Medialyzer

Medialyzer is a media measurement company whose platform quantifies the effect of offline advertising — principally television, and historically radio — on digital activity. Its product set comprises TV Attribution, which links installs, sessions and other digital events to individual TV spots; TV Tracking, which synchronizes digital campaigns with live broadcasts; Marketing Mix Modeling (MMM); and Lyzio, an AI TV planning agent intended to automate planning work and support budget optimization.

The company was founded by Mustafa Güllü, Abdurrahman Beşinci, Emre Gönültaş and Can Üzüm. Its earlier solutions were branded Tvlyzer and Radiolyzer, which used machine-learning-based image and voice recognition to detect and analyze TV and radio advertisements, including competitors' spots, and to provide cost analysis and performance breakdowns by channel, program, genre and time. The company stated an intention to extend measurement to VoD platforms and outdoor advertising and to build a data repository for advertisers using traditional media channels.

Medialyzer describes itself as a team of technology and media practitioners addressing what it characterizes as quantity-driven, outdated TV measurement methods, and publishes case studies and blog material on TV analytics, AI and marketing measurement.

Founding story

The company was founded by Mustafa Güllü, Abdurrahman Beşinci, Emre Gönültaş and Can Üzüm around the observation that advertisers could not measure the return on offline media investments, particularly television. Co-founder Mustafa Güllü stated the aim of using video recognition and artificial intelligence to make advertisers' digital data meaningful and to become a leading technology company for measuring offline media impact globally.

Business model

Medialyzer sells software for measuring and planning offline media campaigns to advertisers and their agencies. Its website lists tiered annual subscription plans — a Basic plan at $180/year, a Business plan at $280/year and an Enterprise plan at $480/year — with the Enterprise tier adding unlimited storage, a dedicated account manager, single sign-on, custom API access and tailored integrations; enterprise engagements are also handled through direct contact for tailored solutions.

Subscription plans billed annually across Basic, Business and Enterprise tiers, alongside a contact-based sales route for customized deployments.

Traction

Customer testimonials reference multi-year usage, including a three-year collaboration with Setur and more than two years of use by Bilyoner. A published case study reports Setur achieving a 28% lower cost per result on TV campaigns using Lyzio, and further case studies cover Kapitalbank TV Attribution.

Latest developments

Medialyzer's current lineup includes the Lyzio AI TV planning agent and Marketing Mix Modeling alongside its established TV Attribution and TV Tracking products, and it has published a case study reporting a 28% reduction in unit cost for Setur's TV campaigns using Lyzio.