PowerPoint Presentation

Apps As Media: Connecting Brands, Consumers And Devices

Recent Recognition

Tapjoy recognized among the worlds Most Innovative Companies by Fast Company

#1

#2

Most Innovative in Gaming

Most Innovative in Mobile

Worlds Most Innovative Company

#27

See full Fast Company article here

Tapjoy was recognized by Fast Company as #27 Worlds Most Innovative Company. More importantly, Tapjoy is a leader in the mobile and gaming space, coming in #1 in Gaming and #2 in Mobile.

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Apps are the Dominant Mobile Media

Source: Zokem, inMobi

85%Time spent in apps

Users spend on average nearly two hours per day consuming media on their mobile devices.

117 mins

Why are there so many apps available in the marketplace? Because this is where consumers are spending their time. Apps are dominating with 85% of all time spent occurring with apps. People are spending nearly 2 hours on average consuming media on their devices.

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Mobile Media Challenges

Challenge 1: Marketing at Scale

Challenge 2: Driving Meaningful Engagement with Consumers

Challenge 1: Marketing at scale.No scale in a single app approach. Scale lies within networks, but lacks engagement.

Challenge 2: Driving meaningful engagement with consumers.300x50 Banners are clicked on of the time by accident. This is not the most effective way for brands to try and connect with consumers.

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Value Exchange at Tapjoy Ex: Triple Town

She can buy coins with real money.

She can earn coins by engaging with ads in Tapjoys Marketplace.

How it Works: Annie needs more coins to build on her land in Triple Town.

OR

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The Tapjoy Marketplace Experience

Consumers choose which branded ad they want to engage with

Brand defines the desired activity

Brand only pays for completed engagements

No media waste

CPA

CPA

CPI

CPV

CPE

Once you have decided to Earnyou end up in the Tapjoy MarketplaceOnce in the marketplace, the user can choose any number of branded ads to engage with. The most important pieces to note about the marketplace are that use can choose between hundreds of different types of offers, which makes them a really qualified user for whatever brand they end up choosing, the Brands are defining the activity they want you to take, and the brand is only paying when the action is completed by the user.

This is really powerful for the brand because they are sponsoring the content for the user which is building brand affinity, and because the user has a lot of choice, there is a lot of decision that goes into selecting which brand is going to sponsor the content this adds another really amazing level of targeting for the brand and is going to deliver the brand a highly relevant user.

Here are some examples on how big brands have utilized the Tapjoy Marketplace to achieve their goals:

Ford wanted to drive awareness of the new 2013 Taurus and selected Tapjoy as a partner to efficiently drive video views. Kelloggs wanted to drive engagement with consumers through a coupon for Special K cereal.Samsung wanted to build awareness of the U.S. Olympic Genome Project by driving traffic to their facebook page. P&G wanted to engage with their target consumer by promoting a sweepstakes.

All of these examples are big brands leveraging the Tapjoy Marketplace to drive engagement at scale.

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Additional Tapjoy Solutions Video Views

Pre-cached Video Plays In-app

Tapjoy Marketplace

Sign Up For NetflixEarn3018 Buoys

Groupon Deals Earn74 Buoys

Fandango Movie TixEarn59 Buoys

Drive Post View Secondary Actions

Sign Up For NetflixEarn3018 Buoys

Groupon Deals Earn74 Buoys

Fandango Movie TixEarn59 Buoys

Ford wanted to support the launch of the 2013 Taurus through video distribution. They chose to partner with Tapjoy to drive guaranteed views against a A35+ audience. Users who clicked on the Ford video offer, were automatically shown the Ford video. Upon video completion, they would receive their in-app reward. They also have the option to continue engaging with Ford Taurus through secondary actions such as replay the video, learn more about Taurus and like on Facebook.

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The Value Exchange Model Drives Brand Affinity

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

The Value Exchange model: Users who engage with incentivized brand advertising are more likely to consider the brand during the purchase process and there is a 32% increase in likelihood to purchase the product.

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Case Study: PepsiCos Lipton Brisk

PepsiCo defined engagement as a download and launch of the Brisksaber app.Campaign targeted males 18-34 across Tapjoys 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

And here is proof that the mobile value exchange works.

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Case Study: PepsiCos Lipton Brisk

The Results:

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Key Takeaways

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

Brands Define the Activity DesiredWatch HD VideoDownload a CouponSign-up for a Loyalty Program Download an App Sweepstakes Entry

Brands only Pay when the Desired Engagement is Completed

The Value Exchange Model Drives Brand Affinity

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