KlausTech technology translates directly onto any mobile platform. Mobile advertising is growing fast but it is still a new industry and the current advertising solutions, definitely effective when interacting with mobility and location concepts are still lacking from the ad exposure point of view. Size does matter in the advertising world and when on mobile phone or smart phones a time ads that is always visible and does not interfere with the content/application when browsing is a paramount importance. The mobile ACP solution allows developers of mobile applications to monetize their intellectual property in a way that has not been possible until now. Users are spending up to 30 minutes per day on their applications and a non scrollable play list of timed ads showing while users are browsing the application represent a unique monetization proposition.
Mobile internet use around the world
comScore and TKG estimate there were 37.9 million mobile internet users in 2007, a total rising to 91.7 million in 2012. Some 13% of US users access news and information via their mobile -with current affairs and entertainment the most popular categories - with a similar number also accessing emails. Usage figures are highest in the 20-29 year old age group (around 40%), though WAN warns that the vast majority of people with mobile internet access do not utilize the service, a trend that becomes more pronounced with age.
Mobile ad spend
Mobile ad spend is predicted to reach a value of $13.9 billion in 2011, compared with $1.5 billion in 2006. Within this, expenditure on multimedia content, such as placing ads around mobile video, TV and music, is forecast to rise to $2.1 billion (compared with the 2006 total of just $109 million). Internet TV ad revenue as a whole is expected to reach $5 billion in 2011, mostly coming from Western Europe and North America. According to Multimedia Intelligence, global mobile video fetched less than $200 million in 2007; by 2011, revenues are expected to total $2 billion. Mobile TV will also be worth $3.9 billion by that date, with two-thirds of this figure raised in Europe and Asia, and the rest in the US. The Italian mobile and video market could be worth as much as $1.8 billion in 2011, followed by the UK ($1.5 billion) and France ($1.3 billion). In the US, overall mobile ad spend is expected to be $194 million in 2008 according to MAGNA Global, an annual growth rate of over 80% a year from 2006. Revenues from mobile search totaled $33.2 million in 2007, and will rise to around $1.4 billion by 2012; mobile video, by contrast, will raise over $2 billion by 2011, from a $200 million base in 2007. Mobile messaging revenues are also
expected to top $100 billion by 2010. In Western Europe, total mobile revenues will grow from $454 million in 2006 to $3.46 billion in 2011, with general spending - such as text message promotions and ad-supported voice minutes - responsible for the vast majority of the total. The Japanese mobile market worth $269 million in 2005, and Dentsu forecasts that it will quadruple in value by 2011.
The ACP™ solution is a unique marketing enabler that matches the advertising industry current needs of reinforcing the strategic positioning of the display advertising, a core resource of Publishers and Brand advertisers. KlausTech technology de-couples the ad delivery logic from the browsing activities. Online ads can be served in a non scrollable frame, in timed increments without requiring a page refresh or a new page. Depending on how long the web visitor is on the web page this can multiply the number of highly premium ad inventory delivered by a factor of 10 without an increase in web traffic. This means new premium revenue stream for the web publishers and better customer engagement for the advertiser. It is a unique advertising time base solution capable of providing the same ad accountability given by the traditional media.
AdCastPlus is the only patented advertising tool that provides a non-scrollable, time-controllable, TV styled online advertising solution that can include video and sound, rich media as well as standard sized IAB formats. Ads can be delivered in almost any shape or size and can include any combination of video, stills, sounds and animations. The timed delivery technology ensures that each ad is in view for the allotted time. AdCastPlus controls the part of the webpage or application where the ad is shown.
The AdCastPlus 2.6 release has been currently delivered to the market introducing an advanced planning engine and reporting tool capable of measuring the ad exposure to unique users. The introduction of the time dimension to the online display advertising is the core market differentiator since switches the delivery attention from the display of ads to the reach and frequency of audiences. AdCastPlus system technology covers the deployment of specific integrated solutions tailored on publishers ad servers environments as well as a dedicated in house ASP full planning and delivery service. Publishers and Advertisers can optimize a “non scrollable” ad space/content location on the browser displaying “timed” ads or content also when on mobile phones or on IPTV. Advertising “TV” type purchase modules and metrics are now possible and online campaigns can be evaluated on the basis of “timed” ad impressions and not on simply “ad-served” impression using GRP’s that are calculated by measurement companies and media planning software’s already available in the market.
