New York, NY (PRWEB) January 19, 2016
Sled, a mobile advertising company, today announced the launch of the first ever Cost Per Second (CPS) media buy in partnership with Proof Advertising for the benefit of the San Antonio Convention & Visitors Bureau.
The campaign is being run on Sled's Parsec platform, which only charges advertisers for the time that consumers choose to spend with ads.
“Buying media on a cost per second basis using Parsec is attractive because there’s less waste and we know what we’re getting”, said Ly Tran Proof’s Director of Digital Strategy & Architecture. “The media business is about capturing attention and Parsec helps us do that more efficiently with their time-based model”.
San Antonio Convention & Visitors Bureau Campaign
Sled worked with Proof to design and build the creative for the San Antonio Convention & Visitors Bureau. The creative encourages readers to plan trips at VisitSanAntonio.com and features animation that progresses as the ad is moved across the screen. Performance has exceeded early benchmarks with individuals spending 4.8 seconds with the creative on average with 17% of impressions delivering more than 7 seconds.
The Parsec Platform
Parsec is a media platform that connects advertisers to digital audiences through high impact ads on the mobile web. It is the combination of two pieces of technology created by Sled:
● Sled rich media format.
● Time-based media platform.
The Sled rich media format is a patent-pending high impact format that uses scrolling gestures to enter and exit the screen. Sleds can contain functionality such as videos, carousels, maps or other interactive features. The format works primarily on the mobile web but is being adapted to tablets and in-app environments.
Sled is part of a class of ad formats known as politely interruptive, meaning that the ad interrupts the consumption of content for an amount of time controlled by the reader. This distinction from adjacent ads or those with forced interruptions is important as time spent in the context of polite interruptions is a very accurate measure of brand impact.
Parsec is Sled’s time-based advertising platform. Parsec media is priced on a cost per-second basis, meaning that advertisers only have to pay for the amount of time that consumers choose to spend with their ads.
Sled has partnered with leading analytics firm Moat to provide measurement for the Parsec platform. "Direct response advertisers often use the click as a proxy for success, but brand advertisers have never really had a true real-time success metric to call their own, and finding the right metric for brands has historically proven to be a hard problem to solve. We are making real progress though," said Jonah Goodhart, CEO of Moat. "CPS could have an explosive impact on brand advertising, with the potential for scale at the same magnitude of what CPC buying did for direct response in the early 2000s."
Time-based advertising has been gaining popularity in the past 18 months as an alternative to CPM, or impression based, media buys.
“There’s no question that time is a better proxy for attention than impressions”, said Sled CEO Marc Guldimann. “Our research has shown that the amount of time that a consumer chooses to spend with an advertisement is an accurate measure of branding ROI from media spend”.
Today most media is bought on a CPM basis, which means the advertiser pays every time an ad loads on screen, this is problematic because it values all ads, no matter how long they are seen or what percentage of attention they garner, as the same. The advantage of time-based advertising are two-fold, the time spent with a politely interruptive ad is an easy way to measure creative impact and the advertiser only pays for the amount of attention captured.
The knock-on effects of time-based media have the potential to revolutionize digital advertising by aligning the interests of all parties. Since advertisers only have to pay for the time that a consumer spends with their message, publishers and technology providers in the advertising value chain are aligned to deliver the attention that brands require to get their message across.
“As a general rule - as more specificity is used to buy media, quality increases. This was historically the case as direct response advertisers shifted from CPM to CPC and acquisition based pricing, and more recently with audience based targeting and viewability standards in branding” said Ly Tran, Director of Digital Strategy & Architecture at Proof. “That’s where the power of time-based advertising lies - by increasing specificity of media buys, time-based advertising allows us to ensure that our clients are getting the quality they demand.”
About Parsec and Sled
Sled was founded in 2014 by industry veterans from Google and Spongecell and has offices in New York City and Pittsburgh. Their namesake format helps publishers monetize audiences with polite yet impactful advertising experience for over 30 top publishers. There's no code on page, formatting of content, skinning of sites, close buttons, 3d rotating boxes, adhesion or other funny business with Sled - just 100% in-view high impact impressions, inspired by the full page magazine ad.
Parsec is Sled’s digital media product that only charges advertisers for the amount of time consumers choose to spend with their message.
For more information on Sled, visit http://www.sledmobile.com or email go(at)sledmobile.com
About Proof Advertising
Proof Advertising is a 118 person, full-service independent advertising agency based in Austin, Texas specializing in creative solutions for innovative brands nationwide. The agency develops game-changing, award-winning campaigns for a wide range of industry leaders including SUBWAY® Restaurants, San Antonio Convention & Visitors Bureau, ERA Real Estate, Stubb’s BBQ Sauce, Baylor University and U.S. Army as a subcontractor on the Army agency team.
Their work and POV have been featured in top industry and general interest publications, and Proof has been recognized by Ad Age us as National Silver Small Agency of the Year for 2014 after being named Silver Small Agency of the Year, Southwest, in 2012. Additionally, Subway recognized Proof as their Agency of the Year three years in a row.
For more information on Proof Advertising, visit http://www.proof-advertising.com or email info(at)proof-advertising(dot)com