Vizu Contributes to KPMG Research on Effective Online Advertising

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Report highlights importance of leveraging relevant metrics for measuring online brand advertising--

Vizu Corporation (, a San Francisco-based company providing a real-time online brand ad effectiveness platform to advertisers and publishers, today announced the availability of new research highlighting key challenges and opportunities facing the online advertising ecosystem.

“This research highlights some of the same key themes we see our customers struggling with, including the fact that click-through is not an appropriate metric for measuring the effectiveness of online brand advertising,” said Dan Beltramo, Vizu’s CEO. “In providing a technology platform that allows our customers to measure and optimize the appropriate branding metric - brand lift - we hope to create a more relevant conversation around what actually constitutes effective brand advertising in the online medium.”    

Vizu’s Ad Catalyst platform is being used by hundreds of the world’s leading brands to measure and optimize the effectiveness of their online brand advertising efforts in real time. By providing a “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—Vizu is increasing the efficiency, effectiveness, and ultimate return from online brand advertising.

The KPMG report, Networked Advertising, Growing Revenue in a Highly Fragmented Business, interviewed several thought leaders in the space who brought a variety of perspectives to the research - including that of brands, agencies, publishers, and technology vendors - and summarized their input into key themes around challenges and opportunities facing the online advertising ecosystem. Key excerpts from the report include:

  •     “The need for tools and dashboards that accurately aggregate data so marketers can make fast, real-time business decisions is an industry wide issue… The ROAS (Return on advertising spend) threshold will look very different when we go out as a direct response marketer versus when we go out as a brand, where our focus is customer satisfaction, awareness, or creating brand preference to influence purchase intent.” Tracey Benson, Head of Best Buy Interactive Marketing and Emerging Media
  •     “No research anywhere in the world validates that a click has any relationship to brand effectiveness, yet click-through is the de facto measure most online marketers and their agencies use.” Greg Stuart, former CEO of the Interactive Advertising Bureau.
  •     “Technologies focused on brand-building continue to increase the efficiency of measuring brand lift online. Coupled with the leveraging of social networks, such tools are giving advertisers a better understanding of new and powerful avenues for building a brand online.” Sanjaya Krishna, Communications and Media Digital Services Leader, KPMG

The report can be downloaded in its entirety at The material will also be presented in a web seminar hosted by the Interactive Advertising Bureau (IAB) on June 16th, 2010, including guest speakers from KPMG, Vizu, and The Nielsen Company. Registration for the web seminar is available at:

About Vizu Corporation
Vizu Corporation ( specializes in measuring and optimizing 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.


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Jeff Smith
Vizu Corporation
415.362.8498 ext. 205
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