Intro to Tapjoy
description
Transcript of Intro to Tapjoy
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Introduction to Tapjoy
Aaron ChoiHead of Shanghai Operations
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Agenda
1. Mobile Facts
2. Intro to Tapjoy
3. Tapjoy Network Audience
4. Distribution
5. Monetization
6. Selected Cases
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1.) Mobile Facts
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Apps are the Dominant Mobile Media
Source: Zokem, inMobi
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Usage is Persistent Throughout the Day
• 85% of consumers “can’t live without their smartphone”
• 88% of consumers “use their smartphone every day”
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Source: Interpret: Mobile App Attitudes & Usage and Segmentation Research, February 2012
Consumers are Willing to Engage with Ads to Get PREMIUM Content
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Source: Flurry Analytics, Dec 2011; Nielsen, 2011
Mobile Gaming is the #1 App Activity
U.S. Mobile App Consumption, Time Spent Per Category
Consumers average 47 minutes per day playing games
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2.) Intro to Tapjoy
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Founded: 2007
Headquarters: San Francisco
Offices: US, UK, France, China, Japan, South Korea
Reach: 1+ billion mobile consumers on Android, iOS, Windows Phone 7 & HTML5
Funding: $70.5 millionJ.P. Morgan Asset ManagementRho VenturesNorth Bridge Venture PartnersInterWest PartnersD.E. Shaw Ventures
Tapjoy
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Tapjoy: Core Services
Discovery Engagement Monetization
Tapjoy is the leader in mobile app Distribution, Engagement, and Monetization
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Intro to the Tapjoy Network
6,100+Apps in the Tapjoy Marketplace
1,200,000Daily Ad Engagements
150 millionUsers reached in Asia
390 millionMonthly Active Users
1+ BillionUnique Total Users
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Selected Tapjoy Advertisers
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Selected Tapjoy Publisher Partners
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3.) Tapjoy Network Audience
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Tapjoy Mobile Audience
1,000,000,000+
mobile devices
Female
Avg. age
College-educated
In Asia
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Expanding Beyond Gaming Apps
20%
of apps in the Tapjoy network are outside of the gaming category & growing!
Example Apps• Communication Apps unlock more text messages• Entertainment Apps unlock more songs• Productivity Apps unlock more slide templates
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4.) Distribution
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Distribution
• Our platform is a real-time live bidding network. Our network will tell you where your offer will be slotted based on current competition
• Manage all your campaigns from one dashboard, including rewarded pay-per-install, non-rewarded installs, featured ads, and video ads simultaneously
• Targeting Capabilities:
• Country level geo• Similar apps• Device and OS targeting
1.3 Million + Daily Conversions
For a single app:
30K-60K+ installs/day per App
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Pay-Per-Install
• Rewarded PPI offers represent the most significant revenue opportunity for mobile developers today and is the largest performing ad unit on our network.
• Free cross promotion for our publishing partners.
• Users can unlock additional content in your app while simultaneously discovering new apps.
• PPI on iOS is driven from Tapjoy.com
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Pay-Per-EngagementEncourage users to completespecific actions within your app.
For example, “Play to level 2”, “Complete Tutorial”, “Share on Facebook”, etc.
Re-target users who have already installed your app, and have them return.
Tap Defense Case StudyMotivate new users to install Tap Defense and advance to level 3.
Results: 70% new users advanced to level 1021% returned to game the next day 6% new users monetized on first day
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5.) Monetization
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Business Model: App Store Top 25 Grossing
8%
92%
16%
84%
24%
76%
4%
96%
12%
88%
13%
87%
IN-APP PURCHASE PRICING PREMIUM PRICING (PAID APPS)
UNITED KINGDOM FRANCE GERMANY
UNITED STATES CHINA TOTAL
Source: iTunes App Store, May 2012
In-App Purchase Pricing apps (F2P) make up majority of app store “Top 25 Grossing”
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1Tapjoy Mobile Value Exchange
I can earn coins by engaging with ads in Tapjoy’s Marketplace.
How it WorksI need more coins to build on my land in Triple Town.
1
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I can buy coins with real money.
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Tapjoy Helps Developers Improve Monetization
On average, only 5% of mobile users will purchase virtual goods with real money
Paying Mobile Users = ~ 5%
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other 95% of users!
Users can earn free virtual currency for in-app purchases in exchange for choosing to engage with an offer of their choice.
Tapjoy Monetizes the other 95% of Users
Non-Paying Mobile Users = 95%
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She can buy Pet Points with real money.
She can earn Pet Points by engaging with ads in Tapjoy’s Marketplace.
How it Works: Vivian needs more Pet Points to hire another employee in Pretty Pet Salon.
Tapjoy Value Exchange
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Vivian chooses to watch “The Avengers” movie trailer with Tapjoy and earns 59 Pet Points
Power of Choice
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Tapjoy Offerwall
• Multiple revenue streams, on one offerwall
• 100% Fill Rate
• Users Double “Opt-in” = User Consent & Intent
• Instant User Rewards
Offer Types:
Video
CPA
PPI
PPE
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Tapjoy Ad Units (In-App)
Standard Banners
Featured Banners(Full-Screen)
In-App Video
Offerwall
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Tapjoy.com
Revenues can increase 6x!
Tapjoy.com is a cross-platform, HTML5, app discovery and virtual reward site with
over 9MM registered mobile gamers
Tapjoy.com can earn developers even more revenue from their apps
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Many of our top developers promote Tapjoy.com inside their app with pop-up promotions
Tapjoy.com Promotions
Zombie Ace
Battle NationsKingdoms of Camelot
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6.) Selected Cases
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Glu Earnings Report: Direct Pay + Tapjoy
\
Tapjoy increased Glu’s percentage of monetized DAU by 2x!
Direct Pay
Gun Bros
Contract Killer
Glu’s %-of-DAU monetized through Tapjoy matched the %-of-DAU monetized from Direct Pay
Sum
Glu Average
*All figured are taken from on Glu Mobile’s Q1 Earnings Report
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Proprietary and Confidential Information of Tapjoy, Inc. Please do not copy or distribute. © Copyright 2011 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.
Thank you!
Aaron [email protected]