tapjoy mma presentation_ra3-2
TRANSCRIPT
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Apps As Media: Connecting Brands, Consumers And Devices
Peter Dille, CMO Jim Jones, VP and GM of Sales
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Industry Recognition
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Apps are the Dominant Mobile Media
Source: Zokem, inMobi
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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
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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.
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Marketing at scale
Mobile Media Challenges
Challenge
1
Challenge
2 Driving meaningful engagement
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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
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Consumers CHOOSE
• Brand defines the desired activity
• Brand only pays for completed engagements
• No media waste
CPA
CPA
CPI
CPV
CPE
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Tapjoy’s Global Scale
1,000,000+ Daily engagements
89 Million Monthly Active Users
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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
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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
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Case Study: PepsiCo’s Lipton Brisk® ���The results:
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Additional Tapjoy Solutions: Video Distribution1. Tapjoy Marketplace
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Additional Tapjoy Solutions: Video Distribution2. Pre-cached video plays in-app
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Additional Tapjoy Solutions: Video Distribution3. Drive post-view secondary actions
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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