Vibrant In-Text Advertising Proves Effective to Grow Brands Online

Third-Party Research Shows Contextual Advertising Delivers Results for Consumer Engagement

LONDON, January 21, 2011 — New research from Vibrant, the global leader in premium contextual advertising solutions, shows that in-text advertising is effective with consumers across five key metrics. An in-text campaign for Unilever brand, Vaseline Intensive Rescue, was used for the third-party survey, and shown to build brand awareness and brand favorability; aid positive recall of brand message; and increase purchase consideration and share of mind against competitive brands.

"This new research confirms the value of contextual advertising for brands. Consumers respond well to in-text advertising as they can decide when they interact with the brand, how much information they want to receive – and initiate the communications themselves," says Vibrant Co-founder and CEO Doug Stevenson. "It brings a much more receptive audience to advertisers via our network of more than 6,000 premium publishers. The results of the survey have proven contextual advertising is effective across key marketing criteria."

Vibrant in-text advertising was proven to deliver the following significant results for the Vaseline Intensive Rescue campaign:

• Brand awareness – 59% uplift
• Brand favorability – 8.6% uplift
• Recall of brand message – 15% uplift
• Purchase consideration – 20% uplift
• Share of Mind vs competitive brands – Ranked 1st

The research conducted by Dynamic Logic, was commissioned by Vibrant with a 200-strong panel of women, aged 25-45, with problem, dry or sensitive skin. The target audience panel was split into a group of 100 who were shown Vibrant in-text advertising for Vaseline Intensive Rescue, and another 100 in the control group who did not see the ads.

The Vaseline brand gained 6% uplift in share of mind, when compared to five high-street and premium skincare brands; ranking it in 1st place, where it was previously positioned in 3rd place.

The data showed that in-text helped to communicate the end-line message – that Vaseline Intensive Rescue is twice as moisturising as E45 – with 15% uplift in product message association, and 29% of those surveyed were able to recall the product message. Purchase consideration had 20% positive uplift with the group who had seen the advertising messaging.

About Vibrant
Vibrant (www.vibrantmedia.com) is a world leader in contextual technology aligning billions of words across the Internet with relevant video, information, tools, and advertising. With over 6,000 premium publishers, reaching 225 million unique users per month (comScore, November 2010), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, Unilever, Warner Bros and AT&T. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant's rapid growth has been recognized by the Inc. 500 and Deloitte Fast 50 lists. Vibrant CEO and Co-founder Doug Stevenson was named Ernst & Young Entrepreneur Of The Year® 2010 for Metro New York. For more information, www.vibrantmedia.com or www.hyperlinkevolved.com or www.facebook.com/vibrantmedia or http://twitter.com/vibrantmedia.

About Dynamic Logic
Dynamic Logic (www.dynamiclogic.com) is a leader in providing advertising effectiveness insights across all digital platforms and the broader media mix. As a Millward Brown company, Dynamic Logic offers advertisers, agencies and publishers the unique combination of world-class expertise on brand building and media coupled with normative insights from its database of thousands of digital campaigns, the largest in the industry. Founded in 1999, Dynamic Logic pioneered online branding measurement and has grown with the digital age, developing innovations across 27 digital platforms and establishing specialty practices in cross-media, social media, mobile, gaming and custom solutions.