Following a $22.5 million financing last month, GoFish Corporation is relaunching as Betawave Corporation (www.betawave.com), the industry’s first attention based media company. The name change to Betawave, a cognitive term for the mind state of active concentration, reflects the company’s belief that consumer attention will become the new economic basis for brand media.  Betawave focuses exclusively on the highest attention span media environments as measured by time spent per month, time spent per page and receptivity to brand advertising. This approach, coupled with an emphasis on immersive advertising products, allows Betawave to weave brands into the fabric of consumer experiences and deliver measurable results that far exceed industry norms.  “Historically, the portals have been the only options for big brands to reach big audiences online,” says Betawave CEO, Matt Freeman. “Unfortunately, the portals have largely devolved into utility environments that offer reach rather than engagement – more tonnage than attention. We want to create an alternative for brand advertisers who are seeking both scale and attention – at a price that isn’t artificially inflated.”  Betawave’s transparent portfolio of casual gaming, virtual world, social play and entertainment publishers delivers scale with a unique monthly audience of 25 million domestically and 69 million worldwide, and attention with an average audience engagement of more than 54 minutes per month.  As measured by minutes of consumer attention, Betawave is the world’s largest pure play digital media company for Youth (6-17) and Moms and a rapidly growing force in 18-34 demographics.  Betawave’s platform is specifically designed to support highly-innovative and entertaining campaigns (ones that consumers actually enjoy rather than ignore) like advergames, virtual world integrations, rich media and video at a level of scale and accountability that befits major marketers. “The basic idea is to aggregate audiences that are relaxed and paying attention, and then help brands make an attention grabbing contribution to that consumer experience,” says Freeman.  “We offer brand advertisers a simple solution based not just on how many people we reach, but on how much interest we generate,” concludes Mr. Freeman. “Brand advertisers deserve the same level of accountability as direct marketers. We are simply applying that same performance focus to brand-friendly media environments.”

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