1. IMAGINE THE FUTURE
Leveraging innovative business models
Rewarded ad views for higher ROI
- Newsletter # 9, 2009 -
Context
Advertising has been traditionally a “push” business model, delivering
messages to large audiences but with many wasted contacts and
difficulty ensuring targets are reached and messages fully understood.
To foster a brand building relationship, Imagiin provides an integrated
platform for publishers’ websites, which delivers targeted advertising
to interested and qualified users via web and mobile.
Innovative business models (example of Imagiin and a web client)
Advertisers Technical Platform Profile Targeted
Database Ad
Key highlights
Website ...
•Internet advertising is evolving
Website 2 from a “push” to a “pull” model in
which targeted consumers are
engaging to receive and pay
attention to commercial
Video Ad messages, and are rewarded in
2 View targeted 3 Answer questions return with ad-funded offers
video ad to confirm ad •CPM measure in this context is
understanding
being ousted by CPQA (cost per
Site Users
Database Questions
qualified audience), with
unprecedented conversion rates
and ROI
•Companies such as Imagiin
enable website publishers to
increase both their advertising
1 Register for a 4 Earn reward points revenues and their customers‟
User
specific ad program for attention stickiness through an enhanced
value proposition
Can buy website services or
products with "brain money" •More than direct marketing, this
approach paves the way for
interactive customer relationships
Business opportunities
•When many publishers are
• Advertisers gain an opportunity to qualify and quantify consumer striving to monetize their services
attention paid to branding messages and to dramatically enhance directly, it is a way to engage
their campaign ROI through deep target profiling. Additionally, they consumers by paying with “brain
can engage consumers in interactive communication and build a money”
brand relationship
• Publishers benefit from a much higher value per ad seen, justified by
the high profiling quality enabled by the platform. This furthermore
unlocks monetization potential for Media publishers (VOD and
Entertainment, Newspapers and information …)

2. Imagiin profile Website
• Launched in France in 2007, opening operations in
the USA in 2010
• Employees: 4 in Imagiin.com, 12 outsourced
• Founder: Olivier Carron de la Carrière
• Source of revenue: Agencies and brands wanting to
make the most effective use of their marketing
budget through a targeted one-to-one dialog with
highly motivated consumers
A.T. Kearney’s interview of Imagiin founder – Olivier Carron de la Carrière
• What problem does Imagiin solve?
“Traditional advertising is „pay for opportunity‟. Maybe you‟ll hit your target, maybe you won‟t, but you still
pay regardless. With the Imagiin.com model, brands pay only for specific, targeted consumers with an
expressed interest in the brand. It‟s no longer a one-way relationship. . .it‟s a true partnership between
the brands and their target consumers. The increase in ROI is dramatic”
• What is the Imagiin’s value proposition?
“Imagiin.com‟s measurement tools guarantee that consumers have seen, understood and acted upon
each of the brand‟s marketing messages. Brands can act on consumer behavior in real time, and web
content providers can measure the monetary value of site visitors. And, of course, by earning credit
points for their participation, consumers have a reason to visit often and voluntarily provide valuable
personal information”
• What is new /unique?
“Imagiin.com takes marketing on the web from “Maybe” to “Absolutely”. The results are measurable,
leaving no doubt as to the effectiveness of a brand‟s marketing budget. Imagiin.com is also developing
new ways of cross-leveraging social media, and will soon launch a Facebook application to reach an
even greater audience”
• How large is the business behind it?
“The emerging market for Brand Relationship Management (BRM) and Imagiin.com is unlimited. Any
business to consumer brand with a web presence should be planning their BRM strategy immediately.
Whoever can build the best relationships first will capture and hold the loyalty of the most profitable
consumers, giving early adopters of BRM a huge advantage over their competition.”
Example of other rewarded ad viewing initiatives
Pumbby Amobee
• Pumbby is a mobile service allowing its users • Amobee is an American company that delivers a
to receive ads on their mobile phone. In return, unified, telco-grade system for funding mobile
users get money on their online account content and communications through advertising
through which they can send their money to revenues. This operator-centric ad-serving
their bank account or buy pre-paid cards or solution, dynamically inserts relevant, interactive
cinema tickets at a lower rate. Pumbby is advertisements into all types of mobile
available to anyone, no matter age or mobile entertainment and communication channels,
operator. including videos, music, messaging, games, and
• Pumbby has been live in Belgium for one year WAP
About A.T.Kearney
A.T. Kearney is a global strategic management consulting firm known for helping clients gain leading results
through a unique combination of strategic insight and collaborative working style. We serve the largest global
clients in all major industries from our offices located in 35 countries. We have developed a leading
Communications and Media practice with more than 600 dedicated professionals worldwide, focusing on
addressing strategic and operational issues of the Telecom, Media and High Technology industry
For further information about the A.T.Kearney CHT practice please visit: www.atkearney.com
or contact Pierre Brzustowski, Practice leader in France, pierre.brzustowski@atkearney.com
A.T. Kearney makes no warranties as regards the accuracy or completeness of this publication. It is under no duty to update or change this publication, to reflect any change whatsoever, including in the economic environment. All logos and
corporate names referenced, constitute the intellectual property of their respective right holders and may not be reproduced without their prior express authorization. The company referred to in this publication is an illustration of the topic
discussed. At the point of publication, A.T. Kearney has no direct or indirect equity stake in the firms cited here.