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NEWS9 September 2011

Vizu adds benchmarking data to online ad research tool

News North America Technology

US— Vizu has added benchmarking data to its Ad Catalyst tool so that online advertisers can see how their ad is performing on key brand metrics compared to other similar ads.

The firm said the ability to compare ads to others in the same category, or that have similar objectives in terms of raising awareness, favorabliity or intent, will “enable a new level of performance management”.

The normative data used to benchmark ads is derived from thousands of campaigns that have been measured using Vizu’s Ad Catalyst tool, which presents web users with a quick single-question poll about an ad, without requiring them to leave the site.