• by Phil Leggiere , June 20, 2006

In delivering on-demand content, publishers often face an either/or bind: Either give away ad-backed content for free or charge for it.

Ultramercial has an alternative course: a patent-pending video-on-demand solution that allows online viewers to “pay” by agreeing to view ads from selected sponsors in lieu of cash. Ultramercial’s ViewPass integrates VOD programming and the sponsor’s commercial, and is designed as a one-stop interface for advertisers and media buyers. Ultramercial handles all formatting, ad-serving, and delivery. The service also provides reporting and analytics.

Paul Grusche, senior vice president of marketing, Ultramercial, says, “Publishers get a new way to leverage content, viewers get a relief from intrusive ads, and advertisers get an audience really focused on their message.”