Opendata, web and dolomites


RAd (Responsible Advertising) - An innovative donate-per-view digital video advertising model

Total Cost €


EC-Contrib. €






 RAd project word cloud

Explore the words cloud of the RAd project. It provides you a very rough idea of what is the project "RAd" about.

rad    revenue    risk    newspapers    experiencing    feasibility    reinforcing    refine    ran    pound    dva    losses    run    transitioning    media    video    people    explore    final    responsible    though    played    region    thinking    tv    interaction    view    raw    pluralism    balancing    broadcast    corporate    legacy    advertisers    simply    cross    months    strategy    publishers    combines    social    players    ultimately    alone    youtube    responsibility    incredible    ba    additional    exponential    editorial    model    million    democracy    pilot    profits    hereinafter    2017    20m    broadcaster    giants    data    tv2    collected    1billion    business    donate    advertisement    industry    dramatically    100m    connects    market    win    plan    extrapolated    ad    innovative    digital    critical    think    always    profit    uk    believe    dispersal    combining    viewership    advertising    nation    altogether    employs    predicted    space    income    financial    newspaper    report    facebook    google    transition    leader    norwegian   

Project "RAd" data sheet

The following table provides information about the project.


Organization address
city: BERGEN
postcode: 5011
website: n.a.

contact info
title: n.a.
name: n.a.
surname: n.a.
function: n.a.
email: n.a.
telephone: n.a.
fax: n.a.

 Coordinator Country Norway [NO]
 Project website
 Total cost 71˙429 €
 EC max contribution 50˙000 € (70%)
 Programme 1. H2020-EU.2.1.1. (INDUSTRIAL LEADERSHIP - Leadership in enabling and industrial technologies - Information and Communication Technologies (ICT))
2. H2020-EU.2.3.1. (Mainstreaming SME support, especially through a dedicated instrument)
 Code Call H2020-SMEINST-1-2014
 Funding Scheme SME-1
 Starting year 2015
 Duration (year-month-day) from 2015-06-01   to  2015-10-31


Take a look of project's partnership.

# participants  country  role  EC contrib. [€] 
1    MOBILETECH AS NO (BERGEN) coordinator 50˙000.00


 Project objective

The so called “legacy media” players such as broadcast TV and newspapers (hereinafter referred to simply as media) face incredible challenges while transitioning into the “new media” and the digital space. Traditionally, advertisement has always played a key role in balancing out the financial scale for media but with the transition to digital and the dispersal of advertising revenue to non-editorial and social media giants such as Google, Facebook and Youtube, risk of long-term advertisement revenue losses increases dramatically. Digital video advertisement (DVA) is experiencing exponential growth with a £1Billion market value predicted for the UK alone in 2017. RAd (responsible advertisement) is an innovative DVA product that combines advertisement with Corporate Social Responsibility. Rad connects media publishers and advertisers, with non-profit organizations and end-users in a win-win “donate-per-view” interaction model where end-users support non-profits through their ad viewership. The media sector is critical for pluralism and democracy and employs more than 10 million people in the EU. As we explore in this proposal, in the UK alone RAd has the potential to help bring new income to the media (£100m) while bringing additional financial support to non-profit organizations (£20m). Ultimately, we believe RAd has the potential to impact the way we think advertisement altogether, reinforcing the EU’s role as an innovative region and though leader on cross-nation and cross-industry innovative thinking. The goal of this project is to assess the feasibility of RAD by combining market analysis and strategy development, with a field pilot ran together with Norwegian broadcaster TV2 and newspaper BA to test and refine the proposed business model. The project will run for 6 months and result in a feasibility report that includes all the results and raw data collected throughout the project, the conclusions extrapolated from this data, and the final RAD business plan.

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The information about "RAD" are provided by the European Opendata Portal: CORDIS opendata.

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