Mazda Debuts New Vibrant Online Ad Technology to Promote its Full Range of Cars

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August 11, 2011
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Mazda Debuts New Vibrant Online Ad Technology to Promote its Full Range of Cars

LONDON, August 11, 2011/PRNewswire/ --

    - With Photo

    Mazda [http://www.mazda.co.uk ], the Japanese car manufacturer, today
announced it is the first UK brand to use the new advertising toolbar
solution from contextual ad leader Vibrant - with an online campaign to run
until the end of September 2011. The campaign was devised and planned with
Vibrant by Mazda's media agency Mindshare.

    The Vibrant Ad Bar is a new concept in display advertising, offering
advertisers a branded solution on websites - that can also host social
functions. The campaign uses the innovative advertising tool as an extension
to the brand's current In Market Retail activity for their range of cars.
Mazda is the first brand to advertise with the Vibrant Ad Bar, a
user-initiated dynamic ad unit at the bottom of the screen which enables
consumers to request a brochure, local dealer information or test drive.

    Mazda will be using the Vibrant Ad Bar exclusively on HonestJohn.co.uk,
a site which delivers guidance and real-time information to consumers
seeking reassurance and independent, practical advice on buying, selling and
maintaining a motor vehicle. HonestJohn.co.uk has been a premium Vibrant
publisher partner since 2005; the site averages 4.5M page views and 1.2M
unique users monthly.

    The new Mazda campaign uses the Vibrant Ad Bar to rotate through four
executions to highlight the Mazda3
[http://www.mazda.co.uk/showroom/mazda3/overview ] (fuel efficient compact
dynamic car), Mazda6 [http://www.mazda.co.uk/showroom/mazda6/overview ]
(family car), Mazda MX-5 [http://www.mazda.co.uk/showroom/mx-5/overview ]
(convertible sports car) and Mazda2
[http://www.mazda.co.uk/showroom/mazda2/overview ] (small, sporty model).
This ad initiative supports a broader online display campaign through
Vibrant running across a range of automotive sites.

    Dana Twelftree, Business Director at Mindshare, says, "Vibrant offers
the latest innovations in contextual advertising, positioning Mazda as a
contemporary brand and the first to move into this new context to connect
with consumers. The Ad Bar and contextual display ads allow Mazda to
position their brand across the right content, and raise awareness at the
right time and with the right message by appearing in content relevant to
their target audience."

    Martin Forbes, Senior Vice President, Corporate Operations at Vibrant,
says, "Mazda is leveraging our innovations in contextual advertising to
drive a new level of engagement with its audience. By using the Vibrant Ad
Bar, together with in-text and display, there is a potent mix of branding
and product messaging to its consumers in a wholly relevant environment;
taking advantage of our network of 6,000 premium publishers worldwide."

    The contextual advertising initiative delivers on Vibrant's "context
everywhere" strategy, which enables brands to have ownership of voice and
engage consumers with ads that are contextually relevant - across content,
in display, in-text and social ad units.

    Editor's Notes

   
    - Vibrant was ranked 3rd, in the IPA's annual Online Media
      Owner Survey published in April 2011. The independent survey, carried
      out in February 2011, collates responses from digital planners,
      strategists and buyers in media agencies of the levels of service media
      owners.
      http://www.ipa.co.uk/content/specific-media-tops-ipa-media-owner-survey

    About Vibrant

    Vibrant 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 more than 238
million unique users per month (comScore, May 2011), 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, General Motors, Unilever, Sainsbury's and
Hewlett Packard.

    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 recognised by the Inc. 500
and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007 and
2008 and Sunday Times Tech Track in 2004 and 2005. For more information,
visit http://www.vibrantmedia.co.uk
[https://webmail.vibrantmedia.com/owa/redir.aspx?C79b1548eedf4ff6b788e40d79f4e826&URL=http%3a%2f%2fwww.vibrantmedia.co.uk ]
or
http://www.hyperlinkevolved.com
[https://webmail.vibrantmedia.com/owa/redir.aspx?C79b1548eedf4ff6b788e40d79f4e826&URL=http%3a%2f%2fwww.hyperlinkevolved.com ]
or
http://ww.facebook.com/vibrantmedia
[https://webmail.vibrantmedia.com/owa/redir.aspx?C79b1548eedf4ff6b788e40d79f4e826&URL=http%3a%2f%2fww.facebook.com%2fvibrantmedia ]
or
http://twitter.com/vibrantmedia
[https://webmail.vibrantmedia.com/owa/redir.aspx?C79b1548eedf4ff6b788e40d79f4e826&URL=http%3a%2f%2ftwitter.com%2fvibrantmedia ]
.

    Note to Editors:

    A picture accompanying this release is available through the PA
Photowire. It can be downloaded from http://www.pa-mediapoint.press.net
or viewed at http://www.mediapoint.press.net or
http://www.prnewswire.co.uk.

Source: Vibrant

Further information: Helen Mussard, Senior European Marketing Manager, Vibrant UK: +44(0)207-239-0102 / helen.mussard@vibrantmedia.com ; Lorette Nettar, PR, Vibrant UK: +44(0)7968-521-684 / lorette.nettar@vibrantmedia.com

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