Aquto Sponsored Data Messaging for Sponsors

Aquto Sponsored Data Messaging for Sponsors

Driving Consumer Engagement

Aquto Sponsored Data Platform

Mobile advertising will account for nearly half of all advertising sales by 2021, up to US $96B annually, according to a recent Magna Global report. Global smartphone penetration is high, and with the recent shift from desktop ads to mobile video and app installation, smartphones are the ideal targets for advertising and marketing campaigns. There is one major problem, however— many customers lack data connectivity. In some emerging markets, at any one time, 80% of subscribers don’t have mobile data access via a mobile carrier, and are heavily reliant on inconsistent Wi-Fi connectivity. In Mexico, for example, half of the subscribers don’t have a data plan, and for those that do, it’s often limited to only 20 MBs per month.

B E N E F I T S

  • Increase mobile campaign conversion rates and customer retention
  • Increase app downloads and in-app purchases with Data Rewards and zero-rating
  • Increase consumer engagement and loyalty
  • Provide customers with a “frictionless” Data Reward-user experience
  • BYOD: Employees can freely use employer data-sponsored phone apps
  • Improve in-store customer engagement

In many markets, since connectivity is at a premium, mobile operators and marketers are embracing the concept of sponsored data. In a recent Mobile Marketing Association survey in Latin America, 93% of respondents indicated that they would watch a video or engage with a brand in exchange for mobile data. Aquto’s Sponsored Data Platform uniquely provides this type of value exchange, integrating with mobile operator networks and building a bridge between mobile marketers and their target audiences

Aquto Sponsored Data Platform: Bridging the Gap Between Marketers and Mobile Subscribers

Aquto’s Sponsored Data Platform is a marketing cloud service that enables marketers to pay for data on behalf of users in order to increase mobile engagement, marketing reach, and conversion rates. Marketers can offer Sponsored Data (where users engage with content free of charge) or offer subscribers mobile Data Rewards in exchange for consuming specific content or for engaging with them. Data has become a form of currency, a value exchange that enables marketers to reward a specific call to action in order to improve mobile engagement across any type of mobile campaign (app downloads, in-app engagement, product trials, media), making their marketing spend more efficient and effective.

 

Aquto offers a turnkey data sponsorship solution for marketers with an established operator ecosystem, which includes Tier 1 operators such as AT&T, Verizon, Telcel, Telefonica Group, America Movil, and Orange Group, and is rapidly expanding its global footprint. Marketers can simply pick the regions to include in a campaign and take advantage of Aquto’s established footprint with the operators that serve those target customers. In Latin America, Aquto’s Sponsored Data Platform is already in place in over 90% of the operators’ networks. In the United States, marketers can target over 220 million AT&T and Verizon subscribers.

 

Aquto was first to market with a Sponsored Data Platform and is the only solution with an easy-to-implement API that integrates seamlessly into marketers’ apps or websites, can automatically detect user eligibility for sponsorship, and provides customers with a frictionless experience. This means that the customer is instantly awarded with data without having to send a text to a short code, fill out a form, or call a number—no hassles. With this quality of customer experience, marketers have consistently seen increased customer engagement and brand loyalty.

 

Data reward campaigns have proven to increase call-to-action completion rates. In a study with Coca Cola in Latin America, customers who were offered 10 MBs of data for watching an advertising video showed twelve times the engagement over subscribers who were offered the same video with no reward.

Solution Description: Aquto Sponsored Data Platform

The Aquto Sponsored Data Platform is a turnkey solution that includes multi-operator support, reward eligibility detection, and network-based subscriber identification. Aquto makes it easy for marketers and app developers to launch and manage sponsored data campaigns by offering a marketing stack that is flexibly integrated with many leading marketing tools and services within the ecosystem: ad servers, DMP platforms, attribution and tracking partners, reporting and analytics services, and CRM tools. Marketers can choose to run campaigns themselves with their own marketing tools, use Aquto’s Campaign Management Portal, or have Aquto run campaigns for them.

Figure 1: The Aquto Sponsored Data Ecosystem

Aquto makes campaign onboarding fast and painless. Campaigns can be launched within several days rather than months, since the Aquto platform is already integrated within the operators’ networks. If required, Aquto’s Campaign Management Portal enables marketers to easily create and launch campaigns in an operator engagement app, in their own mobile app, or on their website. A powerful analytics and reporting engine provides complete, real-time campaign and Sponsored Data performance statistics, making it easy to implement timely campaign adjustments to maximize campaign effectiveness.

