Vibrant Media has found the first company to buy sponsored in-text ads through its upfront-style system: DaimlerChrysler is the first to participate in the program and reserve keywords for the long term, reports MediaPost.
The carmaker has bought keywords related to all of its brands, from Dodge to Chrysler and everything in-between, and it's working on ways to buy other terms that those brands are associated with. "Long term" in this case means a year. A Chrysler executive says in-text ads give the user control over what ads are viewed and when.
Vibrant is hoping to duplicate for in-text ads the success and strength that the upfront buying structure has brought to the television industry for years. The firm is in talks with other companies in a variety of consumer categoires about such long-term buys.
