The following article was published in similar form on BizReport:
New social options from in-text ad hub Vibrant may help brands better integrate within the social space. The Social Bar pushes consumer conversations across the web based on relevance. Rather than only delivering that message within a certain social circle, the expansion gives brands the ability to deliver more contextually relevant to users wherever they are online.
by Kristina Knight
I recently had the chance to chat with Jonathan Gardner with Vibrant about the social features and how in-text ad options are making content more relevant to consumers.
Jonathan Gardner, Vibrant: Vibrant began working with brands to extend their social media programs more than a year ago. We worked with Best Buy to take its Twelpforce campaign beyond Twitter to sites across the web through advertising. This first-ever Twitter execution syndicated popular Tweets focusing on questions and answers pertaining to popular Best Buy products. The campaign used a dynamic, custom In-Text unit that leveraged the reformatted version of their Twitter feed and it focused on key terms based on popular Best Buy holiday gifts such as digital cameras, iPhones and Plasma TVs. Vibrant has also worked with other brands to extend their Facebook campaigns beyond the social channel itself.
Kristina: Content is really exploding online, both print and video. What can brands do to capitalise on consumers’ hunger for more content?
Jonathan: Brands can take advantage of this hunger for content by using their advertising dollars to bring more information to readers through contextual advertising – that is advertising as content. Increasingly brands are looking at advertising this way, and creating value add for their customers – and publishers – by providing real information and utility. For example, Bing uses Vibrant’s in-text platform not to deliver ads about Bing, but to deliver an actual search bar and relevant results to showcase its utility, and to enable readers to experience the Bing search engine firsthand.
Kristina: What do in-text ads offer brands than more traditional advertisements do not?
Jonathan: Contextual advertising delivers ads that are relevant and meaningful to the user, and lets marketers reach consumers when they are engaged and thinking about a particular subject. Vibrant’s contextual offering includes in-text, image, video, static and dynamic display, with more variations on the way. Most importantly, Vibrant’s contextual ads deliver relevance. Because they are relevant to what’s on the page, studies show that readers will be that much more engaged in the ads. Further, the more ads deliver usable, entertaining, informative content, the more likely that readers will interact with them.
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