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BizReport : Advertising archives : February 02, 2007

Vizu Answers to revolutionize online market research

Online marketing research is set to be more affordable and accessible to those who can’t afford expensive programmes.

by Helen Leggatt


Boosted by a recent $2.9 million investment, Vizu are creating the Adsense of marketing research. Their service, Vizu Answers, enables researchers to create polls that web publishers can then place on their websites. Researchers can select a demographic to target from Vizu's database of publishers which includes a variety of different sites including blogs, networks, portals, news & media properties and retailers.

"Just as advertising networks in the '90s disrupted the traditional advertising model, we are shaking up the world of market research," said Vizu CEO Mack Tilling.

The incentives are that publishers can earn revenue from content other than ads. They can also set their minimum CPM rate based on considerations such as ad placement and site traffic.

“The beauty of Vizu Answers is that it is both simple and revolutionary. It breaks open the market for polling and primary research by making it easy, fast, and affordable, while creating an entirely new way to monetize web page views without having to resort to more ads,” said Steve Jurvetson, Managing Director of Draper Fisher Jurvetson, who contributed $1.5 million to the recent investment. “We are big believers in value-added networks as a business model, and Vizu Answers is a great example of that.”

The polls can be integrated into any site, and do not take the user away from the page they are viewing. Sample polls and placements can be explored at the Vizu Answers website.

Tags: CPM, online research, poll, research, survey, Vizu, Vizu Answers

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