Vizu Lands New Partners for Social Network Ad Metrics

Online brand advertising measurement system Vizu has teamed up with three other ad companies that deal specifically with brand advertisement within social networks. AdNectar, Buddy Media and Lotame are all using Vizu’s Ad Catalyst brand ad measurement system to extend the feature set of their own products. Given the social media directives of these other ad companies, there’s a reason they’ve all chosen Vizu’s Ad Catalyst system.

The ads used in social networks are decidedly different from those found on other sites, and as ads continue to evolve within the social media realm, the way in which a brand marketing success is measured must change with time as well. That’s where Vizu comes in.

It’s Ad Catalyst system is designed to measure the effectiveness of social media campaigns, offering specialized metrics designed around things like engagement and brand recognition. The ultimate goal through such metrics is to gain a deeper understanding of how well advertisements are doing within the social media space, as many social networks are uniquely apt to offer better opportunities for engagement and brand management as well.

It’s a necessary exercise for such ad companies, as they need to improve their ability to integrate with social networks over time. It’s a goal many advertisers have been moving towards since social networks became popular, and services like AdNectar and Lotame have been seeking ways in which to best utilize a deeply integrated system such as a social network. Buddy Media is looking towards heavy integration as well, with several other media partnerships, looking towards networks like Facebook for entertaining brand engagement, market research and a networked approach to advertising.

The question remains, how well will such integrated advertising work within social networking environments? Advertisements within social networks have a history of being less effective than many other types of web advertisements, and some social networks are even moving towards other options for revenue generation, such as virtual goods.

Even virtual goods can provide a viable source of brand interjection, however, so I imagine we’ll see a continued morphing of social networks and advertising building on established platforms to create an engaging economy where users can benefit from the presence of applications and virtual goods as well. Such a high level of cooperation could be the symbiotic relationship necessary for some of the most effective advertising and brand management campaigns, which requires continued development from both the networks and the advertising companies alike.