1. Leveraging TV and YouTube forYour User AcquisitionCampaignsMichael Puriz,Senior Strategic Partnerships ManagerAppLiftWednesday, September 24, 2014AppLift.com 1

2. Whos speaking?Thomas SommerSr. Content Marketing ManagerMichael PurizSr. Strategic Partnerships ManagerAppLift.com 2 3. About AppLiftThe leading mobile games marketing platform300+ GamePublishers400+ GamesAdvertised2,500+ MediaPartners100%mobilegamesWe are a team of 130 mobile gameenthusiastsWe are headquartered in Berlin withoffices in San Francisco and SeoulROI focusAll keymarketsWe come from 25+ countries and speak20+ languagesWe are backed by Prime Ventures andHitFox Group with USD 20M investmentAppLift.com 3 4. AppLift.com 4 5. AgendaWhy TV is the next big Marketing ToolCurrent Evidence for TV SuccessTV and Digital Media A perfect FitHow to plan your TV campaign123456Advertising on YouTube the right wayHow can AppLift support your TVand YouTube Marketing effortsAppLift.com 5 6. Why is TV relevant and how does it work?How YouTube can push your marketing mix to the next levelAppLift.com 6 7. TV is still the most relevant advertisementmedium and said to maintain position 1MEDIA PENETRATIONTV Penetration Smartphone Penetration0 20 40 60 80 100USAUKKoreaGermany9080706050403020100US ADVERTISING MEDIA MARKETSIZES 2013 ( IN BN. US$)2013 2018TV drives71%of all paidmediaeffectsTV causes77%to have anemotionalreactionTV creates88%of companyreputation(paid)Marketingon TV isrememberedby89%Source: Our Mobile Planet; NationMaster , PWC Global Entertainment & Media Outlook: 2014-2018, POETIC D2D/Thinkbox 2013AppLift.com 7 8. TV will support mobile user acquisition andbuild a powerful brandTV allows you to reach the MainstreamSmartphone Users, not reachable on Mobile2/3 of population find ads displayed on TVmore trustworthy2/3 believe, products advertised on TV havehigher quality85 % use mobile devices while watchingTV (multiscreeners)82% of multiscreeners conductaction after TV Commercial3 2 11Source: Screen Life 2014, Adobe: 2014 Mobile Consumer Survey, Vibrant Media Study, Dartmouth StudyAppLift.com 8 9. TV spending correlates with organicdownloads and has positive ROI 2TV functions as a burst-likecampaign without incentROI on TV ads increases dueto multi-screening viewinghabitsNumber of brand searchesincreased by 33% in last 3 yrsDownloads TV SpendingAppLift.com 9Source: AppLift data, Ebiquity/Thinkbox: Payback 4: Pathway to Profit 10. TV campaign boosts end-to-end CR,making offers more attractive for publishersStart of TVC, 05.06.AppLift data on corresponding* Calculated as Median before TV Campaign vs. Median during TV Campaign+ 280 %2AppLift.com 10 11. 2AppLift.com 11 12. TV + mobile user acquisition make for apowerful teamYou reach the vast majority of yourtarget groupYou create a powerful and trustworthybrand image that sets you apartYou climb the download charts,triggering a significant number oforganic, not-incentivized installsYou support your mobile UAcampaigns by increasing conversionratesYou make your offer more attractivefor Publishers inventory2AppLift.com 13 13. TV x digital media make for powerful brandadvertisement50%GreaterROIthan TVonly95%StrongerMessageAssociation58%HigherActionIntent74%Higherbrand recallusing allplatforms3AppLift.com 14Source: Nielsen Brand Effect 2013, SMG Twitter Social TV Lab, 2013, Google, Better together 14. Each step of the value chain needs to befine-tuned and closely integratedNegotiate CampaignMedia PlanCreate spotMeasure Airing &DownloadsOptimize / EvaluateCampaign Ensure Game-Audience-Fit Commercial Model / Discounts Account for seasonality Know your LTV Find the right TVNetwork/Channel Identify optimal placement Reserve rights to influence What is your Media Strategy? Length of campaign / frequency Know your audience Create suitable MediaStrategy Know regional regulation Adapt to local viewing habits Dont subsidize competitors Plan in advance Tell a compelling story Create a powerfulbrand image Airing times in Media Plan aresubject to change Time Period for tracking iscrucial What to measure? Create a basis fordecision-making Attribute the rightdownloads Measure overall ROI Analyse results Switch spot placement Draw right conclusions Hit the right time for optimization Know your KPIs4AppLift.com 15 15. Tracking of organic downloads helpsoptimize spot placement for betterperformanceStart of TV spotStatisticallysignificant TV installsBaseline of organicinstalls4Based on detailed installs reports, all installs within a 15 min timeframe