Vibrant Media’s Native In-Image Ad Formats Deliver Double Viewability
New in-image ad formats and functionality from original native advertising platform, Vibrant Media, will engage and entertain consumers at scale from within editorial images across all screens.
Vibrant Image units engage consumers while they browse brand-safe, premium digital image content on either desktop or handheld devices. Vibrant’s technology embeds nimble ad creative natively at the base of contextually-relevant static editorial images. To maximize viewability the overlays only appear when a consumer scrolls or swipes 100 per cent of an image into view. The distinct but discrete appearance of Vibrant Image ads transparently communicates to consumers that they can launch a brand experience by interacting with the ad.
Three new creative formats join the original Vibrant Image product introduced in 2012 (see http://demos.vibrantmedia.com/
Vibrant’s commitment to the in-image advertising strategy has helped it to become the largest global in-image ad network. Vibrant’s Image formats are custom built and responsively designed to appear seamlessly on editorial images across mobile, desktop and tablet devices. This maintains the quality of ad creative and clarity of brands’ messages. Moat’s testing found 82 per cent of Vibrant’s ads, including its original image format, achieved GroupM’s 100 per cent viewability standard in January 2015. The formats regularly attain double the industry average of 44 per cent viewability rating based on the MRC/IAB viewability standards. The success and adaptability of the original Vibrant Image format has evolved to become one of Vibrant’s first CPM products available programmatically.
The new formats build on the 100 per cent viewability qualities of the original Vibrant Image format with new animation, interaction and engagement features. All creative formats are available on desktop and mobile screens on a CPM impression basis.
VIA – Vibrant Image Animation
Movement attracts views. The automatic animation of Vibrant Image Animation (VIA) campaigns attracts, entertains, and engages consumers. The images and text of brands’ ad creative can enter 100 per cent of the consumer’s view from any direction and enable brands to communicate more creatively. Interactive functions can also be animated and embedded into the format to drive consumers to the online destination of the brands’ choice.
Demo at http://demos.vibrantmedia.com/
VIX – Vibrant Image Expandable
Vibrant Image Expandable (VIX) campaigns deliver more impact per impression by enabling consumers to expand more ad creative into view. Essentially, this function increases the real-terms viewability of these formats by enhancing the initial 100 per cent viewable score of the initial impression by a factor of up to 35 per cent. By revealing additional creative elements, brands can also communicate more effectively with their target consumers by conveying more messaging and displaying complementary branding.
Demo at http://demos.vibrantmedia.com/
VII – Vibrant Image Immerse
Vibrant Image Immerse (VII) campaigns deliver full-screen brand experiences incorporating video, images, social media, and branded content triggered by consumers’ interaction with in-image ads. They have the highest potential viewability of all the in-image campaigns due to their ability to take over 100 per cent of desktop, tablet, and mobile screens. By immersing consumers in branded sight, sound, and motion, VII campaigns sustain and enhance the level of engagement achieved through Vibrant Image ads.
Skopos’ research into consumer perceptions of Vibrant Image formats shows that 40 per cent of consumers feel the format makes brands more memorable; 48 per cent said that ads catch their attention because they are relevant to the image and the article they were browsing; and 76 per cent of consumers rate the image ads as either “good”, “very good”, or “excellent”. Most consumers (54 per cent) said they liked the ads that the Vibrant Image units delivered. In terms of the impact on their editorial experience, 91 per cent of consumers said that the ads had a positive or neutral impact on the media title displaying the ad.
Executive Chairman and Co-Founder of Vibrant Media, Craig Gooding, said, “The power of images to attract consumers to other content has been known for a long time. Images comprise around 30 per cent of the editorial content within Vibrant’s network of 6,600 premium publishers. However, it’s relatively rare for publishers to effectively monetize such a valuable and costly resource. Hence clearly there’s a huge opportunity to deploy image-based native ad formats to complement the wide deployment of our In-Text ad units across the mobile and desktop web. Doing so offers advertisers more touch points with consumers from within the most valuable and viewable areas of online real estate – the words and images relevant to their brands. We purchased Image Space Media back in 2012 to fully embrace In-Image ads as a technology to match our native ad placement strategies. The publishers that have deployed Vibrant Image products since then have generated a considerable new revenue stre
am, and Vibrant Media is now the world’s largest global in-image ad network. We give advertisers massive scale with in-image campaigns – especially through the programmatic options – but the new formats now deliver even greater viewability, engagement, and entertainment to capture consumers’ attention.”
About Vibrant Media
Formed in 2000, Vibrant Media is the original native advertising platform. Vibrant connects consumers in real time with engaging content and brand experiences cross-platform. Delivered directly off of words, images & video within a premium native environment, Vibrant’s solutions are designed to be viewable, relevant and engaging. With over 6,600 premium publishers, reaching more than 300 million unique users per month, Vibrant delivers native advertising at scale. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in New York, Toronto, San Francisco, Detroit, Chicago, Los Angeles, Boston, London, Hamburg, Munich and Dusseldorf. For more information about Vibrant, please visit www.vibrantmedia.com or www.facebook.com/vibrantmedia or www.twitter.com/vibrantmedia. Vibrant’s blog with insights on the digital marketing industry can be found at www.RelevanceMatters.com
