Intext advertising leaders Vibrant Media

Nope, it’s not the cast of a new Flintstones movie, it’s Sean Finnegan CMO of Vibrant Media and me, talking about how publishers and advertisers can use intext advertising and how it can help users by adding relevant advertising to a sites body of text.

What’s the Fringers view on this in text advertising, we are not convinced about the little green links that Vibrant Media put on your pages as they link to advertising content – as a user a) you don’t know they are links to adverts and users will role over to explore - but will they ignore them once they know it’s advertising - and b) do you really want adverts in your text? Well whatever we think it seems to be a growing market and potentially another potential way for advertisers to leap out of the page at web users to grab their time and attention.

If your thinking of adding intext advertising to your site, to help you monetize your content, Vibrant Media seem to be the main players they quote click through rates of between 5% to 6% CTR .

At the end of the day what Vibrant Media are doing is providing the intext network, and there is nothing wrong in that, the key to making this network work is good creative executions, and at least VM are in Cannes and other ad festivals now trying to involve creative agencies in the process, this can only be a good thing for users as the company seems to be expanding and building strength as the leader in the growing intext advertising market.