Find a better way.

Working at VideoEgg.
 We love it at its very best. And we love what it enables – journalism,
sport, art and culture…

But let’s face it, most people hate advertising most of the time.

Necessary evil or opportunity to find a better way?

02
Find a better way is about
optimism. And tenacity.
Thinking “what if” not
“what is”. Some say a bit
of naivety is helpful. We’re
fine with that. Mostly, it’s
a compulsion to crack big,
hairy problems.
Turn dissatisfaction
into inspiration.
Slay the beast.
Feel good when
you go home.
03
 “If advertising had a little more
resPect for the public, the public
would have a lot more respect
for advertising.”
James Randolf Adams, AdvertisingPioneer

04
When Dave Lerman, Kevin Building a company is hard, but fun work. It’s been quite
a journey and what has made it so rewarding, and for
Sladek and I founded VideoEgg, that matter exciting, is that we have always been honest
with ourselves about our shortcomings, learned from our
our goal was to make it easy for anyone to publish video
mistakes and charted a new course quickly to stay ahead
online. So much has changed since then; it almost seems
in an ever-changing industry. This is a tight-knit team that
like a world away. But one thing remains the same: the
thrives on problem solving and we constantly challenge
VideoEgg team still has the same intense passion for
ourselves to find a better way. We really are in this together
crafting the right solutions to tough problems that has
and it’s that mentality that’s been a pillar to our success.
always been at our core.
So while our business has shifted over the last five years,
Today we work hard to make online advertising more
the desire to do the right thing and conduct business with
engaging and accountable for some of the world’s largest
integrity hasn’t changed. That’s what makes this such a fun
brands including Adidas, Disney, GM, Intel and P&G. But
place to work and why we always attract a certain kind of
our work doesn’t end there. We spend a lot of time thinking
person. The kind of person that likes a challenge, wants to
about the consumer experience and constantly push
learn something new each day, isn’t afraid to make mistakes
ourselves to build new forms of advertising that respect and
and most importantly, knows how to laugh. If that sounds
engage users. It’s our focus on solving the complex challenge
like you, VideoEgg will instantly feel like home.
of delivering engaging ad experiences that brings us all
together. - Matt Sanchez, CEO

05
mission.

Make digital
advertising
more
interesting
for people,
more
manageable
for marketers.
06
 Value of attention

Value of impression

opportunity.
We’ve never had more ways to
communicate with people. Yet it’s never
been more difficult to get real attention.
The media world is being transformed.
Better advertising delivery approaches
and valuation models will emerge.
We are shaping the new media world.

07
 VideoEgg in six icons.
We are building the new ad platform for brands: Technology and
services to create, deliver and measure brand experiences at scale
across a multi-channel digital landscape.

