MDA Digital Advertising & Analytics Call for Proposals
Background
MDA has been driving Singapore’s efforts to build a sustainable interactive digital media industry by supporting the R&D, commercialization and export promotion of the interactive media and games sectors. To date, there are healthy signs of growth for the IDM sector, with revenues for the IDM sector amounting to $1.5 billion as at end-2009. Many Singapore IDM companies operating in the social networking and games & virtual worlds’ space have also made headway in the global marketplace. Our Top 3 companies are serving some 80 million users in more than 200 countries.
According to the Interactive Advertising Bureau (IAB) 2010 Online Advertising Revenue Report, total spending on online advertising for Singapore grew from $51 million in 2008 to $95 million in 2010, a CAGR of 36%.
To date, the MDA has funded several digital advertising and analytics related industry and university research projects, such as the SMU-CMU Living Analytics Research Centre which focuses on real-time analytics on societal scale datasets, and NUS-Tsinghua University Extreme Search centre that focuses on leading-edge research in live media search. In 2010, MDA and the Interactive Digital Media Programme Office (IDMPO) set aside up to S$30 million to spur innovation and R&D to develop a vibrant digital advertising ecosystem.
Call for Proposals
To support the development of the digital advertising and analytics ecosystem, MDA/IDMPO is calling for proposals for innovative analytics and digital advertising applications services/solutions on platforms that will help catalyse further development of the digital advertising ecosystem. These proposals could be aimed at developing new IDM R&D projects or for supporting commercialization efforts of IDM applications and services.
This is a call aims to:
- Catalyse the development of the local digital advertising eco-system
- Serve as enablers for the 3 IDM sub-sectors: Rich Media, Mobile Media and Virtual Worlds & Games
The expectation is that enterprises will be encouraged to hub in Singapore, providing analytics to gain actionable contextual insights on consumers, and deliver digital advertising & related services to consumers in Singapore & the region.
The MDA is looking for proposals involving:
- Real Time Contextual Analytics for Insights on Consumer Behaviour & Preferences
- Innovative Apps & Services for Digital Advertising
Areas of Focus include:
Real-time Contextual Insights
|
Interactive TV
|
Digital / Immersive Advertising
|
Payment Solutions
|
Details on MDA/IDMPO’s schemes to support IDM R&D and commercialization activities will follow below.
Interested applicants may wish to refer to MDA’ slides from here (download slides).
MDA /IDMPO’s CFP Funding Criteria
Interested applicants may wish to apply for one of the following MDA/IDMPO funding schemes, depending on the nature of their proposed project:
- i.JAM Microfunding (Fund startups up to $50,000). Please see details on the application procedures and forms: Form 1.
- Digital Technology Development Scheme (IDM R&D) (Co-funding grant up to 50% of qualifying R&D project costs). Please see details on the application procedures and forms: Form 2 (Power Point Submission Template), Form 3 (Budget and KPI Spreadsheet) and Form 4 (Evaluation Criteria)
- Digital Technology Development Scheme (Commercialisation) (Co-funding grant up to 30% of commercialization project costs). Please see details on the application procedures and forms: Form 5 and Form 6.
The above schemes will support the following:
a)Direct Manpower employed in Singapore for the supported project;
b)Hardware & Software purchased in Singapore for the supported project;
c)Third Party Professional Services from Singapore-based organisations for the supported project;
Funding for the above expenses will be on a reimbursement basis.
It should be noted that the above schemes will NOT support the following activities:
a)Expenditure outside of Singapore;
b)Installations, part of live performances, or exhibitions;
c)Ongoing administrative costs of organizations;
d)Establishment of infrastructure; and
e)Operating expenditure not directly related to the project.
The proposals are assessed and approved by a multi-agency evaluation panel consisting of representatives from MDA and other government agencies. Applicants will be assessed based on the evidence of their ability and commitment to successfully manage and deliver the project. Short-listed candidates may be required to attend an interview after the closing date.
Proposal Submission
To submit an application, complete the one of the above submission templates and send it to the emails listed below.
Please choose the appropriate subject header as follows:
1. Proposal for MDA Digital Advertising & Analytics CFP
2. Proposal for SingTel Digital Media Analytics CFP
3. Proposal for Mindshare CFP
4. Proposal for FutureMedia Testbed CFP
And email to mda_idmpo@mda.gov.sg
Period of Call: 18 Jun 2011 to 1 Aug 2011
Please submit your proposals to the emails specified above by 1 Aug 2011, 2359 hrs.
Milestones and Deliverables
Development milestones and deliverables will be mutually determined by MDA and the Applicant. Disbursement of funding will be on a reimbursement basis and administered by MDA.
Between milestone submissions, MDA may organize demo/ feedback sessions where team members will be required to showcase and demonstrate work-in-progress builds for testing and feedback gathering.
All assets (for example, source code and technology) and copyrights to the completed projects will belong to the Applicants. MDA reserves the right to use the projects including the content therein for non-commercial and publicity purposes.
The MDA will require due credits in the website and all promotional & publicity programmes / materials of the completed product as acknowledgement for the support and assistance rendered by the MDA and partners under the initiative.
Applicants are expected to undertake and complete the project upon official approval from panel review.
Termination of Project
In the event that the applicant decides to terminate the project, the applicant would have to compensate MDA/IDMPO by refunding the entire sum of funds which has been disbursed to applicants at the time of termination.
For enquiries, please contact:
MDA/ Interactive Digital Media Programme Office (R&D Projects) – Kenneth Fu, kenneth_fu@mda.gov.sg
MDA/ Interactive Media Games & Publishing (Commercialisation Projects) – Cynthia Chong, cynthia_chong@mda.gov.sg
