Nissan commenced a trial of Vibrant Media’s cross-platform, In-Image and In-Text ad formats in June 2013. Nissan wanted to build brand awareness and to drive brochure downloads prior to the launch of its new B segment supermini, the Nissan Note, which officially launched in September 2013. www.vibrantmedia.com
Tom Pepper, Managing Director @VibrantMediaUK, discusses the growing importance of branded #content – http://t.co/jBG3JpXGKX @tompeps #SMM
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The campaign was so successful that Nissan is now running a further campaign using Vibrant Media’s advertising cross platform formats for the 100% electric Nissan LEAF.
Nissan is using Vibrant Media’s innovative In-Text and In-image formats to achieve contextual relevancy by only appearing when specific target keywords are included within editorial content.
The Vibrant In-Image units engage consumers whilst they are browsing through digital images on all screens. Vibrant Media’s technology selects contextually-relevant editorial images displayed within brand-safe online content and embeds overlays of Nissan ad creative at the base of those images. The overlays only appear when the user scrolls or swipes the whole of an image into view to achieve maximum viewability.
Vibrant Media’s In-Text format on mobile devices delivers two brand qualifiers to consumers as they scroll or swipe through contextually relevant articles on their smartphone and tablet. The first appears as a brand indicator. When the relevant double underlined keyword comes into view, it auto flips to Nissan’s logo within the content well. This process triggers the second brand impression – a banner which appears at the bottom of the smartphone or tablet screen as an overlay of ad creative, for one of Nissan’s product campaigns.
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Tom Pepper, UK MD at Vibrant Media said, “The new Note heralded the beginning of Nissan’s busiest launch period in its history. By opting to use Vibrant Media’s cross platform solutions, Nissan were able to target a wider audience in the UK through our premium publisher network and offer them the opportunity to discover contextually relevant branded content.”
About Vibrant
Vibrant Media (www.vibrantmedia.com) is the world’s leading provider of in-content contextual technology that gets brand content and advertising discovered across platforms. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2012), Vibrant gives top brand marketers the opportunity to deliver highly targeted, user-initiated campaigns, within relevant text and images. 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, San Francisco, Detroit, Chicago, Los Angeles, Boston, Atlanta, London, Paris, 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