A snapshot into how performance advertisers are driving installs through a mixture of incentivised and non-incentivised traffic, balancing targeting with retargeting to find the best audience at the right price. Follow us on Twitter @ironSource! Interested in mobile user acquisition? Learn more here: www.supersonic.com/user-acquisition Visit our website to learn more about ironSource: www.ironsrc.com

1. Mobile Growth Summit
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2. Who We Are
Dock Kim
VP of Advertising Sales, Supersonic by ironSource
IAB Mobile Committee Member
Who I Am
800M
Monthly Active Users
4,200
Installs Per Minute
100+
Different Supply Sources
7B
Monthly Impressions
100M
Estimated Devices in 2016
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3. User Acquisition:
A Mobile Platform’s Perspective
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4. Reward-Based Advertising
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5. Rewarded Video Growth 2013-2015
300%
Growth
100%
Growth
201520142013
Installs
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6. Rewarded Video Breakdown 2015 Trend
DecNovOctSepAugJulyJuneMayAprMarFebJan
AppTrailers
Branding
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7. Display &
Interstitial
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8. 110%
Growth
40%
Growth
201520142013
Display and Interstitial 2015 Trend
Installs
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9. Campaign Breakdown
90%use video
80%reward-based video
50%use display & interstitial
75%performance
25%branding
50%charting
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10. and are more interested in finding ways to
target and acquire new users.
But advertisers are de-emphasizing
traffic channels,
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11. @ironSource

12. ‘Old School’ Optimization
Publishers
Day 1 Day 7 Day 30
40% 20% 10%
Advertiser
30%
60%
40%
10%
45%
LTV = $2.5
CPI = $2
Retention Goal
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13. ‘On Fleek’ Optimization
PublishersAdvertiser
0%
Day 1 Day 7 Day 30
40% 20% 10%
pLTV = $2.5
CPI = $2
Retention Goal
Day 1 Day 7 Day 30
60% 30% 14%
pLTV = $4
CPI = $3
Day 1 Day 7 Day 30
12% 5% 3%
pLTV = $0.4
CPI = $0.3
Day 1 Day 7 Day 30
25% 12% 7%
pLTV = $1.2
CPI = $0.8
60%
25%
12%
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14. Find users that matter
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15. Thank you
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