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Difference between revisions of "IS480 Team wiki: 2013T2 DR.Jean Labs Motivation"

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Revision as of 20:56, 3 November 2013

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HOME

 

DR.JEAN LABS

 

PROJECT OVERVIEW

 

PROJECT MANAGEMENT

 

PROJECT DOCUMENTATION

 


{ Project Description } { Motivation } { Project Scope } { X-Factor } { Design & Prototype }


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Motivation

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Market Research

Current Trends

Banner Blindness

Banner Blindness - A Heatmap tracking what the users see Source:http://media.nngroup.com/media/editor/alertbox/banner-blindness-examples.jpg

Banner Blindness, or commonly known also as "Ad Blindness" is a phenomenon whereby users consciously or unconsciously ignore parts of a webpage, where ads are usually placed. If users are looking for a quick fact, they want to get it done swiftly and will not be diverted by banners; if users are engrossed in a story, they're not going to look away from the content.

As seen on the left picture, users mentally block out what is perceived to be ads at the side of the web page, reading the main content itself. This reflex action renders many advertisements to be ineffective in attracting attention and may not justify the high costs spent on getting such advertisements deployed.

An extension of this banner blindness problem...

Similarly in reality, commuters may time to time become oblivious to advertisements placed at the roadside or on transit systems. This is because after a long period of being exposed to advertisements, people are starting to filter away "junk" information around them, choosing not to fixate within elements in their surroundings that resemble ads.







Leveling the playing field between SMEs and MNCs

Conventional forms of advertisements require a substantial upfront payment, which strains the financials of most companies, in particular Small and Medium Enterprises(SMEs)where cost of advertising is a high fixed cost. On the other hand, Multinational Companies(MNCs) are able to absorb these advertising costs and market their products using these main stream platforms.

Sqkii requires no upfront payment, which gives advertisers greater control and flexibility. It provides full focus of your advertisement to users similarly to that of a double full page advertisement on a newspaper or magazine, possibly providing SMEs to compete more effectively with the big players in the industry.

Cost Differences between SQKII and close competitors (Monthly)

Attributes SQKII Groupon Mobile App Newspaper Magazine MRT Panel Display Single Decker Bus
Upfront Payment 0 0 $24,000 $64,000 (1 issue a month) $6,700 (1 issue a month) $39,600 $2,000
Subsequent Payment $0.04 per impression 50% of profits gained N.A $0.0475 per impression $0.0893 per impression N.A N.A

Focus Group Study

ProductComparison

Attributes SQKII Groupon Mobile App Newspaper Magazine MRT Panel Display Single Decker Bus
Cash Enticement Model
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Value-Adding content for users
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Maybe Maybe Maybe Maybe Maybe
Location-based services
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Consumer analytics for advertisers
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Cost Flexibility (Paying for every impression)
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