SAN FRANCISCO, CA--(Marketwire - October 28, 2010) - BrightRoll, the leading provider of online video advertising services, today released the results of its inaugural survey of leading U.S.-based online publishers. The survey was conducted as a complement to BrightRoll's annual agency survey designed to gather information and perspectives from agency executives and media buyers. Both surveys have the same goal in mind: to gain insights from industry stakeholders to continue to grow the online video advertising industry and keep things moving in the right direction.
As consumers continue to turn to online video to watch their daily news and entertainment, advertisers and publishers alike have recognized this medium as a valuable way to reach consumers and to monetize online video content. As a result, video advertising is outpacing other forms of online advertising by at least 25%, according to two-thirds of respondents. Citing the medium's interactivity and ability to engage online audiences, 63% of publishers expressed optimism about the category's future, predicting higher CPMs leading into 2011.
The report also shows that publishers surveyed widely view ad networks as reliable partners for filling unsold inventory, as revealed by the nearly two-thirds of respondents who sell more than 20% of their potential ad space through a network. Respondents cited access to high-quality advertisers (33%), increased fill rate (28%) and increased ability to sell off remnant inventory (20%) as the benefits of working with an ad network.
Despite the category's rapid maturation, standardization and third party integration, there still remain some barriers to growth as third parties handle ever-increasing volumes of inventory. According to BrightRoll's survey, an overwhelming majority of publishers are both VAST (Digital Video Ad Serving Template) and VPAID (Digital Video Player-Ad Interface Definitions) compliant -- the initiatives enacted by the IAB to establish compatibility standards around how video ads are rendered and delivered. Nearly 78% of respondents reported that their third party ad serving is VAST compliant, while 69% reported VPAID compliancy.
Additional key findings from the report include:
- Pre-roll is still viewed as the most effective video ad unit: 94% of publishers who had used the unit said it met or exceeded their expectations.
- 32% of respondents indicate targeting as online video's most valuable trait.
- Standardization (45%), interruption of user experience (33%) and lack of advertisers (29%) were among publishers' primary concerns.
- According to publishers, the most acceptable forms of targeting are content (73%), demographic (71%) and deep geographical (61%). Retargeting (41%) received the least support among publishers.
"As consumers continue to move online and engage with video, advertisers are being forced to respond in kind and to shift campaign dollars. What they're finding is that online video offers advantages like interactivity, targeting and verifiable reporting that print and broadcast simply don't," said BrightRoll CEO Tod Sacerdoti. "Online video is poised for continued growth, adoption and maturity, and publishers' feedback is crucial as we work to propel the industry forward by reinforcing what's done well and improving on areas of concern."
To download a full copy of the results, please visit www.brightroll.com.
About BrightRoll
BrightRoll is the leading provider of online video advertising services, 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. In addition to its network of high-quality, brand-safe sites, BrightRoll helps the world's largest buyers of online video advertising achieve their campaign goals with efficient and transparent access to video inventory through the BrightRoll Exchange (BRX). BRX is a self-service, online video ad-buying platform that offers unmatched scale, efficiency and return on investment. 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:
Media Contact:
Lindsey Scott or Jason Throckmorton
LaunchSquad
Phone: 415-625-8555
Email: brightroll(at)launchsquad(dot)com