Vizu, a company that offers advertising analytics, has joined forces with video advertising platform Adap.tv in a partnership that will let buyers in the Adap.tv Marketplace measure and optimize brand metrics, such as awareness and intent, within videos in real time.
Until recently, video buyers have been unable to move beyond completion and click-through rates, the common standards by which video campaigns are measured and optimized. Through this enhanced integration, advertisers can now determine the contribution of different messages, targeting, and frequency to overall campaign performance and quickly evaluate and adjust them to optimize performance.
"The fragmented landscape of video-serving technologies is one of the key challenges facing the growth of online video advertising," said Dan Beltramo, CEO of Vizu, in a statement. "This integration with Adap.tv is the next step in our 'Value in Video' initiative, allowing our customers to seamlessly access our brand lift measurement and optimization capabilities within the Adap.tv Marketplace."
As an example of the partnership's success, both companies point to an anonymous client that ran a branding campaign to increase purchase intent for a line of odor-eliminating products. Using the Adap.tv and Vizu solution, the client saw an 84 percent increase in purchase intent for the product among people who had been exposed to the campaign.
Jason Shulman, vice president of sales at Adap.tv, called the partnership a "game-changer" for the industry. "Our annual State of Video report indicated that brand lift ranked among the top three most important metrics for video campaigns, reinforcing that brand awareness and intent are top of mind," he said.