902 Broadway 20 th Floor New York, N.Y Business and Revenue Model Overview. Presented by Flatiron Strategies, LLC August, 2015

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1 902 Broadway 20 th Floor New York, N.Y Business and Revenue Model Overview Presented by Flatiron Strategies, LLC August, 2015

2 Disclaimer The content provided by Flatiron Strategies in this presentation contains information about MOKO Social Media that may constitute forward-looking statements and uses forward-looking terminology such as "anticipate" "propose" "expect" and "will," negatives of such terms or other similar statements. Flatiron Strategies discourages placing undue reliance on any forward-looking statement due to its inherent risk and uncertainties, both general and specific. Although we believe the assumptions on which the forward-looking statements are based are reasonable and within the bounds of our analysis of MOKO Social Media business and operations as of the date hereof, any or all of those assumptions could prove to be inaccurate. Risk factors that could contribute to such differences include MOKO Social Media s ability to respond to factors relating to the performance of their business. Flatiron Strategies specifically disclaims any obligation to update the forwardlooking information in the future. Therefore, this forward-looking information should not be relied upon as representing MOKO Social Media estimates of its future intentions. MOKO S DIFFERENTIATOR: Advertisers do not sacrifice quality. MOKO delivers premium ad products that ensure consistently high engagement, as much as 4X greater conversion than leading publishers Ad products. MOKO S PLATFORM DELIVERS ON THE PROMISE OF CONNECTING MARKETERS TO HIGH-VALUE AND HIGHLY ENGAGED AUDIENCES, WHERE THE BRAND IS MOST RELEVANT TO ITS CONSUMER 2

3 Executive Summary CURRENT AD PRODUCTS FOCUS ON QUANTITY, WHILE SACRIFICING QUALITY In order to reach audiences at scale, advertisers compromise on the goal of engaging their audience - recognizing abysmal conversion (CTR), below.02%. WITH MOKO, ADVERTISERS RECOGNIZE HIGH QUALITY ENGAGEMENT AT SCALE Advertisers can reach the most sought after audiences, including: GenZ students, millennials, millennial women, active lifestyle participants and politics. MOKO S DIFFERENTIATOR: Advertisers do not sacrifice quality. MOKO delivers premium ad products that ensure consistently high engagement, as much as 4X greater conversion than leading publishers ad products. MOKO S PLATFORM DELIVERS ON THE PROMISE OF CONNECTING MARKETERS TO HIGH-VALUE AND HIGHLY ENGAGED AUDIENCES, WHERE THE BRAND IS MOST RELEVANT TO ITS CONSUMER 3

4 MOKO The Company MOKO has established itself as a trusted brand and publisher allowing it to develop deep relationships with the social media and ad tech ecosystem (users and media buyers). MOKO effectively exploits the understanding that two-way communication and trusted content increases engagement and strengthens relationships to the point where MOKO becomes embedded with the users lifestyle, preferences and sentiments. MOKO understands the primary digital media revenue driver: brands want these audiences and trusted relationships to fully capitalize on their digital media investments. MOKO S DIFFERENTIATOR: MOKO provides genuine utility and engaging content where markets are otherwise underserved. Advertisers do not sacrifice quality. MOKO delivers premium ad products that ensure consistently high engagement, as much as 4X greater conversion than leading publishers Ad products. MOKO S PLATFORM DELIVERS ON THE PROMISE OF CONNECTING MARKETERS TO HIGH-VALUE AND HIGHLY ENGAGED AUDIENCES, WHERE THE BRAND IS MOST RELEVANT TO ITS CONSUMER 4

5 Business and Revenue Model: Overview MOKO monetizes its highly sought after audiences, such as GenZ, millennials, millennial women, active lifestyle participants and politics, offering marketers 360 degrees of activation and brand integration via premium advertising products MEDIA Premium content and product experience combined with the power of social influence and reach ACTIVATION 360 degrees of brand activation via desktop, mobile and apps, social, and experiential - on-campus RESEARCH & ANALYTICS High-value audience insights to inform a client s strategy and creative. Proprietary data-driven tools to action insights, and measure ROI 5

