Visto

Visto is a technology company dedicated to bringing transparency, interoperability, and accountability to digital advertising.

Company GOAL:

Gain recognition as a forward-thinking ad tech company following a major rebrand and repositioning

Clarity’s Challenge:

Reposition Visto (formerly Collective) and showcase the company’s platform as the solution to issues of transparency in digital advertising

Visto came to Clarity following bold changes within the company that was still, at the time, known as Collective. With the knowledge that transparency in digital advertising would soon be an industry rallying cry, CEO Kerry Bianchi steered the company in a new direction and turned the 11-year-old ad network media business into a forward-thinking technology company committed to bringing simplicity, transparency, and efficiency to digital marketing.

Clarity worked in partnership with the internal marketing team to completely redefine the company and develop new messaging that would reflect the value proposition of their platform, the Visto™ Enterprise Ad Hub.

Both before and after introducing the vendor-neutral platform to the ad and marketing tech community, Clarity played a vital role as trusted advisor, providing counsel on both internal and external communications following the rebrand.

Clarity executed a highly content-driven campaign for the company while also putting the dynamic CEO in the spotlight. Through bylined articles, reports, white papers and speaking engagements, we successfully established the company as one leading the charge of transparency in programmatic advertising.

Results

Secured editorial coverage in major business publications and advertising trades
Spearheaded a successful executive positioning program for CEO Kerry Bianchi that included a regular Forbes contributorship and numerous award wins as well as podcast appearances and event speaking opportunities
Secured honors for the company and platform including placement on the Drexel Analytics 50 as well as the short lists for The Drum's Digital Trading Awards, The Digiday Awards and the Best in SaaS awards

selected press

Can Omnichannel Marketing Exist in a World of Walled Gardens?

The advertising and marketing industries are currently facing two seemingly contradictory problems. First, there’s the confusion of “too many,” the result of a vendor ecosystem that has grown at an unbelievable pace.

Let's Try to See Clearly on Blockchain for Advertising

The release of the Interactive Advertising Bureau's Blockchain for Video Advertising white paper has the digital ad industry abuzz.

How This CEO Shakes Up Linear Hiring Practices

As a college psychology major, Kerry Bianchi knew she wanted to work in advertising. What she didn’t know was that one day she’d be leading a advertising technology company.

Podcast: Kerry Bianchi On The Shift From Service To Software | AdExchanger

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Our guest this week is Kerry Bianchi, president and CEO of Visto, formerly Collective. Bianchi has overseen a major transition of the company since taking the helm from founder Joe Apprendi one year ago. That transition includes a sale of the legacy managed services business.... Continue reading »

Multi-platform strategy a must for best programmatic ROI, suggests study | Mobile Marketing Magazine

The optimal programmatic media buying strategy requires multiple partners, with multi-vendor supply path optimisation resulting in tenfold improvements in key areas, according to a new study by ad tech provider Visto . With an estimated 80 per cent of digital ad placements now purchased via programmatic exchanges, advertisers looking to get the best performance while not over-complicating their ad tech stack are looking for every advantage they can get. Visto's study attempted to quantify price, performance and quaity variations across formats, buying platforms and methods, even when targeting the same publishers and using the same tactics, just through different partners. Leveraging the multi-platform optimisation (MPO) tool from its Enterprise Ad Hub, the company compared campaigns that were run...

more of our work

Wochit

Company Goal: Grow awareness, customer base and partnerships globally

Clarity’s Challenge: Secure profile-building media coverage and executive positioning opportunities in the US, UK and EU

Video creation platform Wochit had been working with Spark in the US and Clarity in the UK. After three months, they migrated 100% of the work to Clarity. With a tiny, overextended marketing team. Wochit wanted a true partner that would help them prioritize efforts in order to yield the greatest results with the least lift on their end. Their goals were:

  • Establish with external audiences who the company is and how they’re differentiated from the main competitor
  • Solidify the company’s positioning in a way that could withstand the growing complexities of and players in the market
  • Grow the number of content partners and platform users around the world, with a particular interest in Asian markets
  • Increase visibility for the CEO, who was historically under the radar
  • Pull them out of their “shy and modest” habits and make their successes known

After a deep dive into the company and its strengths in the competitive,context Clarity helped to refine Wochit’s messaging to better highlight its differentiators and appeal to its primary customers. Initial positioning centered on the concepts of “journalistic storytelling” and “short-form social video,” and we focused on establishing Wochit as a partner who give expert guidance to media companies on how they can leverage video to engage with audiences across owned and syndicated channels.
Tactics included preparation of quarterly reports, the Social Performance Index, which provided insights on video production and consumption trends gleaned from thousands of videos from hundreds of Wochit users. We also aided in preparation of eBooks and other educational materials. For the CEO, we instituted an aggressive thought leadership program, publishing numerous bylined articles with target publications and providing rapid-response commentary on issues relevant to video and publishing..

Read More...

Pimax

Company Goal: Our global team was challenged to raise money for a new VR headset by Pimax, a completely unknown brand. The founder hoped to raise $175,000 so they could go into production, and get reviews comparing the device to VR hit Oculus Rift (which was eventually bought by Facebook)

Clarity’s Challenge: Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

Our global team was challenged to raise money for a new VR headset by Pimax, a completely unknown brand. The founder hoped to raise $175,000 so they could go into production, and get reviews comparing the device to VR hit Oculus Rift (which was eventually bought by Facebook).

Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

Once we started to build trust with press, we requested access to back-end analytics to the Kickstarter page, allowing us to re-target sites with higher conversions, sharing stats with editors to highlight the interest of their readers, and making sure they had all the latest updates.

Using 4 prototypes, Pimax travelled for 2 months, across 3 continents, 11 cities, and 12 events testing sessions, meeting over 2,000 VR enthusiasts in-person to demo the 8K technology and get their feedback, with our global team orchestrating key meets and messaging, as well as hosting demos in our own offices

We expanded efforts outside traditional tech media to focus on the die-hard fans, VR publications and gaming communities, as opposed to relying on typical tech media to drive interest.

Read More...

Smart Valor

Company Goal: Lead the tokenized investment revolution

Clarity’s Challenge: Crown the ‘Bitcoin Queen of the Crypto Valley’

Preparing a company for an Initial Coin Offering (ICO) can be a challenge, especially when the company only has an MVP and a limited track record. For SMART VALOR Clarity needed to build credibility and brand visibility within banking, fintech and tech circles, as well as understand the hype among the crypto community ahead of its product rollout and public crowdsale.

We sensed the potential of the company’s CEO Olga Feldmeier and looked to establish her as a global voice on bitcoin, blockchain and fintech in general.

We rooted the campaign in a comprehensive content strategy built on informative advice and engaging thought leadership. With her credentials established, we then gave Olga Feldmeier the moniker the ‘Bitcoin Queen of the Crypto Valley’ and secured a host of high profile print and broadcast opportunities where she commented on everything from the price of bitcoin to the growth of female CEOs in tech companies and the ongoing economic implications of collapse of the Soviet Empire.

We also tracked breaking stories which we considered would give Olga the opportunity to add her unique and insightful perspective. We also leveraged Olga’s attendance at a series of events including Consensus 2018, Money 2020 and Blockchain Summit to generate broadcast opportunities.

The campaign paid off handsomely. Within two months Olga was seen as a major innovator and thought leader in the fintech/crypto world and was featured in major broadcasters/print titles/websites such as CNN, Business Insider and Forbes.

Read More...

Get Some

  • If you're looking for a career with Clarity, you can find out more and submit your CV here.