Ultramercial Goes “Green” with Online Advertising
Ultramercial, in an effort to be “green”, has adopted a new service which allows ads to be blocked, meaning the opt-in advertising network does its best to save energy by tuning all ads out.
“Think about how much energy is wasted on ads we simply block, skip or ignore. We are programmed to tune out ads, relevant or not, and the impact from this on natural resources can’t be trivial in a $67 billion dollar industry,” said Ultramercial COO Paul Grusche in a statement.
Instead of ads popping up on their own accord, viewers request the Ultramercial ad unit in order for ads to appear. This should eliminate wasted energy put into unwanted ads that are normally skipped or blocked.
“It’s an explicit relationship that turns the advertiser into the good guy and defines engagement,” said Dana Jones, founder and CEO of the company. Ultramercial consists of a full screen with prompts before users view any content.
Rick Vandervoorn, Ultramercial’s SVP of Sales, added, “There’s a lot of inherent waste in advertising, especially print. But other media like broadcast and online aren’t much better. Pixels can be wasted too. A call to a server for a video ad triggers the delivery of about 1.0mb to 4mb of data per 30-second clip, whether the ad is viewed or not.”
According to Grusche, “We present an honest and upfront reason why ads are there in the first place, they pay for content. Then, we give the viewer a choice: pay with their time by watching an ad, or pay with your credit card to enjoy a first class ticket without any advertising.”
Reader Comments.
Ultramercial’s ad unit and service is 100% opt-in, meaning it is never blocked, skipped or ignored by viewers since the viewer makes the choice to start the commercial. This saves energy over other ad formats that play automatically and may be tuned out. Paul Grusche
Here’s an idea – I’ll do neither! If I can’t tweak around with the page in Firefox to bypass the ad, I’ll just open a new window and surf something else for 30 seconds while it runs in the background.
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