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BizReport : Research archives : February 22, 2011

Brightroll pledges more research for video

More consumers are watching online video. More brands are advertising in the digital video space. That means more revenue available, and yet little has changed in the video space as far as tools to track, deliver and monitor video content. Online video ad platform BrightRoll wants to change that. They have announced a $1 million research pledge to push advances in the online video space.

by Kristina Knight

brightroll.jpgBrightRoll CEO Tod Sacerdoti said, "[We're] committed to developing relationships with key organizations like comScore to leverage the highest measurement standards, enabling us to validate our clients' campaigns and ensure they are performing effectively, thus making it easy for them to draw comparisons to traditional media buys."

How big is video?

Researchers with comScore predict that the online video space (US) will push past the $5 billion mark by 2014. In January comScore reports that 171 million US consumers watching online video content, averaging more than 14 hours of viewing time. Most of those clips were viewed through Google's YouTube (1.9 billion sessions, 283 minutes), but VEVO moved into second place with 121 million sessions and 91 minutes per viewer. Yahoo, Viacom Digital and AOL rounded out the time five for sessions and viewing time.

"One of the promises of online advertising is the ability to target specific audiences. However, until now, advertisers have not had sophisticated enough measurement tools to provide an accurate picture of the health of their live campaigns," said Graham Mudd, Vice President, Search and Media at comScore. "By utilizing Campaign Essentials with every campaign, BrightRoll can both optimize impression delivery while the campaign is in flight and provide advertisers with third-party validation that their campaign targeting goals are being met."

Tags: Brightroll, comScore, online video, video ads, video content, viral marketing

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