BrightRoll expands mobile video ad suite

DetailsJoseph O'Halloran | 01 May 2015

Attempting to help advertisers maximise the impact of multiscreen mobile online video campaigns, BrightRoll has enhanced its suite of solutions regarding ad effectiveness measurement, implementation and mobile app reach.

Specifically, BrightRoll is expanding its mobile offerings to enable access to Nielsen Digital Ad Ratings Across its DSP, turning on Yahoo App Publishing in its Marketplace product, and claims to be 'bringing in-app mobile video measurement to life' with the MRAID video addendum.

Integrating Nielsen Digital Ad Ratings is designed to give online video advertisers the built-in tools needed to plan, optimise and report on campaigns from a single platform at no additional cost. Advertisers are now said to have the unique ability to maximise campaign efficiency by forecasting whom their ads will reach in each inventory and intended data segment before spending any money on testing, based on Nielsen's in-target composition data. Among other key benefits, BrightRoll says that an improved workflow helps clients compare their Web and mobile results to better understand their target audiences with cross-device audience measurement.

Through its collaboration with the IAB, BrightRoll co-authored the recently released MRAID Video Addendum and now claims to be able to provide mobile video advertisers with several key benefits, including simplified mobile video executions, the ability to engage viewers with interactive mobile ads and increased insight into video activity.

"Mobile advertising has experienced impressive growth, but the majority of marketers are still uncertain about how to execute and verify the effectiveness of their mobile video campaigns," commented Tod Sacerdoti, BrightRoll CEO and founder, on the moves his company has made. "Mobile has always been an important area of focus for us, and we are doubling-down on our efforts to give advertisers the ability to measure performance across the breadth of devices to better understand their target audiences and effectively spend marketing dollars."