Adwebster: The digital coupon
Adwebster is launching a new mobile advertising network with an innovative ROPO tool—which stands for «Research online, Purchase offline.».
Adwebster has built up a basic digital network (display, branding, video) over three years and has a lot of mobile traffic on iPhones, iPads, Windows devices, Android phones or Blackberry devices, according to the statement. "However, this traffic has not been served until now, as the advertising market in Switzerland is only just emerging in this area," Patrick Stüssi, Head of Products at Adwebster, explained in a statement.
All-screen network - on all mobile devices
The company deliberately took its time to launch the Adwebster Mobile Network, as it was important for Adwebster to build the entire network on the same tech stack in order to take full advantage of the major benefits of an associated "All ScreenPlanning" approach. This network architecture allows mobile advertising to be viewed not in isolation, but in context to other online marketing efforts such as stationary display advertising or video advertising. "In such a context, campaigns can be optimized very efficiently, which means the highest possible ROI for the advertiser."
Branding, targeting and video campaigns
In addition to the classic mobile branding campaign within premium themed channels, cross-channel reach campaigns can also be booked. The entire network is also video-enabled (VAST 2.0), and the delivery of TV spots can be coordinated with associated branding and/or reach campaigns. At the same time, Adwebster introduces Switzerland's first integrated ROPO tool, a GPS marketing tool called Smart Sale. Smart Sale originates from the in-house "Adwebster Lab", uses state-of-the-art GPS tracking technology and offers advertisers the possibility to track the success of the campaign on their own offline POS systems by means of real barcodes. Retailers and companies with chain stores can define individual promotions, discounts or coupons per store via XML feeds. Delivery takes place on all mobile devices and can be precisely narrowed down per store with a radius. The deviations in GPS tracking are only a few meters.
"With Smart Sale, we can measure how many offers have been redeemed at a store using a checkout scan."
An interview with Adwebster founder and CEO Andi Nigg can be found in the current Print edition 03/2013 of Werbewoche.
