Vizu, a company that uses polling technology to determine the effectiveness of an ad campaign, has raised $6.75 million in a third round of funding.
When we last covered the San Francisco company, it offered tools for marketers to conduct surveys about pretty much anything. Now it’s focused on using those tools to determine “brand lift.” Its Ad Catalyst product basically measures whether a brand advertising campaign is actually working.
For those types of campaigns, the more common measurements used for online ads don’t make sense. Knowing someone clicked on an ad doesn’t tell you whether it made them more aware or more favorable towards your company or product. Vizu tackles this problem by dividing website visitors into two groups — people who have seen the brand advertising, and people who only see an unrelated ad. It then conducts random, brief surveys of visitors from both groups. If the group that saw your ad seems more favorable towards your brand, you can probably attribute that to the ad.
Vizu says it has worked with companies including Casio, Warner Bros., and Burger King. The new round was led by iNovia Capital and Greycroft Partners, with participation from existing investors Draper Fisher Jurvetson and Esther Dyson. The company has raised a total of $10.7 million.