If the majority of consumers brand advertisers want to reach are online, why is such a small percentage of brand advertising dollars spent in the medium? We founded Vizu to help address one of the key challenges to the continued growth of online advertising – lack of a "common currency of communication" for what constitutes online brand advertising effectiveness, and the ability to leverage this shared understanding to maximize the value of the online medium for brand advertising.
Vizu is launching a revolutionary enhancement to our Ad Catalyst solution that allows all parties involved in a campaign to directly collaborate in real-time to maximize campaign effectiveness, getting everyone on the same page, speaking the same language, and bringing us one step closer to creating a "common currency of communication" for online brand advertising effectiveness.
Introducing Collaborative Optimization
Leading advertisers use Ad Catalyst to measure and optimize their online brand advertising campaigns across their media plans. Leading publishers use Ad Catalyst to do the same across their individual properties. All of our customers have asked us for more data, and the ability to collaborate more directly to drive results. So we thought... why not bring everyone together in a single place, linking the two solutions to provide just these things?
Collaborative Optimization allows both publishers and advertisers to run their instance of Ad Catalyst against the same campaign in an easy and secure manner, getting all parties involved in a campaign looking at the same data and collaborating in real-time to maximize Brand Lift.
Collaborative Optimization: Benefits for our advertiser customers
Currently, leading brand advertisers and agencies leverage Ad Catalyst to measure Brand Lift for a campaign across their entire media plan, and to analyze and adjust the key factors driving that lift – the performance of sites or targeting segments, creative executions, and different frequencies – in real-time in order to improve campaign performance.
While we've received many accolades from the industry and our customers for our solution, we're always looking to improve it. We regularly seek input from our customers on this front, and over the last few years, advertisers using Ad Catalyst have consistently echoed the same sentiment – improve our ability to work directly with media plan participants to improve campaign results. We've also consistently heard a related wish list of enhancements...
By taking advantage of the fact that hundreds of leading publishers also use Ad Catalyst to maximize Brand Lift on their own properties, we can now grant all three of these wishes for our advertiser customers, while greatly enhancing their ability to collaborate directly with media plan participants to improve results.
Collaborative Optimization allows publishers to run their version of Ad Catalyst in conjunction with the advertiser's instance of our solution, getting all parties involved in a campaign looking at the same data and collaborating in real-time to maximize Brand Lift. In addition, this allows us to provide advertisers using our solution with exactly what they've been asking for...
More granular data
Agencies will be able to drill down into specific publisher performance for all full campaign publisher participants
Faster data stability, with less work
Full campaign publisher participants will be able to self-monitor their site's data collection, giving them the opportunity to make adjustments as necessary to ensure data stability faster
Publishers will be able to view their individual site performance relative to the rest of the media plan. Insight into their relative performance will encourage them to compete to improve their overall performance.
Collaborative Optimization is now part of Vizu Ad Catalyst. There is no additional fee to take advantage of this enhancement. Our advertiser customers will have access to their traditional Ad Catalyst data (overall campaign performance), in addition to the benefits noted above. In order to take full advantage of Collaborative Optimization, leverage Vizu's network of certified brand building partners to inform your media buying process, selecting publishers and networks for your media plan who are also using Vizu Ad Catalyst. In addition, provide Vizu with a copy of your media plan and contact person for each media plan participant as soon it is available, even in draft form - we will proactively reach out to media plan participants to encourage them to provide these additional capabilities to you.
By enabling advertisers and publishers to collaborate in real-time around Brand Lift metrics, we are getting everyone looking at the same data, speaking the same language of success, and creating a "common currency of communication" for brand advertising effectiveness.
What is Collaborative Optimization?
Collaborative Optimization allows both publishers and advertisers to run their respective instances of Ad Catalyst against the same campaign, giving advertisers more granular performance data, faster data stability, and a way to incentive publishers to maximize their performance.
When in the campaign planning process should I get started?
Vizu recommends that advertisers and publishers begin discussing Collaborative Optimization during the RFP (or at least IO) process. This allows advertisers to discuss their Brand Lift goals and optimization guidelines with publishers, and how best to implement Ad Catalyst to get the most value for all parties involved.
What information do media plan participants see?
Publishers currently use Ad Catalyst to measure and optimize online brand advertising campaigns running on their properties. When they do so, they are able to view the campaign's overall Brand Lift, creative, frequency, and targeting performance on their site only. With Collaborative Optimization, publishers will be able to view all the metrics they usually have access to, in addition to their site's performance relative to the media plan. A label indicating whether the publisher's performance is in the top, middle, or bottom third of the media plan is displayed in the "Site Performance" tab.
Will media plan participants be able to see who else is on my media plan?
No, publishers only receive insight into how their site is performing relative to the rest of the media plan via a top, middle, or bottom third performance indicator on the "Site Performance" tab. Publishers do not have insight into who else is on the media plan, or the total number of participants on the media plan.
Is there any extra work in implementing Collaborative Optimization?
There is no extra work in implementing Collaborative Optimization. Collaborative Optimization is now part of the Vizu Ad Catalyst solution, so all set up is taken care of during the normal Ad Catalyst set up process. Once we receive a draft of your media plan, we will proactively reach out to media plan participants to encourage them to provide these additional capabilities to you.
Is there an incremental fee on top of my base fee?
There is no extra cost or incremental fee associated with Collaborative Optimization. Collaborative Optimization is now part of the Vizu Ad Catalyst solution, and is included in the base fee. Customers on a license pricing structure may apply Ad Catalyst with Collaborative Optimization campaigns toward their contracted usage amount.
How is this different from how I have used Ad Catalyst in the past?
Collaborative Optimization is a fully integrated enhancement to the Ad Catalyst solution – this is Ad Catalyst. There is no difference in the data quality or accessibility between campaigns that are using or not using Collaborative Optimization. With Collaborative Optimization, the main difference, and chief advantage, that agency customers will notice is that they will be able to drill down into individual sites to view the specific site's creative, frequency, targeting, and lifetime performance. In addition, since publishers and advertisers are looking at the same site-specific data, publishers will also be able to monitor and speed up data stability, and collaborate directly with advertisers to maximize campaign performance.