Two former heads of AOL's e-commerce division, Doug Stevenson and
Craig Gooding, have launched Vibrant Media, a content syndicator which
has signed up publishers IDG, vnunet and ComputerWire.
Backed by business accelerator Gorilla Park, the company has 10 staff
and is targeting the IT sector, with plans to move into business and
finance.
The company claims to differ from rival content syndicators such as
Screaming Media and Moreover by charging advertisers for what it calls
contextualised ads. Live business news feeds and articles delivered by
Vibrant Media contain a banner ad. Advertisers already signed up include
BT and Gateway.
'So far, we've seen between five and 10 times the average clickthrough
for these ads,' said Stevenson.
Content is supplied free to web sites, and ad revenues are then shared
with the content providers.
'Unlike other services, the content is also integrated into the
publisher's web site, without the user having to leave the site to
access it, which can mean lost traffic for the site being visited,' said
Stevenson.
Vibrant Media plans to target SMEs, rather than big corporates, and has
signed up 25 clients including Jobs-at.com (www.itjobs-at.com) and
Evesham Micros (www.evesham.com).
_1.jpg)
.jpg)
