BrightRoll Offers Advertiser Dashboard with Detailed Analytics
Video advertising giant BrightRoll has introduced AudienceConnect, a campaign dashboard that provides detailed insights to advertisers while a campaign is running. Dashboard information includes reach, impressions, unique viewers, and frequency.
AudienceConnect also delivers brand metrics including awareness, favorability, and intent. By using the dashboard, advertisers can spot trends and optimize their campaigns immediately.
One goal of the dashboard is to help advertisers make sure they're reaching the audience they want to reach. It relies on comScore and Nielsen for demographic information such as age, gender, household income, number of households with children, and location. Dimestore and Vizu provide brand metrics such as favorability, purchase intent, awareness, and message recall. The dashboard also displays internet gross rating points (iGRP), a measurement that lets advertisers measure online video ad campaigns as they would TV campaigns.
According to the most recent comScore rankings, BrightRoll is the country's third-largest video ad provider, preceded only by Hulu and Google. It served 953.2 million ads in March, 2012.
"AudienceConnect takes the guesswork out of the information used to measure effective video advertising campaigns," says Tod Sacerdoti, CEO and founder of BrightRoll. "It goes beyond providing advertisers with massive amounts of raw campaign data that they must sift through and analyze on their own."
By reducing latency, bidders will have more time to review, analyze, and bid on video ad inventory.
Ad buyers can now make real-time decisions for ads on smartphones and tablets, using the BrightRoll Exchange.
While the number of content videos continued a slow decline, the number of video ads shot to new heights.
Trident Capital, a new investor, leads the round; BrightRoll plans "ongoing expansion."
Results show why publishers work with video ad networks and what barriers they see to growth.