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TAPAD

CROSS PLATFORM ADVERTISING
“Digital Natives switch their attention between media
platforms (i.e. TVs, magazines, tablets, smartphones)
   27 times per hour, about every other minute!”
   http://www.mediapost.com/publications/article/172988/fickle-digital-natives-switch-platforms-every-ot.html#ixzz1uTDQN




80% of Americans admit to being on mobile or tablet
                                  while watching TV.
                                     - Razorfish Outlook Report 2011




                                                                                                                           2
                                 Strictly Confidential
A complete change in consumer behavior: We are all
multi-tasking on multiple screens throughout the day




                                                       3
                       Strictly Confidential
Problem: Advertisers sees 1 person as multiple people.
Solution: An unified view of their customers across
every screen

   PROBLEM TODAY: AN ADVERTISER SEES 1         Why is a unified view so
       PERSON AS MULTIPLE PEOPLE                      difficult?

                                               • Cookies do not span across
                                                 devices, so there is no cross-
                                                 platform identifier.

                                                What is a unified view
                                                   so important?

                                               • Rather than having a siloed
                                                 view of the consumer, it is
    WHAT’S REALLY THERE: 1 PERSON WITH           important for both targeting
             MULTIPE DEVICES                     and reporting to have a
                                                 unified view of the consumer.

                                               • Retargeting is the highest
                                                 performing advertising strategy,
                                                 so it’s important for advertisers
                                                 to re-engage users on all
                                                 screens.

                                                                                  4

                       Strictly Confidential
What is Tapad?

□   Marketers use Tapad to obtain a unified view of their customers across
    smartphones, tablets, computers and smart TVs, enabling more relevant and
    device-specific messaging.
□   Tapad bridges devices together to create a Device Graph which enables Cross
    Platform Targeting and Analytics
□   Tapad is the first digital advertising solution for real-time mobile audience buying
    and multi-screen targeting.




                               Strictly Confidential
“Bridging” Devices for Smarter Targeting



                       The Power of Device Bridging:
                                                                      Cross Device
Cross Device
                                                                      Audience
Retargeting          Leverage the intelligence of one platform’s to   Targeting
                           make buying on another smarter
• Online to
  Mobile / Tablets                                                    • 3rd party
                                                                        enabled data
                                                                        e.g. IXI,
• Mobile / Tablets
                                                                        Datalogix
  to Online

• Mobile                                                              • Custom
                                                                        segments
• Online                                                                e.g.
                                                                        “Comcast
                                                                        Households”
• App
                       Tapad is the only OBA compliant mobile           and iFamilies
                        technology company with our Evidon
                                     partnership

                                                                                  6
Innovative Location Based Solutions Across
Platforms

              Airport Targeting:
         Reach users accessing the
                                               Geo-Targeting/Fencing:
           internet on their laptops,
                                               e.g. 5 mile radius around
         tablets, and mobile devices
                                               specific locations / DMA’s
          while they are at airports.



                Hotel Targeting:
           Reach business and leisure              Mall Targeting:
         travelers accessing the on their   Reach shoppers accessing
           laptops, tablets, and mobile      the internet on their mobile
             devices while they are in      devices while they are in the
                      hotels.                           mall.




           Stadium Targeting:                 Residential, Business, and
          Reach users who are at                 Education Targeting:
             sporting events,                    Differentiate users on
           concerts, racetracks,               residential, business, and
                   etc.                           education networks.
Leading Brands Rely on Tapad

       Finance                           Telecomm




       Travel                             Retail




        Auto                              Others


                                                    8
                 Strictly Confidential
Thank You!


Dan Loewenberg
Account Services
dan@tapad.com




                        9
Strictly Confidential

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Tapad- Business Insider MadConf

  • 2. “Digital Natives switch their attention between media platforms (i.e. TVs, magazines, tablets, smartphones) 27 times per hour, about every other minute!” http://www.mediapost.com/publications/article/172988/fickle-digital-natives-switch-platforms-every-ot.html#ixzz1uTDQN 80% of Americans admit to being on mobile or tablet while watching TV. - Razorfish Outlook Report 2011 2 Strictly Confidential
  • 3. A complete change in consumer behavior: We are all multi-tasking on multiple screens throughout the day 3 Strictly Confidential
  • 4. Problem: Advertisers sees 1 person as multiple people. Solution: An unified view of their customers across every screen PROBLEM TODAY: AN ADVERTISER SEES 1 Why is a unified view so PERSON AS MULTIPLE PEOPLE difficult? • Cookies do not span across devices, so there is no cross- platform identifier. What is a unified view so important? • Rather than having a siloed view of the consumer, it is WHAT’S REALLY THERE: 1 PERSON WITH important for both targeting MULTIPE DEVICES and reporting to have a unified view of the consumer. • Retargeting is the highest performing advertising strategy, so it’s important for advertisers to re-engage users on all screens. 4 Strictly Confidential
  • 5. What is Tapad? □ Marketers use Tapad to obtain a unified view of their customers across smartphones, tablets, computers and smart TVs, enabling more relevant and device-specific messaging. □ Tapad bridges devices together to create a Device Graph which enables Cross Platform Targeting and Analytics □ Tapad is the first digital advertising solution for real-time mobile audience buying and multi-screen targeting. Strictly Confidential
  • 6. “Bridging” Devices for Smarter Targeting The Power of Device Bridging: Cross Device Cross Device Audience Retargeting Leverage the intelligence of one platform’s to Targeting make buying on another smarter • Online to Mobile / Tablets • 3rd party enabled data e.g. IXI, • Mobile / Tablets Datalogix to Online • Mobile • Custom segments • Online e.g. “Comcast Households” • App Tapad is the only OBA compliant mobile and iFamilies technology company with our Evidon partnership 6
  • 7. Innovative Location Based Solutions Across Platforms Airport Targeting: Reach users accessing the Geo-Targeting/Fencing: internet on their laptops, e.g. 5 mile radius around tablets, and mobile devices specific locations / DMA’s while they are at airports. Hotel Targeting: Reach business and leisure Mall Targeting: travelers accessing the on their Reach shoppers accessing laptops, tablets, and mobile the internet on their mobile devices while they are in devices while they are in the hotels. mall. Stadium Targeting: Residential, Business, and Reach users who are at Education Targeting: sporting events, Differentiate users on concerts, racetracks, residential, business, and etc. education networks.
  • 8. Leading Brands Rely on Tapad Finance Telecomm Travel Retail Auto Others 8 Strictly Confidential
  • 9. Thank You! Dan Loewenberg Account Services dan@tapad.com 9 Strictly Confidential

Notas do Editor

  1. Before:Old TVOld laptopNewspaperFlip phoneNow (all surrounded by the cloud):Smart TVNew laptop - Macbook AiriPad with NYTimesiPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds)Xbox
  2. Before:Old TVOld laptopNewspaperFlip phoneNow (all surrounded by the cloud):Smart TVNew laptop - Macbook AiriPad with NYTimesiPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds)Xbox
  3. Before:Old TVOld laptopNewspaperFlip phoneNow (all surrounded by the cloud):Smart TVNew laptop - Macbook AiriPad with NYTimesiPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds)Xbox