Since Aquto’s platform integration requires no external proxy, rewards are associated with individual phone numbers, and all reward notifications to customers are handled natively and securely from within the operator’s network, so marketers can rest assured that they are protected from fraud.

Figure 3: Phone Numbers are locked to a Conversion Frequency Cap at the network level

Use Cases:

The Aquto Sponsored Data Solution offers marketers the ability to creatively design marketing campaigns for use cases in almost every industry. Here are the most common:

Native Data Rewards: Enables in-app engagement for native experiences, such as making an in-app purchase or taking actions within an app, and then receiving a data reward, which helps drive customer loyalty.

Figure 4: Examples of Data Rewards offered by Verizon and Easy Taxi.

Mobile Media Data Rewards: Drives engagement and improves conversions with mobile advertising/media. One popular use case involves a user being offered the chance to watch an advertising video in exchange for an instant data reward.

Figure 4: Example of a Coca Cola Data Reward offer for watching a video ad

Offline Rewards: Data Rewards can also be offered outside of the mobile device. This type of campaign drives in-store engagement with physical Data Rewards vouchers on almost any product, including packaged goods, bank credit cards, and soft drinks.

Figure 5: Example of a Data Reward offer for an on-site banking transaction

Offer Wall: Marketers can take advantage of operator “offer walls”. Many operators direct subscribers who have run out of data to an offer wall webpage, powered by Aquto. This page offers subscribers two choices: pay for more data or earn data by engaging with an offer from a brand. This is a huge advertising opportunity for marketers to reach a large audience—Movistar is expecting potentially millions of users per day to land at their out-of-credit offer wall. Aquto not only powers these offer walls, but aggregates the offers for the operator.

Figure 6: Movistar’s Offer Wall—Powered by Aquto

Summary

Mobile advertising has become the fastest growing form of advertising globally, as marketers have the opportunity to reach hundreds of millions of customers on their favorite device—their smartphones. Unfortunately, lack of data connectivity in many regions of the world has severely limited the effectiveness of mobile marketing campaigns. Aquto’s cloud-based, Sponsored Data Platform builds a bridge between marketers and the mobile customers they need to reach—enabling data sponsorship, a value exchange between marketers and consumers, where data becomes a form of currency.

 

Aquto offers the industry’s only secure, cloud-based, operator-embedded, Sponsored Data Platform with a full suite of campaign management and reporting tools. Aquto Sponsored Data, whether in the form of zero-rated apps and websites, or as Data Rewards, empowers enterprises, advertisers, and marketers to dramatically improve campaign effectiveness and increase customer engagement and loyalty.

Figure 7: Sample of marketers that work with Aquto

Aquto Sponsored Data Messaging for Operators

Aquto Sponsored Data Messaging for Operators

Driving Data Monetization and Customer Loyalty

Aquto Sponsored Data Platform

 

Data monetization is an ongoing challenge for operators. In many regions, while smartphone penetration is high, data penetration is low. Some estimates show that in emerging markets, at any given time, up to 80% of subscribers lack data connectivity. With prepaid subscribers purchasing little or no data, operators are looking toward sponsors (advertisers, marketers, and enterprises) to buy data on behalf of subscribers.

B E N E F I T S

  • New data revenues from advertising sponsors
  • Revenue sharing model: No capex or opex
  • Reduce churn up to 5%
  • Increase ARPU up to 15% (incremental to data revenue from sponsors)
  • Cloud-based, secure solution with simple deployment

Mobile advertising is growing faster than any other form of advertising, including television, according to a recent Magna Global report. Fifty-four percent of digital advertising sales are now generated by impressions and clicks on mobile devices. With smartphones becoming a primary target for marketers, operators have a huge opportunity to monetize their data and build customer loyalty by connecting the marketers with their target audience. In a recent Mobile Marketing Association survey in Latin America, 93% of respondents indicated that they would watch a video or engage with a brand in exchange for mobile data. Aquto’s Sponsored Data Platform provides for this type of value exchange by building a bridge to the mobile marketing and advertising ecosystem, solving the data monetization puzzle for operators worldwide.

Aquto Sponsored Data Platform: The Only End-to-End Sponsored Data Solution for Operators

Aquto enables operators to unlock new mobile data monetization opportunities by offering third-party sponsors the ability to pay, either directly or indirectly, for specific traffic on behalf of the subscriber with Sponsored Data (users engaging with content free of charge) or reward subscribers with mobile Data Rewards for consuming specific content or engaging with the advertiser. The Aquto platform is the only sponsored data solution that allows operators complete control over the data layer, billing, and revenue assurance, while ensuring the security of network and subscriber information, with no proxy required.

