Ultramercial clicks.The numbers are in for Honda's online campaign and they look pretty good. Credit goes to Ultramercial, a word that signifies both a company and the advertising unit it developed. An "ultramercial" is an online commercial that viewers choose to watch in return for access to premium content that would otherwise cost money. The arrangement seeks to cast the advertiser ad·ver·tise v. ad·ver·tised, ad·ver·tis·ing, ad·ver·tis·es v.tr. 1. To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase as a friend who gets the consumer in the door to see the really good stuff. Many Web users associate this model with Salon.com, a major client of Ultramercial LLC (Logical Link Control) See "LANs" under data link protocol. LLC - Logical Link Control , the online marketing firm based in Palos Verdes Estates Palos Verdes Estates (păl`əs vûr`dēz), city (1990 pop. 13,512), Los Angeles co., S Calif.; inc. 1939. It is a residential community. . For Honda, Ultramercial arranged for the automaker's ads to appear on five Web sites. Honda granted viewers a site pass at Salon.com, where a regular subscription costs $35 a year; a 14-day free trial at Rhapsody (1) A subscription-based online music service from RealNetworks that gives users unlimited access to a vast library of major and independent label music. Within a single interface, Rhapsody provides access to streaming music, Internet radio and extensive music information and , usually $9.99 a month; access to Motor Trend's future car section; a day pass for TheStreet's premium RealMoney site, regularly $24.95 a month; and a one-time access into ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. .com's exclusive "Lost" photo gallery. "Our publisher partners bring the kind of compelling content for which viewers are very willing to provide their attention," said Paul Grusche, senior vice-president at Ultramercial. The Honda ads generated a click-through rate The number of times a link on a Web page is clicked compared to the number of times it is displayed. Advertising royalties paid to Web sites are often based on click-through rate (CTR), and the amount paid per click-through is considerably higher than the cost of an ad that is displayed of 13.8 percent. The ads required 35 seconds of navigation time, but viewers spent an average of 50 seconds looking at them. In the industry that coined the phrase "Internet minute," those 15 seconds of extra attention are extremely valuable. |
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