Transcript Presenter - Amazon Web Services

Vibrant Company Overview
The Worlds Leading Provider of In-Text Solutions
98 Million US Unique Visitors, 170 Million Worldwide Unique Visitors*
20 Billion Page Views Per Month Worldwide*
4,000+ Premium Publisher: News Corp, Gannett, Hearst, NBC, MSN
Top 100 Brand Advertisers: Microsoft, Ford, Sony, AT&T, J&J, HP
Distributed in 13 Different Languages
*comScore 2010
Words Are the Most Prevalent Way
We Navigate the Internet
Searching for Words
3G Phone
Clicking on
Hyperlinked Words
“Link-following continues to be the most common navigation
action, accounting for about 45% of all page transitions.”*
Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,”
Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008
In-Text Allows You to Leverage the Power of
Hyperlinks to Enhance Your Display Advertising
Awareness (discover)
Purchase (find)
Blackberry Bold
• Pull Model (Finding)
• Precise Word Targeting
• ROI
• Push Model (Discovery)
• Video & Rich Media
• Awareness/Branding
Advertising that’s so Smart, it’s Content
Informative
Useful
Entertaining
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User Engagement Increases with More Useful Content
In Depth Case Study
Presenter: Philip Lincoln,
Universal McCann / Associate Communications Director
Campaign Overview
Campaign: BIEB (Because It’s Everybody’s Business)
Objective: Tell a seamless story about Microsoft enterprise products and
the solutions that enable businesses to cut costs, drive revenue and
compete in a challenging business climate
Pushing engagements into environments that ITPROs seek when
evaluating technology solutions
Pulling ITPROs to relevant web site for further content and
engagements
Flight Dates: 3/15/10 – 7/2/10
Creative Strategy
Focus on the Engaging Nature
of In-text:
• Vibrant created six customized Resource
Center ad units, each containing two white
papers and an editorial link. Topics covered:
• Unified Communications
• SQL Server 2008
• Forefront
• SharePoint
• System Center
• Windows Server 2008
• ITPROs were given the opportunity to selfselect either of the white papers, each of
which would download directly to PDF, or
click on the editorial link to view a relevant
article
• Each Resource Center included both
Microsoft and BIEB branding
Hyperlink Strategy
Each Resource Center was Delivered
on Specific Keyword List Relevant to
Whitepaper & Article Topics ie:
Unified Communications:
• Microsoft Unified Communication
• increasing productivity
• reduce business costs
SQL Server:
• information management
• network protection
• enterprise platforms
Forefront:
• low cost computer protection
• windows security
• affordable server security
Key to Success: Leveraging In-Text as a
Syndication Channel
• Positive User Experience: user-initiated
ad units allow users to learn more about
Microsoft’s BIEB on their own terms.
• Engaging Content: each unit offers
useful/educational white papers and informative
editorial articles to users.
• Big Impact Branding: six custom ad
executions display key aspects of the BIEB
campaign.
• Precise Relevancy: six custom keyword lists
ensured contextual relevancy between the word
hooked the ad message and the webpage context.
• Average CTR = 4.14%
Let’s Check Out Some More Examples:
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Delivering Useful Recipe Content
Hellman's delivers useful recipe ideas and ingredient lists on related food terms
within relevant web content.
“In-text connects search and display like nothing else, and the fact that Vibrant ads can
deliver dynamic content like recipes makes them even more desirable – almost like branded
content.”
Ritu Trividi, Managing Director at Mindshare, AOR for Unilever
Delivering Informative Product Content
“In-text advertising allows you to distribute content in a more meaningful way by giving the
customer additional information on the subject as they’re reading it, without having to leave the page.”
Natalie Jeter, US Server Advertising Manager, HP TSG
Delivering Local Search Content
“The web is about connecting with audiences through content and Vibrant offers a great model to facilitate
these connections. The team here saw a great opportunity to use Vibrant’s in-text unit to allow consumers
to instantly discover relevant local search results on their own terms.”
Kevin Hartbarger, Partner, Group Planning Director, mediaedge:cia
Brands Must Add Value to the User’s Online Experience
“I think we’re all very comfortable with the idea of delivering messages we’ve got to get
smarter about how consumers discover our messages. I think this is a tool that allows them
to discover the message that might be relevant.”
.
Lee Doyle, CEO, mediaedge:cia
“In-text advertising allows you to distribute content in a more meaningful way by giving the
customer additional information on the subject as they’re reading it, without having
to leave the page.”
Natalie Jeter, US Server Advertising Manager, HP TSG
>>CLICK TO PLAY
You provide compelling content.
We’ll make your brand discoverable.
Thank You
ANY QUESTIONS?