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Vibrant Company Overview

Vibrant Company Overview. The Worlds Leading Provider of In-Text Solutions 98 Million US Unique Visitors, 170 Million Worldwide Unique Visitors* 20 Billion Page Views Per Month Worldwide* 4,000+ Premium Publisher: News Corp, Gannett, Hearst, NBC, MSN

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Vibrant Company Overview

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  1. Vibrant Company Overview The Worlds Leading Provider of In-Text Solutions 98 Million US Unique Visitors, 170 Million Worldwide Unique Visitors* 20 Billion Page Views Per Month Worldwide* 4,000+ Premium Publisher: News Corp, Gannett, Hearst, NBC, MSN Top 100 Brand Advertisers: Microsoft, Ford, Sony, AT&T, J&J, HP Distributed in 13 Different Languages *comScore 2010

  2. Words Are the Most Prevalent Way We Navigate the Internet Clicking on Hyperlinked Words Searching for Words 3G Phone

  3. “Link-following continues to be the most common navigation action, accounting for about 45% of all page transitions.”* Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,” Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008

  4. In-Text Allows You to Leverage the Power of Hyperlinks to Enhance Your Display Advertising Awareness (discover) Purchase (find) Blackberry Bold • Pull Model (Finding) • Precise Word Targeting • ROI • Push Model (Discovery) • Video & Rich Media • Awareness/Branding

  5. Advertising that’s so Smart, it’s Content Informative Entertaining Useful 6

  6. User Engagement Increases with More Useful Content

  7. In Depth Case Study • Presenter: Philip Lincoln, • Universal McCann / Associate Communications Director

  8. Campaign Overview Campaign: BIEB (Because It’s Everybody’s Business) Objective: Tell a seamless story about Microsoft enterprise products and the solutions that enable businesses to cut costs, drive revenue and compete in a challenging business climate Pushing engagements into environments that ITPROs seek when evaluating technology solutions Pulling ITPROs to relevant web site for further content and engagements Flight Dates:3/15/10 – 7/2/10

  9. Creative Strategy • Focus on the Engaging Nature of In-text: • Vibrant created six customized Resource Center ad units, each containing two white papers and an editorial link. Topics covered: • Unified Communications • SQL Server 2008 • Forefront • SharePoint • System Center • Windows Server 2008 • ITPROs were given the opportunity to self-select either of the white papers, each of which would download directly to PDF, or click on the editorial link to view a relevant article • Each Resource Center included both Microsoft and BIEB branding

  10. Hyperlink Strategy • Each Resource Center was Delivered • on Specific Keyword List Relevant to Whitepaper & Article Topics ie: • Unified Communications: • Microsoft Unified Communication • increasing productivity • reduce business costs • SQL Server: • information management • network protection • enterprise platforms • Forefront: • low cost computer protection • windows security • affordable server security

  11. Key to Success: Leveraging In-Text as a Syndication Channel • Positive User Experience: user-initiated • ad units allow users to learn more about • Microsoft’s BIEB on their own terms. • Engaging Content: each unit offers useful/educational white papers and informative editorial articles to users. • Big Impact Branding: six custom ad • executions display key aspects of the BIEB • campaign. • Precise Relevancy: six custom keyword lists ensured contextual relevancy between the word hooked the ad message and the webpage context. • Average CTR = 4.14%

  12. Let’s Check Out Some More Examples: 13

  13. Delivering Useful Recipe Content Hellman's delivers useful recipe ideas and ingredient lists on related food terms within relevant web content. “In-text connects search and display like nothing else, and the fact that Vibrant ads can deliver dynamic content like recipes makes them even more desirable – almost like branded content.” Ritu Trividi, Managing Director at Mindshare, AOR for Unilever

  14. Delivering Informative Product Content “In-text advertising allows you to distribute content in a more meaningful way by giving the customer additional information on the subject as they’re reading it, without having to leave the page.” Natalie Jeter, US Server Advertising Manager, HP TSG

  15. Delivering Local Search Content “The web is about connecting with audiences through content and Vibrant offers a great model to facilitate these connections. The team here saw a great opportunity to use Vibrant’s in-text unit to allow consumers to instantly discover relevant local search results on their own terms.” Kevin Hartbarger, Partner, Group Planning Director, mediaedge:cia

  16. Brands Must Add Value to the User’s Online Experience “I think we’re all very comfortable with the idea of delivering messages we’ve got to get smarter about how consumers discover our messages. I think this is a tool that allows them to discover the message that might be relevant.” . Lee Doyle, CEO, mediaedge:cia “In-text advertising allows you to distribute content in a more meaningful way by giving the customer additional information on the subject as they’re reading it, without having to leave the page.” Natalie Jeter, US Server Advertising Manager, HP TSG >>CLICK TO PLAY

  17. You provide compelling content. We’ll make your brand discoverable.

  18. Thank YouANY QUESTIONS?

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