AdCastPlus main features:
- The ad stays on screen for the length of time specified by the advertiser
- The ads stays on screen even if the users scroll down or changes the pages.
- Consumers interact with the ad for its full duration making it fully accountable
- The ad can be created using any combination of video, stills, sounds, and animations
- Compatible with standard internet advertising, AdCastPlus fully supports IAB standards in ad size, format, and accounting methodology.
- it builds a “new” premium ad inventory basin without the need of:
- increase page impressions or traffic
- covering-occupying valuable content areas
- publishers can control where the ads are placed on the basis of the editorial page and browser-screen settings
- campaigns can be compatible with existing ads and campaign
- it introduces to the sales force a new sales competitive product
- empowers online publishers and mobile platforms to compete for Brand TV budgets campaigns
- it is cloud based, no expensive system integration is required.
- Timed delivery and guaranteed accountability, the ad stays on screen for the length of time specified by the advertiser, like TV spot
- advertisers and agencies can plan online campaigns using the offline metrics
- advertisers will be able to monitor their online spending and generate a campaign evaluation in a more homogenous way using same TV metrics, GRP’s
- Gtime and day bookings (like on TV) using same planning calendar
- AdCastPLUS is fully compatible with standard IAB formats and accounting methodology
Monetize the time consumption of the users
- Increase premium ad inventory always above the fold without the need of:
- increase page impressions or traffic
- covering/occupying valuable content areas - placement control – Publisher can control where the new delivery location is positioned on the basis of the targeted page and browser-screen settings.
- compatible with existing Ads, Rich media or text links
- introduce a new marketing online product for the sales team so to support high ecpm sales leveraging on audience performance metrics and not just clicks
- compete for Brand TV budgets campaigns
- replace-eliminate unsold ad-spaces with more relevant content
- Increase the advertisers ad impressions purchase intent towards the current Video Ad market demand.
AdCastPlus introduces a new advertising online Premium product for Sales house.
With AdCastPlus the Sales team can sell premium Ad inventory always above the fold without the need of:
- increase page impressions or traffic of the site
- covering/occupying valuable content areas of the site
Offline metrics - The Sales house will be able to monitor the online spending and generate a campaign evaluation in a more homogenous way using same TV metrics (as GRP’s)
Easy to manage and to maintain - The AdCastPlus management interface provides a complete view with administration controls for system status, current load, delivery trends, reporting, optimization and a lot more
Low server load - AdCastPlus make use of a patented delivery technology that minimizes load and bandwidth requirements
Open Source - AdCastPlus uses top-of-the-line open source products to lower development and maintenance costs
A technical team will be constantly supporting the planner and traffic manager when preparing the campaigns, reports and maximizing the overall branding performances.
An ISP embedded solution secures the Telco 100% of the time spent when the subscribers are connected online through their proprietary access points. The online advertising market share of the Telco will be economically proportioned to the total amount of time the subscribers spend on the web when accessing the internet and not just upon the time spent on proprietary or controlled websites. When accessing the web, the user will be accompanied by the ACP™ area that is triggered not by the publishers page but by the Telco’s distribution servers. By doing so the Telco will be able to offer convenient broadband subscription packages that will increase the customer’s base and ARPU, targeting a significant quota of the overall advertising market share. The Telco’s could also proactively engage with the broad band subscribers by distributing-sharing the revenues generated when adopting an advertising revenue distribution model with the end consumer. Provided that the Telco’s data collection system matches all privacy constraints, behavioral or prediction based targeting advertising campaigns can also be delivered when using the ACP™ area, justifying to advertisers and agencies an even higher premium cpm.
