Announces Initiative to Benchmark the Brand Building Efficacy of Different Social Media Tactics and Channels
San Francisco (May 18, 2012) Vizu Corporation, an online ad technology company that enables advertisers and publishers to measure and optimize Brand Lift in real-time, today announced the availability of a series of case studies developed to evaluate the effectiveness of different approaches to social media advertising. In recent weeks, the company has partnered with 33Across, BuzzFeed, BlogHer, and others to benchmark the effectiveness of brand advertising using social media tactics ranging from blogging to leveraging the social graph, from marketers such as Jones New York, GE, and Mary Kay Inc.
"In a recent study we conducted, 63 percent of brands told us they plan to increase their spending in social media this year,” says Dan Beltramo, CEO of Vizu. “Faced with such a wide range of potential social media tactics and outlets, however, they don’t necessarily know where to place their bets. In response, we’ve instituted a new initiative to help ensure they know where to spend those dollars to maximize Brand Lift.”
Vizu’s partners used the company’s Ad Catalyst solution to measure and optimize brand advertising in a variety of social channels. Examples include:
“In light of the Facebook IPO and the demand from brands advertisers for more meaningful ad success metrics, social media is a hot topic these days,” added Beltramo. “Determining what actually works, however, can be challenging. In addition to the various channels and tactics to choose from, the proliferation of performance metrics in the online medium further confuses the situation. In allowing our customers to measure and optimize their social media efforts using classic offline metrics such as Brand Lift, and in providing these benchmarks for the efficacy of different approaches to social media advertising, we’re helping marketers ensure they get the most from their social media investment.”
All of Vizu’s case studies can be found here: http://brandlift.vizu.com/knowledge-resources/case-studies/
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 Top 50 Media properties to support all key aspects of the advertising lifecycle, including media buying, audience profiling, and Brand Lift optimization.