Brand Lift Replacing Click-Through-Rates as Real Time Metric for Online Brand Advertising
San Francisco, California, December 2, 2009 - Vizu Corporation (www.vizu.com), a San Francisco-based company that provides a real time online brand ad effectiveness metrics platform, today announced the completion of a $6.75M round of financing co-lead by iNovia Captial and Greycroft Partners with participation from existing investors including Draper Fisher Jurventson and Esther Dyson.
Vizu’s CEO, Dan Beltramo, stated “Demand for our online brand advertising metrics system is increasing rapidly across our entire customer base with significant growth coming in the areas of social media and video advertising.” Mr. Beltramo continued, “We will use the new funds to further enhance our technology and to build out our sales and client service organizations.”
Vizu’s Ad Catalyst platform is being used by hundreds of the world’s most important brands to measure the effectiveness of their online brand advertising efforts in real time. For years, major brand advertisers have known that they would have to increase online ad spending to get in front of the audiences that have migrated away from traditional media outlets.
Brand advertisers have held off advertising online because of concerns about effectiveness and inadequate measurement systems that are relics of online direct response marketing tactics. Now that Vizu is establishing Brand Lift as a relevant, everyday metric for online brand advertising , advertisers are becoming increasingly confident that they have the systems in place to effectively and efficiently manage their digital media advertising.
As a result of this new common currency of communication between advertisers and their partners in the digital media ecosystem (creative agencies, media buying agencies, online publishers, and online ad networks), a new level of collaboration is being achieved that is reminiscent of the heyday of direct response advertising online. Now that all parties involved in executing an online brand campaign can be on the same page rallying around a common, well defined branding objective, major new efficiencies are being achieved.
John Elton of iNovia Capital volunteered, “The traction that Vizu has achieved over the past year is exceptional and speaks to its best-in-class technology and the teams’ nuanced understanding of what brand advertisers and their partners need in order to best leverage digital media’s capabilities.”
Ian Sigalow of Greycroft Partners added, “We always look to support innovative technologies that have the power to enable digital media to achieve its full potential. By rapidly becoming the gold standard for real time online brand advertising measurement, Vizu is helping to make digital media part of mainstream brand building plans.
About Vizu Corporation
Vizu Corporation (www.vizu.com) specializes in measuring the effectiveness of digital media branding campaigns. Vizu works with brands, advertising and media agencies, online publishers and ad networks to improve the efficiency and effectiveness of the online brand building process. Vizu is a privately held company backed by WR Hambrecht, Draper Fisher Jurvetson, Greycroft Partners, and iNovia Capital as well as angel investors including Ron Conway and Esther Dyson.