Rethinking the Delivery and Reception of Advertising - Presentation by Chris Cunningham, Co-Founder & CEO of appssavvy at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

1. rethinking the delivery and reception of advertising

2. Up and to the right:
- Display-related advertising revenues $6.1B, up 9%
- Mobile soared to $3B, representing triple-digit growth at 145%
- Digital video took in $1.3B, up 24%
Source: IAB Internet Advertising Revenue Report, prepared by PwC US, 2013 First Six Months’ Results

3. But…
- Strong growth without any major innovation!

4. That is, until recently…
- Thanks to the category of Native Advertising!

5. Here’s why!
- Native advertising is reshaping the delivery and reception of
advertising by putting a greater emphasis on the user experience

6. The #s don’t lie…

7. For 6 years, we’ve been focused on making advertising better.
We empower brands to reach people:
within natural breaks of activities
when they are most receptive
in real time

8. display advertising as we know it…

9. shop
achieve
watch
play
send
complete
invite
view
share
purchase
boost
message
download
consume
create
gift
buy
level up
collect
sell
receive
comment
visit

10. what users are doing today –– native activities
gaming
pinning
listening
sharing
tweeting
checking
in

11. our solution
• Instead of impressions, we focus on users’ native activities.
• Instead of cookies, we focus on timing and context
• Our platform disrupts industry standards of when and how digital advertising is delivered,
enabling publishers and advertisers to leverage activity-based advertising across desktop and
mobile at scale.
for publishers
for advertisers
adtivity enable publishers to create, optimize, and
appssavvy provides advertisers with a new way to
monetize new display advertising opportunities,
reach their target audience, delivering high-
reaching people as they perform activities (we give
performing (20x industry average), center-of-the-
them tools to manage their inventory better.)
experience display ads

13. how does adtivity work?

14. 1. Play game
2. Complete round
3. Ad displayed
4. Return to game

15. insights into people’s real-time activities
allow for better advertising

16. Intelligent Audience Targeting
brand objective
intent
why is activity performed?
action
what is the activity performed?
object
what is the action performed on?
campaign goals
call-to-action
purchase funnel

17. top activities users performed when engaging with your ad
ad experience
168
create
145
142
share
music stations, status updates, photos, videos, reviews
giving gift, posting photos and videos, articles, audio
communicate
send message, post on status, send e-mail, chat invite
1. Optimize creative & activity targeting
110
million
6
%
2. Run brand study

18. ‘Ahh Giver’ ad experience
top activities users performed
when engaging with your ad
1.10
%
130
CTR
2.75
%
CTR
1. Optimize creative & activity targeting
2. Run brand study
share
114
109
achieve
giving gift, posting photos and videos, articles, audio
level-up, high score, finish level, complete game
play
audio, video, slideshow, start level, mission, compete

19. Thank You!
Chris Cunningahm
e: chris@appssavvy.com
t: @chrisappssavvy