Here is the raw data:

Here is why this is important:

1. We Only Serve Video Ads. Hulu Serves Video Content And Ads. Yes, we are comparing apples and oranges — if you compared our reach to the reach of Hulu’s ads, there would be a much larger difference between our two networks. Agencies and advertisers often forget that the reach of a site is irrelevant, the only metric that matters to them is the reach of the site’s available ad inventory. As the gap between our network and Hulu continues to grow, it will become more and more clear that the most efficient way to reach targeted video audiences at scale are through video advertising networks.

2. TV Everywhere? More like Video Ads Everywhere. Although there has been a lot of press recently about TV Everywhere, the reality is that online video advertising will be far larger than online television. Why? Because online video advertising is being used by premium publishers to monetize all free content — including broadcast video, short form video, games, radio, social apps — and many of those publishers have much more reach outside of their video content area than within it. Plus, many premium publishers don’t have huge production costs outside of their broadcast content, so advertisers are flocking to more cost efficient placements.

3. By The End of 2010, The Majority of the Top Ten Video Properties Will Be Networks. As I recently predicted in MediaPost, this is beginning of what will be a long trend of networks and aggregators surpassing the largest video properties in total reach. By the end of 2010, the majority of the top 10 video properties (as measured by Quantcast, comScore or your preferred third party) will be video companies that don’t produce any meaningful amount of video content. This means the top 10 properties will be dominated by video ad networks (BrightRoll), video-sharing sites (YouTube), video syndicators (Grab Networks) and vertical video sites (Break.com). Yes, some of these players produce some content, but the vast majority of the views on their properties are generated from content they did not produce.

We look forward to continuing to lead the industry and driving innovations across our platform, pricing, targeting and research initiatives. If you share our passion about video advertising, please reach out or join our team.

Based on the success of recent campaigns for Liberty Mutual and National Geographic, and months of product development and testing, BrightRoll will be providing video rich media services to clients for free. See our press release or Emily Steel’s article in the Wall Street Journal (free | paid).

We believe video advertisers will maximize the value of their advertising budgets by spending money only on the creative assets and media inventory. Adding an rich media additional vendor into the process complicates execution, limits distribution and costs a significant percentage of the overall budget.

Put simply, the only people getting rich off of rich media are the vendors.

A few years ago, rich media vendors emerged to help agencies take static banner assets and make them more exciting, more engaging and, hopefully (but rarely), higher performing. However, video creative assets costs hundreds of thousands of dollars to create and are already exciting, engaging and high performing.

Online video advertisers are different. They need the industry’s best video ad units and video distribution technologies, coupled with creative custom skins and branding elements, to maximize their video ad budgets.

Now advertisers can execute their video campaigns efficiently and in their entirety, with BrightRoll. In-stream and in-banner video advertising distribution on the largest branded and only transparent video ad network.

If you would like to learn more, please don’t hesitate to contact us. We look forward to serving you and clients.

We spent a fair amount of time discussing the importance of hiring the right people, which tends to mean hiring slowly and selectively. We also discussed the power of online video advertising and the importance of thinking “outside of the player.”

We continue to be focused building online video advertising solutions that are more impactful (bigger and higher quality), more effective (higher engagement and click through rate) and highly scalable (reaches over 65% of the BrightRoll network).

We are excited that this new ad unit delivers on all fronts and is a true innovation in the video ad category. In addition, the response to this new ad unit has been overwhelmingly positive. We have already signed up multiple advertisers in the entertainment and technology verticals, and we are expecting HD ads to represent at least 10% of our business this calendar year.

It is clear that innovations involving high quality and HD video, which impact file size and therefore streaming costs, will likely not come from the high volume video sites which typically drive video innovation. This is because most high volume video sites have yet to generate a profit and streaming higher quality or HD video files simply accelerates an upside down business model.

On the contrary, our business model is based on delivering an increasing amount of value for our advertising clients on every ad we serve, so our incentive is to deliver the best quality experience that is technically possible. This is the most recent step in our efforts to add additional value to the online video advertising process for advertisers and agencies, and we are looking forward to additional announcements coming soon.

Here is screenshot of the ad unit:

Here is some of the press on the announcement:

CNET
TVWeek
MediaPost
Mashable
NewTeeVee
Webware

This is a horrendous outcome for all parties involved. Clients miss key marketing opportunities in the most important marketing period of the year, agencies miss their targets which is a disservice to their clients and tv networks miss out on significant revenue opportunities.

Additionally, this problem is only going to get worse. The writer’s strike has negatively impacted television content quality and ratings, but the real hit in both categories has yet to come. Many shows have strung along previously filmed content but are about to reach the end of that rope. If money is flowing back to agencies this quarter, expect a large chunk to be searching for a new home in Q1.

Fortunately, not all media channels are struggling. At BrightRoll, our video inventory is growing in both quality and quantity. We have significant Q4 and Q1 inventory available for broadcast buyers who have budgets previously allocated to under performing television placements.

Although we expect advertising dollars to follow their audience online regardless – sometimes it takes a shock to the system to accelerate the adoption.

We hope this new version does a better job of explaining how we can help agencies scale, target and optimize their video ad campaigns, while simultaneously presenting our organization in a more transparent matter. With so much noise in the video advertising industry, it is important for us to describe what we do, how we do it and why we solve problems that other companies do not solve.

Additionally, this blog is way for us to communicate our message more broadly and engage further in the video industry conversation. We will use this blog as a forum for new ideas, a vehicle for product releases and way to share more about what life is like at BrightRoll.

We encourage your comments and contributions, and please don’t hesitate to contact us directly. I can be reached at tod [at] brightroll [dot] com.