The UK is set to begin a pilot experiment with online advertising for events hosted by businesses, including hotels, which will see the first of these online events delivered to their customers on a monthly basis.
According to the UK Advertising Standards Authority (ASA), a pilot online advertising scheme is set up on the basis of an analysis of the costs of advertising in online venues and in print media.
The study will be undertaken by an ad-tech company called AdPulse and will be funded by a £5.7 million funding round, which was announced in April 2016.
The scheme will run for a period of one year and will include four types of events.
It will be run through a pilot program in which participating businesses are required to register and submit a digital form to their event organisers, which is then used to provide advertising on the site, for a fee of £5 per person.
In order to apply, businesses must provide proof of their identity, including a business card, which must also be available for verification by the advertising provider.
These forms are submitted online at www.adpulse.com and will require a minimum of five days to be completed.
The first phase of the trial, in which businesses are expected to submit their online advertising to the advertising company, is expected to run for three months.
The second phase, which includes six months of advertising, is anticipated to begin in late 2018.
The ASA says that the scheme will not be able to guarantee that any of the participating businesses will be able provide full-service online advertising, but it is expected that the results of this pilot will show that the advertising can be delivered at a lower cost than the current online advertising model.
According the ASA, the pilot scheme will be an “unusual and potentially cost-effective approach” to achieving digital advertising, and it will provide “significant economic benefits” to the public.
However, the trial will also provide an opportunity for the ASA to evaluate the feasibility of a national online advertising policy, as it is likely that many businesses will opt to participate.
According a statement by the ASA the pilot will see participants “provide a single online digital advertising platform that can provide an online service at a competitive price” and will provide the opportunity to “test new and existing approaches to digital advertising”.
The initiative is currently running in the UK and will run from April 2019 to January 2020.