Community Research and Development Information Service - CORDIS


TILES Report Summary

Project ID: 698662

Periodic Reporting for period 1 - TILES (Tiles: the first platform for shared entertainment)

Reporting period: 2016-02-01 to 2016-08-31

Summary of the context and overall objectives of the project

The business model innovation proposed in TILES project addresses the new digital advertising sector within the larger creative industries. Advertising is essential to the success of the European digital market. Indeed, the wider digital ecosystem is fundamentally based on advertising, from media and content creators to search and email providers as well as social networks and apps.
Europe’s digital advertising market represents a young sector, which continues to out-perform the overall economy, with a growth rate in 2014 of 11.6% compared to a mere 0.4% increase in EU GDP. In 2014, digital advertising powered the European internet economy to the tune of € 30.7 billion.
New generations of consumers are using Internet, mobiles, digital media, etc., in ways that not only expand their range of creative experiences but also transform them from passive recipients of creative messages into active co-creators of creative content.
Thus, the business model proposed aims at exploiting the business opportunities deriving from the creative industry market trends and drivers.
Mosaicoon proposes an inside out approach with the aim to create an ecosystem in which creatives and video makers as well as final users themselves should be an active part of the communication process of the Advertisers, allowing them to manage efficiently all the entire process of creation, distribution and monitoring of an online video campaign through one single dashboard.
The Company’s goal is the creation and market launch of a completely automatized system called Tiles by the end of 2017. The company’s value proposition aims at bringing Brands to produce content, distribute it and monitor the results for observing real users’ engagement. The platform allows campaign budget optimization and the assessment of actual returns on communication investments. Moreover, Tiles will contribute to co-create value not only for Advertisers but also for creatives, video makers and publishers.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

The project is in its core phase. The activities within the work package (WP2) dedicated to the computing infrastructure of the platform has been completed. The activities under WP3 are finishing and there are under planning the first activities concerning the testing phase with customers and partners.
Under the project management WP1 have been realized: a leaflet containing the project information dedicated to Mosaicoon and relating to participation in Horizon 2020; a handbook regarding the internal description of the organization of the project and the type of coordination and processes that Mosaicoon put into practice in the planning of resources and time / objectives; an ethical and legal manual: public domain, dedicated to the regulatory and legal warnings that Mosaicoon put into practice for the organization of its resources and its facilities and the public domain outputs of the project (eg. Tiles, the website, DBs, etc.)
WP2 is the start-up of the software project. The results of the second package are the collection of all the requirements for the first release and the delivery of technical documentation needed for the project. We started from competitor analysis, then we took the decisions about technical environment and we designed the whole system.
So far we delivered the 1st, 2nd and 3rd tasks of the WP3. The main back-end development was done, IT department has set-up servers, designers delivered the first user interface layouts. The software was tested on production servers.
The activities under communication and dissemination work package (WP7) will be on air for all life of the project. The following things have been communicated to the support of the launch of the new platform Tiles and communication activities were printed: Leaflet and Brochure. Among the activities of the WP7 there are the ones regarding the IPR actions. We define an IPR strategy for the company and we register some of our trademarks in different countries. Moreover we file a patent for the protection of the platform algorithm.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

The consumer on the Internet has more power, given the nature of technology, and is therefore able to perform multiple actions and search for more information. Thus, the more invasive traditional advertising formats are seen as elements that interrupt online searches and activities, and not as elements of involvement or information. Therefore, in order to meet the needs of the Advertiser to find their own users online, to stimulate actions, and to tie them to the values of the Brand, maximizing the return on their advertising investment, Mosaicoon has developed a non-invasive offer. The user can see the latter as content itself: the video campaign, in which both the creative content and its distribution are thought and redesigned to meet the user needs.
This offer presents itself as unique in the industry of online advertising as it integrates services normally offered by different players in the market, and it will be achievable thanks to the company's own technological proprietary platforms. Mosaicoon can therefore be the one-stop shop for the client, responsible for the results of the campaign, thus significantly reducing the costs associated with different transactions, which a company encounters when addressing many different players.
This model will create an integration of the services offered in the market in a unique win-win solution for all the players of the industry, allowing at the same time the small player to access to a market that it was not able to access until now.
The main role of the Tiles platform proposed by Mosaicoon is to satisfy the needs of advertising sector stakeholders by contributing to match up Advertisers, agencies and Publishers. Many Advertisers do not have time to seek out for agencies who produce high impact advertising and for thousands of different sites to run their campaigns on, and many Publishers do not have time or resources to handle ad sales. Tiles platform will contribute to help take care of all these problems through its integrated approach and the existing company’s extensive relationships with Advertisers, agencies and Publishers.
Regarding pricing, most of Mosaicoon’s competitors offer a distribution service based on bidding. Thus, given the budget allocated by the client, the results of the campaign can vary depending on a number of factors such as competition, period, etc. All these variables are behind the client’s control.
On the other hand, Mosaicoon’s approach is based on guaranteed KPIs, which means the client knows exactly what results he will obtain for each investment.
The market and competitors analysis provided, shows how there is a clear business opportunity for first application and market uptake of Tiles platform through the proposed business model.
Some implications of the observed video market trends and competitors analysis are that there will be new business models for video beyond traditional advertising.
With the deployment of TILES platform in 2017, the business model of Mosaicoon will be based on the concept of a Software as a Service company, earning with a fee for the usage of the platform.

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