Vodafone/Media Team OMD Compete for Top Contextual Ad Honor

Vodafone / Media Team OMD are using the power of contextual advertising to drive results. Click here to cast your vote for the winners of the 4th Annual Vibrant Awards, which recognize the best in contextual advertising. Votes must be tabulated by Oct. 27.

 

Vodafone, the Cell Phone Carrier, Repositions Itself to be a Communications & Technology Platform

Client/Agency: Vodafone/Media Team OMD

Campaign: HD TV Launch: Context Everywhere

Campaign objective: Vodafone, one of the largest mobile phone providers in Europe, sought to reposition itself as the leading “all-in-one” supplier of consumer home connectivity and HDTV entertainment.

Contextual Strategy: With a new suite of products to release, Vodafone is using all four of Vibrant’s contextual products – Vibrant In-Text, Vibrant Display, Vibrant Bar and Vibrant Image – to deliver a German Media First “Context Everywhere” strategy. To help with repositioning, the brand owns the word “HDTV” wherever it appears within tech, entertainment and men’s lifestyle content.

Creative Execution: Each contextual product is leveraged differently to achieve overall campaign objectives: Vibrant In-Text features a humorous video that demonstrates Vodafone’s commitment to innovation; Vibrant Display targets entertainment content to encourage people to switch to Vodafone; Vibrant Ad Bar features search functionality to drive consumers to its HDTV website to learn more; Vibrant Image appears on relevant entertainment images to further align Vodafone with high def and entertainment.

 

https://digiday.com/?p=2152

More in Media

Media Briefing: Reliant on search, haunted by AI: publishers at a crossroads

With AI-driven updates rolling out steadily and traffic patterns shifting, publishers are starting to plan for more zero-click searches.

Digiday+ Research: Publishers look to cash in on growing events revenue

Publishers are getting significantly more revenue from events in 2025, and they’re going to focus on growing that even further.

In Graphic Detail: How creators are using generative AI to shape video and design

80 percent of content creators are using AI in their workflow, according to a study by Wondercraft. This is a deep dive into those numbers.