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There has been much fanfare around new technology purpose-built on a simple, but economically powerful proposition— code that can slip by even the most sophisticated ad blocking technology.
Sounds innovative. But is it really necessary?
At SessionM we’ve chosen a different approach. We believe mobile advertising at people is less effective than engaging with them. We have a coalition of millions of consumers and hundreds of advertisers that feel exactly the same.
The proposition is simple, but not easy. Our software is embedded in thousands of apps. Those apps reach an audience of millions. A percentage of that audience shares information with us voluntarily in exchange for virtual and physical perks— status, preferred access, gift cards, charitable contributions, and so on. These are all based around a common currency we call mPOINTS. The more you accumulate, the more you can spend and do.
Since we now know who’s on the other end of the app in great detail, we can use that data to help advertisers target their outreach. If they’re looking for Men 18-34, we’ve got them. Women in St. Louis looking to buy a car in the next year? Got ‘em.
We then make the introduction— literally and figuratively.
Brand X would like you to do action Y. It might be viewing an ad, might be taking a survey, could be watching a video. If you want to, you get points. If you don’t want to, don’t.
It’s fair, transparent and effective. Far more effective than spray and pray, interruptive advertising.
Only 44.3% of display ads on mobile are viewable (Digiday)
Only 13% of smartphone owners find mobile ads "relevant to me/my interests” (eMarketer)
74% of smartphone owners find mobile ads “annoying” (eMarketer)
50% of mobile clicks are accidental (Goldspot Media)
By contrast, our ads are 100% opt-in, uninterruptive and native to a consumers in-app experience.
While advances in Ad Tech are amazing, it’s beginning to feel like an arms race. I wonder if in the longer term brands aren’t better served cloaking themselves in transparency rather than invisibility.
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