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Vibrant Media is a contextual media pioneer and the world's leading provider of in-text advertising. I prefer IntelliTXT than banner. Vibrant is giving marketers the opportunity to deliver highly targeted, user-initiated online advertisements within the text of web content. IntelliTXT, an "in-text" advertisement platform, is an example of keyword advertising. Website authors insert a script into their pages which calls the IntelliTXT platform when a viewer views the page; this script then finds keywords on the page and double underlines them. When holding the mouse over the double underlined link, an advertisement associated with that word will pop up. Advertisers pay to have their ads associated with particular words. "Context" is considered in an attempt to make the ads relevant to the web page hosting IntelliTXT.

IntelliTXTThe liability of this feature is that it makes pages more difficult to read; scrolling down the page may inadvertently cause delays while ads flash on and pause before disappearing.

Publishers choose to run IntelliTXT advertising campaigns on their websites to generate advertising revenue. Some publishers choose to offer a help link inside the IntelliTXT ad box that leads to a page that offers to let you turn off IntelliTXT. Note that deactivation requires the use of HTTP cookie technology. If a user deletes or refreshes their cookies the service will be re-activated automatically and ads will continue to appear on the page. Since the cookie is stored by publisher, it also means that turning off the feature for one publisher has no effect on the other publishers that use these popups.

Is your Website delivering more than 500,000 page views of text based content a month? We work closely with advertisers to plan and optimize their IntelliTXT media campaigns, allowing us to expand your website's advertising real estate with relevant in-text media placements.
IntelliTXT advertising campaigns will increase your advertising revenue without adding more clutter, allowing you to expand advertising real estate with relevant in-text placements. A user must mouse-over an IntelliTXT word to view a relevant advertisement. IntelliTXT is a 100% User-Driven Advertising Experience. As simple as running a banner campaign, IntelliTXT campaigns are easy to implement. If your site qualifies IntelliTXT campaigns can be live with in one business day.

According to Vibrant Media, more than 4500 publishers use the IntelliTXT system. Nike, Sony and Microsoft are advertising on the platform, their ads reaching more than 100 million unique users in the US and 170 million internationally each month. Since contextual ad provider Vibrant Media launched IntelliTXT in-text advertising in the summer of 2003, the company has encountered some formidable challenges. You may have been among the skeptics who questioned the idea of imbedding ads in editorial content, arguing Internet users wouldn't be able to differentiate between the two. Hey, I certainly was.

Fast-forward three years and that skepticism doesn't seem to have slowed this interactive ad product down. IntelliTXT is thriving, and Vibrant Media has a pretty persuasive response to any remaining doubts. The latest news from the company is it began offering video ad units last month. Like its original ads, which were text-based and sometimes featured a logo or image, the units are completely user-initiated. While viewing editorial content on a site from one of the 1,200 publishers Vibrant works with, the user sees the telltale green font and double-underline on a targeted word. Mouse over that word and a small video screen appears displaying a TV ad, movie trailer, or other third-party video clip.

Vibrant Media names movie studios, video game companies, and automotive manufacturers among its clients, including Microsoft, Sony, and Ford. To promote the film "Poseidon" this spring, for example, Warner Brothers purchased placements on sites like IGN Entertainment. Keywords such as "poseidon" and "imax" were tapped to deliver the movie trailer to site visitors. As it does with all its advertisers, Vibrant worked with the company to determine contextually appropriate sites and compile a list of keywords.

Relevance, reach, rich media, user-initiated interactivity. It would appear the newest version of IntelliTXT has it all. Yet it still recalls that age-old online dilemma about editorial versus advertising. Are consumers really aware the highlighted keywords link to third-party ads? If so, what's their reaction to this highly integrated form of interactive advertising?

According to Vibrant Media's CEO and cofounder Doug Stevenson, there's no question IntelliTXT is construed as advertising. "Users haven't complained, even in focus groups," he says, noting the company counts 19 of the 20 publishers it began working with three years ago as current partners (seems they aren't receiving many complaints, either). "People who use online media understand that it's advertising."

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