*comScore 2010

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

Vibrant Company Overview

 

Words Are the Most Prevalent Way We Navigate the Internet

3G Phone

Searching for Words Clicking on Hyperlinked Words

“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

• Pull Model (Finding)

Blackberry Bold

Awareness (discover)

Purchase (find)

In-Text Allows You to Leverage the Power of Hyperlinks to Enhance Your Display Advertising

• Push Model (Discovery)• Video & Rich Media• Awareness/Branding

• Precise Word Targeting• ROI

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Advertising that’s so Smart, it’s Content

Informative Useful Entertaining

User Engagement Increases with More Useful Content

In Depth Case Study

Presenter: Philip Lincoln, Universal McCann / Associate Communications Director

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

Campaign Overview

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

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

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%

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Let’s Check Out Some More Examples:

Delivering Useful Recipe ContentHellman'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

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

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

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

>>CLICK TO PLAY

“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

We’ll make your brand discoverable.

You provide compelling content.

Thank You

ANY QUESTIONS?