BrightRoll Launches TAG, Guarantees Targeted Views
In an effort to make TV advertisers comfortable with online video advertising, BrightRoll has launched a campaign guarantee it calls TAG. Standing for "total audience guarantee," it lets advertisers know how many impressions will be seen by their targeted audience, even before a campaign begins.
"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," says BrightRoll CEO Tod Sacerdoti.
Ads can be targeted by age, gender, or geography. After a campaign has run, advertisers can verify they received the promised delivery by using comScore's AdEffx Campaign Essentials. BrightRoll is making TAG available for all of its ad units.
"As more of our clients look to allocate portions of their TV budget to online video, it's essential that we not only hit their target audience, but do so in a way that is consistent with their broadcast campaigns," says Doug Wyatt, digital associate director at Maxus. "We've had great success with BrightRoll in the past, which is why I'm excited to see TAG in action. It's definitely the kind of tool that will help to further bridge the gap between online video buying and traditional television buys."
Trident Capital, a new investor, leads the round; BrightRoll plans "ongoing expansion."
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