Home  › Media › Video
brightroll

BrightRoll Adds Mobile Inventory to Video Ad Network and Exchange

  |  September 23, 2010   |  Comments

The network will sell video ads into applications on mobile devices such as the iPhone and Android.

Online video ad network Brightroll has begun to include mobile inventory across its network and exchange, offering advertisers the ability to run 15- or 30-second video ads on mobile devices such as the iPhone, and handsets running Google's Android platform.

Although the availability of mobile video inventory remains limited, the company says it no longer defines pre-roll as an ad before video content exclusively, which greatly expands the potential scale of its network. "We've moved past that definition, and transitioned from serving ads before video content to serving ads before free content," said Tod Sacerdoti, BrightRoll CEO. "Advertisers care about buying an ad experience, not a content experience," he added. That approach allows the company to sell into almost any form of mobile content, including games, productivity tools, and even simple text-based media.

According to Sacerdoti, mobile apps will contribute the vast majority of inventory to the network. "Many of the free app experiences for consumers are still poor... If there is an established monetization vehicle for developers, those apps will get better. For developers, ad rates in video are around ten times what they would probably get from display," he said. Meanwhile for advertisers he suggests, "There's no ad format other than television where you have the entire user experience consumed by the ad."

A range of mobile ad networks currently offer similar video solutions including click-to-video and video interstitials, and networks such as iVdopia have specialized in selling pre-app video ads to brands including Coca-Cola and Miller Light.

BrightRoll's potential advantage is the advertiser base already making use of its desktop video ad network. According to comScore, BrightRoll was the third largest video ad entity in June, behind Hulu and competing network Tremor Media. Sacerdoti said expanding clients' existing online video campaigns to mobile is "as simple as checking a box," since the same 15- or 30-second creative is used, and he hopes advertisers already targeting an audience through its existing network will simply extend those campaigns to mobile.

BrightRoll says it has already conducted mobile campaigns for clients in the automotive, CPG, and mobile communications sectors, but declined to reveal details of specific advertisers.

Mobile inventory will also be made available via the company's recently launched video ad exchange, Sacerdoti said. However, it won't be subject to the same level of targeting as desktop inventory, offering targeting options based on geography, handset, daypart, and content type.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...