About.com founder Scott Kurnit launched a new startup called Adkeeper which allows internet surfers to save their advertisements for a more convenient time. This is a new idea that will most likely transform the way the online advertising industry works. No longer will you need to design ads that try to draw users to click your ad and leave the site they are on, but rather an ad that will grab their attention enough that they will want to save it.
How Adkeeper Works
It is a very simple concept. Adkeeper puts a small button in each ad that as a “K” on it. They call this the Keeper Button. When you click it, it saves the ad to a “Keeper” which you can visit later. Your browsing is uninterrupted and undisturbed.
Adkeeper brings a whole new social aspect to the ad world. They talk about the ability to share which in the Web 2.0 days only means to me that you can tweet, share on facebook, email and more any ad you save with adkeeper.
What Does Adkeeper Mean For Advertisers?
I believe that Adkeeper will increase actual interest and click through rates on advertiser’s ads. The reason I believe this is I look at my own surfing habits. I often see ads that are interesting to me, however not enough for me to interrupt my browsing. With Adkeeper, I can now just click the Keep Button and it will be saved in my Keeper for later.
Ads will have to be rethought and redesigned to maximize potential with Adkeeper. Advertisers will need to try to encourage the user to add their ad to their Keeper. This can be done by creating coupons or putting some useful information into the advertisement.
How Do I Sign Up And What Does It Cost?
Right now, Adkeeper is giving the first 6 months free while they are in beta. They have not released the actual cost to use their system but state they will charge a modest CPC, CPA, and CPM for each ad that is interacted with.
Currently, Adkeeper is in beta and is invitation only. How you receive one of these invites is unknown to me.
For more information, visit www.AdKeeper.com or see the press release below:
NEW SERVICE, ADKEEPER ™ LETS CONSUMERS ‘CLICK TO SAVE’ ONLINE ADS, TRANSFORMS USER ONLINE MEDIA EXPERIENCE
Consumers ‘Keep’ Ads of Their Choice with a Simple Click – Personal ‘Keeper™’ Gives Consumers Absolute Control to Engage with Online Ads on Their Own Time and Terms
Scott Kurnit, Successful Media Entrepreneur, Launches Company with Backing of Top-Tier Venture Capital Firms
Advisory Board Filled with Industry Luminaries; Charter Advertisers Include Fortune 500’s
New York, October 11, 2010 — AdKeeper™ today announced a transformative online advertising service that will forever change the way consumers interact with the Internet. With one simple click of a button, consumers can place ads of their choice into their personal ‘Keeper™,” offering them absolute control to save, sort, sift, share, rank, review, click, print and buy online from ads they have specifically selected. Part of AdKeeper’s revolutionary approach is that no software, no downloads, no browser extensions, no plug-ins and no pre-registration are required. One Click. Kept. Period.
AdKeeper is founded by Scott Kurnit, one of the nation’s most successful online media entrepreneurs and founder of About.com, and funded by top-tier investors including: DCM (Dixon Doll, Board Member), True Ventures (Jon Callaghan, Board Member), SparkCapital, First Round Capital, Betaworks, LererVentures, David Cowan, Stan Shuman and The New York Times Company.
AdKeeper has been embraced by the largest group of charter advertisers for any new media launch. This prestigious group includes many of the nation’s largest and most innovative companies, from a wide variety of industries, including members of the Fortune 500: Allstate, Ally Bank, AT&T, Best Buy, CBS, Ford, Gap, General Mills, InterContinental Hotels Group, JetBlue, Kmart, Kraft Foods, Macy’s, McDonald’s, Pepsi, Sara Lee, Sears, Showtime, The Advertising Council, Unilever and Warner Bros.
The company’s Advisory Board boasts industry luminaries including Bob Greenberg (R/GA), Janet Robinson (The New York Times Company), John Battelle (Federated Media), Jeremy Allaire (Brightcove), Ken Lerer (Huffington Post), Bijan Sabet (Spark Capital), John Borthwick (Betaworks), Wenda Harris Millard (MediaLink), David Rosenblatt (Former DoubleClick), Peggy Conlon (The Advertising Council), David Cowan (Bessemer Ventures), and George Schweitzer (CBS).
”Until now, the consumer could control every aspect of the Internet experience – except one. Not anymore. AdKeeper delivers the ability for consumers to finally save online ads for use on their own terms and time. Without leaving their current page or interrupting their online experience, consumers have the unprecedented ability to click and keep ads of their choice,” said founder Scott Kurnit.
“AdKeeper enables active engagement with online advertising – establishing a dialogue in which the brand and consumer are both willing participants and giving consumers absolute control of what, how and when they engage with marketing communications,” added Kurnit. “And in the process, it also creates a more seamless relationship between consumers and marketers as initial ad impressions are followed up with additional permission-based product information, brand experiences and unique offers.”
How does AdKeeper work?
The business is as simple as a Keep Button™ and a Keeper™. Here’s how it works.
When consumers see a “K” button on an ad that interests them, they click the K button, and continue their reading or viewing experience uninterrupted. The ad is copied into their Keeper where it can be visited later, at the consumer’s convenience. Once in the Keeper, consumers can sort and organize their ads, click through to get more information, make their purchase or print a coupon. They can also rank, review and share ads they think their friends would find helpful or entertaining.
Ads are intended to help consumers save money, make buying decisions, research products and services and at times, entertain. With the help of AdKeeper, consumers can exercise even more control over their online browsing experience. Instead of ads being a distraction or something to be ignored, consumers can now feel safe to ‘click and keep’ knowing their time and attention are respected.
Save. Sort. Sift. Share. Rank. Review. Click. Print. Buy.
These are just some of the capabilities AdKeeper offers – all within a dynamic, live consumer interface that is both private and personalized. The Keeper is the consumer’s own place where only the ads they have invited have a right to exist. The ‘click to keep’ will not trigger any other ad or intrusive actions. A consumer-first business, AdKeeper respects consumers’ security and right to privacy. The ads will be held confidentially in each consumer’s Keeper, waiting for them to interact as they wish.
“Internet advertising was modeled after TV advertising – where the consumer views content, then interruptive ads, then more content. But the web is a totally dynamic environment that places consumers in the driver’s seat,” said Kurnit. “It’s time for the advertising experience to catch up with the rest of the web experience. AdKeeper affords consumers the opportunity to engage with the advertising that interests them most, at the time and place of their choosing. It’s ‘on my time advertising.’ It’s invitational, not interruptive. It’s for brands that respect their consumers. And it’s for consumers who want to take charge.”
AdKeeper was launched today in beta and is currently available by invitation. The service will be widely available in the first quarter of 2011.
Thad McIlroy, The Future of Publishing says
I don’t see the value to consumers — certainly not with the ugly and instrusive ads we receive today.
I’m calling AdKeeper “The Dumbest Publishing Startup of 2010.”