rich

create experiences across channels

DELIVER ATTENTION understand

what works

CONNECT THE AGENCY MAKE IT EASIER

08
P E R S P E C T I V E
Life in the Egg: An engineer’s perspective
on re-hatching the ad platform.
It’s always interesting to start working at
a new place, especially from an engineer’s
point of view. Understanding legacy
systems and figuring out why certain
decisions were made is often the first task
most engineers are confronted with.
When I first started at VideoEgg, I needed
to quickly learn the existing client ad
platform so I could help maintain and
improve it. After two months, I was part
of the team that had the good fortune of
being able to rewrite the entire ad
platform from scratch. An engineer’s
dream come true.
The legacy ad platform had gone through
several mutations, was several years old,
and starting to show its age. We decided
to architect and develop a new client ad
platform that would do everything the old
platform could do and more. It would be
more scalable, flexible and modular. We
also wanted to enable our creative team
to build ads for the new platform quickly
and easily.
After a number of brainstorming sessions,
we had a plan. We would build a modular
system that would allow the creation of ads
of all shapes and sizes that could
interact with each other. The new tools for
the creative team would enable them to
work in the native Flash IDE, reducing the
learning curve and increasing productivity.
The new ad platform would need to load
and run multiple ads on a web page and do
everything from handling data collection to
enabling communication between two
different ads. Through a combination of
javascript, css, and Flash, we were able to
create what most software engineers would
recognize as a “controller” in a typical MVC
pattern, only this controller was embedded
in the web page and was able to act as the
maestro for directing ad traffic on our
partner’s sites.
In parallel, we set out to create a set of
custom components and tools for the Flash
IDE that our creative team could use to
create ads quickly and effectively.
Using Actionscript 3 and JSFL, we created
a project administration panel, complete
with Subversion functionality, inside of the
Flash IDE. We also created a set of custom
Flash components that we might use in an
ad including Twitter components and
mapping – all the fun stuff that our
advertisers want to see. They simply
needed to open up a new project, drag
some components onto the stage, skin
them, and voila!
We have gone through our first product
with the new platform and are pleased with
the results. We are now working on our
second product and learning how to make
the platform even more modular and
flexible. The creative team is happy
because we have made their life easier.
The solutions team is happy because
whatever new product they dream up, we
are ready to handle it. And, most
importantly, our advertisers are happy
because they get great ads that can be
built quickly and inexpensively.
A tough day at VideoEgg is also a
satisfying one – management listens to
the engineers and provides the resources
we need, we listen to client services, and
together are building the best ad
platform out there.
- Shane Dosch
09
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 hasn’t 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 don’t 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. That’s a huge challenge to marketers and agencies used to building
10
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 don’t 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 wife’s fine thin ones? Just like a glove, one standard, old-
school approach to content won’t 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, we’ll 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.
It’s only a few weeks old — let’s not think we know the answers yet.
- Matt Rosenberg
 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.

