NATIVE XR ADVERTISING PLATFORM

Project Information

XR_Advertising

Grant agreement ID: 826771

DOI

10.3030/826771

Project closed

EC signature date 17 August 2018

Start date 1 September 2018

End date 28 February 2019

Funded under

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Total cost

€ 71 429,00

EU contribution

€ 50 000,00

Coordinated by

ADVERTY AB
Sweden

Periodic Reporting for period 1 - XR_Advertising (NATIVE XR ADVERTISING PLATFORM)

Reporting period: 2018-09-01 to 2019-02-28

Summary of the context and overall objectives of the project

Adverty is an innovative Swedish firm operating on the market of digital advertising, with a special focus on advertising in eXtended Realities (Virtual, Augmented and Mixed). Our project is both of technical and business nature and in the course of the research conducted during the SME Phase 1 feasibility, it also turned out that our actions will also have a significant impact on social and humanistic areas.

Our main goal was to make sure that our business is feasible and that it will bring tangible benefits to all our stakeholders. We addressed the main pain points of advertisers (main clients): e.g. the fear of fraud, but we also dealt with the pain points of end users (indirect clients, e.g. players): even if they accepted ads in their digital experiences, they will only be happier if the ads become non-intrusive, more “civilized” and finally more ethical.

In conclusion, Adverty decided to continue its efforts to build a competitive business and provide both the ad industry and society with an innovative, unintrusive and more ethical digital advertising model.

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

We conducted an extensive feasibility study incl. the following aspects: tech development, market and competition study, business model enhancement, marketing strategy. Basing upon the findings of this study we designed a business plan - a blueprint for our business scaling and market expansion activities to be pursued using also the Phase 2 project in the future. The tangible result of several months of work is a more than 150-page report, which points out that our business is feasible and which actions should be taken to make it grow.

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)

Adverty is going to further develop their technology. This development will include works on the use of Artificial Intelligence, neural networks and extensive cloud computing. These works will be carried out in order to make the advertising business even more digitalized. Visionary solutions of Adverty will certainly contribute to the reduction of the digital gap between the European Union and the US and emerging digital powers of the Far East. Also, Adverty is a part of the process of creating a new, modern, ethical advertising that: 1) gives the consumer the freedom to see or not to see ads; 2) never uses consumers' personal data and behaviors without an explicit consumer consent (GDPR); 3) never uses the consumers' reactions or psychological weaknesses in an illegal or unethical way in order to increase the ad viewability and thus gain profits.

Adverty Logotype