Q: Wow, what a subject! Can you give us the basic idea behind the broad panel you moderated?
A: “The panel took a look at what “contextual” really means in terms of media and advertising – and why it’s so relevant and timely. A lot of folks out there think contextual media and advertising is interesting, but hesitate to embrace it because it’s complicated and time consuming. That’s a misconception. When you look at the current economy of digital media, it’s essential to start caring about contextualization. Our panel also discussed contextual advertising across platforms (TV, mobile and video gaming) and how to measure success.”
Q: Who was on the panel?
A: “We had an excellent group of panelists including Greg Johnson, SVP, Executive Creative Director, William Morris Agency; Scott L Brown, SVP Strategy & Digital Platforms, The Nielsen Company; Matt Freemen CEO, Betawave; Jason Witt General Manager, MTVN Digital Fusion, MTV Networks; Scott Ferris Senior Vice President & General Manager, Emerging Media, Microsoft.”
Q: While moderating, you asked the panelists what they thought marketers should be doing to create smart, effective and contextually relevant messages. Why is context so important?
A: You know, I asked this question because I wanted to get beyond click rates and response rates and ROI. I wanted to talk about brand-building in the contextual space. As for what I think, well, we all know it’s more involved that just impressions. It’s not about telling a story to simply get a click – it’s about what happens to the user after they click through. The premise of encountering brands in the “right” context is extremely powerful.
Q: What is the contextual media and advertising economy like in relation to the current state of the advertising economy overall?
A: In our last post, we mentioned that a recent eMarketer study found that contextual advertising spend will grow 47% between 2009 and 2013. That’s a very promising projection. While some companies are hesitant to experiment in the midst of an economic downturn, others are taking risks and have benefitted from doing so. There is opportunity out there for those who are smart, who aim to engage, and who are aware of the context in which they position themselves. It’s not just enough to reach an audience – it has to be the right audience for your reach to make a difference.
Q: You discussed personalization and how fast it can arrive presents an interesting set of musical chairs for the media, advertising and content industries. What does that mean for Vibrant?
A: It means Vibrant is in a great position. With both in-text advertising (our advertising hyperlinks) and Related Content (our editorial hyperlinks), Vibrant is able to hone in on keyword engagement and the data it provides. We can isolate both context and sentiment to offer the user an experience tailored to their current interests. Vibrant has always been about engagement and relevancy and through personalization we are able to take this one step further.
A few weeks ago, Brian White, our VP of Publisher Solutions, spoke at the ADSPACE Conference in San Francisco. Brian has helped build Vibrant’s network of top-tier online publishers, which now reaches over 41% of the US Internet pop (comScore, 2009).
Q: How did Vibrant fit into the panel
A: “It was a perfect fit; Our in-text solutions go far beyond text ads – instead, they are more like next generation of hyperlinks. With Related Content, our editorial tool for example, surfaces more editorial information, allowing users to dive deeper, and gain access to relevant articles, video, music and images from the publisher’s site.
Q: Who else was on the panel?
A: “Other panel participants included Will Martin-Gill, Director, Internet Marktering, eBay; Dave Cotter, Head of Affiliate, Amazon; Pete Prestipino, Editor-in-Chief, Website Magazine; and Jay Weintraub, Founder, LeadsCon, moderated.”
Q: What was your response to Jay Weintraub’s question about the customization and control Vibrant offers its publishers?
A: “We think it’s key that partners have control in what goes up on their site. With Vibrant, they determine the kind of units they want to run, how many links per page, even what type of words they want highlighted – and that’s just the ad side. With Vibrant Related Content publishers can customize not only the appearance, but the functionality of the unit. For instance, they can choose to add video, music, or search capabilities inside the unit while adhering to their own unique aesthetic.”
Q: A recent study from eMarketer estimates that contextual advertising spend will grow 47% percent between 2009-2013*. How can online publishers tap into this growing market?
A: “People are starting to realize how simple contextual advertising is. It only takes a single line of javascript and you’re live in five minutes. Publishers are smart to get in on this increased spend, and, with Vibrant, our patented technology ensures the ads are contextually relevant and delivered responsibly. Vibrant offers publishers an easy, effective way to monetize their sites while offering an even more engaging and interactive web experience through Vibrant Related Content.
Q: Having participated in the ADSPACE panel, what was your take-away for the future of online ads? What, in your opinion, will Vibrant’s role be in going beyond text?
A: “Vibrant matches premium ad content with relevant context – that’s what makes it work. As for the future, we’re looking towards a time when words will seamlessly connect the user to all the web has to offer, offering a multi-layered, dynamic media experience with the move of a mouse. We’re not that far away from delivering this - so stay tuned!”
Earlier this month, Vibrant was selected as an AlwaysOn East 100 Winner. The AlwaysOn East 100 Award is given to private, emerging technology companies creating new business opportunities in high-growth markets Hundreds of private companies, spanning numerous sectors were nominated by nominated by investors, bankers, journalists and industry insiders. Vibrant secured its place on the winning list based on its outstanding demonstration of growth, market opportunity, quality of innovation and customer traction. Click here for press release and full list of finalists. Congratulations!
