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Case Study, Speaker — Mihir Shah (Tapjoy)


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CM Summit (May 15, 2012)

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Case Study, Speaker — Mihir Shah (Tapjoy)

  1. 1. Recent Recognition Tapjoy recognized among the world’s Most Innovative Companies by Fast Company World’s Most Innovative #27 Company #1 Most Innovative in Gaming #2 Most Innovative in Mobile See full Fast Company article here
  2. 2. Apps are the Dominant MobileMedia 117 mins 85% Time spent in apps Users spend on average nearly two hoursper day consuming media on their mobile devices.Source: Zokem, inMobi
  3. 3. Mobile Media ChallengesChallenge 1: Marketing at ScaleChallenge 2: Driving Meaningful Engagement with Consumers
  4. 4. Value Exchange at Tapjoy – Ex: Triple Town How it Works: Annie needs more coins to build on her land in Triple Town. 1. She can buy coins with OR 2. She can earn coins by engaging with real money. ads in Tapjoy’s Marketplace.
  5. 5. The Tapjoy MarketplaceExperience CPA • Consumers choose which branded ad they want to engage with CPV • Brand defines the desired activity CPA • Brand only pays for completed engagements CPE CPI • No media waste
  6. 6. Drive Post View Secondary Actions Pre-cached Video Plays In-app Fandango Movie Tix Fandango Movie Tix Earn59 Buoys Earn59 BuoysAdditional Tapjoy Solutions – Video Views Groupon Deals Groupon Deals Earn74 Buoys Earn74 Buoys Sign Up For Netflix Sign Up For Netflix Earn3018 Buoys Earn3018 Buoys Tapjoy Marketplace
  7. 7. The Value Exchange Model Drives Brand Affinity Source: “Incentivized Advertising,” Social Vibe, 2011, Archetype Media, Inc 6, Oct. 2011
  8. 8. Case Study: PepsiCo’s Lipton Brisk®Objective: Drive downloads of the Brisksaber app • PepsiCo defined engagement as a download and launch of the Brisksaber app. • Campaign targeted males 18-34 across Tapjoy’s US network. • Consumers received premium content experiences as a result of downloading the Brisksaber app. • PepsiCo only paid for app installs where users both opened and tried the app, creating zero media waste.
  9. 9. Case Study: PepsiCo’s Lipton Brisk®The Results:
  10. 10. Key Takeaways1. Consumers Choose to Interact with Brands while immersed in their passion which creates affinity and no media waste1. Brands Define the Activity Desired – Watch HD Video – Download a Coupon – Sign-up for a Loyalty Program – Download an App – Sweepstakes Entry2. Brands only Pay when the Desired Engagement is Completed3. The Value Exchange Model Drives Brand Affinity