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SceneFlash
- 1. Smart Targeting for the Second Screen SceneFlash Confidential
- 2. Team Robert Quinn: CEO Luis Galvez: Marketing VP Eight-year CTO, Epocrates (IPO) Marketing Director, Warrior Films VP, InPart Design (acq. by PTC) Communications Director, Rescue Reel Senior Manager, IBM Business Development Analytics, AI, Cognitive Modeling Geppy Parziale: Mobile Architect Sudhir Rao: Server Architect Senior iOS/Mac Engineer, Apple Inc. Lead Rails Developer, Success Factors Co-founder, iNVASIVECODE Senior App Engineer, Cisco Head of iOS Eng at Chirpr
- 3. A major business... ...of the last decade: Contextual Web Ads The Context “Screen” The Ad Space eneFlash Confidential
- 4. A major business... ... of this decade: Contextual Second-Screen Ads The Context The Ad Space SceneFlash Confidential
- 5. Why now? Mobile Commerce is exploding. Over a third of women made over half their 2011 holiday purchases on mobile devices. PayPal saw a more than sixfold increase in global mobile-payment volume on Black Friday, much of it at home. Mobile ad tap-thru spikes in prime time, with high conversion rates. SceneFlash Confidential
- 6. Introducing We analyze all contexts We mine the libraries of TV shows and movies for great mobile Ad and mCommerce launch points, map them to live, high-yield brand and mCommerce links, and deliver them to our mobile app or yours in sync with the Univision show SceneFlash Confidential
- 7. We create connections We anticipate questions related to every scene and answer them in sync with the action and keep viewers deeply connected with their shows “ Who is that actress? Where can I buy that dress? Where have I seen her before? What have my friends said about this episode? Where did they film this? ” SceneFlash Confidential
- 8. We create opportunities We identify the marketing launch points and map them to high-yield mAds and mComm links “ Who is she dating now? Who is that actress? What brand is that leather jacket? What happened in the last episode? Where can I buy that computer? ” buy now SceneFlash Confidential
- 9. Smart Targeting When our app tells our server: In March, 2012, a woman in her 30’s with a tap history of fashion and travel interest is watching a fashion-centric scene of her favorite show Using our title scene repository and rulebase, we dynamically identify for that date, viewer and scene: 1. Highest-yield mAd and mComm category (travel? handbag?) and the 2. mAd network and mComm sources with the • best-match inventory for scene and viewer • highest publisher % • most mobile-friendly UI SceneFlash Confidential
- 10. Business Model SceneFlash App to Synced companion app Served SceneFlash Server Rev share $in Time-stamped content, contextual ads, mCommerce links for TV shows and movies Rev share $out Partner Provides visibility for app in electronic programming This is Santa Monica Beach guide if available on tablet This beach is ten or smartphone minutes from LA. Win a trip for two to LA The Porsche 911 Turbo The 911 has a top speed of 189 mph with the top down. Mobile Commerce set Test. Drive. This. to reach $31B by 2015* * eMarketer Digital Intelligence, January 2012 SceneFlash Confidential
- 11. SceneFlash Scalability Independent Process Content Team No dependency on studios or networks Crowd of low-cost part-time means we can set our own fast pace contractors with targeted expertise Unique Software Increasing Efficiency Powerful development software enabling Cost and time per title decrease efficient parallel content development with growing repository of data
- 12. Competitive Advantages Engaging, original, scene-specific content at scale Founder experience with software-supported ‘human content assembly lines’ Most precise and comprehensive targeting Scene context, user tap analytics, mTail rule base Marketing opportunities creatively mined and mapped to high- conversion contextual ads and deep mComm links Fashion, Accessories, Furnishings, Gadgets, Cars, Travel, Services Focus on time-shifted viewing enables focus on deep title base without partnership and process hurdles Current, back-catalog, international-- with no studio/network bottlenecks
- 13. Roadmap and Financials Develop SceneFlash SceneFlash Beta Distribution Content Studio V2 Studio V2 iOS Content Beta Test Partnerships Build-out 4Q11 1Q12 4Q12 Now By YE2013 Break even Target: 50 TV Episodes, 10 films per month At YE2013 Gross revenue per title : $10000+ Content cost per title : $500-$1700 $750K in seed funding for content and team build out, server software, Need: Ad network and affiliate partnerships, and publishing partner integration.
- 16. Audience Segmentation Content/Ad Mobile Commerce At-Home Ad Network/Agency Publishers Site/Dealer Viewer Establish SceneFlash as Establish SceneFlash as Establish SceneFlash as Marketing Establish SceneFlash as an a key partner for Second the preferred living room the TV viewers sole Objective ideal system for ad metrics Screen Viewership link to mCommerce sites second screen option At-a-glance answers Engagement to questions about Metrics boost from targeting Stickiness actors, story, location, individual viewers in context Monetization Referrals for mobile fashion, props, music, with TV/Movie content (Ad revenue share) Value and online purchase of etc. Proposition products, services and Analytics intelligence from 2nd Screen Adoption local deals Easy, in-the-moment embedded product and tap access to product info data Nondisruptive and purchase advertising
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