Vizury Interactive, an online advertising solutions company, has a Series A round of funding from Ojas Ventures and Inventus Capital Partners. The size of the deal and fund deployment plans have not been disclosed. Gautam Balijepalli of Ojas Venture Partners and Parag Dhol of Inventus Capital will join Vizury’s board.

Vizury And Behavioral Retargeting

This is a particularly intriguing investment: Vizury is a behavioral retargeting firm, which promises higher return on investment for advertisers by targeting ads to consumers on the basis of their online behavior. Vizury’s Visitor Relationship Management(VRM) solution lets advertisers identify drop off visitors, study their online behavior and usage pattern and target them even when they leave the web site through customized dynamic banner messages for every drop-off user. Vizury will use the funds raised to expand its client base in India and internationally, and enhance its platform. This type of product operates best on a larger scale of deployment.

According to its website, Vizury’s clients include Cleartrip, Jet Airways, Yatra.com, Club Mahindra, TravelGuru and Ctrip.com in the travel domain; Kotak, SBI Card, HDFC Bank, ShareKhan and Policybazaar in Banking and Financial services; FutureBazaar, Indiaplaza, Jeevansathi.com, Lenovo, SnapDeal, HungryZone and Naukri.com in E-Commerce and Yahoo Small Business and Jochen Schweizer in the International segment. Note that these are typically performance based advertisers, who tend to measure cost per lead for their promotional activities.

Case studies present on Vizury’s website suggest it can engage visitors who used to come to the site but leave it without using it, by creating and targeting  attractive messages, by showcasing multiple types of campaigns, and then customizing the landing page that the visitor clicks on, to improve conversion rate.

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