6 Monetizing MOKO s High-Value and Highly Engaged Audiences Accomplishments over the last 12 months GenZ Millennials Women Active 10.1m 700, ,000,000 Lifestyle Politics Monthly Unique Visitors Total App Installs Monthly Social Reach 6

7 Monetizing MOKO s High-Value and Highly Engaged Audiences REVENUE MODELS Advertisers recognize far greater engagement and conversion* MOKO recognizes revenues from multiple product lines Research & Insights Native Advertising; Sponsored Content Direct Ads Ad Networks Social Paid Media Experiential - On-Campus Integrated Sponsorships 360 degrees Content Syndication * Click-through rate (CTR) for all display ads is.2% and falling, while advertisers recognize up to 8% CTR on Native Ads. CMO.com 7

8 Addressable Markets REVENUE MODEL - PRODUCT LINES Research & Insights Activation Native Advertising: Sponsored Content Direct Premium Ads Ad Networks Social: Facebook Media Buying Experiential Integrated Sponsorships: 360 Content Syndication Future revenue lines (US) DESCRIPTION Proprietary audience insights to understand how to reach highly sought after audiences - GenZ, millennials / young women, active lifestyle, and politics. Insights to inform a brand s strategy and creative. Data-driven tools for media planning to determine where to reach the brand s ideal audience, and prove Marketing ROI Activation includes one or more of premium ad products listed below With Native Advertising, brands can sponsor content to increase engagement. For example, MOKO can publish Under Armour pre-season tips for training, and branded content from a celebrity athlete; MOKO delivers this high-value and relevant content to its college sports / fitness properties and feeds to their social communities. Direct sale of ads includes advertiser purchase of premium inventory on MOKO properties, including: video, desktop, mobile Top-tier publishers sell MOKO inventory at a premium rate MOKO has a Social Reach of 179m on Facebook, which it can utilize to extend the reach of advertisers campaigns via paid media. Brands can target MOKO s audiences on Facebook with premium ads, such as sponsored posts. Moko can charge a fee, a percentage of the media spend (10-20%) Via experiential marketing, MOKO can provide on campus activation - engaging brand ambassadors and influencers in support of sampling programs. Brands can amplify on-campus programs via hyper-local ad placement for local student audiences Activation can include a combination of any / all products listed to deliver an integrated 360 degree program. Integrated sponsorships typically sell for a high six-digit to seven digit budget. These sponsorships can include: integration of branded content, and sponsorship of celebrities/team, causes MOKO licenses its content to premium publishers, such as the New York Post, The Daily Beast, News One, NBC O&O, and the Weather Channel Mobile Commerce and Mobile Payments will be considered, based on value for each MOKO site and audience. For example, mobile payments can be added to REC*IT / REC*IT FITNESS, for lower income college students to pay fees for intramural and recreation with a credit card (or other mobile payment). 8

9 Addressable Markets Research & Insights Native Advertising; Sponsored Content Direct Ads Ad Networks Social Paid Media Experiential - On-Campus Integrated Sponsorships 360 degrees Content Syndication Research & Insights includes advertiser investments in data-driven tools Native Advertising: Sponsored Content - 21% of marketing budget is allocated to marketing analytics, but many marketers struggle to make analysis actionable. Gartner Total Market size for Marketing Software - Data & Analytics: precise audience targeting, data-driven tools are key growth segments for Marketing Software - $20.2 billion in 2014* - $32.4 billion by 2018* MOKO OPPORTUNITY MOKO delivers unique, proprietary research & insights into highly desired audiences, such as millennial women and students. Clients benefit from MOKO technology (Data & Analytics), as a tip-of-the spear to secure new business from brands / clients who are disillusioned with existing ad tech technologies for media planning, buying and optimization - Eighty-five percent of marketers in native advertising do so via digital/online publisher, and 71 percent through social media, positioning MOKO perfectly to capture native opportunity with publisher and social properties Native Ads- Sponsored Content: Market size - $10.7 billion in $21.0 billion by ** $7.5b of native ad spend is via social in 2015 MOKO OPPORTUNITY With Native Ads / Sponsored Content, 96% of advertisers say that contextual relevance is vital; MOKO has a huge advantage in providing this contextual relevance 9

