SOURCE: BrandPort

May 29, 2007 09:09 ET

BrandPort's New Sweepstakes-Based Platform Gives Consumers Rewards for Watching Online Video Advertisements

New Online Video Advertising Platform Adds Accountability and Ensures Messages Resonate With Consumers

RESEARCH TRIANGLE PARK, NC--(Marketwire - May 29, 2007) - Today marks the official beta launch of BrandPort Sweepstakes, a new incentive-based platform for viewing video advertisements online. The platform helps brands seamlessly deliver 15, 30 and 60 second video spots in an online environment where the ad is the center of attention -- not a distraction. The platform provides a win-win marketing solution for both sides: consumers earn chances to win prizes for watching advertisements they choose; advertisers get a pay-for-performance advertising platform that engages targeted consumers in meaningful ways.

The weekly sweepstakes will have hundreds of winners, and thousands of dollars in prizes will be given out over the next few weeks. Consumers can increase their chances of winning by inviting friends to join, and eventually for posting their favorite ads to their social network pages. The prizes range from $10 retail gift cards to valuable electronic gear such as PlayStation 3s, Nintendo Wiis and Apple TVs, and eventually all the way up to all-expense-paid vacation trips, cars and other high value items.

For marketers, BrandPort answers their need to apply the level of accountability seen in online advertising to the television/video advertising world, and takes it a step further by being accountable for the branding metrics that matter to them. "As a brand marketer, I was frustrated by the lack of accountability in television advertising, and I envisioned an ideal marketing model that did not require me to pay a penny until I had proof that my message had been received by a person in my target audience," said Kivin Varghese, founder and CEO of BrandPort. "We believe that the technologies of today and tomorrow, including DVRs and two-way IP, will demand that we provide consumers with added incentives to engage with brands, and we've built our ad platforms on that belief."

Prime-time viewership for the four biggest broadcast networks in the six weeks after Daylight Savings Time began has dropped to 37.6 million people from 40.3 million during the same period in 2006, according to Nielsen Media Research. Even as television slips in popularity, BrandPort offers a place to repurpose video ads where they will be viewed with 100 percent engagement, regardless of viewership levels.

However, even with millions of viewers, prime-time TV is reaching an audience that is only 2-3 percent engaged. BrandPort's innovative approach gives marketers uninterrupted attention from every consumer that views the ad on the platform, and BrandPort users like the fact that marketers are providing value for their attention and communicating directly with them. According to Varghese, marketers that advertise on the BrandPort platform typically see triple-digit lifts in metrics like purchase intent, message association and likeability, which is unheard of from other platforms.

"Incentive-based programs will be a key component of future marketing initiatives," said Rishad Tobaccowala, CEO of Denuo. "Advertisers realize that getting a person's attention is a key challenge and programs like BrandPort Sweepstakes allow marketers to provide a clear value exchange to consumers."

"I've worked with BrandPort as Director of Marketing at InBev, and have seen first-hand the value of BrandPort's model, a powerful closed loop ad platform that delivers the recall promise. Their branding results were, perhaps, the best in my media mix. BrandPort is on the forefront of where target marketing is headed, delivering quantifiable value through a relationship-driven consumer-centric ad platform," said Bobby Chacko, director of global commercial leadership, the Coca-Cola Company.

About BrandPort:

BrandPort is headquartered in the heart of Research Triangle Park in North Carolina. BrandPort's patent-pending method uses the Internet to deliver targeted advertising to consumers in a way that breaks through the clutter like never before, and helps marketers and audiences interact in new and meaningful ways. For more information, please visit www.brandport.com.

Contact Information

  • Media Contact:
    Morgan McDowell
    blast! PR on behalf of BrandPort
    919-833-9975 x.12
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