ReelSEO [...]]]>
Week of: May 7, 2012
Each week, we highlight BrightRoll in the media bringing you the cream of the crop in BrightRoll activity for the week. Whether it’s events, bylines, articles, or press releases you’re looking for, you’ve come to the right place.

Online Video Advertisers Can Connect with Audiences Through Metrics

ReelSEO
Christophor Rick
May 11, 2012

This week BrightRoll announced Audience Connect – The Industry’s First Campaign Dashboard to Measure, Interpret and Deliver Actionable Insights for Digital Video Advertisers.

AudienceConnect provides advertisers with a detailed analysis of their video advertising impact, all within an easy-to-use interface. The data interpretation contained within the dashboard enables advertisers to succinctly identify trends and provides the opportunity to optimize by audience demographics and brand metrics.
Christopher Rick from ReelSEO writes, “Altogether, BrightRoll is helping advertisers get a better grip on their audience and helping maximize those video ad views. If you’re a regular reader you know that I favor BrightRoll as the number one place to do your video advertising based on the comScore Video Metrix monthly numbers. In March of this year they showed that they’re rolling toward Hulu level video ad views with a purpose, and are closing the gap on Google sites as well (read YouTube).”

Click here to read the full article.

Long- And Short-Form Videos: Complementary Pieces In Ad Strategy Puzzle

VideoInsider
Matt Young
May 9, 2012

In this article Matt Young, senior manager mobile business development, explains there’s a time and a place for both long-form and pre-roll video, and advertisers should think strategically about how best to use each in their campaigns.

Matt writes, “Given how long the industry has been around, I was surprised that a leading digital advertising event recently celebrated various long-form online video ad executions without even mentioning pre-roll. This is evidence that many advertisers still think of “online video ads” as one- to five-minute videos that are perfect for posting on YouTube or a brand’s Facebook page, in hopes that it will go viral and generate millions of tweets and Facebook “likes” from users.
While these “video ads” could be very successful as a viral video, they wouldn’t be very useful as an advertisement, since they are much too long to hold people’s attention or keep viewers fully engaged.

Short, to-the-point ads hold a person’s attention and extend the reach of existing ad campaigns.”

Click here to read the full article.

For Many, Web Video’s Actual Value Trails Its Massive Hype

AdAge
Michael Learmonth
May 7, 2012

Michael Learmonth from AdAge addresses the struggle many publishers have with capturing large audiences and creating growth. The article notes while the online-video market was about $1.8 billion last year, half of that total goes to only two publishers, Hulu and YouTube.

Tod Sacerdoti, CEO ad Founder of BrightRoll is quoted in the article saying “I have seen almost no evidence of anyone being able to build a sizable audience for these shows.”

Learmonth writes, “Many publishers have a chicken-and-egg problem as they vie with these challenges: They’re unable or reluctant to sink big investments into video series until they know they can recoup their costs, but brands will be reluctant to move dollars out of TV until digital video has quality content and significant audiences.”

Click here to read the full article.

Check out our News section for summary of BrightRoll news and events.

Summer may still be a few months away, but things are really heating up in Canada – at least when it comes to digital video. comScore recently published their Canada Digital Future in Focus 2012 report and Canadians are serious about their time spent online.

While Canada may have significantly fewer unique visitors online [...]]]>  

Summer may still be a few months away, but things are really heating up in Canada – at least when it comes to digital video. comScore recently published their Canada Digital Future in Focus 2012 report and Canadians are serious about their time spent online.

While Canada may have significantly fewer unique visitors online than the United States (Canada = 24mm, US = 188mm), according to the report, there are some key differences that put Canadians ahead of the pack when it comes to watching video online:

• Spend more time online: 40+ hours per month
• View more sites per month: 4,000+ sites per month

Furthermore, those numbers rank higher than ANY of the top 12 countries online. So what are Canadians doing online? The research shows that social networking and entertainment account for the greatest share of time spent online. What does entertainment often include? That’s right, video.

The entertainment category shows the greatest increase in the number of videos viewed, streaming a monthly average of 5.3 billion videos in Q4 2011: a year-over-year increase of more than 217 percent.

