Avaya is a leading global provider of next-generation business collaboration and communications solutions. It was being out-promoted by competitors like Cisco and Microsoft. To raise awareness among corporate technology buyers, Avaya created an online campaign that was contextually, demographically, and behaviorally targeted to their audience. They also applied an innovative tactic for measuring the campaign’s success. Avaya utilized Vizu’s Ad Catalyst solution to get a real-time understanding of the program’s brand building effectiveness by measuring Brand Lift, which showed how the individual campaign components were influencing performance. Not only did Avaya steal mindshare away from their competitors, but they showed 79% lift in US and 35% in Germany, as 2 examples.