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Social Media Marketing: The In-Text Context

Posted by Sheila Shayon on August 12, 2011 01:00 PM

Brand marketers are increasingly relying on in-text advertising that plugs their presence on the social web, "fishing where the fish are" (as the saying goes) to engage consumers with their brand messaging.

The in-text ads — think of them as mini-microsites with menu-tabs and interactivity — give users quick access to the marketer's Twitter feed or Facebook wall, or can direct them to a YouTube video.

Flite is one such cloud-based ad platform, designed to "improve brand recall and purchase intent" and enable marketers "to produce ads that express the power of their brand as effectively as the brand’s website."

“Marketers receive up to a 10x increase in ROI on their brand spend with ads developed in 1/10th the time,” Flite states, with its website featuring an array of campaigns it has produced for leading brands including Heineken (at right), Burberry, Coca-Cola, Lancôme, Volkswagen and AT&T.

According to Flite, consumers spent 30 seconds on average interacting with on of its ads (vs. the Google-reported average of 11 seconds as average), and are more likely to click on a “learn more” button, with 35 of every 1,000 users clicking through.Continue reading...

viral buzz

T-Mobile Spoofs Royal Wedding in Latest Viral Video

Posted by Shirley Brady on April 15, 2011 11:30 AM

Those wags at T-Mobile in the UK have moved on from flashmobs to lookalikes — royal lookalikes.

The upcoming nuptials of Prince William and Kate Middleton inspired the brand's marketers to come up with the above made-for-viral video — a spoof of not only the royal family, but that wedding video — as released today and teased all week.

T-Mobile UK also just released what it's claiming is the first ever 3D time-lapse film, created by Paul WS Anderson, director of Resident Evil: Afterlife.Continue reading...

online advertising

Case study: Vaseline and Contextual Advertising

Posted by Sheila Shayon on January 21, 2011 05:30 PM

In-text advertising can be a balm to brands. So says Vibrant, a US-based specialist in premium contextual advertising solutions, that shared with us the results from a recent campaign with Vaseline.

The firm's recent online campaign for Unilever's Vaseline Intensive Rescue brand scored in five key metrics, according to Vibrant: brand awareness and favorability; message recall; purchase consideration and share of mind against other brands.

Creating interactive custom content where the target audience (women, in particular moms) would be browsing online (such as iVillage.com), Vibrant employed in-text advertising used a scrolling section below a Vaseline-sponsored video player, encouraging users to explore the full product range.Continue reading...

digital moves

Come Rain or Shine, and Especially Bad Weather: Jeep Drives Innovation

Posted by Sheila Shayon on December 7, 2010 02:00 PM

It’s snowy and chilly in Europe right now, and Vibrant Media is capitalizing on it with a new in-text campaign for the Compact Jeep Patriot.

Using a real-time API weather feed linked to a user's IP address, the campaign targets drivers who are reading up on the tempestuous UK weather.

A contextual ad specialist, Vibrant’s use of local textual targeting with this campaign is a global first.Continue reading...

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