I call this the scale vs. sizzle conundrum and it is causing a wide-range of problems for clients trying to reach measurable campaign objectives. Let’s take a closer look at the problems inherent in this scenario.

Problem #1 – Under-Investing In What Works

I can’t even count the number of times I’ve heard a media buyer ask, “Do you have any new products to discuss?” Yet I can count on one hand the number of times a media buyer has said to me, “Why don’t you come in and tell me what actually works.”

As a result, media sales reps are trained to focus the majority of every conversation on what’s new, because that’s what sells, and ultimately, clients end up massively underinvested in the media and ad products that actually drive their objectives forward.

To read more, visit MediaPost

Those of us who aren’t moving toward this strategy should start doing so, and here’s why:

Per-impression competition empowers the publisher to set a “fair value” of its inventory, and enjoy any upside created by the competitive market. Rather than setting a flat fee, in which case it may be under- or over-pricing its inventory based upon its general value, having multiple sources compete on a per-impression basis allows the publisher to benefit from the CPM premium that buyers likely place on hard-to-find users: a small DMA, a particular day part or a high-value shopping cart abandoner.

To read more, visit MediaPost

San Francisco, CA, August 4, 2010 – BrightRoll, the leading provider of online video advertising services, today unveiled the BrightRoll Exchange (BRX), a self-service, online video ad-buying platform that provides buyers with efficient and transparent access to video inventory with unmatched scale, efficiency and return on investment.

The online video advertising space is experiencing tremendous growth in demand as buyers search for video inventory and capabilities that complement their existing media-buying efforts. However, in a recent study conducted by BrightRoll, nearly half of the online publishers surveyed reported that at least 20 percent of their online video advertising inventory is never sold, indicating that many buyers are still struggling to find the most efficient way to access and selectively target the inventory they want, at the price they’re willing to pay.

Through an intuitive and easy-to-use interface available at www.BRX.com, BRX offers buyers from advertisers, agencies and networks the reach, targeting, delivery controls and reporting capabilities required to execute brand-safe video campaigns at scale. BRX is the first online video advertising exchange to bring the same level of efficiency, automation and scale to video advertisers as ad exchanges have historically provided to display advertisers.

“Our mission is to ensure the success of our clients’ campaigns by matching them with the right audience and the right inventory, at the right time. BRX provides us with a smarter, better way to do that across the widest possible cross-section of band-safe sites,” said Quentin George, Chief Digital Officer of Interpublic Group’s Mediabrands. “BRX’s self-service approach to online video ad buying makes sense because it combines the simplicity of buying display with the insight we need to optimize campaign spend on behalf of our clients.”

The BRX platform’s self-service model simplifies the process of buying online video ads, while giving buyers greater transparency and more value for their ad dollars than ever before. Highlights of the BRX platform include:

• Inventory—With thousands of targetable URLs aggregated from video sites, video players, mediation layers and ad servers, advertisers have the broadest reach possible for video ad campaigns
• Audience Targeting—BRX’s user-level targeting enables advertisers to target using their own data, BRX data or 3rd party data
• Auction Pricing—BRX conducts a dynamic auction for each impression, enabling true market pricing so that advertisers minimize their spend and maximize their return
• Control & Reporting—Provides real-time information on placements, campaign performance and price.

“Historically, buying online video advertising at scale has been an inefficient, labor-intensive and technically challenging process,” said Tod Sacerdoti, CEO of BrightRoll. “BrightRoll’s video advertising and technology expertise has allowed us to automate this process end to end, which will fundamentally improve the process of how, and by whom, online video ad buying is done.”

About BrightRoll

BrightRoll is the world’s largest and most trusted video advertising network, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute “smart video ad campaigns” across the industry’s leading publishers, including three-fourths of the top 100 online media properties in the United States. BrightRoll’s proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at www.brightroll.com

For More Information:

Lindsey Scott or Jason Throckmorton

LaunchSquad

Phone: 415-625-8555

Email: brightroll(at)launchsquad(dot)com

BrightRoll and the AlwaysOn Global 250 companies will be honored at AlwaysOn’s eighth annual Summit at Stanford on July 27, 2010, at the Frances C. Arrillaga Alumni Center at Stanford University in Palo Alto, Calif.

This two-and-a-half-day executive gathering highlights the significant economic, political and commercial trends affecting the global technology industries. Summit at Stanford’s goal is to identify the most promising entrepreneurial opportunities and investments in the global tech industry.

“After examining the companies that are on the AO Global 250 list, it’s obvious that innovation is not only alive and well in the Global Silicon Valley, it’s accelerating in economic power and scope,” says Tony Perkins, founder and editor of AlwaysOn. “The companies certainly represent some of the highest-growth opportunities in the private company marketplace.”

The AlwaysOn Global 250 winners were selected from among thousands of domestic and international technology companies nominated by investors, bankers, journalists and industry insiders. The AlwaysOn editorial team conducted a rigorous three-month selection process to finalize the 2010 list.

BrightRoll helps leading brands and agencies execute online video ad campaigns across the industry’s leading publishers. By offering full site disclosure, detailed performance reports and flexible targeting, BrightRoll provides advertisers with the reach, frequency, scalability and transparency needed to achieve their campaign goals. The company was recently ranked by comScore as the third largest online video property in the U.S. as measured by video ads viewed.

A full list of all the AlwaysOn Global 250 winners can be found on the AlwaysOn website at:

http://www.aonetwork.com/AOStory/Announcing-2010-AlwaysOn-Global-250

“It’s an honor to be recognized among the diverse and innovative organizations on AlwaysOn’s Global 250 list,” said Tod Sacerdoti, CEO of BrightRoll. “As a company, we’re committed to providing quality advertisers with an efficient, highly effective platform to execute online video advertising campaigns, and this award further validates our mission.”

