Contextual Advertising Leader Vibrant Launches New Editorial Product for Web Publishers Called "Vibrant Related Content"

Vibrant Evolves Hyperlink to Offer Related Links to Articles & Video

September 10, 2008 (BUSINESS WIRE) — Vibrant, the world leader in contextual advertising solutions, has announced the launch of Vibrant Related Content, the editorial application of its advanced patented contextual technology. This automatic hyperlinking system recirculates users to more related articles, video, music, and images within a website. Users in turn are able to conveniently access more information pertaining to subjects of interest. Vibrant Related Content is live in beta and will begin rolling out to 3,500 publishers. As for advertising, publishers may choose to monetize these units which can accommodate standard IAB ads.

Vibrant is already live on more than 3,500 premium publisher websites and reaches more than 120 million unique users worldwide with its commercial Vibrant in-Text Advertising product, identified by green double-underlines. Vibrant Related Content is clearly differentiated by mirroring the style of the publisher's own editorial hyperlinks and adding a small magnifying glass icon to indicate that further editorial information is available. Publishers can customize both the appearance and functionality of the unit, which is skinned with the publisher's look and feel.

According to a new, custom study by Nielsen Online, a service of The Nielsen Company, commissioned by Vibrant, in-text advertising has been shown to be one of the most relevant and most effective ad formats available.

Says Vibrant Co-founder and CEO Doug Stevenson, "Adapting our contextual technology for editorial use is a natural evolution as we expand our relationships with publishers and with users, ultimately, who enjoy interactivity and appreciate the convenience of in-text links to surface related information."

According to Tim Brower, Director of Digital Development at Detroit Media Partnership, "Two things we really focus on at www.detnews.com and www.freep.com are offering a great user experience and making sure people find compelling articles. Vibrant Related Content offers a simple, effective way to achieve both, so implementing it across our sites was an easy decision to make. Click here for demo.

According to one recent report on web use*, "Link-following continues to be the most common navigation action, accounting for about 45% of all page transitions." By providing more links from within their own archives, Vibrant Related Content gives publishers a significant tool to propel "forward navigation," eliminate "dead ends" and keep users on their website. In addition to the publisher's own content, Vibrant intends to provide access to additional music and video content.

About Vibrant
Vibrant, a world leading contextual advertising network, gives marketers the opportunity to deliver highly targeted, user-initiated advertisements within the text of premium Web ontent and offers publishers premium editorial tools to recirculate users throughout their websites. The company works closely with advertisers, agencies and Web publishers to plan, buy, deliver and optimize contextual campaigns across 3,500 premium publisher websites. Reaching more than 120 million unique users per month (Comscore, May 2008), Vibrant Media manages more than five hundred billion words and phrases each month for top advertisers such as Microsoft, Unilever, New Line Cinema and IBM. The company was founded in 2000 and has offices in London, New York, Detroit, Chicago, San Francisco, Paris and Hamburg, with more than 200 employees. Vibrant's rapid growth has been recognized by both the Inc. 500 and Deloitte Fast 50 lists. For more information, visit: www.vibrantmedia.com, www.vibrantmedia.co.uk, www.vibrantmedia.de, www.vibrantmedia.fr.

*"Not Quite the Average: An Empirical Study of Web Use," Harald Weinreich and Hartmut Obendorf, University of Hamburg; Eelco Herder, University of Hannover; and Matthias Mayer, University of Hamburg, February 2008.
SOURCE: Vibrant

Source Article: www.marketwatch.com