TechCrunch reaffirms its commitment to startups in this one-of-a-kind competition that recognizes emerging

hardware startups—Hardware Battlefield at CES 2015

Las Vegas Convention Center | January 6-9, 2015

WHY FOCUS ON STARTUPS AT CES?

• Startups are expanding across every industry, and technology is top-of-mind of each one

• Hardware startups are proliferating far faster than ever before, rising from nothing to become serious players, even competitors, in the consumer electronics space—

Just ask CubeSensors, a bootstrapping startup from Slovenia that won the first ever Hardware Battlefield

• CES is embracing this new surge—Eureka Park is an area of the CES that features dozens of startups

• The TechCrunch’s studio is persistently mobbed by startups, which generates some amazing interviews

It’s a good day in tech when startups are the main attraction… At least to TechCrunch.

14 11 15Competing Startups

In 2014, Hardware Battlefield launched with:

Countries Represented Expert Judges300+ Applicants

HOW HARDWARE BATTLEFIELD WORKS

COMPETITION FLOW• Modeled after the famous Startup Battlefield

competition held at Disrupt, Hardware Battlefield borrows from that excitement and adds a few twists

• TechCrunch will select 15-25 of the best hardware startups at CES to compete for the title

• Each startup has 15 minutes to pitch their product to an expert panel of judges, including the TechCrunch editorial team and tech visionaries

• Last year, judges included:

- Martha Stewart (yes, that Martha Stewart)

- Bre Pettis, CEO/Co-Founder, MakerBot

- Slava Rubin, CEO/Co-Founder, Indiegogo

- Eric Migicovsky, CEO/Co-Founder, Pebble

• The Battlefield Finals are on the final day of CES, where one startup is crowned the champion and takes home a check for $50,000!

JUDGES ARE REVERED HARDWARE INNOVATORS

BRE PETTIS

CEO/Co-Founder, MakerBot

MakerBot: The first company to create affordable, open source 3D printers

Fun Fact: Bre was once a public school teacher

SLAVA RUBIN

CEO/Co-Founder, Indiegogo

Indiegogo: The world’s largest crowdfunding platform

Fun Fact: Indiegogo has raised $56.5M since it was founded in 2008

ERIC MIGICOVSKY

CEO/Co-Founder, Pebble

Pebble: The world’s first consumer smartwatch

Fun Fact: Pebble is the most funded project ever on Kickstarter

WHO WATCHES HARDWARE BATTLEFIELD

BROADCASTING• The entirety of Hardware Battlefield is livestreamed

on the TechCrunch homepage

• For those who can’t tune in to the livesteam, video of the competition is available on:

EARLY TECH ADOPTERS• The TechCrunch audience is amplified at CES:

- 62% male, 38% female

- 27% are 25-34 years old

- 43% earn a $100K+ HHI

- 28% frequently advise others on electronics

- 45% more likely to have a management-level job title

comScore, April 2014

MEANWHILE AT CES…TechCrunch is reporting live from the floor.

• TechCrunch reporters—who have achieved an almost cult-like fame among readers—explore the CES show floor and livestream it on TechCrunch

• In 2014, they produced:

- Interviews with tech celebs like James Park, CEO of FitBit (plus some storm troopers)

- Hands-on demos with amazing gadgets like:

o Oculus’s new Crystal Cove virtual reality prototype (recently bought by Facebook for $2 billion)

o Urb-E, the world’s most compact electric scooter

o Sony’s first life-tracking wearable, The Core

150K 20K 850Attendees

In 2014, the 47th annual CES did not disappoint:

Product Launches Speakers2K Exhibitors2M Square Feet

2014 CONTENT & INFLUENCE

195ARTICLES

37VIDEOS

33LIVE

INTERVIEWSPlus 36 photo galleries

2.9MUNIQUE SITE

VISITORS*

131KUNIQUE

LIVESTREAM VIEWERS**

For 16 minutes each view (on average)

* = January 5-11, 2014 | ** = January 7-9, 2014

TechCrunch was contagious: #CESCrunch was the top trending hashtag on day two.

2.2MTOTAL

LIVESTREAM MINUTES VIEWED**

SPONSORSHIP DETAILS

ALIGN WITH TECHCRUNCH!

