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

Share this content:

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.

close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above