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Seth Berman w/ Baby Center @ MamaBear Conference, Mt. View 4/20

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Acquisition via Ad Buys Presenter: Seth Berman April 20, 2012 © BabyCenter, LLC. Confidential. All rights reserved.
Acquisition via ad buys DMC says… Q: What channels? Which users? Why? A: High Volume (#), Low Cost ($), High Conversion (%) SJB says… Q: How about 1 million users, $1 each, 100% conversion? © BabyCenter, LLC. Confidential. All rights reserved.
Signup Ads Acquiring user contact information on cost-per-lead basis Name Phone Number Email Twitter Handle Postal Address Custom Questions Geo-Targeted Info Why Signup Ads? • These users are not searching for you • Email newsletters bring traffic to your site • Convert signups into Facebook Likes or Twitter Followers • Deliver deals to email subscribers Source: The Pontiflex Cost-per-Lead (CPL) Report Q3 2010 © BabyCenter, LLC. Confidential. All rights reserved.
App Ads Drive downloads of your app on a cost-per-install basis Costs (Flurry example) Targeted App Recommendations: $0.75 minimum bid Video Clips: $0.50 - $2.00 effective cost-per-install ($0.02 per view) Why App Ads? • Discovery is difficult even for known apps • These users don’t know about your app • Installs and reviews can improve discovery • Effective way to cross sell users of one of your apps into new apps • Can also be used to re-engage inactive users that installed your app Source: Flurry presentation November, 2011 © BabyCenter, LLC. Confidential. All rights reserved.

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Seth Berman w/ Baby Center @ MamaBear Conference, Mt. View 4/20

  • 1. Acquisition via Ad Buys Presenter: Seth Berman April 20, 2012 © BabyCenter, LLC. Confidential. All rights reserved.
  • 2. Acquisition via ad buys DMC says… Q: What channels? Which users? Why? A: High Volume (#), Low Cost ($), High Conversion (%) SJB says… Q: How about 1 million users, $1 each, 100% conversion? © BabyCenter, LLC. Confidential. All rights reserved.
  • 3. Signup Ads Acquiring user contact information on cost-per-lead basis Name Phone Number Email Twitter Handle Postal Address Custom Questions Geo-Targeted Info Why Signup Ads? • These users are not searching for you • Email newsletters bring traffic to your site • Convert signups into Facebook Likes or Twitter Followers • Deliver deals to email subscribers Source: The Pontiflex Cost-per-Lead (CPL) Report Q3 2010 © BabyCenter, LLC. Confidential. All rights reserved.
  • 4. App Ads Drive downloads of your app on a cost-per-install basis Costs (Flurry example) Targeted App Recommendations: $0.75 minimum bid Video Clips: $0.50 - $2.00 effective cost-per-install ($0.02 per view) Why App Ads? • Discovery is difficult even for known apps • These users don’t know about your app • Installs and reviews can improve discovery • Effective way to cross sell users of one of your apps into new apps • Can also be used to re-engage inactive users that installed your app Source: Flurry presentation November, 2011 © BabyCenter, LLC. Confidential. All rights reserved.