Social innovation consistently provides new and exciting methods for individuals to openly communicate. Wherever people congregate, whether it’s at an event on the map or through the channels of cyberspace, advertisers find opportunity to deliver awareness of a product or service. Advertisers constantly invent new models of product awareness to capture consumer attention. One company in particular, Appssavvy, is attempting to add advertising around social activity with a product called Adtivity. More after the jump.
Appssavvy, founded in 2008, by Chris Cunningham and Michael Burke, is a social
advertising company that’s focusing on bringing innovative marketing solutions targeted around social activities. Based on the activities of a particular community, advertisers using adtivity can dictate specific campaigns to that community. After an activity is performed, advertisers can designate relevant ads based on the sharing of content, checking in/out, earning of achievements in games, etc.
Activity-based advertising is a type of predictive analytics used for bring brand awareness to individuals who would attribute the greatest value. Studies have shown that ad banners and popups fail in capturing consumer attention and becoming part of the conversation in a targeted and scalable model could pave way for the future of advertising.
“Advertising around the experience doesn’t work, but still the web continues to be littered with banners and so called social ads,” said Chris Cunningham, co-founder and CEO of appssavvy. “We’re eliminating that practice from our business, while launching a new one that performs and just as easy to execute. For more than a year now, we’ve been developing adtivity, which is based on our vision that the future of advertising is focused on what people are doing, not where they’re doing it.”
The integration of adtivity’s technology with a publisher’s activity allows ads
to be directly attached to the experience. Publishers seeking to monetize their users with social ads can utilize adtivity to mirror ads based on the content of the activity. Other features including management of ad delivery, accessibility to a variety of styles, and tools to effectively position the ad to achieve greatest user likability.
Appsavvy’s goal of transforming display advertising will be a challenging yet doable one as web formats are constantly changing. Some of the company’s stats include:
- With over 700 ad campaigns to boot, 54% of surveyed respondents felt
activity-based advertising attributed positively to user experience.
- As of its launch, adivity can reach a base of 127 million people performing 1.4
billion activities each month.
- The appssavvy Social Activity Index reported activity-based advertising has a greater efficiency than standard banner and display ads by a multiple of 11.
Appssavvy’s objective now is to get a lot of advertisers on board while signing up publishers with a good reach to validate their product further. The company reports partnerships with many companies including: 6waves, iWin, Friend.ly, and 50 cubes etc.
The advertising industry of the 21st century has become volatile due to awareness of
its flaws. TV networks are losing ratings due to the heightened usage of the internet
to watch shows and social/mobile developers have found standard display ads to
be ineffective. Still, commercialized promotion remains to be a conventional source
of monetization, and startups will continue to innovate and invent new methods to help advertisers break through the noise.