1. 2009©Todacell Ltd.

2. Todacell at a Glance
High-Conversion Mobile Ad Network
Advertisers
Smartphones Ad Revenue
Highest Revenue Display Ads
$$$
Business models: Targeted Hi
 Transparent Ad Network Generic Med $$
Commercial operation 4/09
Rapid growth Blind Low $
High performance, Stable & robust
Ad Relevance
2009©Todacell Ltd.

3. The “Pains”
Advertisers:
Low Conversion Mobile Ads
Publishers:
Low ROI on Inventory
2009©Todacell Ltd.

4. Solving the Pains
Assuring fixed ROI / duration to Publishers
 Getting committed inventory
Learning the committed Inventory
Creating unique database
Matching Ads to Inventory + Campaign Opt.
High conversion rates to Advertisers, eCPM
2009©Todacell Ltd.

5. Dominance of Mobile Browsing & Data
2009©Todacell Ltd.

6. Some Competitors
(USA, 2006) Premium Mobile Ad Network. $28M
raised in 3 rounds (Highland Capital, Globespan
Capital). 2009 revenues ~$20M.
(USA, 2006) Mobile Ad Marketplace, a bidding
Network. $50M raised so far (Sequoia, Accel). A
“blind” network.
(USA, May 2008) location-based mobile advertising
for self-service advertisers. Round A @ nov 2008.
Very limited functionality, a “blind” network.
2009©Todacell Ltd.

7. Vision: High Conversion Network
Mission:
Engage audience with relevant ads to
exceed advertisers conversion goals
2009©Todacell Ltd.

8. Learning the Inventory
Age groups 3%
12% Interests
0-12
15% Music
Mobiles
13-24 Gadgets
25-49 Sports
+50 Clothing
70% Travel
Enertainment
Gender
Ebuddy Inventory: 6M unique users, 400M impressions/month
Male 48%
Female 52% Targeting example: young females, interested in clothing:
70% X 52% X 22% = 8% of 400M = 32M Imps/Mo
2009©Todacell Ltd.

9. Mobile Ad Network Advertisers
Global With Multiple
Publishers Targeting Needs
Ad Flow Management
TodaNow
... ...

10. Dynamic Optimization
Run
Optimize Monitor
Analyze
2009©Todacell Ltd.

11. Improving over time (see note)
Gross Rev eCPM average
24,000,000
Impressions 16,000$ 0.70$
22,000,000
14,000$
20,000,000 0.60$
12,000$
18,000,000
10,000$ 0.50$
16,000,000 8,000$
14,000,000 6,000$ 0.40$
12,000,000 4,000$
0.30$
10,000,000 2,000$
8,000,000 0$ 0.20$
April May June July August April May June July August April May June July August
book2Bill ratio 2009
2.5
2.0
1.5
1.0
0.5
0.0
April May June July
Note: updated 12th Aug. For the end of August, better results are expected

12. Summing it all up
By taking time to understand off-portal
publishers, their ad inventory and users,
Todacell improves campaign conversion
efficiency for Advertisers, while raising
Ad Revenue for Publishers
2009©Todacell Ltd.

13. The Company
 Established – 2007
 investments ~ $2M
 Israel, USA offices
 Backed by Afterdox,
Fore Group, Private
Angels.

14. Status and Road map
Status: Roadmap:
 Ad Network in service  Platform for Advertisers
 300M Ads a month  Advanced Analytics
 2B inventory (>50% USA)  Expand US, UK
 100% uptime branches

15. Go-to-Market plan
Now In 2 years
Impressions / month 300M 2B The top of TAM iceberg
Publishers 15 100 High value inventory
Mobile Agencies 14 80 High conversion rates
Yearly Revenue $200k $10M Profitable

16. Management Team
 Dubi Levanon – Chairman, 25 years senior executive in Telecom, including ECI Telecom,
Comverse and Optibase. Founded & headed a startup for Broadband Services. Currently a
Partner in Afterdox, representing it in Todacell.
 Moshe Vaknin - Founder & CEO, 22 years in Telecommunication and interactive
advertizing. before Toda!cell founder & CEO of CheckM8, a company in the online advertising
space.
 Michael Shleifer - CTO, 10 years in depth knowledge in internet software development
managing complex projects involved user interface analysis, program structure, data base
design and a strong knowledge of Java applications. M.Sc. In Computer Sc.
 Zvi Eshel - VP Products, 20 years of experience, VP Professional Services at e-Sim Inc.
Director of Training for Emultek Ltd. , consulted to Sony Ericsson, Samsung, Nokia and
Qualcomm in MMI simulation software.