Contextual ads deliver record revenues to Vibrant Media
Vibrant Media enables contextual advertising, what MediaPost's Online Media Daily calls, "the most prevalent way people navigate the Internet." It's paying off well for the New York-based advertising firm, as evidenced by just-announced record revenues and record profits for 2009.
Vibrant managed over 50 billion hyperlinks in 2009, and reached 170 million unique users, exceeding 2008 numbers by 29 percent.
"We are especially pleased with our 34 percent Q4 growth," said Vibrant Media co-founder and CEO Doug Stevenson, in the announcement. Now, when every ad dollar spent is scrutinized, Vibrant is able to deliver a brand experience with real results. We are effectively extending advertisers' keyword-targeted campaigns past search and into content, deliver both accountability and branding for our advertisers."
Online Media Daily talked to Vibrant client Hewlett Packard, who favorably compared in-text advertising with display ads, saying the latter delivered wasted impressions. "The [contextual advertising] metrics have been so wonderful that we separated it out from banner ads," Natalie Jeter, HP advertising manager for servers told OMD.
Vibrant Media provides editorial and advertising tools for 4000 publishers, working with top brand advertisers such as Microsoft, Unilever, Warner Bros. and AT&T. Founded in 2000, it has ten offices in the US, UK, and Germany.