About BrightRoll

BrightRoll is the world’s largest and most trusted video advertising network, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute “smart video ad campaigns” across the industry’s leading publishers, including three-fourths of the top 100 online media properties in the United States. BrightRoll’s proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at www.brightroll.com.

About AlwaysOn

AlwaysOn is the leading business media brand networking the Global Silicon Valley. AlwaysOn helped ignite the social media revolution in early 2003 when it launched the AlwaysOn network. In 2004, it became the first media brand to socially network its online readers and event attendees. AlwaysOn’s preeminent executive event series includes the Summit at Stanford, OnMedia, OnHollywood, Venture Summit Mid-Atlantic, OnDemand, Venture Summit Silicon Valley, Venture Summit East, GoingGreen Silicon Valley, and GoingGreen East. The AlwaysOn network and live event series continue to lead the industry by empowering its readers, event participants, sponsors, and advertisers like no other media brand.

CONTACT:

Company name: LaunchSquad

Name: Jason Throckmorton or Lindsey Scott

Phone number: 415.625.8555

Email: brightroll@launchsquad.com

Why is this? First, comScore recently released its VideoMetrix 2.0 Preview for May, which provides an early look at the reach of advertising on all video sites. When measured by ad reach (as opposed to content reach) only three of the top 10 sites are Golden 15 publishers. Networks and aggregators have significantly scaled over the past 12 months and will no doubt dominate these reports for the foreseeable future.

Second, big initiatives like TV Everywhere have yet to come to fruition.  YouTube, the one exception, is continuing its gradual onslaught on the content business and recently hit the milestone of 2 billion videos viewed per day.  The other 14 publishers in the Golden 15 don’t even have 5 billion videos viewed per month!  At its most fundamental level, the business of online video requires technology innovation — and the slumbering giants are struggling to keep up.

To read more, visit MediaPost

I had to read it three times. 51 the median? This means that more than half of all prime-time viewers are outside of the golden demographic of 18-49. The medium that has long been synonymous with massive reach is quickly becoming the most efficient way to reach lots of old people!

Surprisingly, this shift has not been gradual — it’s been most pronounced over the past five years. In fact, the median age of prime-time viewers has increased by a year every year since 2005.This means that the rate at which young people are turning away from TV is greater than the rate at which old people are dying. Think about that one for just a second.

So what does this mean for traditional content owners?

To read more, visit MediaPost

SAN FRANCISCO, CA–(Marketwire – June 17, 2010) – BrightRoll, the leading video advertising network, today unveiled a new reporting suite that offers advertisers more meaningful ways to measure the ROI of their online video campaigns. The new suite of reports leverages the best measurement and analytics tools from research partners that include comScore, Nielsen, Vizu and InsightExpress.

“comScore measurement tools quantify the impact of online ad campaigns using relevant metrics that reflect actual consumer behavior,” said Graham Mudd, VP of Search & Media at comScore. “Together BrightRoll and comScore will provide advertisers with a fact-based understanding of the reach, frequency and effectiveness of their campaigns with this new reporting tool.”

“Our ad effectiveness platform allows advertisers to measure and optimize brand funnel metrics in real time, ensuring their spend creates brand lift,” said Dan Beltramo, CEO of Vizu. “Partnering with BrightRoll allows us to jointly bring this insight to a new set of top-tier advertisers seeking to optimize the use of video in their advertising.”

The new suite will include five products designed to help BrightRoll customers measure campaign success in the following key areas:

Awareness — Measures the attitudinal impact of a campaign on brand awareness, message association, brand favorability, brand recall and purchase intent using InsightExpress surveys.

Impact — Leverages Nielsen’s NetEffect tool to measure the impact of online video ad exposure on offline consumer purchase behavior.

Validation — Utilizes comScore’s Campaign Essentials data to measure actual delivery on every campaign including reach, frequency, GRPs / TRPs and demographics of those exposed to the advertising.

Effectiveness — Uses comScore’s Action Lift product to quantify the lift for online behavior and engagement, including site visitation and engagement, share of voice and search behavior.

Optimization — Measures brand funnel metrics in real time using Vizu’s Ad Catalyst platform, allowing advertisers to monitor and optimize brand lift by creative, exposure frequency, and targeting segment.

“Traditional metrics just don’t give a complete picture when it comes to understanding the ROI of online video,” said Tod Sacerdoti, CEO of BrightRoll. “Our goal with this new suite and the research partnerships behind it is to provide the data and tools that will allow advertisers to measure the success of campaigns run on our network, while informing and optimizing future campaigns for maximum impact.”

About comScore

comScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena. comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies.

About Vizu Corporation

Vizu Corporation (www.brandlift.com) provides a technology platform that measures the effectiveness of digital media branding campaigns in real time. Vizu works with hundreds of brands, advertising and media agencies, online publishers and ad networks to improve the efficiency and effectiveness of the online brand building process. Vizu has replaced Click-Through-rates with Brand Lift as the metric of choice for online brand advertisers. With Vizu’s Ad-Catalyst system in place, you can advertise with confidence.

About BrightRoll

BrightRoll is the world’s largest and most trusted video advertising network, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute “smart video ad campaigns” across the industry’s leading publishers, including three-fourths of the top 100 online media properties in the United States. BrightRoll’s proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at www.brightroll.com.

For More Information:
Lindsey Scott or Jason Throckmorton
LaunchSquad
Phone: 415-625-8555
Email: brightroll(at)launchsquad(dot)com