MERCADEO Versión en español
Aquto offers an advertising alternative for adblocking
Manuela Walfenzao| 23 de febrero de 2016
Los anuncios móviles gastan los datos de los consumidores
Aquto is a tech company that specializes in the creation of ads that are friendly for consumers. It’s flagship product are ads that when clicked on offer free mobile data to the user. The company has developed advertising for Hersheys, Coca-Cola together with carriers like AT&T. With all the concern over the proliferation of adblockers, Aquto presents in 2016 an important alternative to create online mobile advertising with benefits for the audience. In alliance with brands and carriers, the Boston-based company hopes to make their model popular. “At any point in time, about 60% of users are trying not to use their cellular data [and] are hopping over to Wi-Fi to avoid those overages” explained Susie Kim Riley, Founder and CEO of Aquto. “Because of that sensitivity, what we find is that when content can be delivered to the user free of data charges, the content engagement goes up two- or threefold.”An important problem is that mobile ads eat up consumers’ data plans. According to an article in The New York Times, people pay up to US$9.50 a month for this reason, depending on the format of the ad. “Why do you think people are blocking ads? It’s because it’s a poor user experience. There’s latency because it’s fetching things from lots of different places, but in addition, it’s chewing up your bandwidth” added Riley. Outside the U.S. and Europe, half of mobile users don’t have data plans, making them particularly receptive to free data. In those countries, brands often give people coupons they can redeem for data on their phones.
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