In-stream advertising through social networks, applications, and mobile devices is growing rapidly. Worldwide social network advertising spending will rise 31% in 2011 to $3.3 billion and mobile marketing/advertising spending will reach $19 billion by 2012. Ad.ly enables advertisers to reach engaged audiences through influencer networks on Twitter and other platforms, and application networks that allow contextual, audience, and geographic targeting of streams. Ad.ly's influencer network includes over 70,000 influencers with a total reach of over 100 million followers, while its application network currently integrates with Twitter applications including UberTwitter and Echofon.

1. IN-STREAM ADVERTISING FOR
BRAND, PERFORMANCE & MOBILE

2. THE TREND
Content & Attention are shifting to the stream. !
The Static Web; Blogs, Websites, Portals

3. THE SOCIAL AD MARKET
Worldwide social network ad spend will
rise by 31% this year to $3.3 billion
In 2011, worldwide spending will rise by
another 29% to $4.3 billion

4. THE LOCAL AND MOBILE AD MARKETS
Borrell
eMarketer:
Worldwide mobile marketing & advertising
spend will reach $19 billion by 2012.
By then, 41% of the U.S. will use Internet-
connected mobile devices.
Borrell Associates:
Local online ad spending will grow
by 18% in 2011 to $16.1 billion
Increase is fueled by growth in
“anything targeted,” & “everything
involving social media.”

5. THE STREAM ECONOMY
FRAGMENTED
DYNAMICS
=
OPPORTUNITY
Platforms: don’t fully enfranchise
developers or publishers.
Content: is not effectively monetized; creators Status updates, news posts,
and distributors are not incentivized.
images, video, tweets, check-ins.
App Developers: are getting frustrated;
pressure from their backers.
Service Providers: have the opportunity to
Hence, Ad.ly
aggregate, monetize and incentivize.
SOUND
FAMILIAR?
Remember
blogging
before
Google
AdSense?

6. THREE CORE CONSTITUENTS
Mission: to enable advertisers to reach highly engaged audiences on
today’s most popular social networks, applications, sites and services.
Influencers
Advertisers
Apps & Sites

7. TWO PRODUCTS
Ad.ly Influencer Ad.ly Apps & Sites
Network Network
• 70,000+ top-tier influencers
• Stream Applications, Sites & Services
• 100m followers, fans & friends
• Contextual, Audience, & Geo Targeting
• Cost Per Message
• Cost Per Click

8. APPLICATION NETWORK

9. TWITTER APPLICATIONS
Targeting audiences on the most popular applications
Reach the Twitter Eco-System with advanced targeting for mobile and desktop
applications:
1. Conversational Targeting
Media Placement
2. @Follower Name Targeting
3. Geo Targeting
Now in testing with top-tier
Stream apps. Our earliest
UberTwitter
adopters are Echofon and
UberTwitter. Tweet Deck
Echofon
Seesmic

10. HOW IT WORKS
Targeting Conversations, Audiences, and Geography
Contextual!
Target conversations by keywords (i.e. anyone
talking about Project Runway, Oprah, Gain, etc)"
@Follow Name!
Target the audiences of follower names (i.e. target
everyone following @TaylorSwift, @Ellen, @Oprah)
Geo "
Target by Geographic area (i.e. DMA or City,
example Los Angeles)

11. INFLUENCER NETWORK

12. **Ad.ly Advertiser Partners
INFLUENCER NETWORK GOAL
To be a conduit that connects top-
tier brands to top-tier influencers
CELEBRITY INFLUENCERS
Most Influential !
1,000,000+ followers,
fans or friends
Top-Tier !
NUMBER OF 50,000+ followers,
FOLLOWERS fans or friends!
Middle-Tier!
10,000+ followers, fans or friends!
Long-Tail !
5,000 – 10,000 followers, fans
or friends (endemic niche)
NUMBER OF
INFLUENCERS

13. THE AD.LY INFLUENCER NETWORK
With more than 70,000 top-tier influencers,
Ad.ly reaches 100m unique users in the stream
AD.LY INFLUENCERS WITH OVER 1,000,000 TWITTER FOLLOWERS
Kim 50 Cent
Ashley E!Online
Soulja Boy
Mandy Dr. Drew
Pete Wentz
Pete Yorn
G4TV
Kardashian
Simpson
Moore
Giuliana
Nick Canon
Chris Brown
Paula Abdul
Levar Jim Jones
Paul Pierce
Ryan Bob Villa
Lauren
Rancic
Burton
Schectler
Conrad
Michael Ian Samantha Snoop Dog
Gossip Girl
Soliel Moon Greg TechCrunch
Danny Hypnogaja
Joel Stein
Black
Ronson
Frye
Grunberg
Masterson
Khloe Chris Charity Kimberly Matisyahu
Newsweek
Tyrese
Nick Kourtney Ivete
Kardashian
Hardwick
Water
Cole
Swisher
Kardashian
Sangalo

14. TWITTER
Ad.ly Messages reach the entire Twitter eco-system
Desktop Applications
Twitter Search
Twitter.com
Mobile Applications
Largest source of Twitter traffic Most popular utility for Twitter Messages appear in-stream All mobile Twitter mobile
comes from these third-party Search. Celebrity Tweets and on user profiles applications
applications
appear as “Top Tweets.”
throughout Twitter.com.

15. MYSPACE

16. NEW! FACEBOOK REACH

17. REPORTING & AD.LY ANALYTICS
Using our own + third-party partners for reporting (Bit.ly,
Awe.sm, Twitter) we provide reporting for each campaign
1. Clicks (by Influencer)
2. CTR (by Influencer)
3. Retweets
4. Overall # of followers reached from Retweets

18. DISCLOSURE
All Ad.ly messages meet FTC endorsement guidelines by providing
disclaimers in the following formats: "
1. A message of Typicality"
• Example: “Check this out ((link))(Ad)”"
• Example: “RT and follow @BrandName to get the first ((link))(Ad)”"
• By disclosing “(Ad),” the message is clearly labeled an advertisement"
2. Clear, conspicuous, and informative disclaimer "
• Example: “Iʼm working with @BrandName to promote ((link))”"
• Example: “Happy to endorse ((link)) on behalf of @BrandName "
• Clear, conspicuous and informative disclaimer is written into the message"
Ad.ly has a 100% disclosure policy for all messages. This policy was set in place well
before the FTC mandate. Itʼs our belief that material relationships should always be
disclosed. We strongly encourage all of our advertising partners to read the entire
guideline established by the FTC which can be found here:
http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf"

19. Thank You
Krista Thomas, VP Marketing"
September, 2010"
Krista@Ad.ly"
415.202.3523