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Vibrant Media is adding 15- and 30-second video clips to its sometimes-controversial IntelliTXT in-text contextual advertising unit, reports ClickZ (via MarketingVOX). The clip appears when users mouse over a targeted keyword on a site’s content. The advertiser’s message, along with a link, will remain next to the video. “IntelliTXT Video allows us to marry contextual and brand advertising,” according to Doug Stevenson, Vibrant’s CEO.
IntelliTXT advertisers target keywords, which are then highlighted in green text with a double underline within websites’ text content; until now, mousing over resulted in a text ad, with or without graphic to pop up in a small unit. Common video clip sizes for the new units are 180×150, 125×125 and 234×60 pixels.
Vibrant Media will only charge advertisers when users click through, Stevenson is quoted by AdWeek as saying. Keyword minimum prices for the IntelliTxt Video units will be higher than for text.
Vibrant has some 1,100 publishers in its network, including iVillage, Hoovers.com, IGN and American Media. Advertisers include Microsoft, Sony, Nike, Intel and Warner Bros.
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