10 Addressable Markets Research & Insights Native Advertising; Sponsored Content Direct Ads Ad Networks Social Paid Media Experiential - On-Campus Integrated Sponsorships 360 degrees Content Syndication Direct Ads, Ad Networks & Programmatic (US) Social Paid Media Experiential On-Campus Integrated Sponsorships 360 degrees Total internet advertising / digital spend - $60b in 2015 Ad Networks 2015 Programmatic spend - $10b* Mobile Ads 2015 spend of $28b (US) Digital Video Ads spend of $10b - With a Social Reach of 179m on Facebook, MOKO can extend the reach of advertiser campaigns. - Facebook revenues of $12.5b; - Our assumption is that brands will pay an additional 15-20% of spend on Facebook, for services to improve media buying, targeting and optimization. For a client budget of $100k per month, MOKO would recognize $15K per month per client in additional revenue. Experiential, on-campus activation provides a coveted means for brands to reach GenZ and Millennial audiences Brands invest heavily in on-campus, experiential, sampling and brand ambassador programs MOKO is uniquely positioned to activate oncampus brand ambassador programs with a direct sign-ups and connections to college influencers (Rec Directors, Sports team - Sponsorships, which integrate online and offline / experiential marketing, branded content, native advertising typically cost 7-digits - MOKO is perfectly positioned to capture these 7-digit opportunities - In addition, MOKO can sell premium native advertising to targets its audience on Facebook i.e. users who have Liked MOKO properties. captains), 10

11 Addressable Markets Research & Insights Native Advertising; Sponsored Content Direct Ads Ad Networks Social Paid Media Experiential - On-Campus Integrated Sponsorships 360 degrees Content Syndication Content Syndication: Publishers and Brands For Publishers - MOKO is monetizing its content through leading publishers, who invest heavily in mining trends, and to source external content in demand. For Brands - 28% of B2C and 30% of B2B marketing budgets are now allocated to support their Content Marketing ecosystem; and over 55% of brands plan to increase spending on content marketing this year. - For content marketing, Brands source as much as 50% of their content from external sources. 11

12 MOKO Growth Opportunities: Business Review and Analysis Based on our independent analysis of MOKO s multimedia properties, Flatiron Strategies expects significant revenue growth potential and projects conservative and achievable run rate revenues in the range of $15 - $30m in CY17. Monthly Unique Users ecpm 25,000,000 $ ,000,000 21,000,375 $ ,732,000 $ ,000,000 10,000,000 10,284,300 Axis Title $8.00 $6.00 $11.80 $4.00 $6.83 5,000,000 $2.00 $ $

13 MOKO Growth Strategy: Monetize The Most Desired Audiences MOKO has reached critical scale for national advertisers for the most sought after audiences MOKO Upside: Any incremental increase to ecpm for millennial / millennial women audiences will deliver significant revenue gains. College Demo Reaching the highly coveted college segment in their formative years to shape their preferences is an imperative for brands, but no easy A. Business Insider 2,755,000 monthly unique users Women make or influence 85% of all purchasing decisions, and purchase over 50% of traditional male products. Nextweb $100.0 $90.0 $80.0 $70.0 $60.0 $50.0 $40.0 $30.0 $20.0 $10.0 $0.0 $2.5 MOKO ecpm Performance Scenario vs. benchmark MOKO UPSIDE $9.8 MOKO UPSIDE $ Benchmark* *The benchmark is based on current CPM rates recognized for the millennial market. This benchmark is utilized to illustrate the enormous upside, which MOKO should begin to recognize in 2016 from increases to CPM. $100 Millennial Women - 6,872,000 monthly unique users * After releasing its discover feature, Snapchat recognized $100 CPM 13

