Project description
Advertisement revolution with Adverty platform
Today’s marketers favour digital media, usually paying for ads on platforms, fitting their context seamlessly to attract the attention of potential buyers through native advertising. However, this is not always effective or relevant. The EU-funded XR_Advertising project aims to revolutionise this market with the disruptive Adverty Native XR Advertising Platform. The project will provide a feasibility study and business plan to enable the Adverty platform to become the first serving ad traffic within Mixed Realities. With the unique Adverty algorithms and features, it will be possible to strengthen contextual targeting to maximise the ad’s relevancy to the brand, improving the viewability and efficient tracking while selling them via the mobile AR platform.
Objective
This SME Phase 1 project will allow for preparing an in-depth feasibility study and business plan for an innovative digital advertising platform, serving ad traffic within Virtual, Augmented and – soon to come – Mixed Realities (VR, AR, MR = XR).
The Adverty Native XR Advertising Platform has a chance to disrupt the global digital advertising market by opening it to the realms that are still emerging and dynamically take shape. Its competitive edge is strongly marked by the 4 unique (patent pending) algorithms and other features that allow for solving the most important pain points of the advertising industry, namely viewability, efficiency measurement and relevance of the ads, as well as selling them through the mobile AR platform.
The market for this kind of services is growing rapidly. It is expected to reach approx. €10 billion by the end of 2021 at the remarkable CAGR of 38%. Adverty aims to grasp 0,4% share of this market.
In spite of being quite a young player Adverty has already entered the market with two fully commercial customers onboard. This means that the Adverty solution has been deployed into the operational environments of both VR and AR and thus reached TRL-7.
The business strategy of Adverty is to use all possible sales channels: direct sales and – as the first company in the world – a programmatic (automation) approach, in which clients are purchasing from Adverty ad inventory using real-time bidding (RTB) through global SSPs and DPSs. This aggressive sales approach mixed with carefully designed dissemination strategy will soon allow Adverty to become the leader amongst the XR advertising platforms.
In the European dimension, our solutions will allow for increasing the competitive advantage of European companies operating in the field of XR, especially considering the fact that Europe is still a net importer of US digital services.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
- social sciences sociology industrial relations automation
- social sciences economics and business business and management business models
- natural sciences computer and information sciences software software applications virtual reality
- natural sciences computer and information sciences artificial intelligence computational intelligence
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Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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H2020-EU.2.3. - INDUSTRIAL LEADERSHIP - Innovation In SMEs
MAIN PROGRAMME
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H2020-EU.3. - PRIORITY 'Societal challenges
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H2020-EU.2.1. - INDUSTRIAL LEADERSHIP - Leadership in enabling and industrial technologies
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
SME-1 - SME instrument phase 1
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) H2020-EIC-SMEInst-2018-2020
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
111 52 STOCKHOLM
Sweden
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.