GoFish Rebrands As Betawave

GoFish Corporation announced today that it had relaunched as Betawave Corporation. GoFish had built a portfolio of represented youth sites with a large emphasis on virtual worlds. The company says that the rebranding–and the reference to the Beta state of consciousness–reflects its commitment to advertising in contexts that promote engagement and attention over pure reach and pageviews. Betawave combines both with a total reach of 69 million unique users per month around the world averaging 54 minutes each month on Betawave partner properties. The rebranding follows a $22.5 million round of financing in Decemeber.

“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,” Betawave CEO Matt Freeman said in a statement. “We offer brand advertisers a simple solution based not just on how many people we reach, but on how much interest we generate. 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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