AppLift.com 1

Leverage TV to build a Brand and deliver ROI on Ad Spend

Michael Puriz, Senior Manager Strategic Partnerships AppLift

Tuesday, January 12th , 2015

AppLift.com 2

About AppLift

300+ Game

Publishers

The leading mobile games marketing platform

400+ Games

Advertised

3,000+ Media

Partners

We are a team of 120+ mobile game enthusiasts

We are headquartered in Berlin with offices in San Francisco and Seoul

We come from 25+ countries and speak 20+ languages

We are backed by Prime Ventures and HitFox Group with USD 20M investment

100%

mobile

games

ROI focusAll key

markets

AppLift.com 3

About AppLift

Control your inventory with flexible access to our global demand through our

PubNative Exchange

Our native ads API gives you unmatched ad customization possibilities

without the hassle of an SDK

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Agenda

Why TV is right marketing tool for you

How to plan your TV campaign

Current evidence for TV success

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4 How can AppLift support your TV marketing efforts

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Why TV is relevant for Mobile Games promotions

Promoting your game on TV with AppLift

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TV is still the most relevant advertisement medium and said to maintain position 1

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Germany

Korea

UK

USA

MEDIA PENETRATION

TV Penetration Smartphone Penetration

0102030405060708090

US ADVERTISING MEDIA MARKET SIZES 2013 ( IN BN. US$)

2013 2018

TV drives

71%of all paid

media

effects

TV causes

77%to have an

emotional

reaction

Source: Our Mobile Planet; NationMaster , PWC Global Entertainment & Media Outlook: 2014-2018, POETIC D2D/Thinkbox 2013

TV creates

88%of company

reputation

(paid)

Marketing

on TV is remembered

by

89%

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TV will support mobile user acquisition and build a powerful brand

TV allows you to reach the Mainstream

Smartphone Users, not reachable on Mobile

2/3 of population find ads displayed on TV

more trustworthy

2/3 believe, products advertised on TV have

higher quality

85 % use mobile devices while watching

TV (multiscreeners)

GPs use TV as a means to transform

non-paying into paying users

82% of multiscreeners conduct

action after TV Commercial

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Source: Screen Life 2014, Adobe: 2014 Mobile Consumer Survey, Vibrant Media Study, Dartmouth Study

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TV spending correlates with organic downloads and has positive ROI 2

TV functions as a burst-like

campaign without incent

ROI on TV ads increases due

to multi-screening viewing

habits

Number of brand searches

increased by 33% in last 3 yrs

Source: AppLift data, Ebiquity/Thinkbox: Payback 4: Pathway to Profit

Downloads TV Spending

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TV campaign boosts end-to-end CR, making offers more attractive for publishers

Start of TV campaign

~3x

2

time

CR

TV commercials increase exposure among your target audience, resulting in your

mobile ads converting better

In effect, your offer provides higher eCPMs for publishers, making your game more

attractive

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TV + mobile user acquisition make for a powerful team

You reach the vast majority of your

target group

You climb the download charts,

triggering a significant number of

organic, not-incentivized installs

You support your mobile UA

campaigns by increasing conversion

rates

You create a powerful and

trustworthy brand image that sets

you apart

You make your offer more attractive

for Publishers’ inventory

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Each step of the value chain needs to befine-tuned and closely integrated

Negotiate Campaign

Create spot

Measure Airing &

Downloads

Optimize / Evaluate

Campaign

Media Plan

• Ensure Game-Audience-Fit

• Commercial Model / Discounts

• Account for seasonality

• Know your LTV

• Find the right TV

Network/Channel

• Identify optimal placement

• Reserve rights to influence

• What is your Media Strategy?

• Length of campaign / frequency

• Know your audience

• Create suitable Media

Strategy

• Know regional regulation

• Adapt to local viewing habits

• Don’t subsidize competitors

• Plan in advance

• Tell a compelling story

• Create a powerful

brand image

• Airing times in Media Plan are

subject to change

• Time Period for tracking is

crucial

• What to measure?

• Create a basis for

decision-making

• Attribute the right

downloads

• Measure overall ROI

• Analyse results

• Switch spot placement

• Draw right conclusions

• Hit the right time for optimization

• Know your KPIs

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Tracking of organic downloads helps optimize spot placement for better performance

Start of TV spot

Baseline of organic

installs

Based on detailed installs reports, all installs within a 15 min timeframe will be attributed to the

spot, if they are above an avg. baseline

Statistically

significant TV installs

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Evaluate a TV campaign based on its entire results

TV-triggered organic installs

contribute to the overall campaign

ROI

It’s quality rather than quantity of

installs that makes a campaign

successful

Use branding KPIs to get the full

picture

TV campaigns need to be assessed on multiple levels in order to make an educated evaluation

as to whether they have been successful or not

Organic Loyalty

Loop

Attributed TV

Installs show

high LTV

Baseline

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Why is TV relevant and how does it work?

Promoting your game on TV with AppLift

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Align TV campaign with mobile User Acquisition to maximize ROI

TV

(Awareness)

Mobile

(Conversion)

Instead of

distributing mobile

UA randomly...

...align it directly

with TV spot airing

times

Using AppLift’s Trading Desk you can target your key audience most effectively, capitalizing

on the branding effect generated by the TV campaign

Mobile ads will be placed precisely after each TV spot in order to maximize both, viewer

exposure to your game and resulting ROI

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Marketing

Funnel

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A powerful marketing-mix will increasebrand value and drive quality downloads

AppLift has substantial partnerships in relevant markets and is constantly

broadening its horizon for your maximum exposure

A continuous TV campaign will be accompanied by relevant mobile UA, Social

Media exposure and rightly timed YouTube influencer videos

The marketing effect will be multiplied due to the reciprocal influence of the

standalone campaigns

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Key Take-aways

TV is the only medium that can build a powerful & trustworthy

brand

In conjunction with mobile UA, TV can reach the vast majority of

your target group, specifically the mainstream smartphone users

Combined with other digital media the positive effect is reinforced,

resulting in brand recognition and higher ROI

It positively affects CR of mobile UA, hence leading to more

downloads and a more attractive offer for publishers

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5 Conducting & Analysing a TV campaign involves many steps

that need to be coordinated carefully

AppLift.com 18AppLift.com Berlin | Seoul | San Francisco

Thanks for your attention!