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BizReport : Research archives : May 11, 2012

AudienceConnect to measure reach, metrics of video ads

A new release from BrightRoll should give video marketers better insight into campaigns. Called AudienceConnect, the platform offers in-flight measurements and sends metrics to the advertiser on a score-type system.

by Kristina Knight

The platform offers metrics for reach, impressions, viewers and frequency as well a branded metrics like awareness and purchase intent from a single dashboard.

"AudienceConnect takes the guesswork out of the information used to measure effective video advertising campaigns," said Tod Sacerdoti, CEO and founder of BrightRoll. "It goes beyond providing advertisers with massive amounts of raw campaign data that they must sift through and analyze on their own. AudienceConnect supplies customers with powerful, yet direct insights that can be used for optimization, ensuring successful campaign outcomes."

Using the In-Flight Audience Measurement and In-Flight Optimization tools brands can measure from third-party and iGRPs to determine if relevant ads are reaching the right audience members. As well, data can be culled from trusted third party sources to offer better demographic information for the campaign.

In March comScore reports video ads accounted for less than 20% of total video consumption minutes, leaving plenty of room for growth in that area. More than 180 million US online adults consumed video content for the month; video ads pushed past the 8 billion mark for the first time in March.

One thing holding back some advertisers has been a lack of data with which to measure campaigns. Releases like this from BrightRoll may help bring new advertisers into the video space, and help existing video marketers better engage with their target demos.

Tags: AudienceConnect, Brightroll, comScore, online video, video ads, video advertising

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