Apps As Media: Connecting Brands, Consumers And Devices

Peter Dille, CMO Jim Jones, VP and GM of Sales

Industry Recognition

Apps are the Dominant Mobile Media

Source: Zokem, inMobi

Consumers are Dependent on Mobile

Consumers say they prefer using their smartphone instead of their computer in several key content areas:

Source: Frank N. Magid Associates Sept 2011

Mobile Ad Spending Lags Time Spent

9/29/16 Proprietary and Confidential 5

$743M spent on mobile advertising represented just 0.5% of overall $153B U.S. advertising spending in 2010.

Despite parity with newspapers and magazines combined, mobile commanded less than 1% of total ad spend in 2010.

Marketing at scale

Mobile Media Challenges

Challenge

1  

Challenge

2   Driving meaningful engagement

1 Value Exchange at Tapjoy

She can buy coins with real money.

She can earn coins by engaging with ads in Tapjoy’s Marketplace.

How it WorksAngie needs more coins to build on her land in TripleTown.

1

2

Consumers CHOOSE

•  Brand defines the desired activity

•  Brand only pays for completed engagements

•  No media waste

CPA

CPA

CPI

CPV

CPE

Tapjoy’s Global Scale

1,000,000+ Daily engagements

89 Million Monthly Active Users

The Value Exchange Model Drives Brand Affinity

Source: “Incentivized Advertising,” Social Vibe, 2011, Archetype Media, Inc 6, Oct. 2011

CONSIDERATION

Non-exposed Consumers

Consumers who engaged

PURCHASE INTENT

10%

20%

30%

40%

50%

60%

70%

23%increase in

considerationagainst the competition

32%increase inlikelihoodto buy the

product

Case Study: PepsiCo’s Lipton Brisk® ������

•  PepsiCo defined engagement as a download and launch of the Brisksaber app.

•  Campaign targeted males 18-34 across Tapjoy’s US network.

•  Consumers received premium content experiences as a result of downloading the Brisksaber app.

•  PepsiCo only paid for app installs where users both opened and tried the app, creating zero media waste.

Objective: Drive downloads of the Brisksaber app

Case Study: PepsiCo’s Lipton Brisk® ���The results:

Additional Tapjoy Solutions: Video Distribution1. Tapjoy Marketplace

Additional Tapjoy Solutions: Video Distribution2. Pre-cached video plays in-app

Additional Tapjoy Solutions: Video Distribution3. Drive post-view secondary actions

Key Takeaways

1.  Consumers Choose to Interact with Brands while immersed in their passion which creates affinity and no media waste

2.  Brands Define the Activity Desired

3.  Brands only Pay when the Desired Engagement is Completed

4.  The Value Exchange Model Drives Brand Affinity

Thank You!������

adsales@tapjoy.com