A new company called Aquto today announced a unique business model that will offer consumers additional mobile data in exchange for engagement with brands. Aquto’s deployment begins in Europe with eligible Vodafone subscribers, with additional partnerships to be announced throughout 2013.
The company thinks sees its proposition as a win for both advertisers, and users alike. Brands get more visiblity when end users watch advertisements, purchase items, or download new apps on their mobile device. Meanwhile, the users themselves get additional data for their trouble.
Susie Kim Riley, founder and CEO at Aquto, says that operators looking for new sources of revenue stand to gain as well.
"Due to limits on data plans, users are curbing their mobile data consumption which will ultimately stifle the mobile ecosystem,” Riley said in a statement. “Time spent on mobile has now surpassed the desktop which presents a tremendous opportunity for advertisers and businesses, but the returns on mobile campaigns still lag that of traditional web advertising."
According to a press release, marketers can 'Aquto enable' their campaigns by either working directly with Aquto or through Aquto's ad network partners. Mobile advertisements or offers presented to consumers can be marketed via Aquto's Kickbit App (downloadable from Android and iOS app stores in supported countries) or through 3rd party publisher sites or apps.
Aquto is based in Boston and is backed by a pair of venture capital firms, Matrix Partners and North Bridge Venture Partners.