Lotame, AdNectar, Buddy Media tap Vizu for social media campaign tracking

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Online ad measurement system provider Vizu Corporation has entered into partnerships with Lotame, AdNectar and Buddy Media. The companies all have signed on to use Vizu's Ad Catalyst system to measure their clients' ad effectiveness on social media sites.

The software-as-a-service (SaaS) does not track clicks, but instead tests brand lift. Currently being used in test segments, after a user is exposed to the advertisement or social media application, a one-question survey appears for them to answer.

The company used Ad Catalyst for an online campaign centered on a recent primetime network television premier, said Scott Hoffman, CMO of social media solution provider Lotame.

Lotame had one control group exposed to the campaign and another group that wasn't exposed.

“We measured time spent and then asked the group if they intended to watch, were neutral or did not intend to watch,” Hoffman said.

The technology helps to measure attitude toward brand awareness and purchase intent without being reliant on click-throughs, Hoffman said. 

Lotame is running Ad Catalyst in test groups across its network of about 30 publishers, including Huffington Post and Flixter.

Social media advertiser AdNectar and social application builder Buddy Media also are using the software to test campaigns.

Ad Catalyst has been available in beta since the first quarter of last year and had its official launch in September, said Ben Heskett, director of marketing for Vizu.

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