As the social gaming industry matured, survey questions and market research became a popular alternative revenue source to ads for developers through companies like Trialpay and Peanut Labs.
Now we’re starting to see the same thing happen on mobile.
Qriously, a U.K.-based company backed by Accel Partners, lets developers earn revenue from standard, mobile banner-sized ads that ask users a single question. Christopher Kahler, the company’s founder, says it offers developers eCPMS in the range of $1.50 to $4. They’ll be working with mobile ad mediation companies in the near future, so developers will be able to bundle Qriously in with whatever other ad networks they’re using. The product’s currently in beta and reaches more than 10 million unique users, the company says.
Unlike social gaming-oriented solutions like Peanut Labs, Qriously’s questions are not incentivized. They are basic single questions that sit at the bottom of an app. There’s a slider users can drag to show which side they agree more with (see above). People tend to answer the questions because they’re curious about what other people think. Because of this simple curiosity, Kahler says the engagement rate on his company’s questions are at least ten times higher than what’s seen with basic display ads.
For researchers and advertisers, Qriously provides a fast, real-time way they can get data on different topics. The company is trying to disrupt the “single question” research market. Social gaming-focused market research companies like Trialpay or Peanut Labs tend to offer more comprehensive, long-form surveys, which wouldn’t translate well to mobile because they would be too tedious to fill out in a game.
Potential customers might be political consultancies that want to know in real-time how people feel about a controversial issue right up to an election. Or they could be brand advertisers that want to know how people feel about Nike’s brand around Philadelphia, for example. As a demo, Kahler showed me a demo using the question “Is Nike a fashion brand or a sports brand?” Within minutes, he had gotten nearly a dozen answers from people using mobile apps through the company’s network.
Qriously can show the breakdown of answers across a map, which makes it easy to look for differences in local markets. (See the dashboard below.) It can also show the distribution of answers along a spectrum.
“We provide very fast insights and quantitative data that researchers can act on,” he said.
The company recently raised $1.6 million from Accel Partners and Amalfi Capital.