A bid to expand offerings for brand advertisers.
Contextual ad network Vibrant Media has acquired Image Space Media, an in-image ad technology company. The acquisition enhances Vibrant Media’s Vibrant Image, a product that identifies images within web content and embeds small overlays at the bottom of the image.
Vibrant says Vibrant Image is a premium placement that is more contextually engaging than standard display ads, helping combat banner blindness.
Vibrant CEO Cella Irvine joined the company in October 2011. The acquisition is part of her mission to expand the company’s contextual offerings with placements to deliver higher performance for brands and new revenue opportunities for publishers.
“Roughly 30% of our publishers’ content is images and they now play an important role in our strategy to deliver new media placements," she said in a prepared statement.
Vibrant, best known for its in-text advertising formats, works with more than 6,500 publishers and advertisers including Vodafone, Chrysler and Unilever.
Of Vibrant Image, Jason Gole, digital media director of Universal McCann, said, “Vibrant Image ads enable Chrysler to engage users while they're captivated by images, delivering a hyper-relevant and visually rich ad experience. We are very encouraged by the high level of performance we are seeing."
ISM will become a Vibrant Media company, integrating with its existing VXPlatform to expand Vibrant Image through performance and targeting capabilities. VXPlatform audits page content including search data, source code data, demographic data, frequency of words and page positioning.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.