11
 This is
what A
VideoEgg
looks
like on
the inside.

12
13
 Culture snapshot
27.2%
Loves hard tech problems
33.8%
Gadget geek

22.1%
Gamer
48.5%
Thinks green
44.9%
Breakfast for dinner

Brew master 10.3%

44.1%
Wine enthusiast

Vegetarian 6.6%

Amateur gourmet 44.1%

Fetish for design 19.9%

Photo enthusiast 30.1%

Has a kid 19.9%

More than one cat or dog 18.4%

Can’t say no to karaoke 21.3%

Toured with a band 8.8%

Lived in more than 5 cities 38.2%

Been to 4+ continents 31.6%

Marathon runner 10.3%

Plays on a sports team

28.7%

Skateboards to work 2.9%

Bikes to work
20.6%

Outdoor enthusiast
62.5%

14
Peeps.
Courtney howard
Hometown: San Diego, CA
VideoEgg to me: Boasts a quality corporate culture and
a work space that is fast–paced with talented forward
thinkers always trying to push the envelope. It’s a
family of social media nuts, charming nerds, creative
comrades and baby geniuses. VideoEgg has become
synonymous with ENGAGEMENT and like the schwag
says, “Advertising pays my bills.”
Favorite VideoEgg moment: Receiving my scepter of
Tecate beer from Chris Downs at the Christmas party
in 08.
People are often surprised to know: I used to live at
skate parks growing up. My after school activities
included building half pipes, fun boxes and rail slides.
Things that make me smile: Going to music shows,
day trips with friends to Tomales Bay, trying new grub
joints, beer tastings and traveling.
LAUREN LIND
Hometown: San Marcos, TX
VideoEgg to me: Is an environment that has helped me
grow into the person I am today. Having started with
the company right out of college, I’ve found friendship,
support and incredible opportunities.
Favorite VideoEgg moment: Dressing up as our company
mascot, Shelly the bird, and filming the VideoEgg
holiday greeting in my neighbor’s chicken pen. Chickens
can be quite intimidating when you’re on their turf.
People are often surprised to know: From 2000-2001, I
was the reigning Texas Junior Miss.
Things that make me smile: Hiking, backpacking, and
canoeing with my husband and our two dogs. Singing in
just about any location, be it in a karaoke bar, on stage or
in the car.
Mike webber
Hometown: Montreal, Quebec
VideoEgg to me: Is about respect, willingness and
tenacity. It’s about respect for our talented team, our
clients, and the consumers we help our clients reach. It’s
a willingness to take smart risks, attack hard problems,
and to build a culture that promotes individual talent.
And it’s the tenacity to always push ourselves to be
better – to strive for greatness and to never give up.
Favorite VideoEgg moment: Winning big deals
People are often surprised to know: That I was the
lead singer and main writer of post-punk rock band,
The Snitche
Things that make me smile: Writing music, playing with
my 7–year–old daughter, volunteering.
SONALI KOTHARI
Hometown: San Francisco, CA
VideoEgg to me: A great ab workout - not every meeting
has a debate, but every meeting and every debate
guarantees a laugh until your stomach hurts
Favorite VideoEgg moment: Can something so terrifying
be my favorite? The halloween costume contest.
People are often surprised to know: I can watch HGTV
for hours on end.
Things that make me smile: Puppies.
Kathleen Guingab
Hometown: San Diego, CA
VideoEgg to me: Is both challenging and stimulating,
but at the same time a place where everyone is
passionate and truly enjoys their work.
Favorite VideoEgg moment: Eggstock Fall 2009. My
first Eggstock experience and the account managers
performed the Slumdog Millionaire dance for our
training video. Great bonding moment with my
fellow team.
People are often surprised to know: I love golf, tennis,
traveling and music festivals.
Things that make me smile: Traveling, my family and
great dinners with good friends.
SHANE DOSCH
Hometown: Pittsburgh, PA
VideoEgg to me: Is challenging work, fun, friendly, smart
people and an appreciation for a nice snifter of Scotch.
Favorite VideoEgg moment: Launching new products -
its nice to see it all come together.
People are often surprised to know: I am one of 11
children. And before you ask, yes, my family is Irish
Catholic.
Things that make me smile: Hanging with my son and
wife, making wine, hiking, snowboarding, traveling and
listening to and making music.
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
LIFE work

Moms and dads, rockers, sailors,

cyclists, cooks and singers,
dancers, skaters, beer makers
and piano fixers.
Interesting people work here.
It’s better that way.

17
 5 difficult
1. Can we quantify the branding value of user
control and choice when viewing ads?

questions
2. What are the design principles that drive time
spent with an ad?

we’d like
3. Are people who elect to engage with an ad
already pre-disposed to the brand?

4. Can we use regression analysis to map

to answer the Internet for premium engagement

opportunities?

with data
5. How can brain wave measurement help us
understand engagement with, attention to,
and cognitive processing of online video?

