There is no .exe file in the installation package. In order to install the driver do the following:

1. First of all stop all the applications or services that may be using the SDI card.
2. Uninstall any previous AJA driver in Device Manager. Make sure you selected the "Delete the driver software for this device" option. 
3. The reboot may be required. Please note: in case if you are using the Cinegy Capture Service - change the service startup type to Manual. Then do reboot. 
4. After the reboot find the device in the Device Manager (it will appear in the the "Other devices / Multimedia Video Controller" section) and press "Update driver" - you will be asked to update either from the Internet or browse local folders.
5. Select "Browse on a local computer", find the folder with the driver (the root folder with the sub-folders like "TBTDriver" and "NTV2Driver" inside), and press "Install".