Vibrant Expands Support To Brand, Mobile Viewable Ads
Vibrant Media, the contextual advertising company behind in-text advertising, will expand its services to offer support for full-page brand and mobile ad units. The company
will begin this fall with offerings for the Apple iPad, followed by iPhone and Android, and then other tablets.
Viewable ads will also become a focus for Vibrant this year. "About 40% of viewable ads are never seen," said Vibrant CEO Cella Irvine.
The ads expand from a keyword or an image on a page. Brands like Procter & Gamble, IBM, BMW, Chrysler and Jaguar tap into in-image placements where viewers must hover over the ad for three seconds before it expands. About 4% of users complete the task. The ads get between 40% and 50% completion rates for 15-second spots.
Earlier this year, the company launched Lightbox Video, a technology that opts-in viewers with a three-second countdown.
IBM ran a campaign aimed at turning IT professionals into brand advocates. Along with the Lightbox technology, Vibrant ran a Twitter feed in the ad unit and asked people to tweet or retweet their impression of the video or the advertisement.
Irvine said this service expands the supply of video inventory because it's not limited to pre-, mid- or post-roll ads in a video.
Vibrant has undergone a transformation during the past nine months. Aside from expanding its services from in-text ads to branding, video and interactive ads, the company in January acquired Image Space Media, an in-image advertising technology company. The 12-person New York technology startup had zero revenue, Irvine said, but the company will close out this year with revenue "in the high single digits."
Irvine said the ISM acquisition will help Vibrant generate "healthy revenue growth" this year, along with the March hire of CRO Sheila Buckley, former chief digital officer at the Weather Channel.
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "Vibrant Expands Support To Brand, Mobile Viewable Ads"
Leave a Comment