18
P E R S P E C T I V E
Data. Take two.
I’m fond of saying
“There are a
million ways
to build a data
warehouse, and
only a few of
them work.”
While the benefits of a properly designed,
operational data warehouse (DW) are
great, the complexity of the engineering
problems faced, the scale of data
processed and stored, and the cost of
the components combine to make DWs
some of the most dangerous projects for
smaller companies to embark upon.
That said, here at VideoEgg, we have
managed to try two different ways of
building a DW, the first a failure and the
second a success (so far, and keep those
fingers crossed!).
When I joined VideoEgg in November
of 2007, we had just begun our first
attempt at a DW to process the
terabytes of ad interaction data we
collect. By the time we pulled the plug
on that attempt, a year had passed and
we had precious little in the way of a
working DW to show for ourselves. So
what went wrong? Several things:
1. We chose to build our DW on
untested, expensive third-party
software that we were unable to
improve or debug on our own
2. We chose a scripting language (PHP)
to develop our ETL process in, which
turned out to be a task it was ill-
equipped to handle
3. We had a team of five people
with poorly defined roles and an
environment that didn’t foster
communication.
4. We failed to plan for failures in the
data pipeline, which lead to frequent
data corruptions.
After licking our wounds, we decided
to try again, determined to do it right
this time. Starting in April of ’08, our
CTO Dave Lerman, began work on a
prototype of a new DW. When I joined
the project in June of that year, we
began taking the code from prototype
to robust application. On August
7th, we released our first Beta to our
customers followed shortly by a GA
release. Our customers were happy, and
we were finally reaping the benefits of
a DW. So what went right this time?
First, we made a decision to use
Open Source tools for the entire stack,
from ETL all the way through to
presentation/BI. This focus on Open
Source saved us a lot of money, but
more importantly it let us leverage the
large and helpful Hadoop and Hive
communities to solve problems as we
ran into them.
Second, we focused on the data
integrity issue from the outset. In the
new system, we planned for failure
at every step of the data pipeline.
When an error occurred, we could
always guarantee the data was left
in a consistent state, isolating our
customers from corrupt or invalid data.
Finally, we changed the team
environment. We went with a two-
person team initially, kept more open
lines of communication, opened up the
floor plan and got out of our cubicles.
As we’ve added new members to the
team, this new openness has made
collaboration much easier.
Second chances are rare in this
industry. Being able to take the lessons
learned from a failed DW project and
apply them almost immediately to
the next iteration has been a real
eye-opening experience. I can safely
say that the DW 2.0 project here at
VideoEgg has been the highlight of
my career thus far. It has encapsulated
everything I look for when judging
engineering projects: interesting
problems to solve, the right set of tools
to solve them, room to innovate and a
healthy team environment.
- Jason Michael
19
 Imagine hundreds of millions of people
all going about their business. Imagine
understanding enough about a very
specific group of them to get their attention
and have a conversation. Imagine doing it
in a way that is impactful but respectful at
the same time. This is how we approach
the network. This is PeopleNetworks.

20
 Cares

USE THIS AD
to make the
world better.
VideoEgg Cares is how we use our
resources to support important
causes. Like (RED), an innovative
organization working to elimininate
aids in Africa.

VIDEOEGG IS PROUD TO BE A PROMOTIONAL PARTNER

21
 People are talking.
“…For online advertising network VideoEgg,
2009 was a great year…the company “more
than doubled” revenues to $25 million last
year and reached profitability...” TechCrunch
“As the Web matures as a branding
medium, 2010 should be the year when more
publishers and marketers explore new pricing
mechanisms that better reflect their goals.
Promising starts have already been made in
cost-per-engagement and
time-based ad models by networks like
VideoEgg.” AdWeek
“When it comes to richmedia
ads on the Internet that employ
video, engagement
matters
enormously.
Environment, not
so much. That’s
the major and in
some ways surprising
take-away from a new study
conducted by VideoEgg and
comScore.” MediaWeek
“Nate Elliott, a principal analyst at Forrester
Research, said VideoEgg has innovated with
formats and particularly with pricing. The
performance pricing model has appealed
strongly to advertisers in the midst of a
recession, and VideoEgg competitors are
22
now following suit with similar offerings…In
general, Elliott said online video advertising
continues to be one of the fastest categories of
online advertising...”
San Francisco Business Times
“If you have high
quality content,
0:)
you might
consider a
rich media ad
network such as…Videoegg. These
ads are generally better looking, take
advantage of the unique capabilities
of a smartphone (accelerometer and
video for example), and therefore
command higher engagement from
users.” VentureBeat
“VideoEgg’s new ROI offering…provides
consumer packaged goods (CPG) advertisers
additional insight into their online video and
rich media advertising. The company thinks
they’ve mastered the online advertising
formula and can help their clients connect the
dots between online ad exposures and offline
retail purchases.” Mashable
 “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 if we

want to be. 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.
23
 When was the last time online advertising
made you feel something?

24