'Net Features : BrightRoll

BrightRoll Guarantees Video Ad Delivery

Pete Prestipino — Tue, 11 Oct 2011 23:30:00 GMT

Video advertising service BrightRoll has announced the launch of TAG, its Total Audience Guarantee (TAG) which guarantees impression volume for video. Through the program/offering, advertisers will only pay for the impressions that reach their target audiences.

Advertisers will be able to know how many impressions will reach target audiences (TAG is available for segments including age, gender and geographic data) before the campaign begins. Brightroll will then deliver the campaign at scale, targeted all of the guaranteed impressions to the advertisers audience. After a campaign has completed, advertisers receive a confirmation on impression delivery through comScore's AdEffx Campaign Essentials.

"By providing an audience guarantee, we are bridging the gap between traditional television buying and online video," said BrightRoll CEO Tod Sacerdoti. "We see this as a huge step toward making it not just easy, but a no-brainer for advertisers to move campaign dollars online with confidence."

Online Video Ad Budgets Growing Fast

Linc Wonham — Tue, 03 May 2011 15:00:00 GMT

Industry leader BrightRoll has released its third annual Online Video Advertising Report with new data that shows planned spending on online video is growing faster than all other online categories.

Findings from the previous two surveys highlighted online video as a rapidly emerging category, though respondents expressed concerns over the lack of well-defined success metrics and a shortage of accepted industry standards. Previous participants were also interested in better understanding online video’s ROI and more effectively leveraging the medium’s targeting capabilities.

This year’s survey found that the category is still seeing rapid growth and has now become a staple in the online ad buy. The rollout of mobile video inventory, increased adoption of industry standards and introduction of sophisticated targeting tools have all contributed to this growth.

Additional key findings from the report include the following:

• 28 percent of buyers revealed that they expect to see the greatest increase in ad spending in the online video category for 2011, followed by mobile video (27 percent) and social media (25 percent)

• 86 percent of respondents are shifting at least part of their display dollars over to video, while 64 percent plan to shift TV dollars to video; budgets are also migrating from search, social media and direct response, though in slightly more modest numbers at 28 percent, 27 percent and 26 percent, respectively

• Nearly two-thirds of respondents indicated that online video is equally as effective, if not more effective, than television advertising

• 41 percent of media buyers view targeting as online video advertising's greatest attribute, representing an increase of nine percentage points from 2010

• For the third year in a row, buying directly from online publishers was reported as the dominant means of purchasing inventory (52 percent), followed by ad networks (31 percent), broadcasters (10 percent), portals (6 percent) and ad exchanges (2 percent)

• 96 percent of respondents indicated that research into the efficacy of online video helps drive value for advertisers, though just 35 percent are conducting research of their own

“Looking over the results of this year’s survey, it’s clear that online video is fast becoming a fixture in the media buyer’s toolkit,” says BrightRoll CEO Tod Sacerdoti. “The industry continues to deliver improvements in campaign targeting, reporting and effectiveness. Our hope with this survey is that it will contribute to a growing body of research that helps underscore and validate the effectiveness of video’s ability to reach online audiences, while highlighting those areas that need to be addressed in order to continue to propel the category forward.”

Online Video the Best Form of Advertising, Say Agencies

Linc Wonham — Fri, 07 May 2010 14:50:00 GMT

Video is the fastest-growing online advertising format with estimates of about a 40-percent growth rate through 2010. And the marketers that have taken part in its growth are resoundingly satisfied, according to a recent study from video ad network BrightRoll.

More than 50 percent of the agency executives who participated in the study indicated that online video was the most effective form of advertising, and 83 percent said they were getting more value for their video advertising spend in early 2010 than the previous year. A whopping 94 percent revealed plans for spending more on online video ad campaigns this year than in 2009.

Another sign of video advertising’s maturation in 2010 is the more than 60 percent of respondents that said behavioral targeting increased the performance of their campaigns. The targeting capabilities of video ads were cited as the biggest concern among agency execs in 2009. The biggest concern revealed in this year’s study was maintaining credibility with video ads, with executives saying that videos that start automatically were the biggest detractor.