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1 MSN Windows Live Messenger Interactive Panel ad Kit Ad Format Description Expandable banner Interactive panel is a Rich media ad unit with a 3D FLIP feature. On user interaction the panel expands and rotates as per the user s selection. This is available on 234x60 ad placement on the Windows Live Messenger client. The following sections describe the required settings and procedures for creating a MSN Windows Live Messenger Interactive panel ad in the Eyeblaster platform. Each MSN Windows Live Messenger Interactive panel ad comprises the following elements: 1 x Default Image 234 x 60 1 x Default Banner 234 x 60 1 x Default Panel 234 x 60 1 x Expanding Panel 320 x 82 1 x Expanding Panel 555 x 360 Demo Test Code Source Files Ad specs 234 x 60 Windows Live Messenger Interactive Panel Ad online demo Download Live code for testing Download Here Open source example files Flash CS4 required Download Here Expandable banner Default ad unit Ad Format Expandable banner Default Image GIF or JPG 30KB maximum file size Default Flash 30KB maximum file size Unit Dimension 234 x 60 Flash Version Flash 10/AS 3.0 Video no Audio no Creative should contain rollover to expand Cannot have constantly animating elements 234 x 60 unit Default Panel Flash 30KB maximum file size Unit Dimension 234 x 60 Flash Version Flash 10/AS 3.0 Video no Audio no Panel collapse method Close on rollout and resolve to 234 x 60 banner Cannot have constantly animating elements Should be auto-expanded, but frequency capped at 1/user/day. This panel should spin the image from the banner 360 degrees around the Y axis (a horizontal 3D spin).

2 320 x 82 unit panel two Flash 30KB maximum file size Unit Dimension 320 x 82 Flash Version Flash 10/AS 3.0 Video 30 seconds max. User initiated replay allowed. Audio Off by default. Available on click only. Mute button required. Panel collapse method Close on rollout and resolve to 234 x 60 Cannot have constantly animating elements Creative may contain options to expand Interactive Panel and can display a larger video on a 3D Tile or up to 6 interactive 3D Tiles. 3D Interactive Panel panel three Flash 400KB maximum file size Panel dimension 555 x 360 Panel expand method Mouse click on 320 x 82 to open 555 x 360 3D interactive panel Panel collapse method Mouse click on close button (16pt font: Close X ) within 555 x 360 panel to close with flip animation or click outside the Interactive panel area to close immediately (without flip) Panel expansion direction Up, left Flash version Flash 10/AS 3.0 Video Yes, streaming only Video duration 30 seconds max Video starts Replay allowed with user initiation Video controls Stop and play controls required Audio Off by default Audio starts User initiated on click only Audio controls Mute button required Tiles and deep interactive elements Can have up to 1 6 tiles Deep interaction with tiles is optional Animation Animation is limited to 15 seconds maximum duration

3 The User Experience 234x60 ad unit (Messenger Client window) 1. User opens Windows Live Messenger Client and sees the banner 234x60. For the first user impression, ad will flip horizontally 360 within the 234x60 space. 2. On rollover of the 234x60, a 320x82 panel expands and the content floats on a 3D plane which responds to the user s mouse interaction (highlights the deep engagement opportunities to the user) 3. On rollout of the 320x82, the panel collapses and resolves back to the 234x60 size. 4. On user initiated click to expand on the 320x82 ad unit, the ad expands to 555x360 and flips 180 to reveal additional client messaging. The ad will display up to 6 interactive 3D Tiles. 5. The user can roll over and continue interacting with the ad unit without interfering in the overall Messenger experience. 6. The ad closes on Click. a. The creative will also contain a "Close" button with which the user may close the expanded experience at any time. b. Also clicking outside the Interactive panel ad area will also close the expanded ad experience. c. When the user closes the expanded video, the ad flips 180 and resolves back to 234x60 size. 7. Clicking on the expanded ad area navigates the user to the destination URL in a new window.

4 Phase-1 Phase-2 234x60 ad unit display in Messenger client On Roll over, expands to 320x82, showing content float on a 3D plane

5 Phase-3 Back to 234x60 ad unit display on roll off Phase-4 Click on the 320x82 to display the Interactive panel

6 Phase 4.1- On click Ad expands to 555x360 with a 180 flip

7 Phase ad flip displays the Interactive panel, up to 6 interactive 3D Tiles. Phase 4.2- On clicking Flip button, ad flips 180 displaying video on a large Tile.

8 Phase 4.3- On hover, of each Tile, user can interact with all 6 interactive 3D Tiles. Phase 4.4- On clicking each Tile, user can interact deep within interactive panel Tiles. (optional)

9 Phase 4.5- Ad closing Phase Phase Clicking outside the expanded ad area, collapses the On clicking Close button on the Interactive panel, ad Interactive panel and fall back to 234x60 ad unit. flips 180 and fall back to the 234x60 ad unit. 3D Elements 3D (Papervision style) elements need to be developed within the 320x82 unit and the 555 x 360. This is up to the individual creative agency to develop. Requires AS3 assets to support 3D options.

10 Eyeblaster MediaMind Guidelines Placement level Settings To ensure the correct functioning of the ad the This is an IM banner tick box must be selected. This option is found at the Placement level once the ad has been attached to a Campaign and Placement. Ad Level Settings All expanding panel settings need to be set as banner relative with the co-ordinates set for the following: Default Panel 234 x 60 X = 0, Y = 0 Initial 320 x 82 X = -43, Y = -11 Interactive Cubes 555 x 360 X = -250, Y = -300 In addition, the Show Single Panel at a Time and Auto Expand Default Panel when Ad is Loaded checkboxes should be checked in the Ad s Panel Settings section. General Creative Design Requirements The Frames per second (FPS) should not exceed 18fps. Settings greater than 18fps will result in poor performance for many of our users and is not allowed. Audio must be user-initiated and never automatic Audio insertion into flash file may begin no earlier than the second frame. If audio is used, creative must include an On/Off switch for users. Animation is limited to first 15 seconds, looping is unlimited within 15 seconds. Use animation carefully: Keep animation smooth and fluid, using slow motions and gentle fades. Fast and abrupt motion has been shown to be highly irritating. Avoid experiences that 'break-through' the page or abuse the content. On Click, Ad opens up target page into a new browser. Data Collection Microsoft permits advertisers to collect user-provided personal information (for example, through web forms embedded in ads). Advertisers may be required to modify ad units or provided additional disclosure in order to be acceptable for advertising on Microsoft sites. Advertisers wishing to collect personal information within advertisements (according to specifications above) must follow these guidelines: o Clearly identify organization o Provide link to privacy policy (usually adjacent to the web form s submit button) o Identify purpose for collecting information

11 Data Reported For ad requests and click-through, Microsoft cannot guarantee 3rd party served creative reporting within the Microsoft reporting system. Creative Acceptance Policy All creative must meet the requirements of the MSN Creative Acceptance Policy Contact your local yield representatives to find out the availability and price of this ad product in your market. Browser Support This format is an Eyeblaster Expandable Ad and is supported on all major browsers. Please refer to Eyeblaster s support matrix for more information. For questions and assistance please contact your local Eyeblaster office.

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