will be attributed to thespot, if they are above an avg. baselineAppLift.com 16 16. Evaluate a TV campaign based on its entireresultsTriggered organicinstallsTV-triggered organic installscontribute to the overall campaignROIIts quality rather than quantity ofinstalls that make a campaignsuccessfulAttributed TVinstallsUse branding KPIs to get the fullpictureBaselineTV campaigns need to be assessed on multiple levels in order to make an educated evaluationas to whether they have been successful or notAppLift.com 17 17. Why is TV relevant and how does it work?How YouTube can push your marketing mix to the next levelAppLift.com 18 18. Ad spending on mobile video to reach $6bn in2018 with YouTube being the most popular websiteDigital video ad spendingbn, 2011-2018, US, by format234CAGR29.2%67891262011 2012 2013 2014 2015 2016 2017 201850% mobilevideo adspending5Top 10 online video properties% of UU based on Google, 2014, US/Germany66%37% 31% 28%100%46%15% 21%n/aGoogle Facebook AOL Yahoo VEVOUSGermanyFrequency of visits on YouTube vs others%, March 2013, USYouTube Other video sites22% 28%10%67%41%8%19%6%Every day Few times perweek~Once a week Few times permonth or lessMobile video will become more relevant in the near future with YouTube already now being themost dominating platform in terms of use and advertisement.Source: emarketer, 2013; beet.tv, 2014; comscore, 2014AppLift.com 19 19. YouTube is the dominating video platform on aglobal scaleGlobally >1bn uniqueusers per month> 6bn hoursof videoare watchedper monthIn 2013, 40% of traffic wasmobile (up from 25% in 2012)and we expect it to reacheven 50-60% in 201480% of trafficcomes fromoutside of the USYouTube has become the worlds second largest search engine behindGoogle and the third largest social platformSource: YouTube, 2014; Forbes, 2013; own market feedback5AppLift.com 20 20. Campaigns need to be planned thoroughly inaccordance with the viewers expectationsPlan VideocampaignAdjust format totrends and channelDesign and createspotMonitor, optimize,analyze5 Ensure Game-Audience-Fit Clearly communicate dos anddonts Find the right YouTubeinfluencer and channel Reserve rights to influence Do not miss out on latestYouTube trends Know the influencerand the audience Find up-to-date formatsand pick up trends Have a close look on the storyof the video Make sure tracking worksproperly and the influencerimplements it correctly Integrate the game eitherwith or without gamefootage Implement the trackinglinks Have a close look on daily views in relation to clicks and downloads Most traffic comes within 5-7 daysAppLift.com 21 21. A powerful marketing-mix will increasebrand value and drive quality downloadsAppLift has substantial partnerships in relevant markets and is constantlybroadening its horizon for your maximum exposureA continuous TV campaign will be accompanied by relevant mobile UA,Social Media exposure and rightly timed YouTube influencer videosThe marketing effect will be multiplied due to the reciprocal influence of thestandalone campaigns6AppLift.com 22 22. Key Info TV Campaign GER Recommended Budget: 250.000 USD Estimated Views: ~ 20 million* Possible Placement: 4 German Channels(Free/Pay-TV) Content: Sitcoms, Crime Series,Blockbuster Movies, Music, Reality TV, Sport Demographic: Male, Female, Young Adults, 16-39 Flight length: 2 weeks In the budget included are: Production of 20-25 sec TV spot Creation of Media Plan, specifically aiming at your target group Media buying on said TV channels Monitoring of airing times and download tracking Optimization of campaign according to gathered data In-depth cross channel analysis* Based on historical data, minor alternations may occur during media buying process6AppLift.com 23 23. Key Take-awaysTV is the only medium that can build a powerful & trustworthybrandIt positively affects CR of mobile UA, hence leading to moredownloads and a more attractive offer for publishersIn conjunction with mobile UA, TV can reach the vast majority ofyour target group, specifically the mainstream smartphone usersCombined with other digital media the positive effect is reinforcedeven more, resulting in brand recognition and higher ROI123456Conducting & Analysing a TV campaign involves many stepsthat need to be coordinated carefullyAdvertising on YouTube through influencers can raise yourcampaign to the next level, especially in connection with TVAppLift.com 24 24. Questions?AppLift.com 25 25. Thanks for yourattention!AppLift.com Berlin | Seoul | San Francis2co6