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Join these brands in reaching our premium youth channel of 14 to 24 year olds
Click on a logo to see an Ultramercial AdTime Engagement in action |
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Read the entire article here
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Sugar Mama users are "Youth-Fluentials" who influence the purchase decisions within their families and with their friends
Virgin Mobile has 4.8 million avid youth thought leaders and early adopters seeking independence and a voice.
Virgin Mobile has been rated highest in customer satisfaction for two years running by J.D. Powers & Associates, for pre-paid wireless services
Sugar Mama users are a special subset of Virgin Mobile's base. "Youth-Fluentials" who set the standard for their peers and inform their families of what's hot across a wide set of product categories.
Separately, in a study from Burson-Marsteller and Penn, Shoen and Berland, American youths aged ten to 18 were found to "exert significant influence over the purchasing power of their peers and their parents."
Quoting from their report: "Almost 100% of the group surveyed-dubbed "youth-fluentials"- say they influence their friends' purchasing decision, and over 80% say they can impact their parents' buying choices in a wide array of categories."
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Read the entire article here
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MediaPost's Mobile Insider writes about Sugar Mama on August 23, 2007
Steve Smith writes in his column, "Will Watch Ads for Minutes:"
"...the Sugar Mama approach is offering users something they already want -- air time -- and it does so in a very clear and uncomplicated way."
"At Virgin Mobile's Sugar Mama program, there is a hard value placed on the time a visitor spends with a sponsor's ad. 'The general value is one minute of your time for one minute of air time credits,' says Scott Kelliher, director of mobile advertising. Users of the youth-oriented carrier come to the Virgin Mobile site, view ads from Ultramercial, and get pre-pay credits to their wireless account. And the company is not wanting for takers. According to Ultramercial, over 425,000 customers subscribe to the program, which has given away over 10 million free minutes. Kelliher says about 1,000 new users sign up a day."
"At Sugar Mama, [Scott] Kelliher credits success with a combination of audience, model and timing. These young users know the worth of their mind share and are also eager to engage with advertisers who address their real needs. 'They took to this more rapidly than we anticipated,' he says. 'This is a much more media-savvy generation, and they are tech-savvy, and the timing is right, the audience is right and the value proposition is right.'" |
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Sugar Mama FAQs
What is Sugar Mama? Sugar Mama allows Virgin Mobile users to earn up to 75 free airtime minutes per month by engaging with full-screen "AdTime" Ultramercial units. Users interact with each ad, selecting choices, answering quiz questions. At the conclusion, they are awarded a free airtime minute which is immediately credited to their Virgin Mobile account. "QTime" is an in-depth questionaire from sponsors where users are asked from 10 to 30 questions, then receive 5 free airtime minutes.
Is there an On-The-Phone Ad Unit? Yes. Virgin Mobile users can opt into Sugar Mama Mobile, where they receive text messages from sponsors. Users are asked to text back a specific message to confirm they've read the message. Users earn one free airtime minute for every two text messages. Users are not charged for the text messages they receive or send within the Sugar Mama Mobile program.
Graphical ads and special search-style ads on Virgin Mobile handsets are in development.
How many ads do users watch per visit to Sugar Mama? We limit the number of sponsor engagements to 5 per user per session. Sessions are capped at one per day. In this way, we provide a quality experience for both the user and sponsor, with per-engagement times averaging 90 seconds.
Can AdTime ads have video? Yes, and much more. Click on some of the sponsor logos above to see how flexible and immersive this ad format can be.
Who builds the creative? Most ad units are produced by the ad agencies representing the sponsors. However, Ultramercial can build compelling creative from a wide variety of pre-existing assets. We always recommend having a creative kickoff call with our team to learn what kinds of interactivity work best.
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To learn about exciting Sugar Mama programs for your brand, please contact your Ultramercial representative:
Ultramercial, LLC 51 Malaga Cove Plaza, Palos Verdes Estates CA 90274
Main: 310-765-4041 engage@ultramercial.com
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