Refresh Ads whitepaper

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Refresh Ads whitepaper

  1. 1.     Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   1  
  2. 2.   TECHNOLOGY  OVERVIEW SUMMARY Refresh  Ads  is  the  first  responsive  ad  delivery  platform  that  allows  publishers   to  monetize  any  screen  on  a  mobile  app  or  mobile  site  with  a  pull-­‐to-­‐refresh   function.  Refresh  Ads  are  delivered  in  the  otherwise  blank  space  inside/above   the  pull  to  refresh  function  used  to  refresh  the  content  items  on  a  page.  The   Refresh  Ads  network  provides  advertisers  with  superior  targeting  and   accuracy  of  ad  deliveries  by  geos/location,  day-­‐part,  device  carrier,  device   manufacturer,  category  and  OS.  With  Refresh  Ads,  advertisers  experience  a   significant  reduction  in  cost  and  impressive  returns  on  investment  with  our   self-­‐serve  platform,  which  allows  for  complete  control  over  all  aspects  of   advertiser  campaigns.     Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   2  
  3. 3.   CONTENTS SUMMARY  ......................................................................................................................1     CONTENTS  .....................................................................................................................2       ABOUT  REFRESH  ADS  ..................................................................................................2     CONCEPT  .......................................................................................................................4     DELIVERY  ......................................................................................................................5     VALUE  ............................................................................................................................6     IMPACT...........................................................................................................................7     CONTACT  INFORMATION  .............................................................................................9       ABOUT  SOCIAL  GEAR,  LLC. Social  Gear  LLC.  was  founded  by  Riz  Nwosu  in  2009.  The   company’s  current  main  product  is  the  Refresh  Ad  Network  that   delivers  ads  within  the  pull-­‐to-­‐refresh  function  of  mobile  apps  and   mobile  site  that  use  pull-­‐to-­‐refresh  to  update  their  content  feed.   Refresh  ads  fit  the  blank  space  that  is  usually  exposed  when  a  user   pulls  down  the  screen  to  refresh  it’s  content  items.  This  previously   un-­‐monetized  and  un-­‐used  space  above  the  content  of  the  page   now  presents  a  new  source  of  revenue  for  publishers  and  an   exciting  opportunity  for  advertisers  to  reach  potential  customers   with  a  fresh  and  unique  ad  format.  The  company  is  headquartered   in  Beverly  Hills,  CA.  For  more  information  about  Social  Gear,  please   visit  www.social-­‐gear.com.         Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   3  
  4. 4.   CONCEPT Until  now,  mobile  ads  were  limited  to  superimposed  placement  on  top  of  the   content  of  a  screen  forcing  publishers  to  give  up  valuable  pixels,  obscuring   parts  of  their  content  in  exchange  for  ad  revenues  and  annoyed  users. THE  CURRENT  MARKET                                                                                                                                                                                                                                                                                                       The  existing  infrastructure  in  the  market  is  based  on  the  concept  of  mobile   publishers  making  available  screen  real  estate  for  ad  placement  so  that   advertisers  and  agencies  can  create  ads  of  those  specific  spaces  to  run  on  the   publishers’  mobile  apps  and  sites.  Today  there  are  60  standard  ad  sizes  for   mobile  devices  currently  in  use  in  the  marketplace,  all  taking  up  valuable   sections  of  the  screen  (above  and  below  the  fold)  and  negatively  affecting  the   overall  user  experience. For  publishers,  striking  the  appropriate  balance  between  how  much  screen   real  estate  to  sacrifice  for  ad  placements  and  the  inevitable  user  anger   towards  interruptive  ads  can  be  quite  difficult.  In  regards  to  mobile  design,   giving  up  pixels  for  ad  placement  affects  the  overall  design  and  user   experience.  Also  mobile  ads  could  be  more  effective  if  they  didn’t  cause   annoyance  to  the  user  by  forcing  them  to  take  an  extra  action  to  get  rid  of   unwanted  ads  such  as  clicking  on  a  ‘Cancel’,  interrupting  the  users  use  of  the   app  or  mobile  site.   As  the  number  of  mobile  devices  on  the  market  has  increased,  so  has  the   complexity  of  mobile  content  creation  and  ad  delivery.  