Established in 2011, Plethora Mobile is 100% mobile media demand side platform (Mobile DSP). Our Real time Bidding (RTB) technology allows brands, agencies and app developers to access over 85 billion targeted impressions across 220+ countries. In just a year's time, we have delivered over 200 campaigns across 40 countries. With the mobile landscape changing on almost a daily basis, understanding and leveraging all the partners and solutions available in the space can be a job in and of itself. Whether it's a highly customized and targeted Rich Media campaign for a Fortune 500 brand, or a new start-up looking to drive downloads of their hot new app, Plethora Mobile DSP can help.

1. JUNE 2013

3. Real Time
Bidding
Multiscreen
Rich
Media
Dynamic
Rich
Media
Creation
Targeting
Re-Targeting
Flex Buying
CPC, CPM,
CPI
Mobile
Video
Real Time
Optimization
85+ billion Monthly Ad Requests
Track installs by Life Time Value (LTV)
Build custom White Lists of Publishers
Hundreds of Audience Segmentations

4. FEATURES
Real Time Bidding
Real Time Optimization
We buy targeted impressions resulting to
• Effective and efficient audience targeting
• Saving your money
• Higher Return on Investment
• Maximizing brand engagement
Our system handles up to 30,000 bid requests per
second across our RTB inventory sources.
Our state-of-the-art optimization tools are CTR, CPI
and CPA optimized to ensure you get the best
inventory at the most competitive prices.

5. FEATURES
We map iTunes and iab categories
that allows targeting them both in
real time thus making targeting
much easier and accurate!
1. Books
2. Business
3. Education
4. Entertainment
5. Finance
6. Games
7. Healthcare and Fitness
8. Lifestyle
9. Medical
10. Music
11. Navigation
12. News
13. Photography
14. Productivity
15. Reference
16. Social Networking
17. Sports
18. Travel
19. Utilities
20. Weather
Targeting Capabilities

6. BUY
ANALYZEOPTIMIZE
BUY
ANALYZE OPTIMIZE

7. US 12 billion
India 5 billion
Japan 2 billion
UK 3.5 billion
Canada 1.5 billion
Germany 1.5 billion
France 850 million
Australia 600 million
Spain 600 million
S.A 500 million

8. 129.4 MN
SMARTPHONES IN USA
55% OF US
POPULATION OWN
SMARTPHONES
61% OF MOBILE USERS
OWN SMARTPHONES

9. By end 2013, mobile ad revenue will increase to
$11.4 BN
Mobile on social network is growing- By
2014, Facebook will have mobile ad revenue of
$629 MM
Mobile ads are on consumer interactive devices-
Many smartphone owners have their devices near
them at all times ~30% smartphone owners shop
from their mobile
Bigger screen aren’t always better-According to a
research, iPhone had higher CTR than the Samsung
Galaxy Tab despite having a 6” smaller screen size
• Kindle Fire had highest CTR. Their users are “baby boomers” who tend to have
lower conversion rates.
• Apple and Samsung products are more popular with the 18-34 age
demographic who tend to shop online more and make purchases with a higher
average order value.
66BILLIONAPP DOWNLOAD
256MILLIONAPP USERS
25BILLIONMOBILE AD
REVENUE
11%
AD
SPEND
WILL BE ON
MOBILE
YEARSTO DRIVE SHIFT
18-
34
2016 = Year of opportunities
MOBILE IS GROWING

10. 43%
40%
29%
6%
16%
22%
11%
9%
1%
23%
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

11. TARGETING
Geo-locationDemographic Contextual Operating System Device
Carriers Browser Language Daypart

12. TARGET AUDIENCES BEYOND THEIR
MOBILE BEHAVIOR
CORPORATE EXECUTIVE
American Airlines Frequent flyer
ENTREPRENEUR
Checking out deals, coupons
STUDENTS
Updating status on social
networking sites

13. Profile: Auri Jackson
Occupation: Student.
Her story: I love backpacking
with friends
In her suitcase: Casual clothing,
a book, smart phone.
Girl power: I want to take in all
the world offers before I have
to face reality and start
working.
Profile: Mary Elizabeth
Occupation: House wife.
Her story: My life is all about my kids
and my family.
In her suitcase: Kid related
necessities, spare clothes, simple
games & snacks.
Girl power: I am a SuperMom!
Profile: Jane Smith
Occupation: Freelance graphic
designer.
Her story: Recently Engaged.
In her suitcase: Laptop, clothes,
sunglasses, sunscreen and
cosmetics.
Girl power: I don’t want a boss
and I want my independence.
(Example: Customized target audience for travel industry)
Coupon Clippers
“We want to save few dollars”
High Flyers
“We want someone to plan for us”
Profile: Paris Blatz
Occupation: Socialte
Her story: I love to party
and I have assistants who
do everything for me!
In her suitcases: Only the
most expensive designer
goods.
Girl power: Money is no
object & I have tons.

14. (Example: Customized target audience for travel industry)

15. PRIZM: Uncover
rich, comprehensive insights about
consumer behaviors, shopping
patterns and media preferences
with over 66 precise segments.
CONNEXION: It offers
household’s likelihood to
adopt new technology using
their video, voice, and data
purchasing preferences.

16. UPPER CRUST: The nation's most
exclusive address, Upper Crust is the
wealthiest lifestyle in America haven
for empty-nesting couples over 55
years old. No segment has a higher
concentration of residents earning
over $200,000 a year or possessing a
postgraduate degree.

17. Re-Target your ads to the same user no matter
where and when they come back.
Application #1, Day 1 Application #2, Day 2 Application #3, Day 3

18. Rich Media Partners:

20. User See Ad in APP User Clicks Video Video Plays
Video Plays without sound until it’s clicked on.
See example. http://creator.celtra.com/preview/3140

21. User Opens APP 15sec Video Plays Return to App
Video Plays without sound until it’s clicked on.
See example. http://creator.celtra.com/preview/3140

22. MOCIAL

23. Tapped 1x
Tapped 2x
Tapped, video played to 74%
No interactions
Install Tracking Partners: