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In the last few months dozens of TV shows have come online. Most are available for download at sites like iTunes for around $1.99 each, all commercial-free.
But most viewers would rather watch for free, with an ad-supported model.
Ultramercial’s patents-pending VOD model asks the viewer to engage with the sponsor in a two- way commercial that the viewer starts and ends at their own pace, instead of spending the $1.99. Viewers “earn” each segment of the show by completing each ad. They can opt to buy the shows at any time.
The networks are compensated with either choice.
Advertisers gets a true one-to-one format to present their story -- with full-screen two-way communication, proof of viewership, a chance for viewer opt-ins, even direct sales -- and get seen as the good guys instead of the unwanted interlopers.
And the viewers? They’re able to watch their favorite programs whenever they want – at home, at work, at any WiFi location. That’s far more convenient than even a TiVo solution. That’s why the networks are charging $1.99 to download these programs. They have intrinsic value.
The problem with the pre-roll model is that it can be avoided or ignored by viewers. The computer has turned us into excellent multi-taskers – while the pre-rolls run, catch up on emails. When the show’s audio can be heard, click back into that window.
Until our industry offers a clear and honest exchange of attention for content, ads will continue to be dodged or ignored.
We’ve built a fully-functioning VOD model that you can test-drive yourself by clicking here:
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Results based on all viewer-started Ultramercial ad units across all sites January 1-31, 2006. Completion Rate is the percentage of viewers who complete the ad and click to receive their premium content. Click-Through Rate is percentage of viewers who clicked on a sponsor’s link for more info, and is calculated on the number of completed ad units. Average Time of engagement is measured in seconds and is based on completed ad units. Notes on Ultramercial reporting: 88% of users were on Broadband. Remaining viewers were served low-bandwidth HTML-only creative. Viewing times exceeding 2 minutes were deleted. Average run times vary from commercial-to-commercial.
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