Mini pitch for Sidelines - Imprint

1. COMPANY CONFIDENTIAL
The world’s most engaging ad unit
Investor Overview August 2015
Imprint

2. COMPANY CONFIDENTIAL
1. Imprint engages its audience up to 10 times more than the average ad (80-160s vs. less than 15s) &
delivers 30-50% stronger performance across viewability, clickthroughs, and brand message recall
Executive Summary:
Sidelines has developed Imprint – the world’s most engaging native ad unit
2. Since its beta launch in February 2015, Imprint has:
• Generated $250K+ in revenue, with margins over 50% (on track to $1M+ by EOY 2015)
• Acquired customers such as Amazon, Disney, Com2uS, ESPN, Sony, and The Honest Co.
• Grown its distribution network from 15M uniques to 220M+ unique users
• Has grown its content pool to 12K+ pieces of unique content

3. 3
Online Advertising is fundamentally broken –
Ad formats are focused on tricking or forcing the user into viewing ads instead of
delivering engaging experiences that the user enjoys and cares about
Users are tuning out ads by developing banner blindness or by using solutions like
AdBlock

4. COMPANY CONFIDENTIAL
$10B
in 2015
$21B
in 2017
$65B
in 2015
The market for native ads is explodingThe market for display ads is still huge
The market for Online Ads is growing rapidly but advertisers are getting
diminishing returns as users tune out ads

5. COMPANY CONFIDENTIAL
The ideal digital ad should combine:
Scalable & Targeted
Distribution
Engaging Content
To be effective, digital ads need to entertain and inform the user while supporting
the advertiser’s objectives around messaging, scale and targeting

6. COMPANY CONFIDENTIAL
Display Native Content
Scalable + Cost effective
Viewable
Engaging Content
Scalable + Cost effective
Viewable
Engaging Content
Scalable + Cost effective
Viewable
Engaging Content
But advertisers are forced to tradeoff between engaging content and scale
Due to the limitations of current ad formats

7. COMPANY CONFIDENTIAL
Imprint
Scalable + Cost effective
Viewable
Engaging Content
Encourages interactions
(clicks, view etc.)
Introducing Imprint -
A vehicle for high-quality branded content that can scale infinitely by plugging into
any site, ad network or ad server
Content
(engagement +
quality)
Display
(scalable + cost effective)
Native
(viewable +
contextual)
Imprint

8. COMPANY CONFIDENTIAL
How to balance your teens and toddlers pulling
you in different directions when on vacation?
Ryan Franklin
When you have children in different stages of life, vacations seem to be a constant balancing act for parents. You begin to question
your own judgement. Is the activity too juvenile for the teens in the family, or is the opposite true? When we first began planning our
trip to Disney, the older teenagers laughed at the idea. In essence, they said, “We are going on a kiddie vacation!” Wrong. Finding a
common ground is a great way to engage all age groups.
Groups My husband took the older children, and I took the younger children. We realized early that we couldn’t travel in one group all
day! Before visiting the park, we talked about some rides everyone could go on. Remember to review your rules and expectations.
Buddy System This was a great way to allow the older teenagers freedom to decide their day. But, have them check-in hourly. Having
a way to communicate and set check-in times, allows you to keep track and be involved in their day.
What are some other ways you have made your vacation work within a multi-aged family? to take on this task and if so how do you
choose the right one?
VISIT
Give your family a magical
Disney vacation - on a
budget!
PR O MO T ED BY D ISN EY PAR KS
Native placements
Created by Sidelines’ experts
Bite-sized discussion posts
Relevant to brand messages
Original Sidelines content
An Imprint :
Packages Original Sidelines Content, along with the advertiser’s Brand Assets into a
customizable Natively Placed unit that adopts the look-and-feel of its host page
Images Videos Slideshows
Infographics Social
Brand assets
Programmatic targeting +
optimization
Plugs into any site, ad network,
or ad server
220M+ current reach

9. COMPANY CONFIDENTIAL
The Sidelines Content Platform is the Engine of the Imprint -
Generating quality original content that gets injected into Imprint at $4 per 1000 words
Scalable:
New 1000-1500 word posts on
any topic created in < 36 hours
Expert Contributors:
Content (Posts) created by an
elite social network of experts
and influencers on Sidelines’ Con
tent Platform (sidelinesapp.com/c
ontributor)
High Volume:
12K+ posts available for
campaigns – increasing every
day
Bite-sized Posts:
Content is in form of discussions
– comprising a topic and several
50-100 word opinions

10. COMPANY CONFIDENTIAL
Performance impact -
Imprint delivers 10x more engagement & 30%-50% higher message recall, viewability,
interactions, and brand recognition than industry averages
80 - 160 sec
0.3 - 2% 0.01 - 1%
Time spent
Interactions
(clicks, views, etc)
5 - 10 sec
Brand
message recall 58% 28%
Imprint
(avg)
Industry
(avg)
83% 55%
Brand
message recognition
engagement time (seconds)
recallrate(%)
0
18
35
53
70
0 7 15 23 30 38 45 53 60 75 90 100 115 130 145 160 175 200
Imprint avg
industry avg

11. COMPANY CONFIDENTIAL
Economics

12. COMPANY CONFIDENTIAL
Imprint campaigns are priced on a simple CPM-based model that delivers
strong ROI to brands and high margins to Sidelines
10M @ $6 vCPM
Distribution Cost $25,000
Content generation Cost $120
Sample Campaign Economics
Viewable Impressions / month
Sidelines Margin $34,880 (58.1%)
Unique Viewable
SEU Impressions:
10 million
Imprint
Clickthroughs:
100,000+
Avg. Time Spent
Per User:
80 - 160 seconds
Original Sidelines
Posts:
25 (~30,000 words)
Weekly reports
with audience
insights and BI
Unique
Placements:
6000+
Campaign Revenue / month $60,000

13. COMPANY CONFIDENTIAL
Imprint’s customer base is growing rapidly
Current
Proposal
Active Leads
Recurring

14. COMPANY CONFIDENTIAL
Revenue is steadily growing due to growth in new and recurring customers,
as well as increase in the price of the Imprint
$0
$350,000
$700,000
$1,050,000
$1,400,000
Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
June 2015
$0
in 2014
$2.50
Imprint CPM Feb 2015:
Banner creatives only
$10
Imprint CPM April 2015:
Rich media creatives introduced
(GIFs, Social Posts, Comic Strips)
$20+
Imprint CPM Q4 2015:
Video creatives introduced
$250K+
June 2015 YTD
Revenue
$1.5-2M
2015 Projected
Revenue
$12M+
2016 Projected
Revenue