Mediasmart is a mobile advertising company that provides targeted campaigns across mobile web and apps. Their technical platform, bsmart, uses self-learning algorithms to optimize campaigns based on user profiles and engagement results. This allows advertisers to maximize reach across the fragmented mobile landscape. Mediasmart offers various ad formats and targeting options to improve performance. Campaigns can be priced on a CPM, CPC, or engagement-based model such as CPApp. Their goal is to deliver the most effective campaigns through continuous optimization.

1. MAKE your campaigns MORE EFFECTIVE
mediasmart mobile
2013

2. WHO WE ARE 3
MARKET CONTEXT 4
WHY WORK WITH US 9
bsmart: TECHNICAL PLATFORM 14
ADVERTISING FORMATS 15
TARGETING VARIABLES 19
BUSINESS MODELS 22

3. BOARD
Michael Kleindl Aquilino Peña
OUR TEAM EXECUTIVE TEAM
A group of professionals with
many years of experience in
the telco and digital
advertising industries Noelia Amoedo Nuria Alonso Guillermo Fernández
CEO CSO CTO
Javier Almirante Marta Lopez de Haro
Ad Operations Director Business Development Director
WHO WE ARE 3

4. WORLDWIDE DATA
In 2013, mobile devices will suspass PCs as the most
common devices to access the Web
At the beginnning
of 2013:
6,7 B
in the world 1,6 B
5B
Source: Comscore Mmetrics / March 2012
MARKET CONTEXT 4

5. BUT THE INVESTMENT ON MOBILE ADVERTISING HAS NOT FOLLOWED
There is still a big gap
between the time users
spend on mobile devices,
and the advertising 43%
42%
investment on mobile
media
26%
25%
22%
Average time an average users in
the US spends in selected media 15%
versus the share of advertising 11%
10%
investment in such media
7%
Time Spent Share 1%
Advertising Investment Share
TV Internet Radio Mobile Print
Source: KPCB / December 2012
MARKET CONTEXT 5

6. Display PERFORMANCE: BIGGEST OPPORTUNITY FOR GROWTH
On the internet, perfor-
mance is the model of dis-
play advertising that has
grown the most in the past 62%
64%
59%
5 years. 57%
51%
A similar growth curve 48%
46%
should be expected for 42% 47%
45%
41% 41%
mobile. 39%
37%
33%
31%
17%
13%
5% 5% 5%
4% 4% 4%
CPM
Performance
Hybrid
2004 2005 2006 2007 2008 2009 2010 2011
Source: IAB / October 2011
MARKET CONTEXT 6

7. GROWTH OPPORTUNITY IN RTB
Within display perfor-
mance advertising, RTB
is an already established
market in Internet, and
with a huge growth po-
41% of the publishers will
integrate RTB with their
tential, both in Internet inventory
and Mobile.
Expected anual global
growth of 59% up to 2012,
27% of the global adverti- for RTB investment**
sing investmentl*
* Forecast up to 2016
* Source: IDC October 2012
** Source: eConsultancy Online Publishers Survey Report 2011
MARKET CONTEXT 7

8. MOBILE: INFLEXION POINT IN THE GROWTH CURVE
Inventory availability Fragmentation
Ad Exchanges No standard metrics
+700K available apps both
in Android and iOS
+ internet access from
mobile than PCs Apple Android
MARKET CONTEXT 8

9. WE SOLVE TWO MAIN PROBLEMS
OF MOBILE ADVERTISING
Complexity to manage campaigns if you
want to maximize reach, due to audience
fragmentation
Lack of metrics and optimización to
maximize engagement
WHY WORK WITH US? 9

10. OUR FOCUS: PLANNING BASED ON USER PROFILES, NOT ON PUBLISHERS
CPM ($) Premium
40 Secondary Premium
Performance
30
20
15
10
1
Ad impressions (Fill rate)
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
WHY WORK WITH US? 10

11. OPTIMIZATION BASED ON CONTEXT + BEHAVIOUR
In an ecosystem where audience is more and more fragmen- bsmart
ted, surfing through hundreds of thousands of apps and mo-
bile websites, we identify your audience:
Games Operator
A We create a user profile when we serve an ad for the
Connection Mode Interested in News
first time in our network
B We enrich the profile Interested in Soccer
Mobile OS
As the user browses through our network
As the user interacts with our ads
C We make decisions on which profiles to serve your Mobile OS Games
advertising campaign to based on their likelihood to generate Connection Mode
a response
Other Tools
WHY WORK WITH US? 11

12. OPTIMIZATION BASED ON RESULTS
Basic traffic optimization Traffic optimization with
bsmart
Impressions
QUALITY CLICKS: Counting only one click
Impressions per user per day, no duplicate clicks and
clicks that get to the destination URL
Clicks
Clicks
Interaction with App Sales Leads Calls Views
social networks Installs
What is a click worth? Tangible value for advertisers
(Up to five events per campaign)
WHY WORK WIT US? 12

13. MAXIMUM REACH WITH A SINGLE INTERFACE
We serve ads on both mobile web and apps, both on Smartphones and in Tablets.
BIG PARTNER PUBLISHERS WHO SEND
REMNANT INVENTORY
(SPAIN ONLY)
SMALL AND MEDIUM DIRECT
PUBLISHERS
(SPAIN ONLY)
AGENCIES
ADVERTISERS AD NETWORKS
CPC OPEN NETWORKS
(MOBALOO)
AD EXCHANGES- RTB
(NEXAGE, MoPUB, SMAATO, ADIQUITY,
AdX, MOBCLIX, PUBMATIC)
We can also measure clicks and post click events outside of our network, so that you can track the results of
all your campaign in a single inteface, amd you can compare mediasmart with other publishers in your plan
WHY WORK WITH US? 13

