Appia OverviewQ4 2012

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Appia’s Ad Network

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Consumers access app walls and marketplaces

powered by Appia for publishers

partners

Developers

Ad Networks

Agencies

Advertisers reach valuable new users through sponsored placement on app walls, display ads

Appia drives organic, 100% non-incentivized loyal user acquisition for leading app developers by powering open app

marketplaces

Android Installs by Geography

In Oct 2012, Appia had visits from over

200 countries and downloads on

3,500+ device types3

United States; 53%

India; 7%

UK; 7%Saudi Arabia; 3%

Philippines; 3%

Brazil; 3%

Canada; 3%

Austraila; 3%

Hong Kong; 2%Thailand; 2% Other; 14%

Android Installs by CountryTop Countries – Android

1 United States2 United Kingdom3 India4 Saudi Arabia5 Philippines6 Brazil7 Canada8 Australia9 Hong Kong

10 Thailand11 Russia12 Kuwait13 Indonesia14 Mexico15 Japan16 Chile17 S Korea18 Spain19 Sweden20 France21 Germany22 Argentina23 Turkey24 Israel25 South Africa

Appia enables App Discovery beyond Google Play and drives loyal New User Acquisition with 100% non-incentivized installs!Appia has run campaigns for 75+ Advertisers (91% renewal rate!)– Advertisers typically pay between $0.30 and $5.00+ cost per install (CPI

model) in bid marketplace (similar to Google’s AdWords)– Targeting by Platform, Country, OS Version, Device– Current support includes Android and HTML 5 (iOS coming Q1 2013)

Sponsored Apps: User Acquisition Marketplace

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Install Tracking - How it works:

Dev PortalDev

Portal

Ad

Serv

er

App W

all

Advertiser Servers

Advertiser Servers

User installs the App

User clicks on Ad (Appia supports mobile web and in-app Ads) and is taken to App on Google Play

Install Info is sent to Advertiser

Advertiser reports install back to Appia = Confirmed Install

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Feedback Loop: more app installs increase an app’s conversion rate, moving the app higher in Appia’s list of top apps and leading to more app views

Online Campaign Reports

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Campaign Summary