BrightRoll Launches Video Impact(TM), a Video Advertising Product to Measure and Optimize the Impact on Retail Sales

SAN FRANCISCO, CA--(Marketwire - May 18, 2009) - BrightRoll, the leading branded video advertising network, today introduced a new service aimed at helping CPG brand marketers optimize the impact of online video advertising on retail sales. Available immediately to BrightRoll advertisers, Video Impact™, will measure the effect of campaigns on the BrightRoll network on offline purchasing intent and behavior, and enable advertisers to optimize the delivery of campaigns based on this data.

After surveying 150 advertising agency executives as part of its first Spring 2009 Online Video Advertising report, BrightRoll found that the vast majority of advertisers (87%) have not performed any in-house research around the efficacy of online video. Amongst respondents who suggested they would like to conduct in-house research, 39% would explore the impact of online video advertising on offline purchase behavior, 36% would explore changes in purchase intent / brand lift, and 25% would measure efficacy vs. television advertising.

Video Impact™ responds to the growing demand for reliable and trustworthy ways to gauge the return on investment (ROI) for CPG marketers. Leveraging BrightRoll's targeting and optimization capabilities and Nielsen's powerful measurement tools as the foundation for the offering, Video Impact™ is the first solution to give online video advertisers the ability to analyze the behavior of customers exposed to their campaigns, and then optimize the delivery of campaigns based on this data. In the process, engagement levels, behavioral targeting capabilities and ROI are closely tracked and analyzed.

"There is a big difference between measuring video efficacy with soft metrics, like brand recall or lift, and hard metrics, such as actual offline sales," said Tod Sacerdoti, CEO and co-founder, BrightRoll. "BrightRoll believes true video efficacy is measured by return on investment, which equates to consumers actually making purchase decisions, and we're enthusiastic that Video Impact™ will be advancing industry research in this area."

"Online video advertising is clearly a segment that is growing quickly and gaining acceptance amongst CPG companies," said Corey Jeffery, VP, Advertising Solutions, Nielsen Online. "That said, some question its efficacy. We hope that Video Impact™ will leverage our technology to help CPG companies better understand the role that online video campaigns have on consumer buying decisions."

In leveraging Nielsen's proprietary NetEffect service, Video Impact™ can anonymously track panel participants from the moment they view an online video ad across any site in the BrightRoll publisher network, all the way through to their offline CPG purchase activity. The results of the study can shed light on the driving factors of sales, including ad creatives, ad units, site placements, day parts, day of week and geographic location.

Video Impact™ is available to BrightRoll advertisers immediately. For more information, please contact: videoimpact@brightroll.com.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, and Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit www.nielsen.com.

About BrightRoll

BrightRoll is the world's largest and most trusted video advertising network, having served billions of advertisements since it was founded. BrightRoll helps major brands and agencies execute "smart video ad campaigns" across the industry's leading publishers, including three-fourths of the top 100 online media properties in the United States. BrightRoll's proprietary campaign execution, inventory management and advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered in San Francisco, California. BrightRoll offers its service at www.brightroll.com.

Contact Information: For More Information: Kasey Fleisher or Jason Throckmorton LaunchSquad Phone: 415-625-8555 Email: brightroll (at) launchsquad.com