Publishers  are  dealing   with  an  audience  that  is  more  diversified  with  an  ever-­‐increasing  number  and   variety  of  smartphones,  each  with  their  own  screen  formats,  resolutions,  and   operating  systems.  While  in-­‐stream  native  ads  carry  the  promise  of  providing   a  consistent  content-­‐optimized  branding  opportunity  for  advertisers,   delivering  them  across  multiple  publishers  with  varying  user  interface   designs  across  multiple  devices  has  remained  complicated  and  challenging.   Current  native  in-­‐stream  ad  offerings  are  yet  to  solve  the  scalability  question.   However  Refresh  Ads  offer  a  scalable  native  above-­‐stream  ad  solution.     THE  NEW  MARKET Social  Gear  is  the  first  company  to  introduce  the  technological  infrastructure   to  deliver  responsive  advertising,  which  is  based  on  an  alternative  concept  of   how  ad  placements  are  defined  on  publisher  apps  and  mobile  sites  and  how   advertiser  messages  are  delivered  to  those  placements. Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   4  
  5. 5.   Refresh  Ads  forces  you  to  think  outside  the  box  of  what  we  know  as  standard   mobile  ad  formats.  Refresh  ads  are  not  revealed  until  a  user  pulls  to  refresh   the  screen.  They  also  do  not  have  to  be  displayed  or  in-­‐view  for  a  specific   amount  of  time.  Refresh  Ads  are  responsive;  ads  that  respond  to  a  users  pull-­‐ to-­‐refresh  action,  gradually  revealing  itself  as  the  user  pulls  down  the  screen.   Furthermore  they  don’t  outstay  their  welcome.  Refresh  ads  disappear   upwards  with  the  screen  as  the  new/updated  content  is  returned  from  the   server.  With  Refresh  ads,  publishers  don’t  have  to  sacrifice  valuable  screen   real  estate  or  compromise  their  design  integrity  or  the  user  experience  for  ad   placement. Instead  of  paying  for  ads  that  users  are  already  blind  and  immune  to,   advertisers  can  instead  deliver  ads  that  still  retain  the  flashy  and  attention   grabbing  aspect  of  standard  superimposed  mobile  ads  without  being   interruptive  and  annoying  to  potential  customers.  The  technology  is  also  very   flexible;  publishers  can  customize  visual  aspects  of  the  pull-­‐to-­‐refresh   function  to  better  fit  their  design  aesthetic.   Publishers  can  now  monetize  with  responsive  ads  that  are  delivered  via  the  pull   to  refresh  mechanism  of  their  app  or  mobile  site. Delivery Publishers  are  requited  to  make  a  minimal  integration  of  the  Refresh  Ads  SDK   into  their  apps  or  mobile  sites  to  enable  them  for  Refresh  Ad  delivery.  By   enabling  the  Refresh  Ad  delivery,  publishers  can  now  provide  users  with  a   Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   5  
  6. 6.   more  native  and  organic  ad  experience  that  is  built  specifically  with  the   mobile  experience  in  mind. A  Refresh  ad  impression  is  counted  the  moment  the  user  pulls  down  to   refresh  the  screen’s  content  items.  Depending  on  the  network  coverage  in  the   area  where  the  device  is  located,  the  Refresh  ad  can  be  displayed  longer  or   shorter.  As  Refresh  ads  are  only  displayed  for  the  amount  of  time  it  takes  for   the  screen  to  refresh,  the  current  network  connectivity  will  dictate  how  long   the  ad  is  displayed  for.  Alternatively  a  user  can  hold  down  the  screen  for  as   long  as  they  want,  keeping  the  ad  in  view  for  the  duration.  Ads  delivered   through  the  Refresh  Ads  server  are  guaranteed  to  be  100%  in  view  and  above   the  fold  placement.     Targeting  options  include  the  users  geo  or  location,  day-­‐part  using  the  device’   time,  the  device  manufacturer,  the  operating  system  on  which  the  device  runs   and  the  publisher’s  content  category.  For  example,  an  ad  campaign  that  runs   internationally  but  targeted  by  day  part  of  noon  to  6pm  will  deliver  ads  from   noon  to  6pm  local  time  for  users  around  the  world.   VALUE The  Refresh  Ad  server  platform  simplifies  the  way  publishers,  ad  agencies   and  brand  advertisers  deliver  ad  creative  through  it’s  self-­‐serve  platform  that   allows  for  the  maximum  control  and  creative  freedom  for  everyone  in  the   value  chain,  which  translates  to  a  huge  cost  and  effort  savings  for  both   advertiser  and  publisher. Return  on  investment  for  advertisers  are  higher  because  Refresh  ads  are   always  placed  above  the  fold  and  always  in  view  when  the  user  pulls  to   refresh  the  screen  because  their  attention  is  usually  focused  at  the  top  section   of  the  screen  while  they  wait  for  the  screen’s  content  to  refresh.  Agencies  can   do  more  with  less;  gaining  the  ultimate  ad  design,  creativity,  placement  and   ad  buy  specificity.  Publishers  are  free  to  customize  the  pull-­‐to-­‐refresh   creative  layout  and  design  to  best  fit  their  app  or  mobile  site  design  and   layout,  giving  them  the  opportunity  to  create  new  advertising  inventory   without  redesigning  any  page,  interrupting  any  user,  or  interfering  with  any   content. In  addition  to  a  significant  reduction  in  terms  of  cost  and  effort  to  generate,   upload  and  manage  creative  materials,  but  Refresh  ads  also  increases   potential  advertising  revenues  by  enabling  ads  to  be  delivered  in  the   otherwise  blank  spaces  users  are  forced  to  stare  at  when  they  pull-­‐to-­‐refresh   the  screen’s  contents.  The  Refresh  Ads  SDK  dynamically  delivers  ads  in  these   Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   6  
