Ultramercial Viewers Linger an Extra 14 Seconds Within Their Ad Unit
Los Angeles, Calif. July 19. /PR Newswire/- - Today Ultramercial, the internet advertising agency that pioneered their patents-pending Attention-for-Content model, announced their 14th straight quarter of metrics that far exceed internet norms. Key statistics for the second quarter of 2006 revealed that asking for the viewer’s attention delivers added engagement extending a 35-second ad to 49 seconds. Key metrics announced include:
• Average viewing time of 49.0 seconds (even though most Ultramercial ad units can be completed within 35 seconds)
• Average click-through rate of 7.0%
• Completion rate of 73%
The metrics were derived by averaging the results from all campaigns run between April 1 through June 30, 2006, across all of Ultramercial’s publisher-partner sites.
“Ultramercial’s opt-in model provides Internet users with a no-cost way to read The Economist, listen to music at Rhapsody or earn free airtime at Virgin Mobile, by “paying” with their attention instead of their credit card,” said Rick Vandervoorn, Ultramercial’s East Coast VP of Sales. “These viewers see the explicit value the ads provide, and they elect to watch and become engaged. Our average engagement time is 4 seconds longer than it was in Q1 06. Quarter after quarter, we’re proving to be a sound long-term investment for our advertiser partners.”
“In a world of blocked, skipped or ignored ad units, it’s pretty amazing to see a format that viewers not only choose to watch, but stay engaged almost twice as long as a TV :30,” added Paul Grusche, Ultramercial’s SVP Sales & Marketing. “These viewers weren’t forced to watch. Instead they saw the explicit value of their attention for premium content, and opted to engage with the sponsor over paying an access fee. It’s time we respect the viewer while remembering that it’s ultimately the advertiser who pays for all the free content online.”