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When Denver International Airport made the decision in late 2007 to change the Wi-Fi offering at their concourses from a paid model to a free model, FreeFi Networks selected Ultramercial’s format as the gateway for travelers to gain free access.
Microsoft Office launched as the first sponsor on November 7th and was quickly followed by Ford Focus and Toyota Matrix. The performance to date has been outstanding:
• An average completion rate of 78%
• Average engagement time of 56-seconds
• 4.4% click-through rate to the brand's site
Going from a $7.95 connection charge to the free model has driven up usage also. “Since [the Ultramercial model] began, there has been a tenfold increase in the number of people using the connection,” said Jeff Green, spokesman for DIA, in a recent issue of the Denver Post.
Denver Airport is the largest airport in sheer physical size in the United States. It’s the fourth busiest in the US as measured by departures and arrivals. Over 47.3 million passengers passed through the airport in 2006, making it the seventh busiest in the world.
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| Virgin Mobile's Sugar Mama program, where users earn "airtime in their spare time" by watching "ads-4-minutes", continues to be a huge success. Since the inception in June 2006 we have consistently seen above industry performance metrics such as a 5.5% click-through rate, 90-seconds average engagement time and 95% completion rates, with over 1,000 new users signup every day. And now, we have given away over 25,000,000 minutes. This is a testament to the program's success that rewards advertisers with 100% share of attention and a two-way interactive engagement. |
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Ultramercial continues to build the value of Sugar Mama by adding extras like "Forward to a Friend" where users can forward their favorite ads to friends.
Most recently Ultramercial launched "Fund My Phone" where users can add a "widget" application to their FaceBook page which allows friends to watch ads and earn minutes for Sugar Mama customers; this "extra" has hit the ground running with thousands of users adding the application to their FaceBook page even though there has been no official launch.
<<Learn more about Sugar Mama and see a live demo>>
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BLUE CHIP FROM DAY-ONE:
In 2002, we set out to launch Ultramercial during, what some would say, the worse possible time - The Dot Bomb. Confident in our value-exchange model we focused on a media darling, Salon.com, who had burned through $80 million in investment capital and had yet to show a profit. We figured if we could right their ship, we were on to something.
Five days after we launched with Salon, TIME Magazine called us and said our model was exactly what they were looking for. Two years later, Salon had their first profitable quarter with 47% of their revenue coming from the Ultramercial "Site Pass". Two months later we closed our seed round for $2.5 Million from New York private equity bank Loeb Partners . We saved Salon, defined a new advertising segment and were definitely on to something.
Since then we have worked with top industry partners such as TIME, The Economist, Walt Disney Internet Group, TheStreet, Virgin Mobile and many more. Click here for a complete list. In carving out the path to engagement-for-access advertising, we have become the leader and expert in understanding this space.
<<Click here to read more >>
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