Rich media, engagement and content marketing formats now account for two fifths (40.84 per cent) of campaigns booked through Vibrant Media’s UK head office, according to the original native ad company’s 2015 figures.
These figures incorporate all of Vibrant Media’s “International” ad sales, accounting for revenue from all countries except the USA and Canada.
Vibrant Stats! Ad sales show huge growth in engagement campaigns | What’s New in Publishing https://t.co/qdPBEKfqHF 42% now from Mobile!
— Vibrant Media (@VibrantMedia) March 24, 2016
Since 2012, Vibrant’s innovation and technology teams have been launching new formats such as Mosaic, Lightbox, Storyboard and the Amplify range of content marketing units. These formats distribute and drive engagement for brands’ paid, owned and earned content through ad triggers placed natively within editorial content and images.
Traffic driving remains Vibrant Media’s primary business, accounting for 52.11 per cent of International revenue. However, that marketing strategy is increasingly complemented by branding-focused campaigns based on viewability, engagement and new attention metrics. Engagement and content marketing campaigns have been accounting for an additional 12 per cent share of Vibrant Media’s revenue on average each year – from a four per cent share in 2012 to a 40.84 per cent share of revenue in 2015.
As more advertisers buy on Vibrant’s attention and GroupM-compliant viewability bases, more growth is predicted in this area.
More Revenue From Diverse Industries
The top five verticals purchasing Vibrant’s ads for the last five years have consistently been automotive, business and finance, computing, consumer electronics and consumer packaged goods / FMCG. However, since 2013, the International business and finance and computing categories have doubled their relative share as a proportion of Vibrant Media’s annual revenue. These clients – which often have complicated messages to convey – are particularly attracted by Vibrant Media’s creative and innovatively placed content marketing ad formats which distribute their branded content. In consequence, Vibrant is taking more revenue from a greater diversity of industries.
Mobile Fastest Growth
The fastest area of change for Vibrant Media has been its mobile offering. 42 per cent of revenue through the UK head office now comes from users around the world choosing to interact with Vibrant’s ads on handheld devices. This growth will continue through a new range of mobile products to be launched in the second quarter of 2016.
Founder and Executive Chairman of Vibrant Media, Craig Gooding, said, “Many marketers considered Vibrant Media’s native approach to advertising and content distribution too radical when we launched in 2000. The last few years has seen native advertising and branded content campaigns become the aspirations of most marketing departments. This drive has seen more brands recognize Vibrant for its unsurpassed experience of delivering consumer-centric native ad strategies.
On further investigation, they have been surprised and intrigued by the range of creative and impactful user-controlled ad formats Vibrant offers – and we’re launching more very soon. Marketers’ change in strategy has had an incredibly positive impact on Vibrant’s business. We now deliver a multitude of marketing strategies around the world for a great diversity of brands using our numerous ad formats across all devices.”
