Third Screen Media

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Third Screen Media

• On-Line Publishers Association
• January 24th, 2006

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Company Facts

• Established Company
• Founded in 2004
• HQ in Boston, MA
• New York, NY
• Over 30 employees worldwide
• 8 million in venture funding
• TD Capital Ventures
• Blue Chip Venture Company
• Customers include

• Seasoned Management Team
• Tom Burgess, President and CEO
• CollegeLink, Bluestreak
• Jeff Janer, EVP, Marketing and Client Services
• Britemoon, Traverse Partners, Fidelity
• Jeff Chow, CTO
• Britemoon, General Interactive, Natural
  Microsystem
• Heidi Lehmann, VP Content Acquisition and
  Strategy
• Emerging Interest, Artificial Life, Kaon
  Interactive
• Ray Colwell, Senior Vice President of Sales
• Yahoo, Lycos

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Who We Are

• Third Screen Media (TSM) enables advertising on
  mobile phones and wireless devices.
• MADXPublisher Platform
• Ad Delivery, Campaign Management and Inventory
  Management
• Platform optimized for mobile (carrier, device,
  integrated messaging)
• Ad Server and Targeting (geography, day part,
  frequency, content)
• Inventory Management
• Cross Content capabilities (WAP today, java/brew,
  video, MMS soon)
• TSMNetwork
• Largest mobile media network
• 50 million impressions per month
• Current Focus mobile sites (browseable
  content)
• Cross-carrier campaigns

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MADX

• MADX Functionality
• Ad Delivery
• Campaign Management
• Inventory Administration
• Sales Management
• Reporting
• Accounting
• Planning and Buying

• Access to Agencies that are actively planning
  and buying mobile media
• March 2006 Agencies research mobile media
  opportunities and request inventory directly from
  Publishers subscribing to the platform

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Mobile Advertising Market Opportunity

• Mobile Marketing Advertising
• Mobile Browsers supported on 68 of all mobile
  devices (123.5 million devices)1
• 35 of US mobile phone subscribers have used
  their phones to browse. 2
• 200 increase over 2004
• Brands with campaigns entirely based on a mobile
  phone element 3
• Warner Brothers
• Nike
• Anheuser-Busch
• McDonald's
• Kelloggs

1. Source mMetrics. 2. Strategy Analytics, June
2005 3. Source Ad Week.
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Audience Composition

• Mobile Data Subscriber Stats
• Educated urban audience
• Comprises highest disposable and per capita
  income DMAs
• Professional and Management
• Avg Age 30
• Skews slightly male

Source mMetrics eMarketer (2005)
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Mobile Ad Opportunities

• Media types
• Browser based
• Wap pages (mobile sites)
• Video
• Downloadable applications
• Music
• WAP Ad types
• Phone
• Click to call
• Store locator
• Coupon
• Contests
• Tune-ins
• Data capture (sms/e-mail address)
• Campaign Averages
• Click through rate 2 - 4.5
• Redemption Rate 21
• CPM 35-50

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Case Study UNICEF Tsunami Relief

• Client UNICEF
• Background The United Nations Children's Fund -
  unicef works for children's rights, their
  survival, development and protection, guided by
  the Convention on the Rights. UNICEF is a leader
  in the effort to reunite families and provide
  sanitation and disaster relief to nations
  affected by the Tsunami.
• Objectives Drive donations for Tsunami Disaster
  Relief
• Campaign Click to Call run of network mobile
  media campaign. Two step process with click to
  call functionality
• Results 10 Call through, conversion rate

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Case Study Dunkin Donuts

• Client Dunkin Donuts
• Background DD specifically targets downtown
  Boston to give away mobile coupons to be redeemed
  at Dunkin Donut stores
• Objectives
• Create buzz for DD latte
• Drive traffic to Boston DD stores
• Campaign Geo-targeted WAP campaign to Boston.
  DD purchased a WAP run of network from Thursday
  through Sunday for 4 weekends in a row.
• Results 4 click through rate. The campaign
  created a 21 percent increase in store traffic
  and redemption of the mobile coupon. 

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Case Study MasterCard

• Client MasterCard
• Background MasterCard ties mobile media spots
  into its Lunch for a Lifetime promotion
• Objectives
• Drive traffic to participating casual dining
  restaurants
• Campaign Mobile media spots placed within
  relevant mobile entertainment and dining content
• Results 3.6 Click-through rate

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Sample Campaign Veronica Mars

• Client UPN/Veronica Mars
• Background Veronica Mars
• is a UPN program
• Objectives
• Increase viewership of January 4th program
• Downloads of mobile content
• Sign ups for mobile reminder
• Campaign Targeted WAP network banner campaign
  with mobile opt in to receive SMS reminders.
• Results 8 Click-Through Rate, increased
  viewership and awareness. Increased signups for
  mobile reminder.

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Case Study Nextel

• Client Nextel
• Background Nextel offers premium mobile content
• Objectives
• Drive downloads of premium mobile content
• Campaign Mobile media ad spots with an
  actionable WAP link to fulfillment page
• Results 6.7 Click-through rate 53 conversion

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MMA Standards (present and future)

• Mobile Marketing Association Ad Standards

Graphic banners
Combo Banner with text link
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Third Screen MediaThank you!
Heidi Lehman VP Content Acquisitions Third Screen
Media t 212-334-6169 c 917-557-0467 f 
212-352-9498 heidi_at_thirdscreenmedia.com