Remember, this is just a pilot program for Verizon. There is no indication that SIDEBAR is part of Verizon or vice-versa, or that it will be promoted indefinitely. I assume, if it goes well, it will be marketed to other mobile carriers. Whether or not it goes well remains to be seen.
I really cannot imagine any mobile users appreciating a pop-up ad when they reach a new level on BrickBreaker, or when they get a phone call.
If the pilot program with Verizon does not go well for SIDEBAR, they may have to rethink their marketing tactics.