• Total online video viewership is up 58 percent in the Canadian market year-over-year
• Those under age 35 account for 57 percent of all videos viewed online
• All age groups are accessing online videos at an increasing rate

So what does it all mean? The future is bright for digital advertisers in Canada: digital ad spend in Canada is expected to total $2.6 billion in 2011. By 2013 it will challenge TV for the #1 spot in media spend, and by 2014 it is expected to surpass it.

Ever wonder what it’s like to work at BrightRoll? Well let me tell you it’s pretty cool. But don’t take my word for it. We’ve invited BrightRoll employees to share what they love about their company and why they get out of bed in the morning to work here.

Kim Gonzales works in our [...]]]>  

Ever wonder what it’s like to work at BrightRoll? Well let me tell you it’s pretty cool. But don’t take my word for it. We’ve invited BrightRoll employees to share what they love about their company and why they get out of bed in the morning to work here.

Kim Gonzales works in our New York office in the heart of Manhattan and is the senior manager of network development. Kim has been with BrightRoll since 2010 and has seen the company grow from a small San Francisco-based company to an international leader in digital video advertising with offices around the globe. Her responsibilities include sourcing, managing and growing key strategic partnerships with top video-centric web publishers.

In her own words, here’s why Kim loves working at BrightRoll.

1. BrightRoll is committed to creating a company culture that encourages growth and collaboration.

2. Everyone has a deep investment in the company and they do all they can to keep BrightRoll on top of the video ad industry.

3. HAX day! This is one day out of the quarter that allows BrightRollers to get together and create any project that will better the company. Past projects included photo boards, engineering improvements, office snack request website, “Know Your Roller” game and even building an old school video arcade game machine for lunchtime fun. It’s awesome to see the finished projects.

4. You have a chance to contribute at every occasion. Your input is always valued and you can really make a difference when it comes to creating innovative product offerings.

5. We are leaders in the digital video ad space and we’re still looking for ways to improve on that.  We’re a company of driven individuals with unified goals and we’re always looking for the next challenge.

Think your future is bright? Then check out the current open positions at brightroll.com/careers and be ready to tell us how you roll. To apply for any of the open position at BrightRoll, please send your resume and cover letter to resume@brightroll.com with the position title in the subject line.

BrightRoll unveiled “The Most Interesting Media Buyer in the World” during a recent iMedia agency summit. The presentation given by CEO Tod Sacerdoti highlighted the digital video industry over the past year and opportunities for 2012.

While 2011 was the year of reach, Tod predicts 2012 will focus on research and audience-based buying. We’re [...]]]>  

BrightRoll unveiled “The Most Interesting Media Buyer in the World” during a recent iMedia agency summit. The presentation given by CEO Tod Sacerdoti highlighted the digital video industry over the past year and opportunities for 2012.

While 2011 was the year of reach, Tod predicts 2012 will focus on research and audience-based buying. We’re already seeing video ad networks build platforms and technology that can target the right audience at the right time.

The presentation’s main focus was on the business of digital video. It also paid homage to the iconic Dos Equis “Most Interesting Man in the World“ campaign that features a suave gentleman who, when drinking beer, prefers Dos Equis as well as visiting exotic locales and mingling with the world’s most fabulous people.

BrightRoll put a twist on the iconic character creating “The Most Interesting Media Buyer in the World” who shares inside jokes about the world of digital media buying. When he’s not buying media, he can be found rock climbing, fighting sharks and relaxing in exotic hot springs with snow monkeys.

But what makes this man of media so interesting? In his own words:

- “I don’t need to specify pre-roll, as my videos are always served first.”
- “My cookies are so powerful they can delete you.”
- “I make rich media look poor.”

See the complete BrightRoll presentation here including Tod’s 2012 insights.

For more of what makes this media man most interesting, check out this recent video footage complete with more notable quotes from the man himself.

Do you have what it takes to be The Most Interesting Media Buyer in the World?

Do you have the effortless charm needed to be Most Interesting Media Buyer in the World? Prove it and share your own quotes on the BrightRoll Facebook page to add your own creativity to the mix!

