1.
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
1

2.
TECHNOLOGY
OVERVIEW
SUMMARY
Refresh
Ads
is
the
first
responsive
ad
delivery
platform
that
allows
publishers
to
monetize
any
screen
on
a
mobile
app
or
mobile
site
with
a
pull-­‐to-­‐refresh
function.
Refresh
Ads
are
delivered
in
the
otherwise
blank
space
inside/above
the
pull
to
refresh
function
used
to
refresh
the
content
items
on
a
page.
The
Refresh
Ads
network
provides
advertisers
with
superior
targeting
and
accuracy
of
ad
deliveries
by
geos/location,
day-­‐part,
device
carrier,
device
manufacturer,
category
and
OS.
With
Refresh
Ads,
advertisers
experience
a
significant
reduction
in
cost
and
impressive
returns
on
investment
with
our
self-­‐serve
platform,
which
allows
for
complete
control
over
all
aspects
of
advertiser
campaigns.
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
2

3.
CONTENTS
SUMMARY
......................................................................................................................1
CONTENTS
.....................................................................................................................2
ABOUT
REFRESH
ADS
..................................................................................................2
CONCEPT
.......................................................................................................................4
DELIVERY
......................................................................................................................5
VALUE
............................................................................................................................6
IMPACT...........................................................................................................................7
CONTACT
INFORMATION
.............................................................................................9
ABOUT
SOCIAL
GEAR,
LLC.
Social
Gear
LLC.
was
founded
by
Riz
Nwosu
in
2009.
The
company’s
current
main
product
is
the
Refresh
Ad
Network
that
delivers
ads
within
the
pull-­‐to-­‐refresh
function
of
mobile
apps
and
mobile
site
that
use
pull-­‐to-­‐refresh
to
update
their
content
feed.
Refresh
ads
fit
the
blank
space
that
is
usually
exposed
when
a
user
pulls
down
the
screen
to
refresh
it’s
content
items.
This
previously
un-­‐monetized
and
un-­‐used
space
above
the
content
of
the
page
now
presents
a
new
source
of
revenue
for
publishers
and
an
exciting
opportunity
for
advertisers
to
reach
potential
customers
with
a
fresh
and
unique
ad
format.
The
company
is
headquartered
in
Beverly
Hills,
CA.
For
more
information
about
Social
Gear,
please
visit
www.social-­‐gear.com.
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
3

4.
CONCEPT
Until
now,
mobile
ads
were
limited
to
superimposed
placement
on
top
of
the
content
of
a
screen
forcing
publishers
to
give
up
valuable
pixels,
obscuring
parts
of
their
content
in
exchange
for
ad
revenues
and
annoyed
users.
THE
CURRENT
MARKET
The
existing
infrastructure
in
the
market
is
based
on
the
concept
of
mobile
publishers
making
available
screen
real
estate
for
ad
placement
so
that
advertisers
and
agencies
can
create
ads
of
those
specific
spaces
to
run
on
the
publishers’
mobile
apps
and
sites.
Today
there
are
60
standard
ad
sizes
for
mobile
devices
currently
in
use
in
the
marketplace,
all
taking
up
valuable
sections
of
the
screen
(above
and
below
the
fold)
and
negatively
affecting
the
overall
user
experience.
For
publishers,
striking
the
appropriate
balance
between
how
much
screen
real
estate
to
sacrifice
for
ad
placements
and
the
inevitable
user
anger
towards
interruptive
ads
can
be
quite
difficult.
In
regards
to
mobile
design,
giving
up
pixels
for
ad
placement
affects
the
overall
design
and
user
experience.
Also
mobile
ads
could
be
more
effective
if
they
didn’t
cause
annoyance
to
the
user
by
forcing
them
to
take
an
extra
action
to
get
rid
of
unwanted
ads
such
as
clicking
on
a
‘Cancel’,
interrupting
the
users
use
of
the
app
or
mobile
site.
As
the
number
of
mobile
devices
on
the
market
has
increased,
so
has
the
complexity
of
mobile
content
creation
and
ad
delivery.
Publishers
are
dealing
with
an
audience
that
is
more
diversified
with
an
ever-­‐increasing
number
and
variety
of
smartphones,
each
with
their
own
screen
formats,
resolutions,
and
operating
systems.
While
in-­‐stream
native
ads
carry
the
promise
of
providing
a
consistent
content-­‐optimized
branding
opportunity
for
advertisers,
delivering
them
across
multiple
publishers
with
varying
user
interface
designs
across
multiple
devices
has
remained
complicated
and
challenging.
Current
native
in-­‐stream
ad
offerings
are
yet
to
solve
the
scalability
question.
However
Refresh
Ads
offer
a
scalable
native
above-­‐stream
ad
solution.
THE
NEW
MARKET
Social
Gear
is
the
first
company
to
introduce
the
technological
infrastructure
to
deliver
responsive
advertising,
which
is
based
on
an
alternative
concept
of
how
ad
placements
are
defined
on
publisher
apps
and
mobile
sites
and
how
advertiser
messages
are
delivered
to
those
placements.
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
4

