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BizReport : Advertising archives : August 10, 2010

BrightRoll, Magnetic partner for retargeted video ads

Video marketing is already a hot market, but a new partnership between search retargeting firm Magnetic and video ad service BrightRoll may increase the heat factor. The two are partnering to allow marketers to use search engine retargeting to optimize video ad performance.

by Kristina Knight

"Imagine serving a stylistic video of a BMW racing through the streets of New York to a user who is in the purchase mode for a luxury car - and we know this because the user's key word searches show the exact intent. This is the branding opportunity we are delivering," said Josh Shatkin-Margolis, Magnetic CEO. "By combining this opportunity with search, the highest converting source of data, we've made it easy for advertisers to create a perfect synergy of ad creative, media, and data."

Magnetic's search platform gives marketers the ability to retarget ads based on the search queries made as consumer's research product purchases. By offering an ad to that consumer soon after a query for a luxury car, for example, the advertiser sees increased purchase intent. Putting this ability into the video space should help marketers more deeply engage consumers who are proven to be in-market.

"We view search re-targeting as a valuable tool that allows advertisers to reach specific consumers who will be most receptive to their brand messages," said Tod Sacerdoti, BrightRoll CEO. "[Through this partnership] we're able to solve the needs of our advertisers by delivering targeted campaigns at scale with a high return on investment."

The video space is ever expanding. According to comScore more than 170 million Americans tuned in to online video in the month of June. Added to that, research from Pricewaterhousecoopers indicates that the global adoption of online video and mobile is even higher, with some Eastern countries showing adoption rates much higher than North America and Europe. With consumers the world over engaging with video ads it makes sense to offer more intuitive targeting, including retargeting, options from the video ad platforms to the advertisers.

Tags: BrightRoll, Magnetic, retargeted ads, retargeted video ads, search ads, video advertising

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