Photo - Questpass
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Questpass

Moneyless paywall combined with a new ad format

Poland, Greater Poland
Market: Internet and IT, Information and media, Another
Stage of the project: Operating business

Date of last change: 19.04.2021
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Idea

Questpass works like a paywall but the ”fee” is the answer to the question concerning the ad displayed above. The reward for clicking the correct answer is free access to the rest of the article. Gaining the access engages only a few seconds of attention and requires no money.

Please try to reveal the whole article on the demo to experience it:
https://demo.adquesto.com/portal/2019/06/05/demo-videoquest-en

Current Status

We have operating advertising/paywall system with over 100 executed campaigns for brands such as Opel, Suzuki, IKEA, GoPro, BBC etc.
We have over 80 publishers reaching together 20 mln readers.

The Questpass company was established in 2020 with VC funding, based on the system that was developing from 2017 in Adquesto company.

The company had over 250 k USD income in 2019 and was growing +30% month to month. Questpass is starting SaaS product on the same market and is open to scale worldwide.

Market

Questpass has 2 types of clients:

1) In brokerage model the clients are advertisers (companies and media houses) and Questpass has a margin from selling advertising space previously bought from publishers.

2) In SaaS model the clients are publishers who pay for our software that allows them to monetize their content with ad-quests. They sell ad-quests (their advertising space) on their own directly to advertisers.

Problem or Opportunity

Our concept seems paradoxical: moneyless payment - pay by attention. Attention dedicated to answering the question about the ad displayed above. It solves many problems at once. The model is simple, automatic, repetitive, easy to understand and accept by readers/viewers/users.

Till now advertisers are using normal, mostly display ads which effectiveness is limited by adblocks, ad-frauds and banner-blindness effect.

Publishers are trying to survive the fall in advertising value by implementing typical paywalls. But a paywall can monetize only about 4% of the traffic. The paywall model is also limited by the "winner takes most" effect, so only a few publishers can use it effectively in one country / region.

Solution (product or service)

Please check this simple demo - just imagine this is your favourite portal and you want to read the whole article:

https://demo.adquesto.com/portal/2019/06/05/demo-adquest-en/

Competitors

On the field of publishers competitors are just paywalls like Piano or LaterPay.

On field of advertising our competitors are all other advertising systems, working mostly in programmatic model.

On the field of alternative payment models there is e.g. Act2access.com

Advantages or differentiators

Questpass copes with:
• banner blindness effect - 100% ad viewability guaranteed,
• adblocks - regaining access to all users,
• ad-frauds - works like a captcha.

For Publishers Questpass multiplies the incomes from page views (if content is interesting).

For Advertisers guarantees very high effectiveness that can be measured in brand-lift research.

Results from real campaigns after a single solving the quest:
A) Brand Recognition of a new, unknown brand:
+63% for static ad-quest
+76% for video-quest

B) Brand Affinity (preference of a brand among other well known brands):
+12% with capping 1
+ 24% with capping 2

Finance

Questpass has 2 types of clients:

1) In brokerage model the clients are advertisers (companies and media houses) and Questpass has a margin fr om selling advertising space previously bought fr om publishers. The advertising budgets around the world are huge, so the global profit can be counted in billions of USD per year.

2) In SaaS model the clients are publishers who pay for our software that allows them to monetize their content with ad-quests. They sell ad-quests (their advertising space) on their own directly to advertisers.

In the long term the service should eventually take shape of marketplace model where the margin is about 20% and becomes a new AdWords / AdSense system.

Business model

Clients

Broker model:
- direct sales (mainly to big companies that buy media for advertising directly)
- sales to media houses and advertising agencies (that works for local and global brands)

SaaS model:
- big and mid size Publishers (that have digital portals)
- big media houses (that can introduce the system to Publishers they cooperate with)

Money will be spent on

- extending the internal IT team
- extending the sales team
- foreign expansion in SaaS model

Offer for investor

10-20%

Team or Management

Risks

Too short runway with financing.

Incubation/Acceleration programs accomplishment

MIT EF CEE 2020/2021

Won the competition and other awards

Presence on the list of "50 Most Creative in Business" in Poland of the founder

A finalist of CEE Scaleup Chanllenge (Adquesto)

Invention/Patent

industrial designs & trademarks

Product Video

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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
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Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
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Product Video