5.
Refresh
Ads
forces
you
to
think
outside
the
box
of
what
we
know
as
standard
mobile
ad
formats.
Refresh
ads
are
not
revealed
until
a
user
pulls
to
refresh
the
screen.
They
also
do
not
have
to
be
displayed
or
in-­‐view
for
a
specific
amount
of
time.
Refresh
Ads
are
responsive;
ads
that
respond
to
a
users
pull-­‐
to-­‐refresh
action,
gradually
revealing
itself
as
the
user
pulls
down
the
screen.
Furthermore
they
don’t
outstay
their
welcome.
Refresh
ads
disappear
upwards
with
the
screen
as
the
new/updated
content
is
returned
from
the
server.
With
Refresh
ads,
publishers
don’t
have
to
sacrifice
valuable
screen
real
estate
or
compromise
their
design
integrity
or
the
user
experience
for
ad
placement.
Instead
of
paying
for
ads
that
users
are
already
blind
and
immune
to,
advertisers
can
instead
deliver
ads
that
still
retain
the
flashy
and
attention
grabbing
aspect
of
standard
superimposed
mobile
ads
without
being
interruptive
and
annoying
to
potential
customers.
The
technology
is
also
very
flexible;
publishers
can
customize
visual
aspects
of
the
pull-­‐to-­‐refresh
function
to
better
fit
their
design
aesthetic.
Publishers
can
now
monetize
with
responsive
ads
that
are
delivered
via
the
pull
to
refresh
mechanism
of
their
app
or
mobile
site.
Delivery
Publishers
are
requited
to
make
a
minimal
integration
of
the
Refresh
Ads
SDK
into
their
apps
or
mobile
sites
to
enable
them
for
Refresh
Ad
delivery.
By
enabling
the
Refresh
Ad
delivery,
publishers
can
now
provide
users
with
a
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
5

6.
more
native
and
organic
ad
experience
that
is
built
specifically
with
the
mobile
experience
in
mind.
A
Refresh
ad
impression
is
counted
the
moment
the
user
pulls
down
to
refresh
the
screen’s
content
items.
Depending
on
the
network
coverage
in
the
area
where
the
device
is
located,
the
Refresh
ad
can
be
displayed
longer
or
shorter.
As
Refresh
ads
are
only
displayed
for
the
amount
of
time
it
takes
for
the
screen
to
refresh,
the
current
network
connectivity
will
dictate
how
long
the
ad
is
displayed
for.
Alternatively
a
user
can
hold
down
the
screen
for
as
long
as
they
want,
keeping
the
ad
in
view
for
the
duration.
Ads
delivered
through
the
Refresh
Ads
server
are
guaranteed
to
be
100%
in
view
and
above
the
fold
placement.
Targeting
options
include
the
users
geo
or
location,
day-­‐part
using
the
device’
time,
the
device
manufacturer,
the
operating
system
on
which
the
device
runs
and
the
publisher’s
content
category.
For
example,
an
ad
campaign
that
runs
internationally
but
targeted
by
day
part
of
noon
to
6pm
will
deliver
ads
from
noon
to
6pm
local
time
for
users
around
the
world.
VALUE
The
Refresh
Ad
server
platform
simplifies
the
way
publishers,
ad
agencies
and
brand
advertisers
deliver
ad
creative
through
it’s
self-­‐serve
platform
that
allows
for
the
maximum
control
and
creative
freedom
for
everyone
in
the
value
chain,
which
translates
to
a
huge
cost
and
effort
savings
for
both
advertiser
and
publisher.
Return
on
investment
for
advertisers
are
higher
because
Refresh
ads
are
always
placed
above
the
fold
and
always
in
view
when
the
user
pulls
to
refresh
the
screen
because
their
attention
is
usually
focused
at
the
top
section
of
the
screen
while
they
wait
for
the
screen’s
content
to
refresh.
Agencies
can
do
more
with
less;
gaining
the
ultimate
ad
design,
creativity,
placement
and
ad
buy
specificity.
Publishers
are
free
to
customize
the
pull-­‐to-­‐refresh
creative
layout
and
design
to
best
fit
their
app
or
mobile
site
design
and
layout,
giving
them
the
opportunity
to
create
new
advertising
inventory
without
redesigning
any
page,
interrupting
any
user,
or
interfering
with
any
content.
In
addition
to
a
significant
reduction
in
terms
of
cost
and
effort
to
generate,
upload
and
manage
creative
materials,
but
Refresh
ads
also
increases
potential
advertising
revenues
by
enabling
ads
to
be
delivered
in
the
otherwise
blank
spaces
users
are
forced
to
stare
at
when
they
pull-­‐to-­‐refresh
the
screen’s
contents.
The
Refresh
Ads
SDK
dynamically
delivers
ads
in
these
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
6

