De la pub dans les temps d'attente téléphoniques
Apptera a lancé fin janvier MobileAd Technology, présentée comme une "place de marché" fonctionnant selon un système d'enchères. Les publicités seront insérées pendant les temps d'attente lors d'appels téléphoniques à des services clients. Déjà que le Boléro de Ravel était particulièrement hérissant au bout de 5 minutes...
Apptera, a five-year-old startup, is out to prove the “voice is a commodity” crowd wrong.
The San Bruno, California-based company on Wednesday introduced MobileAd Technology, an advertising marketplace that inserts ads in phone calls through a Google-style bid system.
The company plans to fill those long and short pauses in commercial phone calls, as the caller is shuttled between departments, with targeted ads.
So as a caller waits for the manager of the men’s apparel department of the local store to pick up, he could be treated to an ad for a sale on overcoats, instead of music from the local Lite FM station.
Or a caller using free directory assistance to find John’s hardware store could be treated to an ad for Bill’s hardware store which is close by and happens to be running a sale on power tools.
SPIT Risk
The risk for Apptera is that while consumers will tolerate unsolicited ads on TV or the Internet, phone calls, because they are considered highly personal and even intimate, are considered off limits.
Unsolicited ads on a phone call could be considered far more intrusive and irksome than spam. In fact the telecommunications industry has come up with a pretty graphic acronym for the VoIP version of spam: SPIT (Spam over Internet Telephony).
So in most cases Apptera’s ad insertion technology seeks an “opt-in” or pre-approval of the caller before the ad is played.
The company makes exceptions in cases where the caller is being treated to a free service that normally has a price, like free directory assistance.
So inherent in that quid pro quo is the caller’s tacit approval.
Apptera is initially targeting directory assistance service providers, phone companies, portals, advertisers, marketers, and businesses in general. The company has already acquired a significant customer, AT&T, the largest carrier in the United States.
Four Voice Products
MobileAd technology includes four products. The new piece is called the MobileAd Xchange. MobileAd Xchange makes Apptera a kind of Google of the voice ad world in that it uses the bid model. Ads are placed based on the value and the amount of the bid.
Anyone from a small business to a major enterprise can register their ads to run on the voice systems of multiple service providers on the exchange.
For instance a local pizza chain can have its ads placed anywhere in Apptera’s network of clients. So the ad can show up on AT&T’s free directory assistance service or on calls to the local multiplex.
The pizza shop can also send an electronic coupon to the caller who decides to visit the pizza shop after the movie.
MobileAd Server is designed for marketers and service providers. It automatically selects the most appropriate ads to play, depending on the information collected from and about the callers.
For instance a caller seeking to purchase a movie ticket by phone would hear Samuel L. Jackson touting his upcoming movie.
MobileAd Manager can be used by advertisers to record and manage the actual ads, while MobileAd Reporter generates business intelligence reports.
Source : Red Herring
Apptera, a five-year-old startup, is out to prove the “voice is a commodity” crowd wrong.
The San Bruno, California-based company on Wednesday introduced MobileAd Technology, an advertising marketplace that inserts ads in phone calls through a Google-style bid system.
The company plans to fill those long and short pauses in commercial phone calls, as the caller is shuttled between departments, with targeted ads.
So as a caller waits for the manager of the men’s apparel department of the local store to pick up, he could be treated to an ad for a sale on overcoats, instead of music from the local Lite FM station.
Or a caller using free directory assistance to find John’s hardware store could be treated to an ad for Bill’s hardware store which is close by and happens to be running a sale on power tools.
SPIT Risk
The risk for Apptera is that while consumers will tolerate unsolicited ads on TV or the Internet, phone calls, because they are considered highly personal and even intimate, are considered off limits.
Unsolicited ads on a phone call could be considered far more intrusive and irksome than spam. In fact the telecommunications industry has come up with a pretty graphic acronym for the VoIP version of spam: SPIT (Spam over Internet Telephony).
So in most cases Apptera’s ad insertion technology seeks an “opt-in” or pre-approval of the caller before the ad is played.
The company makes exceptions in cases where the caller is being treated to a free service that normally has a price, like free directory assistance.
So inherent in that quid pro quo is the caller’s tacit approval.
Apptera is initially targeting directory assistance service providers, phone companies, portals, advertisers, marketers, and businesses in general. The company has already acquired a significant customer, AT&T, the largest carrier in the United States.
Four Voice Products
MobileAd technology includes four products. The new piece is called the MobileAd Xchange. MobileAd Xchange makes Apptera a kind of Google of the voice ad world in that it uses the bid model. Ads are placed based on the value and the amount of the bid.
Anyone from a small business to a major enterprise can register their ads to run on the voice systems of multiple service providers on the exchange.
For instance a local pizza chain can have its ads placed anywhere in Apptera’s network of clients. So the ad can show up on AT&T’s free directory assistance service or on calls to the local multiplex.
The pizza shop can also send an electronic coupon to the caller who decides to visit the pizza shop after the movie.
MobileAd Server is designed for marketers and service providers. It automatically selects the most appropriate ads to play, depending on the information collected from and about the callers.
For instance a caller seeking to purchase a movie ticket by phone would hear Samuel L. Jackson touting his upcoming movie.
MobileAd Manager can be used by advertisers to record and manage the actual ads, while MobileAd Reporter generates business intelligence reports.
Source : Red Herring
Labels: business development inde, business developpement inde, marketing mobile, mobile marketing
posted by Hugues Courcier at 8:30 AM
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