Vibrant Media launches user-initiated online advertising service in UK

Internet advertising specialist Vibrant Media is launching a new service in the UK that allows brands to deliver user-initiated advertising online.

The product, IntelliTXT Video, delivers television-style creative within the text of online content. The service launched in the US earlier this year, and brands already using the service there include Intel, Sony, Toyota and Warner Brothers.

In the UK, Vibrant Media has signed up video games giant Eidos, Ford, Hewlett-Packard and Vodafone.

IntelliTXT Video works by allowing users to click onto double-underlined words and then activate rich media content, meaning that online users only see ads on demand. Vibrant Media is actively double-underlining 4 billion words a month for thousands of IntelliTXT advertisers, and has live campaigns running on over 1,200 websites. According to online data provider Comscore, IntelliTXT Video reaches 70 million unique users worldwide each month, 8 million of whom are in the UK.

Doug Stevenson, co-founder and chief executive of Vibrant Media says: “The launch of IntelliTXT Video opens in-text advertising to brand marketers for the first time, who are taking advantage of our capacity to deliver over 200 million user-initiated commercials a month.”

Stevenson says IntelliTXT Video enables brands to better engage users online as it allows users to choose which ads they see. He adds: “Users can see a teaser execution without having to download a full trailer – unless they really want to. The concept works especially well for video games.”

IntelliTXT Video enables users to click on links contained in the ad slots, which take them direct to products advertised.

Television executions can be adapted to run online, campaigns can be run in different languages, and executions can be changed to enable regional or demographic variations.

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