Buy video, my friends.

Ever wonder what it’s like to work at BrightRoll? Well let me tell you it’s pretty cool. But don’t take my word for it. We’ve invited BrightRoll employees to share what they love about their company and why they get out of bed in the morning to work here.

Scott Nishida works at [...]]]>  

Ever wonder what it’s like to work at BrightRoll? Well let me tell you it’s pretty cool. But don’t take my word for it. We’ve invited BrightRoll employees to share what they love about their company and why they get out of bed in the morning to work here.

Scott Nishida works at BrightRoll headquarters in San Francisco where he serves as a manager for the BrightRoll Exchange, also known as BRX. Scott has been with the company for almost 18 months and spends his time managing client relationships, educating clients and prospective clients on the BRX value proposition, and helping grow the exchange business.

In his own words, here’s why Scott loves working at BrightRoll.

1. People – You’ll probably see this one a lot, but the collection of talented individuals at BrightRoll is pretty phenomenal, especially considering that we have been able to maintain the open, friendly environment that most startups strive for.

2. Culture – I’ve got to say, I’m kind of worried that our straight-out-of-college new hires are going to have a skewed view of “working in the real world” because the executives here sincerely care about the happiness and quality of life for employees across the board. Unfortunately, that’s not always the case at most companies!

3. Opportunities for advancement – Many organizations will hire a person to do a job; BrightRoll hires people to fill a need. More than that, BrightRoll encourages employees to grow and develop into roles that may not have existed before.

4. Benefits – Although related to culture, the medical, dental and vision benefits have always been great, and continue to get better.

5. Food – Being a lover of food, it’s nice that BrightRoll provides lunches and breakfasts on the regular. Between catered lunches, breakfast pastries, oatmeal days and happy hours, BrightRoll keeps us well fed. We can even request special snacks or lunch items.

Think your future is Bright? Then check out the current open positions at http://www.brightroll.com/careers, and be ready to tell us how you roll. To apply for any of the open positions at BrightRoll, please send your resume and cover letter to resume@brightroll.com with the position you are interested in indicated in the subject line.

Americans are undergoing a digital transition that is changing the way we view video content. Every other person we pass seems to have his or her heads buried in a laptop, tablet or smartphone screen. Online video currently reaches over half of the U.S. population with rapid growth [...]]]> By Alex Strener, Regional Marketing Analyst, BrightRoll

Americans are undergoing a digital transition that is changing the way we view video content. Every other person we pass seems to have his or her heads buried in a laptop, tablet or smartphone screen. Online video currently reaches over half of the U.S. population with rapid growth projected for the foreseeable future. As digital video becomes more pervasive amongst today’s consumers, advertisers may start to wonder which screen provides them with the best return for their ad dollar: digital or television? The answer is simple: you need both. Digital video and television are two forms of a dynamic advertising medium working toward the same goal: utilizing engaging content to promote brands to consumers.

As more data points to the fact that digital video is here to stay, the next stage of its evolution is how digital video will affect agencies and advertisers in their 2012 planning and beyond. According to a recent study, both advertisers and agencies plan to take dollars from display, broadcast TV, print and other media in the upcoming year and shift those dollars to online video advertising. Another recent industry study found that an overwhelming 80 percent of respondents multitasked on another device while watching television. While this may seem like bad news for television, the exact opposite is true. A recent joint study by Nielsen/IAG showed that online video advertising actually boosts the efficacy of television spots in four leading measures including general, brand, message recall and likeability. Taking these studies into account, advertisers are given the supporting data that investing in the digital video ad medium not only reaches a unique and growing user base, but also boosts the efficacy of existing television campaigns as well.

Digital video viewership is also expanding past niche groups, like tech-savvy teens and early adopters, as technophobes of all ages reach for their mobile devices and laptops. For example, a recent study found that moms are more likely than the general population to own a smartphone, and that half of moms who do own one admit to being “addicted.” Additionally, if you think that grandma and grandpa were immune to the trend, you may be surprised: user penetration for seniors is expected to significantly outpace total internet growth in the next five years as more and more Baby Boomers grow up.

