Vibrant, the leader of in-text and contextual solutions, today announced it will revolutionize contextual advertising by extending the company’s VXPlatform to launch the new VIA Dynamic display product. VIA Dynamic is the first in a full suite of contextual products that the company plans to release throughout the year, delivering new revenue opportunities to premium publishers and powerful contextual marketing solutions to advertisers. Vibrant draws upon 10 years of contextual leadership, a #14 comScoreTop 50 Ad Focus Ranking, and a reach of 68% of the U.S. internet audience to deliver the VXPlatform.
“We’ve developed a platform that delivers unparalleled understanding of the Web, and goes further, serving creative that understands the context of the page and changes dynamically.”
VIA Dynamic leverages the VXPlatform to deliver scalable display ad campaigns with creative that changes in real-time based on the content of the page. The ads adapt to what the user is reading about, creating a highly relevant and impactful brand experience. For those marketers looking for qualified clicks, VIA Dynamic can deliver CTRs up to 5x higher than the average rate for standard display ads.
Unlike other one-dimensional solutions, the VXPlatform leverages semantic analysis, frequency of words, page positioning, source code data, and demographics to determine contextual relevancy in the most accurate way.
“At Vibrant we believe that the best advertising experience is a relevant one. We want to create an online world with ‘context everywhere’ to help marketers integrate meaningful experiences into content for our 225 million unique users,” says Vibrant Co-Founder and CEO Doug Stevenson. “We’ve developed a platform that delivers unparalleled understanding of the Web, and goes further, serving creative that understands the context of the page and changes dynamically.”
For example, today a standard Bertolli ad might be served to a cooking site about Italian cuisine. With VIA Dynamic, that same Bertolli ad would be dynamically adjusted to include content taken from the page including ingredients, restaurants and chefs, etc. to enable a more precise match between page and ad.
VIA Dynamic also features Multivariant Creative Optimization, which further helps performance by changing visual aspects of the ads such as background color, fonts, call to actions, etc. Additionally, Vibrant SafeServe™, a proprietary ad verification service, is applied to all Vibrant contextual products, ensuring that the ads are delivered in a brand-safe environment.
Current products enabled through the platform include:
Vibrant In-Text Ads – Reach more than 225 million users across 6,000 premium publisher Web sites. In-Text combines precise word targeting with the brand impact of video and rich media.
VIA – Delivers relevant display ads to target consumers based on article relevance and user interests.
VIA Dynamic – Ads that change dynamically to match page content. Vibrant’s Creative Services Team designs and builds VIA Dynamic ads equipped with live feeds that enable advertiser creative to match the page context in real-time, creating unprecedented contextual relevancy.
Vibrant Related Content – Generates new page views by propelling forward navigation and re-circulating users throughout a website, network or portal.