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BizReport : Advertising archives : April 12, 2012

3 new tools change video, mobile and political ad space

Three new additions to the online ad space may change the way brands and agencies create, launch and track campaigns across the video and mobile spaces.

by Kristina Knight

First, from BrightRoll, new features for the BrightRoll Exchange (BRX) platform. The company has added planning, targeting and branded tools to help brands with video buys. Inventory Planner to enable media buyers to estimate the volume of ad impressions for a certain timeframe and specific costs. Next comes VideoRank Targeting which scores sites based on attention and engagement so brands can choose the best fit for their campaign. Finally, BrandWatch enables brands to display ads in 'safe' and 'in-view' placements.

Meanwhile, for the mobile space, Jumptap has partnered with political data providers i360 and Catalist - just in time for the 2012 Elections. Through the partnerships both i360 and Catalyst will provide clients with political data while utilizing Jumptap's zip-code level geo-targeting platform.

"Third-party data, combined with Jumptap's unique zip-code level targeting has already proven to increase ad lift across top verticals," said Jorey Ramer, Founder and VP of Corporate Development, Jumptap. "Our partnership with i360 ensures the right messages are served to the right audiences on their mobile devices. The growing popularity of smartphones and tablets makes mobile a key platform for political campaigns -- not just to inform, but to engage. The Jumptap-i360 partnership serves this critical and burgeoning niche."

Finally, Constant Contact has added customization options to its event management tool. The new products allow users to create event invitations and notices from pre-created templates and will allow invitees to register for events via mobile device.

"Events offer a fantastic opportunity for small businesses and nonprofits to create powerful engagement moments with their key constituencies," said Christopher M. Litster, vice president and general manager, Event Marketing, at Constant Contact. "Before they can have those experiences, they have to get attendees through the door. As a host, it is critical to make yourself standout from the crowd and the new features added to Constant Contact's event management tool were created to empower event hosts to do just that."

Tags: BrightRoll, Constant Contact, Jumptap, mobile marketing, mobile trends, online advertising, video advertising, video trends

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