After a decade of experimentation, companies have yet to find a reliable way to burnish their brands online. Research shows barely more than 1 in 1000 people click on banner ads. What's more, they rarely hang around long enough to absorb a brand message. Former Madison Avenue hotshot Matt Freeman aims to change all that. Freeman's company, Betawave, is developing ways to boost visitor "engagement" and plans to charge advertisers not just by each click or view but also by people's attentiveness. The concept is untested, but it has generated excitement. Several venture capital shops in December put $ 22.5 million into Betawave. "Matt's ahead of the curve," says Sean Finnegan, chief digital officer at Starcom Media Vest, which buys ads for Coca-Cola, Procter & Gamble, Nintendo, and others. Mad Ave was shocked when Freeman quit as Tribal DDB Wordwide's boss in June to run a small company called GoFish. Tribal is widely considered to be one of the most successful creators of online ads anywhere. GoFish, on the other hand, sold ads on a handful of lesser kids' sites, such as Mini-clip, which hosts online video games, and Cartoon Doll Emporium, where kids play dress-up with avatars. Yes, GoFish, known in the industry as an ad network, had a good reputation among advertisers looking for a cheaper alternative to sites run by Disney and Nickelodeon. But it was in debt, its stock traded over the counter, and it was losing millions a year. Freeman, who has since renamed the company Betawave, says he took the job because he saw unrealized potential. "GoFish was a tiara in the toilet. "he says, noting that the sites Betawave represents share a valuable audience: kids aged 6 to 17 and their rooms. The 25 million people who stop by Betawave sites each month spend an average of 15 minutes per visit vs. nine at Facebook, according to industry tracker Comscore. That "stickiness" has prompted Dellogg, Hasbro, Nintendo, and others to buy ads. Still, Freeman knows companies want more evidence to prove that their ads are working. " Advertisers always say, 'why am I paying for reach when what I want is people's attention?'" That's why he aims to charge not only for clicks on ads but also for how long people spend on a page and for how much they interact with the brand on a deeper level. To make that happen, Freeman is borrowing from television, which has been shoring up its prospects with "band integrations"—advertisers can veave their products and messages into the shows themselves. In midFebruary, Freeman launched something called Betawave TV. Essentially an online video player, the links of which can be found on many sites, it provides a distribution platform through which clients can integrate their messages into original shows. For the first such experiment, Freeman has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products. Viewers will be directed to WeeWorld, where they will be able to conduct a makeover on a Symone avatar. Freeman plans to charge sponsors a production fee to set up sites like the Symone makeover game. Advertisers also would pay based on the number of people who log in, the number of games played, or a combination of the two. Betawave's success depends on whether visitors are drawn into the branded games and other content or simply watch what they want and move on. But for now, at least, Freeman has the advertising world's attention.
单选题
From the first paragraph, we could learn that Freeman's aim is
【正确答案】
C
【答案解析】[答案精解] 本题考查从文章第一段看，Freeman的目标是什么?文中第一段提到“Freeman's company，Betawave，is developing ways to boost visitor "engagement" and plans to charge advertisers not just by each click or view but also by people's attentiveness.”即：Freeman的公司正致力于提高访问者的参与度，并打算以此作为向广告商收费的标准，而不是简单的点击率。因此，选项C符合题意。
单选题
What did Freeman do to confuse Madison Avenue greatly?
【正确答案】
D
【答案解析】[答案精解] 本题考查Freeman做的哪一件事情另麦迪逊大道的所有专家都十分不解?文中第二段提到“Mad Ave was shocked when Freeman quit as Tribal DDB Wordwide's boss in June to run a small company called GoFish.”即：当得知Freeman辞掉在Tribal DDB公司的老板职位，转而自己开了一家叫做GoFish的小公司时，麦迪逊大道被震惊了。因此，选项D为正确答案。
单选题
The websites Betaware represents mainly draw attentions of
【正确答案】
C
【答案解析】[答案精解] 本题考查Betaware网站主要是吸引那些人群的注意力?文中第三段提到“Betawave represents share a valuable audience：kids aged 6 to 17 and their moms. The 25 million people who stop by Betawave sites each month spend an average of 15 minutes per visit vs. nine at Facebook，according to industry tracker Comscore.”即：Betawave网站吸引了一批非常有价值的关注者：6到17岁的青少年和他们的母亲。这2500万人平均每个月会花费十五分钟的时间对网站进行一次访问，而Facebook只能吸引他们花费九分钟。因此，选项C最符合题意，为正确答案。
单选题
Why Freeman charge not only for clicks on ads but also people's attentiveness?
【正确答案】
A
【答案解析】[答案精解] 本题考查Freeman为什么不只按照对广告的点击量而且还按照人们的关注度进行收费?文中第四段提到“Still，Freeman knows companies want more evidence to prove that their ads are working “Advertisers always say，‘why am I paying for reach when what I want is people's attention?’”即：Freeman知道，公司关注的是能证明他们广告正在高效发挥作用的证据。“广告商总是说，既然我想要的是人们的关注度，那为什么我要为人们单纯的点击付费?”因此，选项A为正确答案。
单选题
According to paragraph five, what does Freeman do to carry out his plan?
【正确答案】
B
【答案解析】[答案精解] 本题考查根据文章第五段，Freeman为了实施他的计划做出了下列哪项行动?文中第五段提到“To make that happen，Freeman is borrowing from television，which has been shoring up its prospects with “band integrations”…”即：为了实施计划，Freeman正在求助于电视媒体，从而使得他的计划能以综合旗帜的形式得到支持。因此，选项B为正确答案。
单选题
What can you infer from the whole passage?
【正确答案】
B
【答案解析】[答案精解] 本题考查从整篇文章中能够推断出下列哪一选项?文章第六段提到“For the first such experiment，Freeman has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products.”即：作为这一计划的第一项实验，Freeman已经锁定了Raven Symone。迪斯尼公司的双胞胎明星将在一段电视录影当中亮相，并且将为广大观众提供愿意选择某些产品的理由。因此，选项B符合题意，为正确选项。