14. OUR TECHNOLOGY: bsmart
Admin Front-End
Web interface that provides access to bsmart configuration tools, statistics which
allow for manual traffic optimization, as well as report generation for clients.
Campaign Configuration/Ad Serving
Component that manages campaign configuration and ad serving, which accepts mul-
tiple segmentation variables.
Self Learning/Performance Engine Campaign
Component that annalyzes campaign results and optimizes traffic based on such configuration/Ad
Serving
results on different sources of inventory and different user profiles.
Reporting
Component which stores all the information, both campaign information (confi- Self Learning/
Admin Mediation
guration, creativity and results) and user profile information. bsmart allows trac- Performance
Front-End Layer
king of not only impressions and clicks, but also up to five “conversion” events Engine
per campaign. Such conversion events can be defined by advertisers via tracking
pixels which directly call bsmart´s reporting component.
Mediation Layer
Reporting
Component which aggregates all of our inventory and is responsible for identifying
all traffic and users. The mediation layer identifies unique users and extracts both
contextual information from the inventory and behavioural information from user
profiles.
technical platform 14

15. Advanced ad formats
SIMPLE BANNER DYNAMIC BANNER
Static images or animated with a max of 3 frames. html5, technology, with more visual
Geared toward Direct Response Actions: click to call, effects
click to be called… (http://vimeo.com/41551147)
Formatos Publicitarios 15

16. Advanced ad formats
VIDEO BANNER STICKY BANNER INTERSTITIALS
Integration of a short video Any of the banners descri- Overlayed formats
within the banner bed stays stuck in the screen (http://vimeo.com/41550714)
(http://vimeo.com/41551152) when teh user scrolls
(http://vimeo.com/41697863)
Formatos Publicitarios 16

17. AND, AFTER THE CLICK?
Click to expandible creative WITHIN THE EXPANDABLE CREATIVE:
Presentation:
Games, Lead genertation, Carousel, Swipey, Scroll, 360 View,
Click to landing page Video, Animation
Games:
Click to video Puzzle, Wipey, Painty, Gyro, Countdown, Draggy & Basket
Lead Generation:
Store Locator, Map, Form, Call, App
Click to app download download, Save the Date
Social Media:
Click to call / click to be called Share on Facebook, Twitter & G+ Feed
* Expandable banners can expand automatically after a certain time, without any user interaction
AD FormatS 17

18. Gif Format:
max 3 frames if animated gif
max weight 15KB for Smartphones
y 35KB para Tabletas
minimum sizes for Smartphones:
TECNICAL 728 x 90 px 300 x 250 px
320 x 50 px 320 x 480 px
SPECIFICATIONS, 300 x 50 px 480 x 320 px
Banners
Minimum sizes for Tablets:
728 x 90 px
320 x 50 px
300 x 250 px
160 x 600 px
Vídeo banner:
mp4 peso máx 1 mg
AD FORMATS 18

19. TARGETING VARIABLES
A CONTEXTUAL: B DEMOGRAPHIC:
Operating System Country
Version of Operating System Region
Operator Gender
Mobile Web vs Apps Age:
Connection Time: WiFi vs 3G · Between 13 and 17
Week day · Between 18 and 24
· Between 25 and 34
Range of times during the date:
· Between 35 and 44
· Between 23h and 7h
· Between 45 and 54
· Between 7h and 12h
· More than 55
· Between 12h and 16h
· Between 16h and 20h
· Between 20h and 23h
Frequency capping: The number of impressions that a user sees can be limited to a maximum
number of times, both per campaign and per day within a campaign.
TARGETING VARIABLES 19

20. TARGETINg VARIABLES: InteresTS
The interest of a user can be determined thans to both the information provided by the publisher
(both contextual and historical) and the interaction of the users with the campaigns. We recommend
opening the target of the campaign as much as possible, given that bsmart´s algorithm automati-
cally finds the profiles that best work for the campaign.
INTERESTS:
News Culture Woman
Sports Social Media Men
Finance Real State Entertainment
Society Lifestyle Travel
Polítics Luxury Games
Science Food and Drinks Shopping
Education Weather Animals
Tecnology Health
TARGETING VARIABLES 20

21. EXAMPLES OF PUBLISHERS
PUBLISHERS 21

22. BUSINESS MODELS
The goal is to serve a fixed number of impressions as part of a branding campaign. Rich Media cam-
CPM: paigns are sold in this model.
CPC: The goal is to serve a fixed number of clicks, independetly of the measurement of any other type
of response or conversion.
MIXED MODELS IN CAMPAIGNS WHERE WE MEASURE ENGAGEMENT
The goal is the engagement with the mobile app. We can measure when the app is opened for
CPApp: the first time, as well as other events triggered within the app.
The goal is any event that takes place in the landing page or in the mobile web site: search, video
CPL/CPV: viewing, product catalogue viewing, calls, leads, purchases, etc...
In addition, we can measure clicks and post-click events in other publishers, so that advertisers can compare mediasmart
results with those of other publishers. This service has a cost per click, although it can be free if there´s a minimum investment
in mediasmart´s network.
BUSINESS MODELS 22

23. WHEN DO WE
START?

24. THANK YOU!
Noelia Amoedo
627 486 335
noelia.amoedo@mediasmart.es
www.mediasmart.es