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Honda Motor Company and Universal Music Group launched their first sponsorship of the UMG website on June 6th. This high impact partnership includes a home page skin with Honda underwriting entrance to the Pop channel.
By providing access to music videos after completion of a Civic Hybrid ad, Honda is ensuring that ever-important engagement occurs with a highly coveted youth demographic. Viewers "paying with their attention" by watching one ad will be rewarded with access to unlimited videos AD FREE. The concept of watching one ad up front and being granted an ad free experience is an honest, up-front approach providing a very exclusive platform for Honda.
The Honda Civic Hybrid sponsorship includes placements on MySpace Fan pages, newsletter sponsorships and a presence on all Universal Music Group properties. |
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Since our launch in 2002, Ultramercial has monitored our attention-for-access ad model at partner sites such as The Economist, Lycos Gamesville, Surfline, Salon, Virgin Mobile and others. We found that 3 out of 4 people completed Ultramercial ads from beginning to end when given the choice to start and finish it at their own pace. Click-through rates consistently averaged 4.5% or above.
Strategically, the click-through was placed at the end of the commercial assuring the advertiser's message was displayed and a more qualified lead would be generated. Duration with the ad was 1.5X to 2X the run length of the creative while none of the ads timed out or ended without viewer input. The five year study included over one million people with varying demographics from such diverse groups as young surfers, moms and CEOs, from all around the world. |
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Virgin Mobile, using the Ultramercial patented model, officially launched their newest “ads for minutes” product - Fund My Phone - on April 22nd.
Fund My Phone is a widget, or application, created for Virgin Mobile customers who also have a facebook account; the application can be added to the users’ facebook pages and asks friends to watch ads which help users earn free airtime minutes for their Virgin Mobile Phone.
Although Virgin Mobile is planning a slow marketing ramp up, and the product has not officially been marketed to Virgin’s customers, we have seen over 5,000 people already add this application to their facebook page. While the benefits are easy to see for the customers – more free minutes; the benefits for Virgin Mobile and advertisers are just as noteworthy. Fund My Phone increases our reach way beyond Virgin Mobile customers and provides an opportunity to covertly advertise the benefits of being a Virgin Mobile customer.
<<Click here for more info and a demo visit: >>
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We have been granted US Patent 7,346,545 describing our Attention-for-Access Internet advertising model and ad unit introduced in 2002. Using our model, online viewers can access copyrighted video, music, text or online services for free by requesting and completing an interactive ad. The viewer's attention acts as “payment” in a value exchange that gives the viewer incentive to complete the ad and repositions the advertiser as the provider, rather than the interrupter that viewers often skip, block or ignore.
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By making the value of the ad explicit and honest, we win the respect of the viewer. 80% finish the ad they start, nearly 5% click-through for more information about the underlying advertisers and the average viewer spends more than a minute engaging with the sponsor. This patent award acknowledges the powerful efficiencies our business model brings to online publishers and advertisers. With 5-1/2 years in the marketplace we’ve proven that viewers prefer a user-initiated ad format over other intrusive forms of advertising. And with it comes our guaranteed engagement for the sponsor.
Some successful examples of our business model include the Site Pass, first utilized at Salon.com, The Economist and with Time Magazine’s Person-of-the-Year; sponsored WiFi access at major hotels, cafes and airports like Denver International; and Virgin Mobile’s Sugar Mama program where users “earn” free airtime minutes by engaging with sponsors in a two-way format that provides valuable viewer feedback.
We intend to license the patent to content providers having difficulty monetizing assets online, such as traditional print and broadcast companies as well as social networking sites.
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