FAQ

General
:: Is the ad like a micro-payment?
Yes. It is a micro-payment of someone’s attention as currency. The transaction of money happens when the advertiser pays the content owner for that engagement.

:: Are you bribing people to watch ads?
No. Advertising pays for almost everything out there: websites, print, TV, radio. But most ad formats have to either trick or force people to watch. We are asking for the viewer’s attention and returning content is an explicit Quid Pro Quo.

:: Can the viewer skip the ad?
No. Skipping the ad would forfeit its purchasing power. Viewers may leave the ad at any point through our Exit Early button but they will not receive their content for free if you do.

:: Do you recommend video in the ads?
Yes and no. Repurposing video assets can be powerful but we do not recommend it as your sole communication. Video is a lean back, passive experience. The Internet affords us two-way interactivity. Take advantage of it. Ad performance will increase dramatically with an Ultramercial two-way dialogue vs. a one-way monologue.

:: Is there any difference between Ultramercial ads and a pre-roll or interstitial?
Yes. It may seem subtle but do viewers ask to view a pre-roll? An Interstitial? There isn't an explicit value tied to either one like on the Ultramercial ads.

:: Why is there viewer anxiety when ad units unexpectedly expand, overlay, pop up or under?
Anxiety is created when something unwanted or unknown happens. Ultramercial has socially re-engineered advertising so it is always 100% opt-in, honest and upfront. Viewers are in complete control with throttle and brake from start to finish.

:: I can’t skip ads when watching most online video like at Hulu or ABC.com, isn’t that the Ultramercial model?
No. Those ad units are mimicking the linear world of broadcast TV with no interactive requirements. Their ads are typically 30 seconds long with a count down timer displaying ad time remaining. They start automatically and usually end automatically, just like TV. In fact, both companies are now talking about adding more commercials to their breaks because viewers will “tolerate” it further deepening the ad relationship between TV and online.

:: How long can I make an Ultramercial?
An Ultramercial can be as infinitely deep as the users interest to learn and engage more. We recommend a maximum minimum run length of 35 seconds. However, our average run time was 75 seconds in 2008 even though most ads could be completed in 35. This is testament to the incredible creative experience and “defenses down” approach we empower advertisers and viewers to enjoy.

Reporting
:: What type of tracking and reporting do you offer?
Click throughs, time spent, user profile, mouse actions, completion rate and data mining.

:: Can I use 3rd party reporting tags?
Yes.

:: What do you mean by completions?
When user watches the ad untill the end and takes action to get the premium content (that was offered in exchange of watching the ad).

:: Has anyone ever done a Dynamic Logic Study with you?
Yes. Every advertiser that has performed a Dynamic Logic Study has been a repeat advertiser with us.

Video
:: Do you serve video?
Yes. We can serve video but we do not recommend it as your sole communication. Video is a lean back, passive experience. The internet affords us two-way interactivity. Take advantage of it!

:: Is this any different than a pre-roll or interstitial?
Yes. It may seem subtle but do you ask to view a pre-roll? An Interstitial? Is there an explicit value tied to either or are they something you might block, skip or ignore given the choice.

Creative Execution
:: How large is the canvas?
It is full-screen, 728x500.

:: How long do Ultramercials last?
On average 50 seconds.

:: Who builds the creative?
In all cases, we will put any existing assets into the Ultramercial format thereby eliminating any compatibility concerns by the media buyers. We also have complete production specs if the advertiser would like to build the unit or offer a full creative staff to build custom work.

:: What content provider sites do you work with?
Please contact us for a list.

:: Can I set up any content provider I want?
Yes and no. The publisher or content provider must offer premium (paid) or exclusive content (i.e. editorial, VOD, games, music downloads) that is gated by the Ultramercial business model. If they do, they are in a perfect position to adapt this format.

:: Can I use this for VOD content?
Absolutely. Since the launch of iTunes and pay-per-view VOD, the viewer now has a set price point for TV content. It may be $1.99 per download. We set up the value proposition that interacting with ads will save you that cost out of pocket.

:: Does this work on cable?
Yes. There are no technical barriers to implementing our model on cable.

:: Does this work on PDAs or cell phones?
Yes. There are no technical barriers to implementing our model on PDAs or cell phones. However, video and Flash limitations will restrict how dynamic the ads can be.

:: Will there be a halo effect on our other ad units run in conjunction with an Ultramercial buy?
We have had some advertisers say they received a higher CTR on other ad units run on the same site after running Ultramercials.

:: What CPM can I expect to pay?
Most publishers will sell this unit as part of a sponsorship package including co-branded traffic drivers and/or

Publisher or Content Provider
:: Do I need to have the Ultramercial campaign up 24/7?

No. You may choose to switch it on and off as promotions suit your ad inventory. However, we recommend keeping the offer up full time for two reasons.
- One, the viewers' expectations and responses will be consistent over time.
- Two, if you do not have a premium content area, this is a way to introduce the model. In effect breaking in your viewers to a paid subscription barrier while still allowing them in for free.

:: Will I lose subscribers if I give away the content for free?
No. Our research shows that subscription levels go up when people have full access to content without registration barriers.

:: How do I implement this on my site?
We provide demo create that is human engineered to deliver the best results for your site. We then have your tech support work with ours to implement a simple hand off to our servers and hand back.

:: How long does implementation take?
It can be done in a matter of hours.

:: Why should I pay you to do this?
We have been engineering and proving this in the marketplace for almost 3 years now...

:: Can I sell this to my advertisers?
Yes.

:: How do you get paid?
In the case of a publisher selling this unit to their advertiser, we would take a negotiated percentage of the Ultramercial portion of the media buy.