2. An Undeniable Shift to Mobile
By 2014, mobile internet should take over desktop
internet usage
1) Facebook: over 50% of traffic now occurring on mobile
devices.
2) Twitter: 60% of traffic garnered on mobile.
3. A Medium Ripe for Disruption
Effective CPM, Desktop vs. Time Spent by Consumers
Mobile 2011 Ad Spend
43% 42%
$3.50
26%
25%
22%
15%
11% 10%
$0.75 7%
1%
Mobile Mobile
Desktop Radio TV Web
Print
Advertising hasn’t yet caught up to the eyeballs on Mobile
4. Mobile Advertising is Broken
• Apps are not monetizing well
• Banner ads are largely ignored and ineffective
• Converting online (desktop) ad formats to
mobile does not work
5. Mobile Ecosystem is Unique &
Diverse
Each App Type has
specific characteristics:
• User actions
• Screen types
• App content
• UI/UX
• App behavior
1) Mobile has different user behaviors/experiences, use
cases & screen constraints than traditional web
2) App Types dictate Ad Formats
6. Ad Format is Highly Correlated with Monetization Potential
Incumbent Ways
• “One Size Fits All”
• Same ad formats as desktop web
• Ad content irrelevant to app
Yet ad formats were not
properly adapted to Mobile
7. An Ad Format’s Success is Tied to User Acceptance
BeThere Approach
• “Tailored Suit”
• Mobile 1st Ad Formats
• Fine matching of ad content to app
BeThere delivers a set of
innovative mobile ad formats
that drive engagement
8. Our Recipe: Unveiled
Ex: The
Inputs Weather
Channel
App Weather
Category App
Screen Home
Type Screen
Ad Translucent
Format Fade
Rich 81 Degrees
Targeting
metadata Criteria
Altamonte
Springs
12:45pm EDT
off mobile
device Highest Yielding Ad
Mobile Ad = [ Format ] + [ Placement ] + [ Content ] + [ User Action ]
9. BeThere is an Industry Multiplier
$20.6
BeThere is a major catalyst
for the explosive growth
projected in mobile
advertising
$3.3
2011
Mobile Ad Revenue (in $B)
2015
10. (User) Actions are Worth a Thousand $
BeThere supports 25 monetizable user actions across 5
major advertising verticals.
Cost Per [_____]
eCommerce Retail/Glocal App Installs
Brand Social Media
Awareness Engagement
11. Who We Are
Paul Gassée — Co-Founder, CEO
Entrepreneur-in-Residence, Benhamou Global Ventures
Co-Founder, Director, Business Development, OurStory.com
Jeff Schram — Co-Founder, VP Product Development
Director, Online Marketing/Business Development, Local Getaways
Director, Business Development, PaymentWall
Jeff Spurgat — Co-Founder, Chief Technology Officer
Software Manager, Motorola
Co-Founder, Full Audio (Acquired by AOL) & Cruise Technologies
Seth Socolow — VP Business Development
Director of Business Development, JumpTap
Executive Producer, SF, LA, & Chicago AppShows
Select Investors
Dali Kilani Seth Socolow Mark Schulze
12. Traction & Milestones
Achievements
• Initial Ad Trial generated 140% Uplift in CTR
• Signed Term Sheet/Contract Phase with Major Mall Operator -
Federal Realty (Stock Symbol: FRT, Mkt Cap = $6.9B, 2011 Rev>
$500M)
Q3 2012 Q4 2012 Q1 2013 Q2 2013
v1 (1st Ad Format) v2 (2nd Ad Format) v3 (3rd Ad Format) v4 (Ad Formats #4-7)
SDK, Ad Server, Self- Ad Trials Major Publisher Trials Full Team Secured
Serve Ad Portal
Publisher Portal
Prototype Complete
13. The Market Awaits...
We’re raising our angel round
• $300K in convertible debt to fund ad platform development &
market trials
• Minimum 6 months of runway at plan
• Seed Funding targeted for Q1 2012
Use of Proceeds
• Ad Platform Buildout
• Launch MVP
• Business Development & Publisher Recruitment