As consumers of all ages begin to transition toward digital video screens, advertising dollars will undoubtedly follow them. While the tried-and-true reach of television is here to stay for the foreseeable future, digital video has risen alongside television and become an essential part of brands’ marketing toolkits enabling effective campaigns. All things considered, the two will make very good friends for a long time moving forward.

•  Aggregators now serve a majority of digital video ads •  Continued adoption [...]]]> At the end of each year, BrightRoll CEO Tod Sacerdoti reflects on the year past and looks to the year ahead to compile his annual list of digital video industry predictions for Media Post’s VideoInsider blog. The new installment for 2012 highlights:

•  Aggregators now serve a majority of digital video ads
•  Continued adoption of real-time bidding (RTB)
•  Expansion of mobile video inventory
•  How the industry will tackle the challenge of audience measurement

But before diving into his predictions for 2012, Tod grades his predictions from a year ago, reflecting on what he got right and what he got wrong in 2011. Social gaming companies may have embraced online video advertising but public companies didn’t really drive consolidation in 2011. It’s without a doubt that mobile video advertising has grown in leaps and bounds, but has it really become the most sought after new ad format? And did any one video-specific company pass the 100 million unique-user mark or is that something we’ll see in 2012?

Read the full Media Post article here and peer into 2012.

Last month, BrightRoll added a new chapter to it’s great international success story.  The world’s leading video ad network announced its office in Germany. Located in the northern part of the country in the port city of Hamburg, the company offers its localized products and services to the German [...]]]> – By Patrick Edlefsen, Managing Director, Germany

Last month, BrightRoll added a new chapter to it’s great international success story.  The world’s leading video ad network announced its office in Germany. Located in the northern part of the country in the port city of Hamburg, the company offers its localized products and services to the German market.

Having launched its European presence with headquarters in London just three months prior, BrightRoll is happy to have entered the first non-English speaking territory right in the heart of Europe.

The new office is situated in the center of Hamburg, headed by online video specialist and managing director, Germany, Patrick Edlefsen. He leads the BrightRoll management and sales initiatives, focusing on gaining share of the 50 million unique users in the market.

International expansion is a top priority at BrightRoll; after the successful launches in the UK and Canada, Germany is a natural next step. While bratwurst and beer may be excellent reasons to head to Germany, there are a few more compelling reasons behind the expansion.

• According to the local governing board, BVDW, the German video market is estimated to be worth €200 Million in 2011 and is projected to double in size in 2012.
• Video is the fastest growing category within the digital mix and has not reached its maximum potential yet
• Attitudes in the German marketplace are actually more similar to those in the US than any other European country, allowing easy cooperation and resource sharing with its U.S. peers.

For more information on BrightRoll Germany operations, visit www.brightroll.de or contact Patrick Edlesfen at patrick (at) brightroll (dot) com.

Today we announced the release of our inaugural BrightRoll Canada Video Advertising Report in partnership with IAB Canada. Much like the surveys and reports conducted by BrightRoll in the US, we recently conducted a survey of over 100 top Canadian agency executives in order to get an understanding of current sentiments and expectations for [...]]]>  

Today we announced the release of our inaugural BrightRoll Canada Video Advertising Report in partnership with IAB Canada. Much like the surveys and reports conducted by BrightRoll in the US, we recently conducted a survey of over 100 top Canadian agency executives in order to get an understanding of current sentiments and expectations for online video in Canada. The survey was extremely successful and the report is a summary and analysis of those findings.

We conducted this project in partnership with IAB Canada in order to help foster education and discussion around online video in the industry.

Findings from the report include:

• 97% of agency executives believe that research around the efficacy of a campaign provides value to the client and yet only 27% have conducted any such research
• 78% of respondents believe digital video is as effective or more effective than TV
• 18% of respondents included digital video in a majority of their RFPs in 2010, compared to 11% in the US
  and 5% in the UK
• 48% of advertisers expect digital video advertising will see the largest overall growth in spend this year

For more information or to download the full report, please click here.