icon etc. which represents a brand or entity. The animation of the logo/icon replaces the functionality of the standard waiting indicator (or loading bar.) This is a form of banner advertising. The significant benefits of Icon Advertising are:

* As opposed to many forms of banner ad (which are often ignored or not seen at all) Icon Advertising receives the user's full attention. The user stares at the animation while waiting for the application to load.

* Icon Advertising can be entertaining. Waiting events range anywhere from a few seconds to more than 10 seconds. In the hands of creative talent, this time can be converted into entertaining animations that help elevate a company's brand above the digital advertising noise.

* Icon Advertising can be highly interactive. In the simplest form, an animation may be clicked in order to open a link. In more complex forms, Icon Advertising can represent an branding campaign with multiple animations and a high level of user interaction.

* Icon Advertising does not consume valuable page space. Because it replaces the standard waiting indicator (or loading bar), Icon Advertising is transient. The advertisement disappears when the waiting period is over. However. Icon Advertising includes parameters which allow the application developer to extend the time which the animation is displayed, resulting in increased exposure.

* Icon Advertising is perfect for branding activity

* Icon Advertising is covered by two (2) patents which apply to the use of animated logo/icon to replace the standard waiting indicator and/or loading bar.