Analysis for 'Adap.TV'
Friday, November 18, 2011, 9:48 AM ET|Posted by Will RichmondTraditional ways of measuring the effectiveness of online video campaigns such as click-through and completion rates are being enhanced with brand lift metrics such as awareness and intent that are common in other forms of advertising. The latest indicator is that Adap.tv, an online video advertising marketplace, has integrated Vizu's Ad Catalyst solution, which measures brand lift, to offer this capability to its clients. Yesterday the companies released a case study which speaks to the new insights online video advertisers can gain from studying brand lift as well.
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