Top 25 European Rising Stars 2012 – Adpoints
……Adpoints Adds Points Advertising Videos Selectively in the Cloud
TV station…? Internet website…? Adpoints, to be sure, straddles both worlds. It might be a television channel to some whereas to others it is a cloud tool with a site of its own for selective ad viewing. It is located in Britain where it has earned recognition as one of the finest startups to come from the British Isles for being “cutting edge in our use of technology” as its CIO Jonathan Dunham explains.
The premise of the advertising startup is to provide intuitive ad-watching prizes for its subscriber base. It promotes four stages of amassing points as a reviewer of a catchy commercial on TV or the web.
*Watching a commercial.
*Replying to quizzes about the same.
*Paying a courtesy call to the ad site.
*Amassing the points.
Basically, it is almost like another survey out there but with an exception: the client has the power to select either the advertisement or hours in which to commit to viewing. Unlike typical television, the technology immerses itself into cloud computing as the selective venue of choosing promotional content. The only downturn is that the Nectar Adpoints package that came up October 8 of this year operates on invitational basis, though this may change. There are also other subscription details on the table to gamble with like providing emailing details and owning an Adpoints card.
Though Adpoints bestows viewership control to the T/A, who has a guarantee that the site will not favor some advertisers? The answer is that, as the homepage states, the software will just holistically hint on relevant commercials from all over the Big Spider for the T/A to grapple with at their own time. It enhances interactivity, by virtue of making the promotional videos not only fun to watch but also refreshing for the audiences that go on to review them and gain points.
How does it compare with YouTube’s TrueView? The one for YouTube is a little commercialized though it also works on the cloud. It usually concentrates more on how ad placers manipulate their pay per click budgets. If a viewer opts not to pay any attention to a given clip, then it gets without saying that the ad creator gets a blackout of information but correspondingly does not pay for the click. Alternatively, if there is a click, he or she pays the medium for this. In short, the click means that viewers have found the clip creative, a cross-line that one also finds in Adpoints’ viewership. The only difference here is the fact that Adpoints targets the end-user more than the advertiser. The former will even have to create a write up, based on a quiz regarding the watching experience.
But does the advertiser benefit at all? Arguably, Adpoints maybe a T/A’s boon, if there is anything like Target Audience on the variegated Internet, but it also helps ad placers to master their products’ true ratings. If a visitor comes and selectively chooses a certain commercial before reviewing it, the provider of the product maximizes on the feedback. This, according to the ad startup might help to improve on the product through this indirect feedback, right from the horse’s mouth.
There is also a commercial edge to AdPoints’ campaign that might appear subjective to some and cognitive to others. This is the quizzing phase whereby the visitor encounters dual queries, all of which are proposals by the creator of the advert. A promotional gimmick? Cognitive minds, on the other hand may say that there is logic in leaving the querying to the advertiser who knows best the Achilles Heel of the product. For example, they may target the comparative merit of the merchandise against another to establish its weak point and improve it later.
Adpoints says that its commercials that are on air at a given moment attract a 52 percent direct viewing attraction. The firm also says that 90 percent of answers from the T/A has so far aided companies to improve on their customer outcomes. The publishing part is a score because it relies on cloud technologies like monetization. This helps to provide points and turn them into cash, in transit, through the sites of Adpoints and the given ad provider.
The team behind the British startup, Adpoints, is Terry Hunt and Jason Froggett, in the Chairman and CEO positions respectively, among others.
By John Omwamba