MOBILE: Reach over 3.5M mobile users

DIGITAL: Premium Devil unit across the site VIDEO: 100% SOV of the livestream & pre-roll

ONSITE: An integrated brand activation

One exclusive sponsor receives a full TechCrunch takeover, online and offline.

DIGITAL: PREMIUM DEVIL UNITThe rate at which Pictela Devil ad units out-perform standard rich media.*72%

Spo

nsor

’s V

ideo

Gal

lery

Use

r R

evie

ws

Pro

duct

Fea

ture

s

• The Devil unit is a consumer-centric ad—One-third of the page is branded with your content

• They treat ads like content that consumers notice faster and remember easier

• Integrate 35+ functionality apps that are the best fit for your brand and marketing objectives (three are featured to the left)

THE DEVIL UNIT TAKES OVER TECHCRUNCH.COM

* Internal AOL data, 2013, tech/telco industry averages

55.4%

263%

Avg. Video Completion Rate

Avg. Lift in Purchase Intent

5% Avg. Interaction Rate

14.4% Avg. Interaction Rate

• The sponsor receives 100% SOV of all video pre-roll on TechCrunch.com

• All CES videos are distributed on:

100% SOV OF VIDEOThe number of viewers who tuned in to the TechCrunch CES livestream in 2014 for an average of 16 minutes per view.*131K

• Live video is streamed on the homepage every day of CES (alongside the Devil unit)

• A 5-second sponsor credit plays at the start of each page load

• Video footage covers Hardware Battlefield, onstage interviews, and tours of the showroom floor

LIVESTREAM

PRE-ROLL

* Internal AOL data, January 2014

100% SOV OF MOBILEAOL Tech readers who actively use mobile every day and demand mobile services from their preferred brands.*64%

MOBILE WEB MOBILE APP FLIPBOARD1.7M readers 21.6M flips**

Full-screen ad

* North American Technographics Omnibus Online Benchmark Recontact Survey, Q3 2013 | + comScore, April 2014 | ** Flipboard, March 2014

33K users 64% iOS, 36% Android+ 1.8M visitors 39% of the audience+

100% SOV of the mobile app

100% SOV of the TechCrunch section for the entire month of January

The sponsor can even create an interactive brand magazine!

100% SOV of mobile web

+11% YoY growth in smartphone unique visitors at CES 2014

ONSITE BRAND INTEGRATION

150KEXTEND YOUR REACH TO THE TECHCRUNCH TENT AT CES!

This year, the TechCrunch tent will be 25% larger, making room for audience seating during the competition

Work with the TechCrunch events team to fully integrate your brand within the tent area via the backdrop behind the stage

The tent is located right in the middle of the action—Getting tons of foot traffic and attention from attendees, Battlefield contestants, and famous interviewees

Bonus! We’ll even create a custom video sizzle reel of your onsite activation!

CES attendees who, at some point during the conference, walk by the centrally-located TechCrunch tent.

NEW BRANDING OPPORTUNITIES!

ADDITIONAL BRANDING & RECOGNITION ON…

Onstage & on-air

giveaway

Your logo on the back

of the TechCrunch

t-shirt

Add on an onstage &

on-air “Thank You”!

Important Note: If the exclusive digital sponsor is not interested in sponsoring this, this sponsorship can be sold to another advertiser

HARDWARE BATTLEFIELD REHEARSALSBe the exclusive sponsor of the Hardware Battlefield rehearsals, where contestants prepare for their big pitches.

REHEARSAL DETAILSRehearsals will take place the weekend prior to CES at an offsite venue provided by the sponsor

TechCrunch will help facilitate introductions between the finalists and sponsor

This is an ideal sponsorship for companies who want a first look at these innovation companies!

WHO WILL ATTEND?Hardware Battlefield contestants, investors, TechCrunch editors, select media

HIGH-LEVEL BRANDING• High-level, exclusive branding throughout the venue

• Website branding

• An on-air “Thank You”

Important Note: If the exclusive digital sponsor is not interested in sponsoring this, this sponsorship can be sold to another advertiser

PRIVATE DEMO DAY Be the only partner to get a private viewing of the Hardware Battlefield contestants as they practice their pitch one last time.

DEMO DAY DETAILSThis is a four-hour event the day before CES starts

Contestants rehearse their pitches (or a brief version of them) one last time on the TechCrunch stage with only the exclusive partner and TechCrunch editors in attendance

This includes an adjoining lunch or cocktail party during Demo Day at the TechCrunch tent

WHO WILL ATTEND?

