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BizReport : Advertising archives : April 01, 2011

BrightRoll, Innovid partner for pre-roll units

A new partnership between online video ad platform BrightRoll and in-stream ad provider Innovid may put a new face on pre-roll video units. Through the partnership, new interactive pre-roll units will be offered throughout BrightRoll's network, as well as the BrightRoll Exchange.

by Kristina Knight

"We're focused on partnering with innovative companies to offer advertisers a serious competitive advantage by providing a wealth of new creative options that enable them to execute interactive media campaigns at unprecedented scale," said BrightRoll CEO Tod Sacerdoti.

Called iRoll, the units give advertisers the ability to increase branding within the video experience. In addition to a standard video commercial, the interactive units offer the ability to print coupons, video multiple videos, showcase products or other online activities. The units are also social and can be shared through platforms such as Facebook and Twitter.

As for targeting, the units utilize demographic and viewer data to offer a unique viewer experience.

"BrightRoll's superior reach and advanced targeting capabilities make them an ideal partner to ensure iRoll's standing as the market leader in interactive pre-roll technology," said Zvika Netter, CEO, Innovid. "Together, we will give advertisers the most immersive and engaging advertising experience possible with unprecedented scale."

For February comScore reports that Yahoo was the number one online property with more than 177 million unique visitors; Google, including YouTube, was a close second with more than 175 million unique visitors. The metrics hub also found that more than 170 million US consumers watched online video content, averaging more than 13 hours per viewer for the month.

As the video viewership increases, it makes sense for brands to push farther into the video realm by offering more interactive and branded options with which to engage consumers.

Tags: BrightRoll, Innovid, iRoll, video ads, video advertising, video content

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