TV advertising is an effective way to build a brand and increase ROI on ad spend for mobile games. TV reaches a wide audience, including mainstream smartphone users. When combined with mobile user acquisition that is precisely timed to airings, TV can maximize exposure to the game and boost conversion rates. A successful TV campaign requires planning, measuring, and optimizing across the entire marketing funnel to fully realize quality downloads and ROI over time. AppLift supports mobile game marketers with TV partnerships and capabilities to integrate TV and mobile campaigns.

1. AppLift.com 1
Leverage TV to build a Brand
and deliver ROI on Ad Spend
Michael Puriz,
Senior Manager
Strategic Partnerships
AppLift
Tuesday, January 12th , 2015

2. AppLift.com 2
About AppLift
300+ Game
Publishers
The leading mobile games marketing platform
400+ Games
Advertised
3,000+ Media
Partners
We are a team of 120+ mobile game
enthusiasts
We are headquartered in Berlin with
offices in San Francisco and Seoul
We come from 25+ countries and speak
20+ languages
We are backed by Prime Ventures and
HitFox Group with USD 20M investment
100%
mobile
games
ROI focus
All key
markets

3. AppLift.com 3
About AppLift
Control your inventory with flexible access to our global demand through our
PubNative Exchange
Our native ads API gives you unmatched ad customization possibilities
without the hassle of an SDK

4. AppLift.com 4
Agenda
Why TV is right marketing tool for you
How to plan your TV campaign
Current evidence for TV success
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4 How can AppLift support your TV marketing efforts

5. AppLift.com 5AppLift.com
Why TV is relevant for Mobile Games promotions
Promoting your game on TV with AppLift

6. AppLift.com 6
TV is still the most relevant advertisement
medium and said to maintain position 1
0 20 40 60 80 100
Germany
Korea
UK
USA
MEDIA PENETRATION
TV Penetration Smartphone Penetration
0
10
20
30
40
50
60
70
80
90
US ADVERTISING MEDIA MARKET
SIZES 2013 (IN BN. US$)
2013 2018
TV drives
71%
of all paid
media
effects
TV causes
77%
to have an
emotional
reaction
Source: Our Mobile Planet; NationMaster , PWC Global Entertainment & Media Outlook: 2014-2018, POETIC D2D/Thinkbox 2013
TV creates
88%
of company
reputation
(paid)
Marketing
on TV is
remembered
by
89%

7. AppLift.com 7
TV will support mobile user acquisition and
build a powerful brand
TV allows you to reach the Mainstream
Smartphone Users, not reachable on Mobile
2/3 of population find ads displayed on TV
more trustworthy
2/3 believe, products advertised on TV have
higher quality
85 % use mobile devices while watching
TV (multiscreeners)
GPs use TV as a means to transform
non-paying into paying users
82% of multiscreeners conduct
action after TV Commercial
123
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Source: Screen Life 2014, Adobe: 2014 Mobile Consumer Survey, Vibrant Media Study, Dartmouth Study

8. AppLift.com 8
TV spending correlates with organic
downloads and has positive ROI 2
TV functions as a burst-like
campaign without incent
ROI on TV ads increases due
to multi-screening viewing
habits
Number of brand searches
increased by 33% in last 3 yrs
Source: AppLift data, Ebiquity/Thinkbox: Payback 4: Pathway to Profit
Downloads TV Spending

9. AppLift.com 9
TV campaign boosts end-to-end CR,
making offers more attractive for publishers
Start of TV campaign
~3x
2
time
CR
TV commercials increase exposure among your target audience, resulting in your
mobile ads converting better
In effect, your offer provides higher eCPMs for publishers, making your game more
attractive

10. AppLift.com 10
TV + mobile user acquisition make for a
powerful team
You reach the vast majority of your
target group
You climb the download charts,
triggering a significant number of
organic, not-incentivized installs
You support your mobile UA
campaigns by increasing conversion
rates
You create a powerful and
trustworthy brand image that sets
you apart
You make your offer more attractive
for Publishers’ inventory
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Each step of the value chain needs to be
fine-tuned and closely integrated
Negotiate Campaign
Create spot
Measure Airing &
Downloads
Optimize / Evaluate
Campaign
Media Plan
• Ensure Game-Audience-Fit
• Commercial Model / Discounts
• Account for seasonality
• Know your LTV
• Find the right TV
Network/Channel
• Identify optimal placement
• Reserve rights to influence
• What is your Media Strategy?
• Length of campaign / frequency
• Know your audience
• Create suitable Media
Strategy
• Know regional regulation
• Adapt to local viewing habits
• Don’t subsidize competitors
• Plan in advance
• Tell a compelling story
• Create a powerful
brand image
• Airing times in Media Plan are
subject to change
• Time Period for tracking is
crucial
• What to measure?
• Create a basis for
decision-making
• Attribute the right
downloads
• Measure overall ROI
• Analyse results
• Switch spot placement
• Draw right conclusions
• Hit the right time for optimization
• Know your KPIs
3

12. AppLift.com 12
Tracking of organic downloads helps optimize
spot placement for better performance
Start of TV spot
Baseline of organic
installs
Based on detailed installs reports, all installs within a 15 min timeframe will be attributed to the
spot, if they are above an avg. baseline
Statistically
significant TV installs
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13. AppLift.com 13
Evaluate a TV campaign based on its entire
results
TV-triggered organic installs
contribute to the overall campaign
ROI
It’s quality rather than quantity of
installs that makes a campaign
successful
Use branding KPIs to get the full
picture
TV campaigns need to be assessed on multiple levels in order to make an educated evaluation
as to whether they have been successful or not
Organic Loyalty
Loop
Attributed TV
Installs show
high LTV
Baseline
3

14. AppLift.com 14AppLift.com
Why is TV relevant and how does it work?
Promoting your game on TV with AppLift

15. AppLift.com 15
Align TV campaign with mobile User
Acquisition to maximize ROI
TV
(Awareness)
Mobile
(Conversion)
Instead of
distributing mobile
UA randomly...
...align it directly
with TV spot airing
times
Using AppLift’s Trading Desk you can target your key audience most effectively, capitalizing
on the branding effect generated by the TV campaign
Mobile ads will be placed precisely after each TV spot in order to maximize both, viewer
exposure to your game and resulting ROI
from to9
12
3
6
9
12
3
6
Marketing
Funnel
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A powerful marketing-mix will increase
brand value and drive quality downloads
AppLift has substantial partnerships in relevant markets and is constantly
broadening its horizon for your maximum exposure
A continuous TV campaign will be accompanied by relevant mobile UA, Social
Media exposure and rightly timed YouTube influencer videos
The marketing effect will be multiplied due to the reciprocal influence of the
standalone campaigns
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17. AppLift.com 17
Key Take-aways
TV is the only medium that can build a powerful & trustworthy
brand
In conjunction with mobile UA, TV can reach the vast majority of
your target group, specifically the mainstream smartphone users
Combined with other digital media the positive effect is reinforced,
resulting in brand recognition and higher ROI
It positively affects CR of mobile UA, hence leading to more
downloads and a more attractive offer for publishers
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5 Conducting & Analysing a TV campaign involves many steps
that need to be coordinated carefully

18. AppLift.com 18AppLift.com Berlin | Seoul | San Francisco
Thanks for your
attention!