The Aquto solution is a proven winner, with successful partnerships and implementations with tier 1 operators such as AT&T, Verizon, Orange Group, America Movil, Millicom, and Telefonica Group. Since Aquto offers a revenue-sharing model for operators, there’s no capex or opex spend. It really is a win-win-win for operators, sponsors, and subscribers (Figure 1). Operators enjoy new revenue streams from sponsors, increased data monetization, and up to a 15% increase in ARPU for prepaid subscribers. In addition to increased revenues, 75% of users have expressed a more positive attitude toward the operator and are less likely to churn when having unused Data Rewards in their accounts. Sponsors experience increased customer engagement as demonstrated in a study with Coca Cola in Latin America, where customers who were offered 10 MBs of data for watching an advertising video showed twelve times the engagement over subscribers who were offered the same video with no reward. Subscribers enjoy frictionless, instantaneous rewards, with free data added immediately to their accounts with reward notifications from the operator displayed natively within their phone apps. No registration or forms to fill out, no password to remember, no numbers to call, no hassle.

Figure 1: The Aquto Sponsored Data Ecosystem

Solution Description: Aquto Sponsored Data Platform

The Aquto Sponsored Data Platform provides operators with Sponsored Data and Data Rewards capabilities, a real-time analytics dashboard, and the ability to onboard third-party sponsors in a fully automated and highly scalable fashion. The solution is turnkey, with no need for manual system configurations, as the on-boarding and approval process for new sponsors is streamlined, allowing operators to define and administer campaign policies on a per-account or use case basis. The Aquto platform is easily deployed, end-to-end—from low-level enablement with the OSS/BSS stack and network elements, all the way to monetization, with ready-made solutions and a self-service campaign manager for both marketers and app developers.

Components

  • Sponsor Access Layer: A comprehensive suite of multi-tiered and flexible API toolsets enabling third-party sponsors to fully leverage operator Sponsored Data/Data Rewards capabilities and create compelling campaigns.
  • Unified Portal: Provides operators easy access and flexibility in configuring custom rulesets, policies, and administration of the data offerings. It includes custom on-boarding of sponsors with an approval process, detailed data accounting and reporting, and invoice generation and reconciliation. Sponsors also get access to a full-fledged analytics platform and powerful Sponsored Data/Data Rewards campaign management tools.
  • Direct Integration with OSS/BSS and Network Nodes: Pre-integration and compliance certification on network components from leading network equipment vendors drastically reduces the integration timeframe, while retaining the flexibility to adapt to specific operator network requirements.
  • Security and Scalability: The Aquto Sponsored Data Platform is cloud-based, with a set of redundant, secure VPN connections to the operator network. All interactions with the operator network and OSS/BSS stack can be coordinated from within the operator’s secure perimeter, including storage databases. The unified portal, sponsor access layer, and account management tools are hosted in Aquto’s secure environment to guarantee performance via near-instant scaling.

Figure 2: Aquto Sponsored Data Platform

Use Cases:

Native Data Rewards: Enables in-app engagement for native experiences, such as making an in-app purchase or taking actions within an app, and then receiving a data reward, which helps drive customer loyalty.

Figure 3: Examples of Verizon and Easy Taxi Data Rewards

Mobile Media Data Rewards: Drives engagement and improves conversions with mobile advertising/media. One popular use case involves a user being offered the chance to watch an advertising video in exchange for an instant Data Reward.

Figure 4: Example of a Coca Cola Data Reward offered in exchange for watching a video ad

Offline Rewards: Data Rewards can also be offered outside of the mobile device. This type of campaign drives in-store engagement with physical Data Rewards vouchers (custom codes or QR codes) on packaged goods, soft drinks, and other products.

Figure 5: Example of a Data Reward offer for an on-site banking transaction

Summary

Aquto’s cloud-based, sponsored data platform brings new capabilities to Mavenir’s portfolio of carrier revenue generation solutions by building a bridge between an operator’s secure network and mobile marketers and advertisers. Sponsored Data enables users to gain cellular data connectivity through third-party sponsorships, while enterprises can use data sponsorship to reach users and increase mobile engagement. Operators who offer sponsored data services have experienced a consistent increase in subscriber engagement, higher data revenue, reduced churn (as much as 5%), and a 15% increase in ARPU, for their prepaid subscribers.

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