  7. 7.   otherwise  empty  spaces  available  on  the  user’s  screen,  creating  new  premium   inventory. When  a  user  pulls  to  refresh  the  screen,  the  blank  space  above  the  content  is   dynamic,  always  changing  based  on  the  users  pull-­‐down,  push-­‐up  or  release   of  the  screen.  Some  apps  deliver  static  “skins”  or  “wallpapers”  to  this  dynamic   space  but  never  before  has  an  ad  been  delivered  in  this  space  until  now.  Also   Refresh  ads  are  designed  and  optimized  for  mobile  screens  ensuing  the   optimum  user  experience.   IMPACT The  need  for  a  better  mobile  ad  format  is  aligned  with  the  interests  of   publishers  who  need  to  monetize  their  mobile  content,  and  agencies  and   advertisers  who  need  to  reach  audiences  with  the  most  impactful  and   creative  messaging  possible.  It  is  also  key  to  the  future  of  mobile  apps  and   sites,  mobile  browsing,  mobile  design  and  development. Mobile  devices  have  a  small  screen  to  work  with  and  cannot  afford  to  give  up   much  screen  real  estate  for  advertising.  Further  more,  mobile  devices  are   more  intimate  and  thus  require  ads  to  feel  organic  to  the  design  of  the  app  or   mobile  site  rather  than  an  afterthought.   With  Refresh  Ads,  publishers  are  generating  new  incremental  previously   untapped  revenues.  Agencies  are  delivering  more  value  at  a  lesser  cost.   Advertisers  are  increasing  their  brand  effective  reach  and  return  on   investment.  Furthermore  as  Refresh  ads  do  not  cannibalize  or  compete  with   any  existing  ads  publishers  might  currently  have  running  on  their  apps  or   mobile  sites,  publishers  are  able  to  implement,  measure  and  compare  the   performance  of  refresh  ads  side  by  side  with  other  running  ad  formats. The  fact  that  users  don't  see  the  Refresh  ad  until  they  pull-­‐to-­‐refresh  the   screen  allows  users  to  click  on  the  ads  at  their  own  convenience  as  opposed   to  within  only  a  few  seconds  of  it  showing  in  the  app.  This  has  allowed  our   test  campaigns  to  perform  significantly  better  than  standard  banner  ads.  By   not  cluttering  the  screen  and  adversely  affecting  the  user  experience,  users   have  rewarded  Refresh  ads  with  through-­‐the-­‐roof  engagement.     Refresh  ads  gives  publishers  the  opportunity  to  monetize  those  'moments'  of   natural  inaction  when  the  users  is  expecting  to  wait  for  the  updated  content   to  load.  We  call  these  few  seconds  the  'Mobile  Waiting  Room'.  Additionally   Refresh  ads  are  sized  to  be  a  natural  fit  for  the  blank  space  presented  to  users   when  they  pull-­‐to-­‐refresh  the  screen’s  content.  This  has  allowed  Refresh  ads   to  be  sized  much  larger  than  standard  banner  ads;  320x200  (or  300x200)   Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   7  
  8. 8.   which  is  4x  the  size  of  standard  banner  ad  units  and  thus  can  command   premium  rates  over  standard  banner  ad  units.         The  Refresh  Ads  innovation  offers  an  alternative  technological  infrastructure   for  mobile  ad  delivery  by  responding  to  a  pull-­‐to-­‐refresh  gesture  with  a   responsive  ad.  This  creates  new  markets  of  ad  space  beyond  the  standard   mobile  as  inventory,  creating  a  new  opportunity  for  industry  players   including  brand  advertisers,  advertising  agencies,  mobile  publishers  and   developers.       REFRESH  ADS  PERFECTLY  FILL  THE  EMPTY  SPACE  THAT  IS  EXPOSED  WHEN  A  USER  PULLS  TO   REFRESH  THE  SCREEN. Refresh  ads  comply  with  the  IAB’s  3MS  Initiative  meaning  that  an  ad   impression  is  not  counted  until  at  least  50%  of  the  ad  pixels  is  in-­‐view  for  at   least  1  second. Clicks  or  conversion  cam  be  tracked  through  the  Refresh  Ads   dashboard  and  used  for  campaign  optimization. Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   8  
  9. 9.   CONTACT  INFORMATION     Regarding  questions  about  this  document,  please  contact  riz@social-­‐gear.com   or  visit  www.social-­‐gear.com.   Copyright  ©  Social  Gear  LLC.  Inc.  All  rights  reserved.   9  

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