad: A Touching Response.
At a press conference the week after the iPad launched, Steve Jobs
introduced his new mobile OS along with his exclusive network for an
exclusive ad unit: the iAd. In Jobs vision of the world and a direct hit
to competitor Eric Schmidt of Google mobile devices are not about
search, but about app usage.
As Steve describes it, the iPad is: our most advanced technology in
a magical and revolutionary device at an unbelievable price that will
change everything about mobile devices. From our perspective, we
are pretty sure this new device will change one thing: the mobile web
browsing experience.
Since the integration of Internet access into phones, companies have
been trying to figure out how to use these uniquely personal
devices for marketing. Most mobile advertising
is currently text-based or tiny, dull banners
placed on a limited number of WAP sites.
Only within apps and mostly iPhone
or Android phone apps at that is
anything approaching what we would
call rich media possible. And since
the penetration of iPhones and Android
devices in the US represents less than
5% of the total mobile market according to
comScore, is it really worth it for a marketer?
The market also hasnt matured because there
is little understanding of how consumers engage
with content on small-screen mobile devices.
Now that problem changes character with a
bigger touchscreen and we already know
how touchscreens have changed behavior on
smartphones. People with touchscreens are
more likely to click on the ads reports show
that click through behavior on iPhones and
Android phones are virtually identical and
are more likely to already be engaging in mobile
commerce.
I dont know how people will use the iPad. I feel safe in saying
that the real-world use cases for the iPad will be determined by
observing its use and not by the technology itself. But there are a few
things we have to be aware of with the device, as it could be the true
game changer for mobile web browsing.
Apple is shutting out Adobe by declaring that HTML5 is the only
programming language that ads on Apple devices can be programmed
in. Thats a huge challenge to marketers and agencies used to building
20
wired web ads in Flash. While they would like to simply port ads over to
the iPad, the reality is not so simple.
Rushing headlong into a new thing without understanding its
fundamental differences is a recipe for failure. And this is a new thing.
The iPad is a tactile device. Fingers are king. And fingers dont operate
the way a mouse does. They are not pinpoint activators of finely
delimited, image-mapped navigation. How should the web work when
you can touch it? How do my stubby fat fingers manipulate the same
content as my wifes fine thin ones? Just like a glove, one standard, old-
school approach to content wont fit all.
The iPhone has trained people that they can flick to zoom in and pinch
to zoom out. If that behavior takes place on the iPad, well have
to re-think what an impression is. Can we develop
a content hierarchy that changes based on the
zoom level, in order to maximize the value of the
impression no matter its user-determined size?
We might want to go back to basics and re-think
whether impressions should be dumped in favor
of paying based on interactions. What does it
mean to expand an ad, or navigate content in an
ad, when people use their fingers to trace an arc of
intent to move the pieces around? What sort of data
should we start tracking when
those fingers can tell us so much?
Early television was repurposed
radio drama performed for a
camera sold to single sponsors. It
took time and experimentation before
producers learned to visualize the drama
and advertisers learned to create their own
spots. The same was true of the Internet.
And the same is true, on a potentially smaller but no
less important scale, of mobile advertising. The iPad and
the new advertising platform on the block iAd represent the
next step in the evolution of interactive media and will give developers
tools that will allow them to incorporate ads users can view without
leaving their apps.
Its all so new lets not think we know the answers yet.
- Matt Rosenberg
 Restlessness is discontent
and discontent is the first
necessity of progress.
Show me a thoroughly
satisfied man and
I will show you a failure.
Thomas Edison

Founded in 2005. Privately held. Profitable. Operations

in nine markets including Australia, Canada, UK. 100%
year-over-year global sales growth in 2009. Represent
90% of the biggest digital advertisers in North America.
Reaching more than 100 million global uniques.
Delivering one billion impressions per month.

Still restless.

21
 BECAUSE
YOU LOVE ONLINE
ADVERTISING.

22
Erin Olssen & Erin Skidmore, Marketing, VideoEgg San Francisco Ken Rogers, Engineering, VideoEgg San Francisco

23
Ryan Christo, Engineering, VideoEgg San Francisco
Elyse Bellamy, Creative, VideoEgg San Francisco
When was the last time online advertising
made you feel something?