NEWS18 June 2010

BrightRoll brings together video ad measurement services

North America Technology

US— Video advertising network BrightRoll has unveiled a new reporting suite that uses measurement tools from ComScore, Nielsen, Vizu and InsightExpress to help clients assess ROI on online campaigns.

The new suite uses five products from the various ratings firms to measure the success of their video adverts in five key areas.

Data from InsightExpress surveys will be used to measure attitudinal impact on consumers while data from Nielsen’s NetEffect tool will be used to measure the impact of online advertising on offline purchasing habits.

ComScore’s Campaign Essentials data will be used to measure delivery of ads and the same firm’s Action Lift product to quantify site visits and engagement.

Lastly, Vizu’s Ad Catalyst platform is used to monitor the impact of various aspects of ads on brand metrics.

BrightRoll CEO Tod Sacerdoti (pictured) said: “Traditional metrics just don’t give a complete picture when it comes to understanding the ROI of online video. Our goal with this new suite and the research partnerships behind it is to provide the data and tools that will allow advertisers to measure the success of campaigns run on our network, while informing and optimising future campaigns for maximum impact.”

Meanwhile, Eric Bosco has left ComScore five months after being appointed chief product officer. In an internal memo published by TechCrunch, ComScore CEO Magid Abraham said that Bosco would be departing by “mutual consent”

The firm’s product design and planning and analytics solutions teams will now be led by Yon Nuta.