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, networks, and exchanges use Ad Catalyst to do the same across their 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 Publisher, Network, and Exchange Customers
Currently, leading publishers, networks, and exchanges leverage Ad Catalyst to measure the Brand Lift of brand advertising campaigns running on their media property, and to analyze and adjust the key factors driving that lift – the performance of different creative executions targeting segments, and 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, publishers using Ad Catalyst have consistently echoed the same sentiment – improve our visibility into our performance on advertiser's campaigns so we can proactively manage the process and generate successful outcomes. We've also consistently heard a related wish list of enhancements...
By taking advantage of the fact that hundreds of leading publishers and advertisers both use Ad Catalyst to maximize Brand Lift across their media plans and media properties, we can now provide publishers with an unprecedented level of visibility into their performance on the media plan, while greatly enhancing their ability to collaborate directly with advertisers to improve results. In addition, this allows us to provide publishers using our solution with exactly what they've been asking for...
The ability to run Ad Catalyst against an agency-initiated campaign (previously unavailable)
Publishers will be able to run a publisher instance of Ad Catalyst against an agency-initiated Ad Catalyst campaign, giving them access to all the data they would normally get on an Ad Catalyst for publishers campaign (e.g. Brand Lift performance of creative, frequencies, targeting segments, etc. across their media property)
Relative campaign performance
In addition to all the data publishers normally get through Ad Catalyst, they will also see their property's performance relative to the rest of the media plan
Campaign set up and administration resides with the agency – publishers need only initiate an Ad Catalyst study on their site and they are ready to go.
Collaborative Optimization is now part of Vizu Ad Catalyst. There is no additional fee to take advantage of this enhancement. Our publisher customers will have access to their traditional Ad Catalyst data (overall campaign performance), in addition to the benefits noted above. Campaign data is completely secure – publisher data is only viewable by that publisher and the advertiser, and publishers will not be able to view other publishers' data. In order to take full advantage of Collaborative Optimization, opt in to automatically run Ad Catalyst on any advertiser campaign which Vizu measures.
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 publishers insight into how their site is performing relative to the rest of the media plan.
Is the advertiser aware of this?
Yes. When agencies initiate their instance of Ad Catalyst, they are notified that publishers have the option of running their instance of Ad Catalyst against the same campaign. Typically, we see many agencies encouraging their media plan participants to opt-in so the advertiser can get a more detailed view of the publisher's performance. This allows advertisers and publishers to directly collaborate over the same set of data and work together to maximize performance.
Can I run Collaborative Optimization on my own?
No. An advertiser must be running Ad Catalyst on a campaign in order for publishers to opt in to view their relative campaign performance. Campaign set up will reside with the advertiser – publishers will be able to view their site's brand performance and relative campaign performance, but will not be able to dictate how the Ad Catalyst study is set up. To accommodate special ad units, etc., Vizu recommends discussing Ad Catalyst implementation with the advertiser in the RFP process (see next question).
If an advertiser does not run Ad Catalyst to measure a campaign a publisher is a part of, the publisher can still run Ad Catalyst as a standalone to measure the campaign's performance on their site. In the standalone mode, Ad Catalyst will work as it always has, and publishers will not be able to view their performance relative to the rest of the advertiser's media plan.
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. Publishers can also discuss with advertisers which high-value ad units they would like to have measured. If, for any reason, the publisher is unable to secure the IO at the time of campaign start, the publisher is not obligated to run Ad Catalyst against the campaign in question.
Do I have to set up how Ad Catalyst measures my site?
No. Advertisers will handle campaign set up, all publishers have to do is opt-in into the campaign by initiating a publisher instance of Ad Catalyst against the campaign.
What information do media plan participants see?
Collaborative Optimization is a fully integrated enhancement to the Ad Catalyst solution – this is Ad Catalyst. Publishers will be able to see all the data they are used to getting with Ad Catalyst – overall Brand Lift performance for their media property, and detailed creative, frequency, targeting, and lifetime performance. In addition, publishers will be able to see how their media property performed relative to the rest of 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, a feature that was previously unavailable.
Will publishers be able to see who else is on the 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 – all set up is taken care of by the advertiser during the normal Ad Catalyst set up process. Once the advertiser provides Vizu with a draft of the media plan, we will notify media plan participants that they have the option of running their instance of Ad Catalyst against the campaign, enabling them to see their media property's performance relative to the rest of the media plan and to collaborate directly with the advertiser to maximize their property's performance.
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. With Collaborative Optimization, the main difference, and chief advantage, that publisher customers will notice is that they will be able to see how their site is performing against the rest of the media plan. In addition, since publishers and advertisers are looking at the same site-specific data, publishers will also have an opportunity to collaborate directly with advertisers to maximize campaign performance on their site.
When opting into Collaborative Optimization, publishers will not have to set up the campaign – all campaign set up will reside with the advertiser. This differs from running Ad Catalyst standalone, in which the publisher sets up the campaign.