BrandAds Unveils Unified Video Ad Analytics Solution
With video distribution growing more and more fragmented, video ad measurement company BrandAds is trying to add some simplicity. The company announced BrandAds Bridge today, an analytics solution for advertisers that lets them track the performance of in-stream campaigns from a single dashboard, even when those campaign are running with different vendors and playing on multiple devices. It's useful for campaigns of any size, says BrandAds, letting advertisers view instant results for their video ad campaign.
BrandAds Bridge measures over 30 metrics, the company says, divided between baseline metrics such as reach, frequency, gross rating points (GRPs), and time spent, and impact metrics such as brand lift by demographic segment, social lift, social sentiment, and a brand safety score created by BrandAds. The company promises to deliver consumer feedback in real-time.
“Most advertisers are flying blind when it comes to assessing the real performance of their video ads, because third-party technology vendors only report basic delivery metrics such as impressions, clicks and completion rates, not effectiveness metrics like brand lift by demographic segment,” says Avi Brown, co-founder and CEO of BrandAds. “We designed BrandAds Bridge to empower brand marketers with an efficient and unbiased way to measure the true impact of their video ad campaigns.”
BrandAds was formed in 2011, and is based in Emeryville, California.