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©2009 Todacell Ltd.
©2009 Todacell Ltd.
Ad Relevance
Todacell at a GlanceHigh-Conversion Mobile Ad Network
Advertisers
Smartphones
Highest Revenue Display Ads
Business models: Transparent Ad Network
Commercial operation 4/09Rapid growth
High performance, Stable & robust
Hi
Med
Low
$$$
$$
$Blind
Generic
Targeted
Ad Revenue
The “Pains”
Advertisers:
Low Conversion Mobile Ads
Publishers:
Low ROI on Inventory
©2009 Todacell Ltd.
Assuring fixed ROI / duration to Publishers
Getting committed inventory
Learning the committed Inventory
Creating unique database
Matching Ads to Inventory + Campaign Opt.
High conversion rates to Advertisers, eCPM
Solving the Pains
©2009 Todacell Ltd.
Dominance of Mobile Browsing & Data
©2009 Todacell Ltd.
(USA, 2006) Premium Mobile Ad Network. $28M raised in 3 rounds (Highland Capital, Globespan Capital). 2009 revenues ~$20M.
Some Competitors
©2009 Todacell Ltd.
(USA, May 2008) location-based mobile advertising for self-service advertisers. Round A @ nov 2008. Very limited functionality, a “blind” network.
(USA, 2006) Mobile Ad Marketplace, a bidding Network. $50M raised so far (Sequoia, Accel). A “blind” network.
Vision: High Conversion Network
©2009 Todacell Ltd.
Engage audience with relevant ads to exceed advertisers conversion goals
Mission:
Learning the Inventory
©2009 Todacell Ltd.
12%
70%
15%
3%Age groups
0-12
13-24
25-49
50+
Music
Mobiles
Gadgets
Sports
Clothing
Travel
Enertainment
Interests
48%
52%
Male
Female
Gender
Ebuddy Inventory: 6M unique users, 400M impressions/month
Targeting example: young females, interested in clothing:
70% X 52% X 22% = 8% of 400M = 32M Imps/Mo
Mobile Ad Network
TodaNow
Advertisers
With Multiple
Targeting NeedsGlobal
Publishers
......
Ad Flow Management
Dynamic Optimization
©2009 Todacell Ltd.
Run
Monitor
Analyze
Optimize
Improving over time (see note)
Note: updated 12th Aug. For the end of August, better results are expected
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
22,000,000
24,000,000
April May June July August
Impressions
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
April May June July August
Gross Rev
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
April May June July August
eCPM average
0.0
0.5
1.0
1.5
2.0
2.5
April May June July
book2Bill ratio 2009
By taking time to understand off-portalpublishers, their ad inventory and users,Todacell improves campaign conversionefficiency for Advertisers, while raisingAd Revenue for Publishers
Summing it all up
©2009 Todacell Ltd.
The Company
Established – 2007
investments ~ $2M
Israel, USA offices
Backed by Afterdox, Fore Group, Private Angels.
Status and Road mapStatus:
Ad Network in service
300M Ads a month
2B inventory (>50% USA)
100% uptime
Roadmap:
Platform for Advertisers
Advanced Analytics
Expand US, UK branches
Go-to-Market planIn 2 yearsNow
The top of TAM iceberg 2B300MImpressions / month
High value inventory10015Publishers
High conversion rates8014Mobile Agencies
Profitable$10M$200kYearly Revenue
Management Team Dubi Levanon – Chairman, 25 years senior executive in Telecom, including ECI Telecom,
Comverse and Optibase. Founded & headed a startup for Broadband Services. Currently a Partner in Afterdox, representing it in Todacell.
Moshe Vaknin - Founder & CEO, 22 years in Telecommunication and interactiveadvertizing. before Toda!cell founder & CEO of CheckM8, a company in the online advertisingspace.
Michael Shleifer - CTO, 10 years in depth knowledge in internet software development managing complex projects involved user interface analysis, program structure, data base design and a strong knowledge of Java applications. M.Sc. In Computer Sc.
Zvi Eshel - VP Products, 20 years of experience, VP Professional Services at e-Sim Inc.Director of Training for Emultek Ltd. , consulted to Sony Ericsson, Samsung, Nokia and
Qualcomm in MMI simulation software.