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Trio Link Up for Social Media Ad Measurement
In the US, social media ad targeting firm Lotame has partnered with DIY online survey agency Vizu and natural language processing technology company Amplify, to measure the value of advertising on social media.
'Analysis provided by both Amplify and Vizu adds another layer of insight that complements our own insight into unique social data,' explained Lotame CMO, Scott Hoffman. 'These partners help us demonstrate value in ways that can't be determined by a click on the ad.'
Amplify's technology mimics the ways humans understand and interpret, to automatically extract the meaning of text in digital content, and assess the tone of conversations about brands before, during and following campaigns.
Vizu's Ad Catalyst tool quantifies ad campaign effectiveness by measuring how online ads impact viewer perceptions of key brand attributes.
Using these two systems, Lotame plans to examine the impact ad campaigns have on audience intentions, and also uncover how audiences talk about a brand following a campaign.
'Part of the education process in getting brands to expect more from their online campaigns is showing the increase in real world metrics like purchase intent and brand attitudes,' explained Dan Beltramo, CEO of Vizu. 'Our integration with Lotame represents an excellent use of our technology that is proving very satisfying to savvy advertisers.'
Web sites: www.lotame.com , www.vizu.com and www.openamplify.com .
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