Online Advertising Efficacy = Still Has Long Way to Go Google Has Proven Effective Online Advertising Works... Google = $75B Revenue (2015), +14% Y/Y / $510B Market Value (5/31/16) ...But Many Online (Video) Ads are Ineffective, per Unruly... 81% = Mute Video Ads 62% = Annoyed with / Put Off by Brand Forcing Pre-Roll Viewing 93% = Consider Using Ad Blocking Software ...But There are Ways Video Ads Can Work, per Unruly 1) Authentic 2) Entertaining 3) Evoke Emotion 4) Personal / Relatable 5) Useful 6) Viewer Control 7) Work with Sound Off 8) Non-Interruptive Ad Format Source: CapitalIQ as of 5/31/16, Unruly Future Video Survey, July 2015. N = 3,200 internet users surveyed from the US, UK, Germany, Australia, Sweden, France, Indonesia and Japan. KPCB INTERNET TRENDS 2016 | PAGE 46