HP Uses Video Ad Network for European Reach

March 1, 2007, (New Media Age) — Hewlett-Packard's recent online video ad campaign with the tagline "The computer is personal again" was planned and bought by ZenithOptimedia through Vibrant Media's video ad network. The main reasons behind the decision, according to Laura Frost, account director for HP at the agency, was the wide reach the campaign needed and the technology lead offered by Vibrant's contextual advertising software.

"We ran separate business and consumer campaigns across the UK, Spain, Italy and Germany," she says. "So a network that could offer instant access to the sites we wanted to be seen on was very attractive. We were on sites such as ITReviews, ITPro and PCAdvisor in the UK, as well as La Republica in Italy and Chip in Germany."

"The breadth of coverage offered by Vibrant Media and the way it could back that up with software which made sure our ads only appeared on appropriate pages meant that we put the entire spend with it rather than deciding to dilute it and go directly to sites with some of the money."

Frost claims that the rates of people choosing to watch the videos and then click through to the HP site at the end of the ad were "highly encouraging". The campaign was monitored by Vibrant Media but Zenith also chose to track it independently through DoubleClick.

About Vibrant
Vibrant is a world leader in contextual technology, aligning billions of words across the internet with relevant video, information, tools, and advertising. With over 4,000 premium publishers, reaching more than 135 million unique users per month (comScore, May 2009), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. The company, founded in 2000, has offices in London, New York, Detroit, Chicago, San Francisco, Paris and Hamburg. For more information, visit: www.vibrantmedia.com, www.vibrantmedia.co.uk, www.vibrantmedia.de, www.vibrantmedia.fr.