Vizu to Power Real-time Brand Lift Measurement and Optimization in the Adap.tv Marketplace
Enhanced Offering Drives 84 Percent Brand Lift in Purchase Intent for a Leading Consumer Brand
San Francisco , CA(17 Nov 2011)
Vizu Corporation (www.brandlift.com), an online ad technology company whose solutions allow advertisers and publishers to measure and optimize Brand Lift in real-time, today announced that it has completed an enhanced integration with Adap.tv, the company that connects video advertising buyers and publishers directly on one platform. This next phase of integration will provide buyers in the Adap.tv Marketplace with the ability to measure and optimize towards brand metrics, such as awareness and intent, in real-time and directly within the video experience. This partnership supports Vizu's "Value in Video" initiative, an effort to provide the industry with the ability to measure and optimize Brand Lift generated by video advertising in real-time.
Until recently, video buyers have been unable to move beyond completion and clickthrough rates, the inadequate metrics by which video campaigns are measured and optimized. Through this enhanced integration, advertisers are now able to determine the contribution of different creative, messages, targeting, and frequency to overall campaign performance and quickly evaluate and adjust them to optimize performance.
"The ability to show Brand Lift in real-time is a game-changer for the industry," said Jason Shulman, vice president of sales at Adap.tv. "In fact, our annual State of Video Report indicated that brand lift ranked the top three most important metrics for video campaigns, reinforcing that brand awareness and intent are top of mind."
"The fragmented landscape of video serving technologies is one of the key challenges facing the growth of online video advertising," said Dan Beltramo, CEO of Vizu. "This integration with Adap.tv is the next step in our "Value in Video" initiative, allowing our customers to seamlessly access our Brand Lift measurement and optimization capabilities within the Adap.tv Marketplace."
Advertisers are already taking advantage of the integration, and benefiting from the unique capabilities Adap.tv and Vizu are now bringing to market. In one case, a major CPG company running a branding campaign to increase purchase intent for a leading line of odor-eliminating products found that the Adap.tv and Vizu solution provided a powerful one-two punch, delivering:
84% lift in purchase intent for the product amongst people who had been exposed to the campaign;
Brand Lift that significantly outperformed the market norm; this campaign performed in the top 10% of all CPG campaigns as measured by Vizu;
Identification of the top performing pre-roll creative provided the opportunity for in-market optimization of Brand Lift.
The Adap.tv-Vizu case study can be downloaded in its entirety at: http://brandlift.vizu.com/knowledge-resources/case-studies/pdf/Vizu Case Study - Adap.tv.pdf
Copy of this release: http://brandlift.vizu.com/about/press-releases/20111117.htm
Vizu Corporation (www.brandlift.com) brings the same metrics used to measure and optimize brand advertising effectiveness in the offline world to the online medium. By providing the first real-time, enterprise technology platform that allows brand advertisers and their partners in the digital media ecosystem – publishers, ad networks, exchanges, and demand side platforms – to collaborate around measuring and optimizing Brand Lift metrics, Vizu enables its customers to move their target audience through the purchase funnel, from building awareness to creating intent and preference. Vizu's brand advertising effectiveness platform is used by over 60% of Advertising Age's Top 100 Brand Advertisers and Comscore's Top 50 Media properties to support all key aspects of the advertising lifecycle, including media buying, audience profiling, and Brand Lift optimization.
Adap.tv builds the technology that makes buying and selling video advertising simple and efficient. The company's products – Adap.tv for Advertisers, Adap.tv for Publishers and the Adap.tv Marketplace – work in harmony to connect video advertising buyers directly to sellers on a single platform. The Adap.tv Marketplace is the industry's largest video marketplace for premium publishers and brand name advertisers, with over 6,500 sites selling inventory and hundreds of campaigns running daily. Based in San Mateo, CA and with sales offices in New York, Los Angeles, Chicago, Seattle and London, Adap.tv is privately held and backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/.