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BizReport : Advertising archives : October 25, 2011

Vizu taps Mirror Image for real-time analytics

A new partnership between Mirror Image Internet and Vizo may help brand advertisers optimize and measure campaigns in real-time. Mirror Image will power Vizu's Brand Advertising Effectiveness Platform through their Edge Computing Framework, improving the effectiveness of the platform.

by Kristina Knight

"Our engagement with Mirror Image marks a significant expansion of our ad tracking capabilities, which are now even more comprehensive with an understanding of consumer preferences and purchasing behaviors in real-time," said Nick Rau, CTO of Vizu. "By deploying the Mirror Image Edge Computing Framework, Vizu is able to provide our customers with a more effective brand advertising platform that helps reach the right people, move them through the purchase funnel and measure impact instantaneously."

Here is how it will work: a retail brand targeting women age 21-25 will receive real-time signals about a targets shopping behavior. Those 'signals' can be used to better target an ad to that specific consumer to increase engagement and potential purchase intent. At the same time, the shopper is given an incentive to complete the purchase.

"Mirror Image recognizes the importance for advertisers to build awareness while also creating intent and preference among their target audiences," said James G. Hart, Vice President of Sales and Marketing for Mirror Image Internet. "With advertising fast becoming automated and moving toward real-time bidding platforms, sophisticated business logic and performance is paramount in ensuring responses are logged with very little latency."

Analysts believe the real-time bidding ad spend will reach more than $6 billion by 2015 (global advertising spend).

Tags: ad effectiveness. RTB advertising, Mirror Image, online advertising, real time bidding, Vizu

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