14 MOKO Differentiation: Fantasy Sports from Free to Paid Subscribers Quality and Context matters One of the largest fantasy sports sites measured the effectiveness of premium ads in converting mobile app users from a free download to purchase. MOKO proved that providing the most relevant context, and targeted audience matters more than size and scale of large publishers. The fantasy sports site compare ad performance of leading publishers, including: VS. VS. 4X conversion MOKO converted users at a rate of more than 4X than that of the top publishers. As a result, MOKO has established itself as a source for premium / native ads to reach college students in a relevant context, when and where passionate sports fans are engaged. 14

15 MOKO Differentiation Example: Increasing Returns for College Campus Sponsors Traditional Sponsorship Model New Standard for Sponsorship Model EXCLUSIVE RIGHTS LIMITED ACCESS TO STADIUM EXLUSIVE ACCESS TO STUDENTS MOKO has exclusive rights to reach students from initial school registration, and who engage on a daily basis in mobile applications for university intramural sports and recreation and high school sports REACH SMALL # OF SCHOOLS A large national sponsorship can include 30 schools * 20,000 * games BROAD MULTI-PLATFORM REACH TO 40-70% OF STUDENTS MOKO has exclusivity at +950 college campuses and +4,000 hi gh schools allowing brands to activate national campaigns, while targeting at a hyper-local level via mobile and on-campus brand ambassador programs RETURN ON OBJECTIVE CHALLENGE IN MEASURING RETURN Measuring a Brand s return on objective is a challenge without clear marketing outcomes CLEAR RETURN ON OBJECTIVES A brand s return on objective can be clearly measured, including conversion, and lower cost for customer acquisition i.e. new Verizon sign-up 15

16 MOKO Differentiation: Reaching Affluent Millennial Women Reaching power moms on the run One of the largest CPG firms recognizes the value of premium native ads to reach millennial women and moms at just the right moment, when their sponsored content can make a difference. MOKO provides reach for brands to engage millennial women at those precious free moments with native ads and sponsored content. With the scale and reach for national advertisers, CPG brands engage millennial women across MOKO properties: - Fitness with Runhaven for moms on the run - Active lifestyle - Style - Politics Millennial Women 6,872,000 monthly unique users - 16

17 Differentiated Offering: Justifying Premium Rates ADVERTISER ALTERNATIVES MOST SOUGHT AFTER AUDIENCES AT SCALE Brands will pay a premium to reach MOKO audiences: GenZ, millennial / millennial women, active lifestyle and politics HIGH-VALUE AUDIENCES BROAD AUDIENCE COVERAGE Ad Networks typically focus on broad coverage, such as year old demo, as opposed to precise targeting that MOKO offers i.e. girls years VERY HIGH ACCURACY First-party data provided directly from consumer to MOKO to ensure accuracy of reaching the audience that advertiser paid for ACCURACY LOW ACCURACY IN 15-30% With anonymous cookie, and second-party audience data, accuracy can range from 15-30%* With bot fraud for typical networks reaching 40% of ads served, accuracy could in fact be far lower GREATER CONVERSION RATIO Marketers recognize far greater ROI with MOKO; With native ads / sponsored content, conversion of greater than 4X top alternatives Marketing ROI QUANTITY DOES NOT TRANSLATE INTO QUALITY Traditional advertising has substantial waste, and historically low conversion ratios i.e. fraction of a percentage 17

18 Flatiron Strategies Executive Team Flatiron Strategies Executive Team Scott Kaplan CEO Dean Thomas Partner Jem Pagan Partner 18