3. Apps are the Dominant Mobile Media
Source: Zokem, inMobi
4. 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
5. 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.
7. 1Value Exchange at Tapjoy
She can buy coins
with real money.
She can earn coins by
engaging with ads in
Tapjoy’s Marketplace.
How it Works
Angie needs more coins to build on her land in TripleTown.
1
2
8. Consumers CHOOSE
• Brand defines the
desired activity
• Brand only pays for
completed engagements
• No media waste
CPA
CPA
CPI
CPV
CPE
10. TheValue Exchange Model Drives Brand Affinity
Source:“Incentivized Advertising,” SocialVibe, 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
consideration
against the
competition
32%increase in
likelihood
to buy the
product
11. 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
16. 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. TheValue Exchange Model Drives Brand Affinity
