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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in