Adcamo, the company based in Scottsdale, Arizona re-launched yesterday as a background image advertising platform˳ Previously, the company was an ad network itself using the same technology which now it leverages to publishers and other ad networks˳ By doing that, Adcamo can concentrate on improving their technology and also function as a gatekeeper (Google is also a gatekeeper in advertising, which made them rich)˳
Background advertising was never touched before (except MySpace to some extent) and Adcamo patented this technology (patent-pending, actually) and it empowers others to use it˳ That means publishers who wants to sell their background as an advertising space now can use Adcamo’s technology to manage this˳ The company also released an API which can be used by the ad networks and agencies to integrate into their own systems or software˳
Their platform not only offers features which can be found in a standard ad platform (create campaigns, track click, impressions, view details – similar to Google AdWords or OpenX platforms), but also offers a unique feature: TBC (Time Before Click)˳ This metric measures the time from when the page loaded until the user clicked on an ad, which indicates how effective an ad is: the sooner a user clicks on an advertisement, the more effective that advertisement is˳
They offer three background ad formats:
–tiled background (the image is spread to fill in the entire background and it moves as you scroll up and down (frankly, I don’t like this format because it can ruin the design of a webpage and make it look amateurish…look at MySpace pages, and you kinda get the idea)˳
–pillar (the image stays on top of the background and when you scroll down the background image disappears towards the top – I believe this is the best background ad format so far˳ It’s not that intrusive and certainly not ruining a webpage design too much; it actually blends with the design tendencies in the last period of time)˳
–projection (in this case the background image is in fixed position so when you scroll, the content scrolls too, but not the background image – this is a compromise between the two options above)˳
These three formats are also clickable (yes, you can see the background ad but you can also click on it)˳
These background ad formats will make publishers and ad networks/agencies carefully choose the banners they use for their campaigns˳ The publishers will want banners that won’t spoil the design of their website/page and will also give them a good payoff˳ The ad networks/agencies will probably work with the advertisers to make banners that won’t interfere too much with a website design˳ The banners are sometimes tied to the background image, so whatever is shown in the banners will also show up in the background image˳ But sometimes they are not, so the background image and the banners could be separate yet complement each other˳
Now, the only thing left to prove is if the background advertising will take off˳ I’m pretty sure many users are very annoyed by the pop-up ads, pop-under ads, layer ads, and interstitial ads, so I think it has a good chance˳
Will they be annoyed by the background ads too? (and, by the way, there’s no way for now to block the background ads like there are ways to block pop-up and pup-under ads)˳
If the users will embrace this kind of advertising (like they embraced the text ads) then Adcamo could be quite successful as a business˳
What do you think as a user (publisher or advertiser)? Do you see Adcamo winning this potential market? (I am pretty sure the competition will start popping up, maybe using other variations of this theme)˳
Source by https://ezinearticles˳com/?The-First-Background-Image-Advertising-Company-Relaunched-As-an-Advertising-Platform&id=1432420