We are excited to announce that Doug Stevenson, CEO & Co-founder & Craig Gooding, CCO & Co-founder have been named finalists in this years Ernst & Young Metro NYC Entrepreneur of the Year Award! Click here for press release and full list of nominees.
Now entering its 23rd year, Ernst & Young Entrepreneur of The Year is the world’s most prestigious business award for entrepreneurs. Recognized globally, the award honors the most outstanding entrepreneurs who inspire others with their vision, leadership and achievement. Jodi Burns, Ernst & Young LLP Entrepreneur of the Year Program Director for Metro New York says this: “Entrepreneurs contribute so much to our economy and the fabric of this nation. These finalists help our region create jobs, while encouraging community growth, development and innovation. We are pleased to honor them.”
Finalists were chosen from hundreds of entries by and Independent judging panel. Award recipients will be announced at the awards gala event on Thursday June 25 at the Marriott Marquis, Times Square, NY. Good luck Doug & Craig!
The IAB’s Online Video Advertising Guide is a widely used resource for brand marketers outlining the ways to plan and execute successful online video advertising campaigns.
The guide also features three co-branded in-text case studies with Canon, Microsoft Xbox and Unilever. These case studies explain how leading brand marketers are using in-text to effectively engage their audience with relevant video advertising.
Advertiser: Canon
Agency: Vibrant & Maxus
Canon wanted to promote the use of HD Camcorders by introducing a new style of hand-held recording called “Freecording” to their target audience of 25-34 year olds.
Advertiser: Flora
Agency: Vibrant & Mindshare
Flora sought to raise brand awareness and position Flora Pro-Active as a “healthy butter alternative” amongst their target audience of 24-46 year old women.
If you thought the auto industry did not have a silver lining, think again. Below highlights how leading auto brands like Ford/Lincoln/Mercury are using – and getting results - with Vibrant in-text advertising despite challenging market conditions.
Melissa Schreiber, Digital Planner, Mediaedge (Team Detroit) explains how Vibrant in-text advertising allowed them to effectively promote Ford/Lincoln/Mercery’s ‘Sync’ with Microsoft powered Voice-Activation Technology to a larger audience with words like ‘MP3 player,’ ‘music’ and ‘technology’.
Autos Parked Q1 Spending In Vibrant’s In-Text Ads
April 13, 2009
-By Mike Shields
The auto industry’s ongoing woes are paying off for some in the online ad industry. Vibrant Media, which sells in-text ads on a wide network of content Web sites (such as iVillage and FoxNews.com), reported 30 percent growth in auto spending during the first quarter.
John Sedlak, Vibrant’s Senior VP, sales/strategic alliances, said that growth is expected to continue for the rest of ’09, resulting in $12–15 million in revenue from the car category.
Sedlak said that Vibrant’s IntelliTXT ads placements, which automatically appear when users scroll over select highlighted words on partner sites, are proving popular in this current economic climate, since they answer auto brands’ performance and branding needs. Vibrant only charges clients when users fully engage with their ads, which often feature rich media.
“The auto sector has been an important one for Vibrant for a number of years,” said Sedlak. “And what you’re seeing now is that many auto brands have become among the more sophisticated online marketers in terms of using the Web for both the lower funnel and upper funnel [of the purchase cycle]. They want to get someone to engage with their brand, and with IntelliTXT you get a captive audience with the power of search plus rich media.”
In addition, a major source of growth for Vibrant has been opportunistic import brands, which increased spending between 60–70 percent in Q1. “There is not an import CMO that isn’t looking to catch the Big Three flat-footed right now,” he said.
That’s not to say that Ford, and the bailout-seeking General Motors and Chrysler, have been inactive. Sedlak said spending from these brands is expected to climb “from low millions to significant millions” in ’09.
Vibrant’s VP of Publisher Solutions, Brian White, will be speaking on the panel: “Beyond Text Ads: In-Text, Affiliate, Lead-Gen, eBay and More!” along with Lars Albright, Senior VP of Quattro, Kevin Barenblat, CEO of Contact Optional and Ron Belanger, of Yahoo.
Save 10% off the current online price when you register with code: ADSPACE
We hope you were able to catch Courtney Stewart, Vice President, Advertising Sales speak at JFAM on March 11, 2009. Courtney joined Nikesh Desai/InvestingChannel, Andy Pakula/One Minute Media to discuss “new strategies in the Digital Age.’ The panel offered insight on what’s working (and what’s not) for today’s financial marketers and advice on ways to adapt and thrive in current industry conditions. The event brought together more than 130 leaders from the world’s leading global financial brands including CNBC, Google, MSN Financial Time and the Wall Street Journal.
On February 25, 2009 Doug Stevenson, co-founder and CEO of Vibrant spoke at Jeffries 5th Annual Internet and Media Conference. This year’s event brought together industry experts to help address current trends and challenges, assess where we are in the growth cycle of the internet and how traditional media will cope within the current economic climate.
One panelist noted that more and more brand marketers are shifting their TV dollars online. To this, Doug Stevenson pointed to recent study which indicated that 70% of consumers would rather give up the TVs than their computers. Click to read the full MediaPost Coverage here.
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