Photo - Adway
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Adway

Revolutionary digital on-car advertisement platform

USA, California
Market: Internet and IT, Information and media, Mechanical engineering, Entertainment, Telecommunications
Stage of the project: Prototype or product is ready

Date of last change: 04/30/2019
Min investment
$  100.000
Total required
$ 1.500.000
Rating
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Idea

ADWAY equips vehicles with easily attachable/detachable projecting devices that project situation-specific (gee-fenced) media content on the vehicles sides without compromising the integrity of drivers' personal vehicles. Offering the least intrusive and most scalable driver setup, ADWAY enables an unparalleled network scalability and reach.
ADWAY's devices are equipped with multiple sensors, which collect variety of real-time urban data.

Current Status

The Adway completed development of hardware MVP and software. Currently, we have a fleet of 20 drivers in Los Angeles who deliver advertisement for our three current beta clients.
We are building a pipeline of other larger clients who will come in once we are ready to offer them more exposure, or larger fleet.

Market

Outdoor advertisement industry is one of the leading global industries, providing annual revenue of nearly $45 Billion dollars worldwide. Growing at a steady rate of 3.5% year over year in the United States, out-of-home advertisement industry is projected to grow from $9.2 Billion dollars to $10.9 Billion dollars by 2020.
With ADWAY's uncapped access to distribution and highest driver acquisition rate of any mobility platform at 99%, the team believes they can get their hardware on 273.2 Million registered cars in the US.
Due to ADWAY's ability to directly connect advertisers with their desired target market on a technologically advanced platform, we are offering a new standard of flexibility to digital marketers and attract those customers who could not previously afford digital OOH marketing in the first place. Creating the first ever democratic advertisement platform.

Problem or Opportunity

Due to the lack of innovation in outdoor advertisement over the past decade, the industry has remained antiquated and has multiple issues. These problems include and are not limited to poor targeting, low accountability, outdated mediums, and cumbersome campaign launches. Moreover, due to legislative and economic limitations, outdoor billboard network scalability is capped.

Solution (product or service)

ADWAY equips vehicles with easily attachable/detachable projecting devices that project situation-specific (gee-fenced) media content on the vehicles sides without compromising the integrity of drivers' personal vehicles. Offering the least intrusive and most scalable driver setup, ADWAY enables an unparalleled network scalability and reach.
ADWAY's devices are equipped with multiple sensors, which collect variety of real-time urban data. This data ranges from advertisement-specific content (impressions, reach, conversion, ROI) to general urban data and stats, which will be used to inform and shape smart cities of the future.
ADWAY's ability to provide clients with unprecedented flexibility, accountability, and ultimately affordability relies on the two key technological elements:
1.Geo-fencing allows ADWAY to associate each ad with a specific geographic location and stream content accurately to the specified target market.
2.Hot Spot Impression Count technology allows ADWAY to determine a number of active Bluetooth and WIFI devices within a vicinity of each participating car and convert this into real-time impression count.

Competitors

For a while, Adway’s main competitors in the OOH advertisement industry included several companies such as Wrapify, Carvertise, Waivecar, as well as conventional advertisement platforms represented by billboards and bus stops. However, recently a new on-car advertisement platform surfaced to market - Firefly, indicating growing demand for mobile advertisement.

Advantages or differentiators

Adway’s value proposition over all aforementioned companies is its flexibility, scalability and accountability. A combination of proprietary hardware, visual novelty and flexibility of the digital real-time communication create an unfair advantage and eliminate issues experienced by other mobile platforms. Adway disrupts the current ad market by democratizing it through utilization of one of the fastest growing economic sectors, the gig economy. Due to unparalleled hot-spot impression-count technology Adway provides granular accountable data in real time. A set of sensors and controllers monitor each campaign live and records photos for quality control. In addition, existing vehicular advertisement platforms have a high initial setup cost on average $5,000+, change the appearance of driver’s personal vehicle. Unpredictable driver commute routes make it difficult for advertisers to accurately reach desired consumer markets.
In pursuit of predictable target market reach, our competitors are forced to limit the number of participating drivers to those, whose routes coincide with the advertiser’s desired display location.
For Adway, unpredictable driver’s routes are not a problem, because no driver is associated with any fixed advertisement content. Any driver that happens to be in the geo-fenced location with assigned advertisement content will display this content on the body of his/her car. Adway’s offering also differentiates itself due to its
low initial platform cost of $300 per projector ($600 per car total setup), and the ability to geographically locate and accurately target the preferred advertisers market.
Finally, Adway’s most valued advantage is in its ability to acquire more distribution (drivers) than any of our competitors, as Adway’s projecting devices are not permanently fixed and do not require professional installation.

Business model

Adway profits from each instance of advertisement display by withdrawing a percentage from each transaction between an advertiser and a driver. Additionally, Adway profits from sales of new contracts or contract renewals (MoM, YoY) with advertisement agencies and advertisers directly. Eventually the advertisers/agencies will bid on a territory to display their advertisements, increasing the demand and consequently increasing the price of certain geographical areas.

Money will be spent on

- Development and manufacturing of hardware
- Sales team
- Minor software update
- Expansion of IP protection

Incubation/Acceleration programs accomplishment

Quake Capital New York

Invention/Patent

On-car media projection by a device attached to a side mirror of a car.

Photos

Photo 1 - Adway

Website address

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Idea
Current Status
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Solution (product or service)
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Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
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Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
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Website address