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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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