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Sheila Buckley to Join Vibrant Media

Weather Channel digital veteran named chief revenue officer
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Sheila Buckley has been named chief revenue officer at Vibrant Media, the company best known for its network of in-text ad units.

Buckley, a respected media industry veteran, most recently logged close to seven years at The Weather Channel as svp of digital, mobile and cross-platform ad sales. At Vibrant, she'll be focused on helping the company move beyond it signature property, i.e., those ads that appear as a user mouses over specific keywords within articles on content sites—toward ad opportunities in mobile, photo and video.

"Sheila can really help bring Vibrant to the next level," said CEO Cella Irvine. "She's got a great reputation for building and managing teams, and she's superb at growing revenue."

Irvine added that Vibrant's ambition is to become a leading outlet for bigger, bolder brand-oriented ads—a hot topic at last week's Interactive Advertising Bureau annual leadership meeting. To that end, in January the company acquired the ad tech firm Image Space Media, which helps advertisers identify brand-safe photos and images across the Web.

"Our focus is going to be, 'How do we offer brand advertisers premium placement on photos, tablets and videos?'" said Irvine. "We do see this as a moment for brand advertisers to continue to look for innovative ways to get their brand messaging out, and Sheila has an ideal background for that."

Buckley's background includes a stint at Time Warner, where she was an associate publisher and publisher at both Sports Illustrated and Sports Illustrated for Kids. The role of chief revenue officer, a new global position, was too enticing to pass up. "Weather has been a great opportunity for me," Buckley said. "But I felt that after seven years, I was interested in a bigger opportunity. I'm really excited about what Vibrant can become."