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BrightRoll Breaks New Ground with Reporting Suite
Last Thursday's BrightRoll announcement of a suite of 3rd party verified reporting tools, including comScore, Nielsen, Insight Express, and Vizu, breaks new ground is addressing the online video advertising efficacy
problem. The suite aims to help marketers understand the actual results of online video campaigns with an eye to driving increased spending in the medium. On Friday, I had a chance to chat with BrightRoll's CEO, Tod Sacerdoti, who explained the reasons for this value-add reporting service.
Tod said that the idea for enhanced reporting came from three problems. The first is that an extraordinarily high number of media buyers - somewhere in the realm of 85% according to BrightRoll's research - did not understand the effectiveness of their online video buys. The second problem was that buyers don't fully use ad networks' in-house analytics and don't fully trust them anyway. Further, as ad spend has poured into online video, so have many low quality networks, who can rely on unsavory tactics to get views and thus lower overall CPMs. Thirdly, internal analytics don't get at the big picture, including for example, how a placement on BrightRoll performs versus a competitor.
Categories: Advertising
Topics: BrightRoll, comScore, Insight Express, Nielsen, Vizu
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