Compelling Opportunities For Your Brand Advertisers: Advertise With Confidence

Compelling opportunities
for your brand advertisers
Advertise with confidence
Darren Ellis
(415) 362-9498 x 209
[email protected]
Vizu Background
 Founded in 2006 as a broad-based online market research
and polling company
 Now focused on ad effectiveness measurement
 Backed by well known investors

 VCs include Draper Fisher Jurvetson and Greycroft
 High profile angel investors, including Esther Dyson and Ron
Conway
 Team with broad brand, agency, publisher and data

experience
 Clorox, Modem Media, Digitas, Agency.com, Mediacom, Ogilvy
& Mather, McCann Erickson, Yahoo!, Tacoda, Advertising.com,
DoubleClick/@Plan, Dynamic Logic
 Formal Advisors include:

 Greg Stuart, former CEO, IAB (Internet Advertising Bureau)
 Lee Smith, former Founder and CEO, InsightExpress
 Bob Jeffery, Chairman & CEO, J. Walter Thompson
It’s Lift, not Clicks
Vizu Ad Catalyst measures the performance of online brand advertising
campaigns, using brand lift as the relevant metric instead of click-
through-rates.
x
 85 & 8
 Little discretionary
income (>40K)
 Click Fraud
 Low conversion
rates (.06%-.17%)
Vizu Confidential 3
What is Ad Catalyst?
Ad Catalyst is a online brand

Ad Catalyst is a online brand
measurement service utilizing a single
measurement service utilizing a single
question format used by advertisers and
question format used by advertisers and
digital agencies.
digital agencies.
Campaigns High Real

Any Size Completion Time
Rates Results
Vizu Confidential 4
Measurement Methodology
 Vizu code attached to both “target” and “control” ads
 Runs through ad server - requires no site integration
 Tracks ad impressions across campaign
 Ad exposure algorithm surveys users & segments data
 Delivers real-time, brand lift feedback
Vizu Confidential 5
Actionable Brand Lift Metrics
Measuring the increase in the
primary marketing objective,
“Brand Lift”, tells you how an
advertisement impacts viewer
perceptions of key brand
attributes
Ad Catalyst lets you

engage with your brand
advertisers as trusted
advisors
Vizu Confidential 6
How is Ad Catalyst Unique?
Ad Catalyst is a
Ad Catalyst is a
scalable,
scalable,
everyday
everyday
measurement
measurement
system for any
system for any
brand ad
brand ad
campaign
campaign
7
Vizu Confidential
Standard Survey Question Templates
 Awareness
Which of the following [BRANDS/PRODUCTS] have you heard
of in the past [X MONTHS]?
 Attitudes
How would you rate [BRAND/PRODUCT] in terms of
[ATTRIBUTE]?
 Favorability
How favorably do you view [BRAND/PRODUCT]?
 Intent
How likely are you to [SOME ACTION][BRAND/PRODUCT] in
the next [X MONTHS]?
 Preference
Among the following [BRANDS/PRODUCTS] which one do you prefer
most?
“More marketers use display ads for brand building than to achieve any other goal.”
McKinsey, September 2007
Vizu Confidential 8
Your Vizu Experience
 Ensuring a smooth implementation

 Require bonus inventory as part of RFP process - insert language in
your RFP’s today! (Example attached)
 Complete service order 2 weeks prior to campaign launch & schedule kick-off
 Log into your Vizu account and enter campaign data before kick-off meeting
 Leveraging real time data

 1st training on interpreting data 2 weeks after campaign launch
 2nd training on interpreting data and review of optimization opportunities mid-
campaign
 Evaluating campaign results and communicating value to the brand

 Final training on interpreting data, review campaign results and key takeaways
for the brand
 Discuss opportunities to leverage results (case studies, etc.)
Vizu Confidential 9
Case Study:
Lock In Long Term Brand Clients
 Challenge
 Two major entertainment advertisers (National
Geographic and A&E) need to measure and optimize
effectiveness of short, high volume campaigns
 Solution
 Vizu Ad Catalyst only system capable of gathering
adequate sample during short campaigns
 Result
 Agencies learn optimal frequency of exposure & optimal
types of creative units
 Brands demand Ad Catalyst measurement on all future
campaigns
“The advertising insights provided by Ad Catalyst enable us to efficiently manage our
objectives to drive tune-in through our online media.”
Director Digital Media Marketing, A&E
Survey & Screen Shots
Vizu Confidential 11
Ad Catalyst in action
One question
survey receives
very high
recruitment rates,
does leave page,
does not use
inventory space
See overall campaign performance
Real
time
results!
Brand lift of
59%
Measure & Optimize Ad Frequency
How many
impressions to
serve?
Measure & Optimize Creative Units
Which creative
units are most
effective?
Measure Site Performance Which
sites are
best?
See campaign trends over time
How has
campaign
performed over
time?
Thank You
Darren Ellis
[email protected]
415.362.8498 x 206

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Compelling Opportunities For Your Brand Advertisers: Advertise With Confidence

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Compelling opportunities

for your brand advertisers

Advertise with confidence

 Backed by well known investors

 Team with broad brand, agency, publisher and data

 Formal Advisors include:

Ad Catalyst is a online brand

Campaigns High Real

Ad Catalyst lets you

 Ensuring a smooth implementation

 Leveraging real time data

 Evaluating campaign results and communicating value to the brand

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