ShortTail Media Announces New Online Ad Platform, Creating Additive Video Inventory for Websites' Non-Video Traffic

ATLANTA, GA, May 11 (MARKET WIRE) --
ShortTail Media announced today it has teamed up with Schematic (a WPP
Digital Company) and Visible Measures, a leading video measurement firm,
to develop a new video ad platform designed to create true scalability
and measurability for video commercials online. Known as the Digital 30
-- or D30 -- ShortTail's platform provides an easy way for advertisers to
distribute their existing 15- or 30-second spots across some of the
nation's premier websites. The D30 Platform serves video ads as users
navigate to sites from search or headline links, creating valuable new ad
inventory that does not compete or interfere with existing pre-roll video
or display ads on partner websites.

Noting that the wide predominance of web browsing still involves reading
articles or viewing pictures, while the most effective and fastest growing
sector of online advertising is video, the companies have collaborated on
a platform that delivers a streaming video ad in an overlay served on top
of website pages. The impactful video ads look to strike a new balance
between user experience and free content.

To address one of the principal shortcomings of traditional television
advertising, the D30 Platform incorporates Visible Measures' patented
video measurement technologies to provide best-in-class reach and
engagement reporting. By leveraging Visible Measures' analytics, the D30
platform will show advertisers how long users actually engaged with their
advertising, providing a more direct and complete scorecard of ad
effectiveness than television's panel-based research.

"This is innovation through simplification. We're marrying what has
traditionally been the most scalable and sell-able of offline ad units --
the 30 second spot -- with online websites, in a move ultimately intended
to replace the banner as the standard," says David Payne, CEO of ShortTail
Media and the former head of CNN.com. "By focusing on both user navigation
patterns and on what actually works for advertisers (video advertising),
we're solving a critical marketplace shortcoming."

"The D30 is an interesting and unique opportunity worth serious
consideration, but more importantly we're pleased to see companies like
ShortTail focusing on delivering innovation and creativity during the
economic downturn," says Sarah Baehr, Vice President of Media, Razorfish.

"Creating an online ad experience that delivers real value to the content
publisher, the advertiser, and the consumer is the best recipe for success
in the digital marketplace, and we are pleased to have been selected by
ShortTail to help develop the D30 platform," says Bob Keyser, SVP of
Schematic. "This is the first broad scale platform to offer easy
integration of high-quality video ads into premium, non-video
environments. By requiring a minimum 10-second view of the spot, the D30
delivers a higher rate of viewer engagement than standard display ads
that are often skipped or overlooked."

The Digital 30 will launch its Beta program this summer with select
publishers and advertisers.

Schematic (www.schematic.com), a WPP Digital company, deploys and develops
solutions for the Web, mobile devices, television, digital environments
and emerging platforms. Schematic offers complete strategic, creative,
marketing and technology services to Fortune 1000 companies, including
Target, Microsoft, DELL, Turner and Nokia.

Visible Measures (http://www.visiblemeasures.com) is the independent
third-party measurement firm for Internet video publishers, advertisers,
and social marketers. The company's patented approach has been designed
from the ground up to meet the unique challenges of measuring digital
video reach and engagement. Visible Measures provides its customers and
partners with unprecedented visibility into their online video audiences
and how they engage with both content assets and advertising placements.
Visible Measures is a member of the Interactive Advertising Bureau's
(IAB) Digital Video Committee and the Advertising Research Foundation
(ARF).

Headquartered in New York and Atlanta, ShortTail Media
(www.shorttailmedia.com) is a privately-held company operating the world's
first alliance of 50+ top-tier online publishers whose off-line media
properties include broadcast TV, cable TV, newspaper, and magazines and
that have an aggregated reach of 80MM Unique Users. The company is
co-founded by David Payne the former SVP/General Manager of CNN.com, and
Jason Krebs, former VP of Conde Nast Media Group-Interactive. The Company
received its first round of funding from General Catalyst Partners in
Boston, MA.

Contact:
George Simpson
George H. Simpson Communications
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