Hardware Battlefield contestants, TechCrunch editors and judges, the partner’s special guest list

Important Note: If the exclusive digital sponsor is not interested in sponsoring this, this sponsorship can be sold to another advertiser

PRIVATE OFFICE HOURSSchedule one-on-one time with any or all of the Hardware Battlefield contestants.

OFFICE HOUR DETAILSOne partner can host office hours with the Hardware Battlefield contestants in a private room at CES

TechCrunch will schedule and curate these 15-30 minute long meetings

This is an ideal sponsorship for investors and VCs for want to have one-on-one conversations with the contestants

Important Note: If the exclusive digital sponsor is not interested in sponsoring this, this sponsorship can be sold to another advertiser

HARDWARE BATTLEFIELD VIP BASHBe the exclusive co-host of a VIP party in special recognition of Hardware Battlefield.

VIP PARTY DETAILSOne sponsor can co-host a VIP after party on Wednesday night for all those involved in Hardware Battlefield (before the winners are announced the following day)

It’ll be held at a five-star venue in Las Vegas

WHO WILL ATTEND?Hardware Battlefield finalists and winners, TechCrunch editors, investors, media, tech dignitaries, and more

HIGH-LEVEL ONSITE PRESENCE• Be the party’s exclusive co-host alongside TechCrunch

• Address VIP attendees directly onstage about your company or product

• Includes co-sponsored branding on onsite signage, programs, etc.

Important Note: If the exclusive digital sponsor is not interested in co-hosting the VIP party, this sponsorship can be sold to another advertiser

HARDWARE BATTLEFIELD IN EUREKA PARK

EUREKA PARK AT CESThis special area of CES is dedicated to startups who want to exhibit their technologies to the tech industry

Here Battlefield contestants have a dedicated venue to display their products to big industry players and investors

**Eureka Park is in a different location than the TechCrunch stage

SPONSORSHIP DETAILS• One partner will be the exclusive sponsor of Hardware

Battlefield in Eureka Park

• High-level branding throughout the exhibit area

• Website branding

• An on-air “Thank You”

Support the up-and-coming, innovative startups of Hardware Battlefield as they showcase their hardware in Eureka Park.

Important Note: If the exclusive digital sponsor is not interested in sponsoring this, this sponsorship can be sold to another advertiser

WHAT IS EUREKA PARK AT CES?Eureka Park is the flagship startup destination at CES, providing a unique exhibiting opportunity to launch a new product, service or idea.

You’ll find the latest ideas and innovations from more than 20 countries within this Marketplace.

For the first time next year, TechCrunch will host a dedicated area in Eureka Park for its Hardware Battlefield contestants, giving them a unique opportunity to have a physical presence at CES, in addition to their on-stage pitch.

In 2014, Eureka Park had:

200STARTUPS out of 3,200 total

CES exhibitors

21KSQ. FT. OF EXHIBIT SPACE

out of 2M sq. ft of space for all CES

OPTIONAL SPONSORSHIP ELEMENTS

SPONSORSHIP TIMEFRAME DESCRIPTION EST. TOTAL

Branded T-Shirts 1/6 – 1/9 Logo added to the back of the TechCrunch t-shirt; 20K t-shirts handed out throughout CES show floor and TechCrunch tent $100,000

Onstage Giveaways 1/6 – 1/9 Give away a product on the TechCrunch stage; will be livestreamed and open to the onsite and digital audience $50,000

OPTIONAL AD ON: Onstage Thank You

1/6 – 1/9 Be recognized onstage by a TechCrunch editor when you purchase the branded t-shirts or giveaway $7,500

Hardware Battlefield Rehearsals 1/6 – 1/9 Exclusive sponsor of the contestant rehearsals $35,000

Private Demo Day 1/5 Exclusive sponsor of the final rehearsals on the TC stage $60,000

Private Office Hours TBD Exclusive sponsor to host private “office hours” with contestants $40,000

Hardware Battlefield VIP Party 1/8 Exclusive sponsor of the VIP party, co-host with TechCrunch $150,000

Hardware Battlefield Showcase 1/6 – 1/9 Exclusive sponsor of the Hardware Battlefield Showcase in Eureka Park $150,000