Start-up launches utility to tap into lucrative mobile ad market

Eureka Mobile Advertising is launching a new mobile advertising service with telecom operators and brands that dleivers target content and ads when mobile screens are idle

UK-based start-up, Eureka Mobile Advertising, is tapping into the lucrative mobile advertising space with new phone utility that it claims monetises the idle screen to deliver content to target subscribers.

The new mobile advertising service is built on proprietary technology and will be released in partnership with telecom operators and brands. It is available on Google Android and will shortly be made available on other smartphone platforms.

For subscribers that opt in to continue using Eureka and receiving content and relevant adverts, the service offers a host of rewards and is planning a loyalty program. The service allows consumers to pause ads, but only rewards them when they allow the service to deliver ad collateral.

Eureka claims it will also share better ROI, greater transparency and insights with brands and that advertisers only pay when the customer views their ad.

The platform has been piloted in India with one of the country’s telecom operators and is expected to be launched in two additional markets by 2014. Eureka is headquartered in London and has an office in Mumbai.

“With the kind of power that the mobile phone wields, it has become the single most important tool for marketers,” Eureka founder and CEO, Rahul S Jayawant, said. “With our pilot launch completed in India over the last eight weeks, we have seen overwhelming enthusiasm for our service from subscribers and CMOs.

“Over the next year, we aim to be present in multiple markets across the world. We see immense potential in this technology.”

Eureka has been founded by Jayawant, a former employee of HCL Technologies, Accenture and L&T Infotech, in partnership with fellow technology veteran, Yogesh Sholapurkar.

According to the Internet Advertising Bureau’s latest Australian Mobile Advertising Landscape report, mobile ad expenditure reached $86.2m in 2012, a rise of 220 per cent year-on-year. It also found smartphone penetration is more than 70 per cent

Globally, telecom research firm, Berg Insight, claims the market for mobile ads is likely to grow at 37 per cent every year to US$22 billion in 2016, from the $3.4 billion in 2010.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in