-- Start-up rewrites the rulebook for smartphone advertising with "billboard ads on mobiles"
-- Market launch in Austria in May 2013 with other European countries to follow later this year; launch in USA scheduled for start of 2014
VIENNA and BARCELONA, Spain, Feb. 26, 2013 /PRNewswire/ -- Austrian start-up abalo Media GmbH has developed a new mobile advertising concept that is a true global first. abalo is set to revolutionise the clunky world of smartphone advertising when it is unveiled at the Mobile World Congress (MWC) in Barcelona. Following market launches in Austria and Germany, abalo is set to launch in other European countries later in 2013 and in the USA at the beginning of 2014.
Smartphone advertising comes of age
Smartphone advertising is still in its infancy. The industry has been feverishly searching for the next big idea in what is expected to become a multi-billion dollar business. Thanks to the simple concept behind abalo, the search is now over: abalo uses the lock screen, which the average smartphone user views 35 times a day. Users receive cash payments in return for viewing advertisements – making them attentive, active consumers.
Display ads on mobiles
"We are bringing billboard advertising to mobile phones," explained Michael Mass, co-founder and CMO of abalo Media GmbH. "It couldn't be simpler: wake up the screen, view the advertisement, and unlock the phone. Consumers get to view advertisements that actually interest them, and receive cash in return. The advertiser can tailor advertising precisely to their target group, to a level that has not previously been possible."
New levels of consumer interaction
At the moment, consumers find smartphone advertising annoying – and it is not very attractive to advertisers, since it is all but impossible to target ads effectively and measure their impact accurately. Conventional mobile advertising requires consumers to use apps or browsers, or read text messages. But abalo displays high-quality full-screen advertisements. Because users register for abalo, the service can be customised based on their demographic profile and interests. abalo also delivers time- and place-specific advertising, and opens up new ways of interacting with consumers – even prompting them to make purchases when they are in front of the right store.
Mobile advertising needs new solution
Mobile advertising revenue amounted to USD 8.41 billion worldwide in 2012, double the figure for 2011.(1) Research firm eMarketer believes the sector will grow to a volume of USD 37 billion by 2016.
The number of smartphone users worldwide rose to around 1.1 billion in 2012, and a recent study states that this number should triple to reach 3.3 billion in 2018.(2) According to Gartner, 72.4 percent of smartphones currently run Android.(3)
abalo Media will introduce abalo in Germany in the second quarter of 2013 and in other European countries later in the year. abalo will be available in the USA from the start of 2014. The number of users in the European abalo community is expected to top one million by the end of 2013.
Start-up abalo Media GmbH was founded in Austria at the beginning of 2012 by three IT and advertising entrepreneurs. The company is headquartered in Vienna and financed by a German investor. abalo Media has close to 30 employees at present.
About abalo Media
abalo Media GmbH is a digital media start-up based in Vienna, Austria. It was founded at the beginning of 2012. The company develops new, innovative mobile advertising concepts and currently has close to 30 employees.
1. eMarketer (www.emarketer.com)
2. Strategy Analytics, Ericsson Mobility Report
3. Gartner: Market Share Analysis: Mobile Devices, Worldwide, 3Q12
SOURCE abalo Media GmbH