In this webinar, learn how you can leverage the incredible reach of TV and YouTube as acquisition channels for your mobile games.

1. Leveraging TV and YouTube for
Your User Acquisition
Campaigns
Michael Puriz,
Senior Strategic Partnerships Manager
AppLift
Wednesday, September 24, 2014
AppLift.com 1

2. Who’s speaking?
Thomas Sommer
Sr. Content Marketing Manager
Michael Puriz
Sr. Strategic Partnerships Manager
AppLift.com 2

3. About AppLift
The leading mobile games marketing platform
300+ Game
Publishers
400+ Games
Advertised
2,500+ Media
Partners
100%
mobile
games
We are a team of 130 mobile game
enthusiasts
We are headquartered in Berlin with
offices in San Francisco and Seoul
ROI focus
All key
markets
We come from 25+ countries and speak
20+ languages
We are backed by Prime Ventures and
HitFox Group with USD 20M investment
AppLift.com 3

4. AppLift.com 4

5. Agenda
Why TV is the next big Marketing Tool
Current Evidence for TV Success
TV and Digital Media – A perfect Fit
How to plan your TV campaign
1
2
3
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Advertising on YouTube the right way
How can AppLift support your TV
and YouTube Marketing efforts
AppLift.com 5

6. Why is TV relevant and how does it work?
How YouTube can push your marketing mix to the next level
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7. TV is still the most relevant advertisement
medium and said to maintain position 1
MEDIA PENETRATION
TV Penetration Smartphone Penetration
0 20 40 60 80 100
USA
UK
Korea
Germany
90
80
70
60
50
40
30
20
10
0
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
TV creates
88%
of company
reputation
(paid)
Marketing
on TV is
remembered
by
89%
Source: Our Mobile Planet; NationMaster , PWC Global Entertainment & Media Outlook: 2014-2018, POETIC D2D/Thinkbox 2013
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8. 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)
82% of multiscreeners conduct
action after TV Commercial
3 2 1
1
Source: Screen Life 2014, Adobe: 2014 Mobile Consumer Survey, Vibrant Media Study, Dartmouth Study
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9. 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
Downloads TV Spending
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Source: AppLift data, Ebiquity/Thinkbox: Payback 4: Pathway to Profit

10. TV campaign boosts end-to-end CR,
making offers more attractive for publishers
Start of TVC, 05.06.
AppLift data on corresponding
* Calculated as Median before TV Campaign vs. Median during TV Campaign
+ 280 %
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11. 2
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12. TV + mobile user acquisition make for a
powerful team
You reach the vast majority of your
target group
You create a powerful and trustworthy
brand image that sets you apart
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 make your offer more attractive
for Publishers’ inventory
2
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13. TV x digital media make for powerful brand
advertisement
50%
Greater
ROI
than TV
only
95%
Stronger
Message
Association
58%
Higher
Action
Intent
74%
Higher
brand recall
using all
platforms
3
AppLift.com 14
Source: Nielsen Brand Effect 2013, SMG Twitter Social TV Lab, 2013, Google, Better together

14. Each step of the value chain needs to be
fine-tuned and closely integrated
Negotiate Campaign
Media Plan
Create spot
Measure Airing &
Downloads
Optimize / Evaluate
Campaign
• 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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15. Tracking of organic downloads helps
optimize spot placement for better
performance
Start of TV spot
Statistically
significant TV installs
Baseline of organic
installs
4
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
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16. Evaluate a TV campaign based on its entire
results
Triggered organic
installs
TV-triggered organic installs
contribute to the overall campaign
ROI
It’s quality rather than quantity of
installs that make a campaign
successful
Attributed TV
installs
Use branding KPIs to get the full
picture
Baseline
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
AppLift.com 17

17. Why is TV relevant and how does it work?
How YouTube can push your marketing mix to the next level
AppLift.com 18

18. Ad spending on mobile video to reach $6bn in
2018 with YouTube being the most popular website
Digital video ad spending
bn, 2011-2018, US, by format
2
3
4
CAGR
29.2%
6
7
8
9
12
6
2011 2012 2013 2014 2015 2016 2017 2018
50% mobile
video ad
spending
5
Top 10 online video properties
% of UU based on Google, 2014, US/Germany
66%
37% 31% 28%
100%
46%
15% 21%
n/a
Google Facebook AOL Yahoo VEVO
US
Germany
Frequency of visits on YouTube vs others
%, March 2013, US
YouTube Other video sites
22% 28%
10%
67%
41%
8%
19%
6%
Every day Few times per
week
~Once a week Few times per
month or less
Mobile video will become more relevant in the near future with YouTube already now being the
most dominating platform in terms of use and advertisement.
Source: emarketer, 2013; beet.tv, 2014; comscore, 2014
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19. YouTube is the dominating video platform on a
global scale
Globally >1bn unique
users per month
> 6bn hours
of video
are watched
per month
In 2013, 40% of traffic was
mobile (up from 25% in 2012)
and we expect it to reach
even 50-60% in 2014
80% of traffic
comes from
outside of the US
YouTube has become the world‘s second largest search engine behind
Google and the third largest social platform
Source: YouTube, 2014; Forbes, 2013; own market feedback
5
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20. Campaigns need to be planned thoroughly in
accordance with the viewers‘ expectations
Plan Video
campaign
Adjust format to
trends and channel
Design and create
spot
Monitor, optimize,
analyze
5
• Ensure Game-Audience-Fit
• Clearly communicate dos and
don’ts
• Find the right YouTube
influencer and channel
• Reserve rights to influence
• Do not miss out on latest
YouTube trends
• Know the influencer
and the audience
• Find up-to-date formats
and pick up trends
• Have a close look on the story
of the video
• Make sure tracking works
properly and the influencer
implements it correctly
• Integrate the game either
with or without game
footage
• Implement the tracking
links
• Have a close look on daily views in relation to clicks and downloads
• Most traffic comes within 5-7 days
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21. A powerful marketing-mix will increase
brand 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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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 process
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23. Key Take-aways
TV is the only medium that can build a powerful & trustworthy
brand
It positively affects CR of mobile UA, hence leading to more
downloads and a more attractive offer for publishers
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
even more, resulting in brand recognition and higher ROI
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Conducting & Analysing a TV campaign involves many steps
that need to be coordinated carefully
Advertising on YouTube through influencers can raise your
campaign to the next level, especially in connection with TV
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24. Questions?
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25. Thanks for your
attention!
AppLift.com Berlin | Seoul | San Francis2co6