BrightRoll and Datalogix Harness the Power of TV to Capture Viewers Online with DLX TV
Product Enables Advertisers to Reach Online Audiences Based on TV Viewing Habits
San Francisco, CA(23 Aug 2012)
BrightRoll, the world’s largest provider of digital video advertising solutions, and Datalogix, the leader in building purchase-based digital audiences and predictive consumer data models, have partnered to provide advertisers with DLX TV, a solution that enables advertisers to reach audiences at scale online based on known TVviewing behavior.
“BrightRoll teamed up with Datalogix to give advertisers the most comprehensive resource to reach offline TV audiences online,” said Tod Sacerdoti, CEO and founder of BrightRoll. “Combining the world’s largest source of viewing data with the number one video advertising network and exchange, advertisers can now build cross-platform campaigns and achieve campaign objectives. ”
With DLX TV integrated into the BrightRoll network as well as its exchange, advertisers can extend the reach of TV campaigns to viewers who have not seen specific ads and expand messaging frequency to target audiences effectively aligning TV and digital media plans. BrightRoll recognizes the benefits of complementing TV campaigns with a digital plan and works closely with advertisers to integrate the two. According to a recent comScore report, consumers exposed to both TV and online advertising were 28 percent more likely to visit the brand’s website than those exposed to one ad on TV alone.
“We’re thrilled to be working with BrightRoll to provide advertisers with an unparalleled way to reach TV audiences nationwide when they are online,” said Eric Roza, CEO of Datalogix. “BrightRoll’s massive video inventory enables DLX TV to apply insightful TV viewing and purchasing information to an online audience at an unprecedented scale.”
Datalogix receives data from TiVo Research and Analytics (TRA), which anonymously captures viewing data across 4.2 million U.S. household set-top box devices. Datalogix builds a consumer-viewing model, applies the resutling segmentation to its anonymous online audience and makes this audience available to media partners such as BrightRoll. BrightRoll then applies this sophisticated model across its network – with more than 100 million monthly unique viewers – and exchange to deliver the appropriate video ads to viewers online. As an example, advertisers using DLX TV through BrightRoll can choose to reach Sunday football fans, or build custom audiences such as Sunday football fans who also drive pick-up trucks.
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About BrightRoll
BrightRoll is the world’s leading provider of digital video advertising solutions. The company has access to billions of monthly digital video impressions across the globe through its network and exchange (BRX). The company enables advertisers to execute smart digital video advertisers across the web and mobile landscape. Proprietary buying technology, combined with full site disclosure and flexible targeting provides BrightRoll network and exchange customers with the reach, frequency and scalability needed to achieve campaign goals. The company provides publishers with access to the industry’s largest video marketplace to maximize monetization of their inventory. BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California. For more information visit brightroll.com or brx.com