7.
otherwise
empty
spaces
available
on
the
user’s
screen,
creating
new
premium
inventory.
When
a
user
pulls
to
refresh
the
screen,
the
blank
space
above
the
content
is
dynamic,
always
changing
based
on
the
users
pull-­‐down,
push-­‐up
or
release
of
the
screen.
Some
apps
deliver
static
“skins”
or
“wallpapers”
to
this
dynamic
space
but
never
before
has
an
ad
been
delivered
in
this
space
until
now.
Also
Refresh
ads
are
designed
and
optimized
for
mobile
screens
ensuing
the
optimum
user
experience.
IMPACT
The
need
for
a
better
mobile
ad
format
is
aligned
with
the
interests
of
publishers
who
need
to
monetize
their
mobile
content,
and
agencies
and
advertisers
who
need
to
reach
audiences
with
the
most
impactful
and
creative
messaging
possible.
It
is
also
key
to
the
future
of
mobile
apps
and
sites,
mobile
browsing,
mobile
design
and
development.
Mobile
devices
have
a
small
screen
to
work
with
and
cannot
afford
to
give
up
much
screen
real
estate
for
advertising.
Further
more,
mobile
devices
are
more
intimate
and
thus
require
ads
to
feel
organic
to
the
design
of
the
app
or
mobile
site
rather
than
an
afterthought.
With
Refresh
Ads,
publishers
are
generating
new
incremental
previously
untapped
revenues.
Agencies
are
delivering
more
value
at
a
lesser
cost.
Advertisers
are
increasing
their
brand
effective
reach
and
return
on
investment.
Furthermore
as
Refresh
ads
do
not
cannibalize
or
compete
with
any
existing
ads
publishers
might
currently
have
running
on
their
apps
or
mobile
sites,
publishers
are
able
to
implement,
measure
and
compare
the
performance
of
refresh
ads
side
by
side
with
other
running
ad
formats.
The
fact
that
users
don't
see
the
Refresh
ad
until
they
pull-­‐to-­‐refresh
the
screen
allows
users
to
click
on
the
ads
at
their
own
convenience
as
opposed
to
within
only
a
few
seconds
of
it
showing
in
the
app.
This
has
allowed
our
test
campaigns
to
perform
significantly
better
than
standard
banner
ads.
By
not
cluttering
the
screen
and
adversely
affecting
the
user
experience,
users
have
rewarded
Refresh
ads
with
through-­‐the-­‐roof
engagement.
Refresh
ads
gives
publishers
the
opportunity
to
monetize
those
'moments'
of
natural
inaction
when
the
users
is
expecting
to
wait
for
the
updated
content
to
load.
We
call
these
few
seconds
the
'Mobile
Waiting
Room'.
Additionally
Refresh
ads
are
sized
to
be
a
natural
fit
for
the
blank
space
presented
to
users
when
they
pull-­‐to-­‐refresh
the
screen’s
content.
This
has
allowed
Refresh
ads
to
be
sized
much
larger
than
standard
banner
ads;
320x200
(or
300x200)
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
7

8.
which
is
4x
the
size
of
standard
banner
ad
units
and
thus
can
command
premium
rates
over
standard
banner
ad
units.
The
Refresh
Ads
innovation
offers
an
alternative
technological
infrastructure
for
mobile
ad
delivery
by
responding
to
a
pull-­‐to-­‐refresh
gesture
with
a
responsive
ad.
This
creates
new
markets
of
ad
space
beyond
the
standard
mobile
as
inventory,
creating
a
new
opportunity
for
industry
players
including
brand
advertisers,
advertising
agencies,
mobile
publishers
and
developers.
REFRESH
ADS
PERFECTLY
FILL
THE
EMPTY
SPACE
THAT
IS
EXPOSED
WHEN
A
USER
PULLS
TO
REFRESH
THE
SCREEN.
Refresh
ads
comply
with
the
IAB’s
3MS
Initiative
meaning
that
an
ad
impression
is
not
counted
until
at
least
50%
of
the
ad
pixels
is
in-­‐view
for
at
least
1
second. Clicks
or
conversion
cam
be
tracked
through
the
Refresh
Ads
dashboard
and
used
for
campaign
optimization.
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
8

9.
CONTACT
INFORMATION
Regarding
questions
about
this
document,
please
contact
riz@social-­‐gear.com
or
visit
www.social-­‐gear.com.
Copyright
©
Social
Gear
LLC.
Inc.
All
rights
reserved.
9