Vizu and Sharethrough Demonstrate Effectiveness of Viral Video to Drive Purchase Intent

Case study highlights best practices for coupling video with social media to drive console game sales

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San Francisco, CA (PRWEB) October 14, 2010

Vizu Corporation (http://www.brandlift.com), a San Francisco-based company providing a real-time online brand advertising effectiveness platform to advertisers and publishers, and Sharethrough, a leading distribution network for branded video content, today announced the availability of a new case study highlighting the effectiveness of viral video in promoting the launch of a major new video game.    

The study focuses on a campaign to promote the launch of a highly anticipated sequel to a blockbuster title for a major console gaming developer. The campaign involved creating a series of online video episodes that served as a prequel to the story in the game. These episodes were released in the weeks preceding launch, with the final film ending at the starting point of the game, requiring consumers to buy the game to find out what happened next. Sharethrough’s work on this campaign led to a SAMMY Award nomination for Best Social Platform.

Using Vizu’s Ad Catalyst solution, Sharethrough was able to prove that sharing branded video content through social media was an effective means to drive Brand Lift against the campaign’s primary marketing objective, Purchase Intent. Specifically, Vizu helped Sharethrough show:

                 •    110% lift in consumers’ intent to purchase the game after discovering and watching the
                     branded videos
                 •    Consumers who had been exposed to the campaign were more than twice as likely to want to
                     buy the game as users who were not exposed.

“As a leader in the emerging social video industry, we strongly value an independent validation of our vision for social video marketing - that branded, shareable video is a highly effective, scalable, and measurable advertising medium,” said Dan Greenberg, CEO of Sharethough. “Vizu provides a credible, reliable way to convey the value we deliver to our advertisers.”

Leading brands, agencies, ad networks, and publishers leverage Vizu’s Ad Catalyst solution, part of the company’s brand advertising effectiveness platform, to measure and optimize the effectiveness of online brand advertising efforts in real time. Ad Catalyst measures the Brand Lift generated by online advertising campaigns, replacing click-through rates with a much more appropriate metric for brand advertisers. As Brand Lift data is available in real time, it also enables in-market optimization of campaigns. Leveraging an intuitive dashboard, the contribution of different creative, messages, targeting, and frequency to overall campaign performance can quickly be evaluated and adjustments made that ensure both Brand Lift and return on advertising spend are maximized.

“Online video, social media, and viral marketing are some of the hottest topics in online advertising,” said Dan Beltramo, CEO of Vizu. “At the end of the day, however, the same rules apply – advertisers need proof these tactics are driving the desired result, Brand Lift, in order to justify continued investment. We’re excited to have had the opportunity to work with Sharethrough to provide this proof.”

Click here do download the case study.

About Vizu Corporation

Vizu Corporation provides a technology platform that allows brands, advertising and media agencies, online publishers, and ad networks to improve the efficiency and effectiveness of the online brand building process. Vizu’s brand advertising effectiveness platform is used to measure and optimize online brand advertising campaigns in real-time, and supports all key processes in the advertising lifecycle, including audience profiling, targeting, creative testing, campaign measurement, and optimization. For more information on Vizu, please visit http://www.brandlift.com.

About Sharethrough

Sharethrough provides brands with a repeatable, scalable and transparent approach to distributing video content that guarantees viewership and maximizes shared engagement. Sharethrough drives engaged audiences for brand videos through its social video ad products, unique publisher network and proprietary targeting and optimization tools. Sharethrough is used by many of the world's leading brands, including Sony, Xbox, Victoria’s Secret, Nestle and LEGO. Founded in 2008, Sharethrough is a privately held company based in San Francisco, Calif. For more information about Sharethrough, please visit http://www.sharethrough.com

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