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BrightRoll Launches Industry's First Campaign Dashboard to Measure, Interpret and Deliver Actionable Insights for Digital Video AdvertisersAudienceConnect Takes the Guesswork Out of Maximizing Audience and Brand Impact (May 09, 2012)
SAN FRANCISCO, CA -- (Marketwire) -- 05/09/12 -- BrightRoll, the world's largest provider of digital video advertising services, today announces the release of AudienceConnect, the industry's first campaign dashboard to provide in-flight interpretations and actionable insights about advertisers' most important audiences and brand metrics. AudienceConnect includes measurements from third-party providers and delivers Internet gross rating points (iGRPs) that enable advertisers to evaluate video ad campaigns like traditional TV.
AudienceConnect provides advertisers with a detailed analysis of their video advertising impact, all within an easy-to-use interface. Audience data includes reach, impressions, unique viewers and frequency as well as including information from third-party providers for demographic and geographic indicators. Brand metrics include awareness, favorability or intent. The data interpretation contained within the dashboard enables advertisers to succinctly identify trends and provides the opportunity to optimize by audience demographics and brand metrics.
"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."
Key features of AudienceConnect include:
- In-flight Audience Measurement: Advertisers may use the in-flight insights about reach and brand metrics as well as measurements from third-party providers and iGRPs with comScore Campaign Essentials or Nielsen Online Campaign Ratings (OCR) to ensure video ads are reaching the most relevant audience.
- In-flight Optimization: BrightRoll uses data from established and highly-credible third-party sources, such as comScore or Nielsen, to provide demographic information including age, gender, household income and number of households with children, as well as geographic location. Brand metrics including favorability, purchase intent, awareness and message recall are based on survey data provided through Dimestore and Vizu.
- User-friendly Interface: The AudienceConnect dashboard is intuitive and easy to navigate. A help center including a glossary and frequently asked questions (FAQ) section is also available. In addition, the insights modules provide intelligent and expert perspectives on key data trends.
"The BrightRoll AudienceConnect dashboard, which leverages comScore AdEffx Campaign Essentials reporting, demonstrates a continued commitment to bring advertisers comprehensive analytics and insights that ensure their messages reach the right audiences," said Erin Hunter, EVP of comScore. "This new dashboard, along with the launch of BrightRoll Total Audience Guarantee (TAG) last fall in partnership with comScore, expands the use of digital campaign reporting. These innovations mark an important evolution for online video and bring further parity between online and television buying."
Released in October 2011 and in use by dozens of customers, BrightRoll TAG is a first-of-its-kind program that gives digital video advertisers the ability to pay only for the impressions that actually reach their target audiences. Campaigns are delivered at scale, targeting 100 percent of the guaranteed impressions to an advertiser's audience. Advertisers know how many impressions will reach their target audiences before a campaign begins and post campaign they receive confirmation of impression delivery through comScore AdEffx Campaign Essentials. TAG is available for segments based on age, gender and geographic data.
BrightRoll is the world's leading provider of digital video advertising services. The company has access to billions of monthly digital video impressions across the globe through its network and exchange (BRX). The company enables advertisers to execute smart digital video advertisers across the web and mobile landscape. Proprietary buying technology, combined with full site disclosure and flexible targeting provides BrightRoll network and exchange customers with the reach, frequency and scalability needed to achieve campaign goals. The company provides publishers with access to the industry's largest video marketplace to maximize monetization of their inventory. BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California.
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