MoPub Success Story: Etermax shows brands have finally embraced apps

1. Success Story | January 2015
-
100
200
300
400
500
600
700
$-
$50
$100
$150
$200
$250
$300
30-Nov 7-Dec 14-Dec 21-Dec 28-Dec
AdRequestsinMillions
Revenue
Etermax Revenue
Etermax Ad Requests
Goals
• Maximize massive earning potential
• Retain audience and ensure
positive user experience
• Monetize a truly global audience
• Experiment with multiple ad formats
and advertiser categories
• Add new demand from Real-Time
Bidding
Results
• Tripled daily revenue during month
of December
• Generated 54% of December
revenue from brand advertisers
Trivia Crack provides compelling evidence
that brands have (finally) embraced apps.
Real-time bidding drives brand spend
As a mobile-only real-time bidding (RTB) exchange, MoPub connects
Trivia Crack to demand from 145 buyers primarily focused on apps.
MoPub creates a dynamic market for
apps and advertisers, enabling an
app that surges in popularity to
immediately scale demand in direct
proportion to increased supply.
RTB also enables brands to access
audiences programmatically, making it
easier to include mobile apps as
Buenos Aires, Argentina
• Trivia Crack, Aworded, Bingo Crack
• Over 100MM Downloads
• #1 US App
• #1 in 22 Countries
• Over 150,000 total ratings
AppAnnie Store Stats Dec., 2014
Trivia Crack
By Etermax
Trivia Crack experiences massive growth
Every publisher with ad-supported apps knows to expect a seasonal
uplift in ad revenue during the holiday period. Etermax enjoyed a far
greater lift than usual by owning the top ranked app globally for the
entire month of December. Trivia Crack combined a massive increase in
usage with an organic infusion of new brand advertisers through real-
time bidding, and saw outsized revenue growth as a result.
part of their holiday marketing
strategy. The net result demonstrates
a dramatic shift in buying behavior:
this is the first time brands account for
the majority of spend in an app this popular.
Trivia Crack Daily Revenue vs. Ad Requests
Brand
54%
Performance
46%
% Revenue: Brand vs Performance
$$
$
$$$$
$$$

2. Success Story | January 2015
Premium brands arrive on apps
MoPub conducted a deeper analysis of the period leading up to and
immediately after Christmas Day to look at spending trends by day.
MoPub is the world’s leading ad server for smartphone application publishers, designed to drive more ad
revenue through a single solution. We offer the first comprehensive monetization platform for mobile app
publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network
mediation into one, easy-to-use platform.
Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of
Twitter, Inc. and MoPub, Inc. respectively. All other trademarks and logos are the property of their
respective owners. This data is provided for information purposes only and while efforts are made to
ensure accuracy, errors may arise.
© 2015 MoPub, Inc. 2015. All Rights Reserved
1355 Market St., San Francisco, CA 94103
386 Park Ave S., 12th Floor, New York, NY 10016
The MoPub platform
helped us make the
most of Trivia Crack’s
popularity, and the demand
partners in their real-time
bidding exchange brought
us the brand advertisers
that we believe
belong in a #1 app.
The trend shows heavy investment by brand advertisers right through
Christmas Eve, followed by a jump in app install advertisers beginning on
Christmas Day and accelerating through the following weekend. As
shown below, total revenue peaked on December 24th, but the influx of
app install ads maintained daily revenue through the period.
The range of brand categories is also surprising. In addition to the
expected retail category, eight automotive brands are present, as well as
electronics manufacturers, CPG brands, and even luxury goods.
The breadth of categories and depth of activity on Trivia Crack is
compelling evidence that brands are now fully embracing apps as a
primary marketing channel.
Maximo Cavazzani,
CEO and Founder of Etermax
28% 25% 31% 36% 32% 30% 31% 43% 52% 54% 60%
72% 75% 69% 64% 68% 70% 69% 57% 48% 46% 40%
0%
25%
50%
75%
100%
18-D
ec
19-D
ec
20-D
ec
21-D
ec
22-D
ec
23-D
ec
24-D
ec
25-D
ec
26-D
ec
27-D
ec
28-D
ec
%ofRevenue
Brand
Performance
Trivia Crack
By Etermax
!$#!!!!
!$50!!
!$100!!
!$150!!
!$200!!
18-D
ec
19-D
ec
20-D
ec
21-D
ec
22-D
ec
23-D
ec
24-D
ec
25-D
ec
26-D
ec
27-D
ec
28-D
ec
Revenue
Brand
Performance
$$$$
$$$
$$
$