BrightRoll Blog

By Lewis Rothkopf

September 15, 2009

We’ve become accustomed to the notion of “one-stop shopping”: We can get our socks where we get our soda, and tennis rackets are located just a few aisles away from potato chips. Extremely convenient and often price-advantageous, the superstore phenomenon thrives and successful chains are often the envy of many other businesses.

Another scenario: You’re at the car wash (the kind where you need to get out of your car) and you’re watching the miracle happening on the other side of the glass. As you’re walking, through you think to yourself, “Hey – I could use one of those air fresheners. And maybe a windshield cleaner. They have everything here that I need for my car, all in one place.” And so it goes.

Consumer behaviors, of course, often fail to translate well into B2B strategies. Consider the growing trend of video ad networks that offer a technology solution that promises to aggregate video ad fill from that network and also from other networks — many times at no cost to the publisher. From the publisher’s standpoint it may sound like a panacea – increased fill of unsold video inventory, only one system to manage, and in some cases, the ability to optimize by CPM.

To read the rest of the post, visit MediaPost

By Barry Grant

September 10, 2009

I’ve often found that communicating the value of different types of ad units to clients is almost as challenging as the back end technology work that goes into creating the units themselves.

Each campaign is different, and each targeted audience calls for a new mix in both message and presentation. I like to think of the wide variety of available ad units in terms of sushi: There are lots of different styles, but only a few key families (i.e., sashimi, nigiri, rolls).

This sushi analogy can be useful in helping clients to plan campaigns. Instead of presenting clients that are less familiar with video with a flurry of industry jargon that includes pre-roll, mid-roll, post-roll, expandable, overlay, ticker, bumper, bug, interstitial, floating ad, takeover, etc., I find it useful to break things into a few simple families: in-stream, in-banner, and page-level (which includes units like interstitials, floating ads, and page takeovers). This way, you can unclutter your value proposition for potentially timid online video advertising customers, and leave them feeling that they’ve found the optimal ad mix for their marketing spend.

To read the rest of the post, visit MediaPost