Video Ads Outperform Static Image Ads Action Rate

Video Ads Outperform Static Image Ads Action Rate Clicking through a GIF/JPG ad . 1% -. 2% 1 X Clicking through a video ad . 4% -. 74% 4 X Pressing “Play” on a video ad . 32% 2 X Source: Double. Cllick, , March 2007; 1 “Interactions” occur when a user presses play, pause, or stop on the video ad control bar Google Confidential and Proprietary

Average User Watches Two-Thirds of Video Ad • True of both 30 -second and 15 -second ads Seconds Source: Double. Cllick, , March 2007. Google Confidential and Proprietary

Online Video Ads Drive Consumer Action Reactions and Behaviors of US Online Video Viewers Who Have Seen an Online Video Advertisement, April – May 2007 (% of respondents) Elicited a response 45% Checked out company website Looked for more information 31% 28% Searched for information about the product 22% Clicked on banner ad that accompanied video 19% Bought something 16% Talked to friends/family about the product 16% Gone to store to check out product 15% Requested information about product 13% Made a purchase 12% Forwarded video ad to friends/family 9% Signed up for product/service trial 9% Called toll-free number to find out more 5% Ordered subscription 4% 0% 10% 20% 30% 40% 50% 60% Google Confidential and Proprietary Source: Online Publishers Association (OPA) and OTX, “Frames of Reference: Online Video Advertising, Content and Consumer Behavior”, June 6, 2007