New Reporting System Leverages Partnerships With Leading Research Organizations
SAN FRANCISCO, CA–(Marketwire – June 17, 2010) – BrightRoll, the leading video advertising network, today unveiled a new reporting suite that offers advertisers more meaningful ways to measure the ROI of their online video campaigns. The new suite of reports leverages the best measurement and analytics tools from research partners that include comScore, Nielsen, Vizu and InsightExpress.
“comScore measurement tools quantify the impact of online ad campaigns using relevant metrics that reflect actual consumer behavior,” said Graham Mudd, VP of Search & Media at comScore. “Together BrightRoll and comScore will provide advertisers with a fact-based understanding of the reach, frequency and effectiveness of their campaigns with this new reporting tool.”
“Our ad effectiveness platform allows advertisers to measure and optimize brand funnel metrics in real time, ensuring their spend creates brand lift,” said Dan Beltramo, CEO of Vizu. “Partnering with BrightRoll allows us to jointly bring this insight to a new set of top-tier advertisers seeking to optimize the use of video in their advertising.”
The new suite will include five products designed to help BrightRoll customers measure campaign success in the following key areas:
Awareness — Measures the attitudinal impact of a campaign on brand awareness, message association, brand favorability, brand recall and purchase intent using InsightExpress surveys.
Impact — Leverages Nielsen’s NetEffect tool to measure the impact of online video ad exposure on offline consumer purchase behavior.
Validation — Utilizes comScore’s Campaign Essentials data to measure actual delivery on every campaign including reach, frequency, GRPs / TRPs and demographics of those exposed to the advertising.
Effectiveness — Uses comScore’s Action Lift product to quantify the lift for online behavior and engagement, including site visitation and engagement, share of voice and search behavior.
Optimization — Measures brand funnel metrics in real time using Vizu’s Ad Catalyst platform, allowing advertisers to monitor and optimize brand lift by creative, exposure frequency, and targeting segment.
“Traditional metrics just don’t give a complete picture when it comes to understanding the ROI of online video,” said Tod Sacerdoti, CEO of BrightRoll. “Our goal with this new suite and the research partnerships behind it is to provide the data and tools that will allow advertisers to measure the success of campaigns run on our network, while informing and optimizing future campaigns for maximum impact.”
comScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena. comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies.
About Vizu Corporation
Vizu Corporation (www.brandlift.com) provides a technology platform that measures the effectiveness of digital media branding campaigns in real time. Vizu works with hundreds of brands, advertising and media agencies, online publishers and ad networks to improve the efficiency and effectiveness of the online brand building process. Vizu has replaced Click-Through-rates with Brand Lift as the metric of choice for online brand advertisers. With Vizu’s Ad-Catalyst system in place, you can advertise with confidence.
BrightRoll is the world’s largest and most trusted video advertising network, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute “smart video ad campaigns” across the industry’s leading publishers, including three-fourths of the top 100 online media properties in the United States. BrightRoll’s proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at blog.brightroll.com.
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