May 18, 2012
BrightRoll Launches AudienceConnect, A Campaign Dashboard to Measure, Interpret and Deliver Actionable Insights for Digital Video Marketers
BrightRoll, a provider of digital video marketing services, recently announced the release of AudienceConnect, the industry's first campaign dashboard to provide in-flight interpretations and actionable insights about advertisers' most important audiences and brand metrics. AudienceConnect includes measurements from third-party providers and delivers Internet gross rating points (iGRPs) that enable advertisers to evaluate video ad campaigns like traditional TV. The tool provides advertisers with a detailed analysis of their video advertising impact, all within an easy-to-use interface, according to the company. Audience data includes reach, impressions, unique viewers and frequency as well as including information from third-party providers for demographic and geographic indicators. Brand metrics include awareness, favorability or intent. The data interpretation contained within the dashboard enables advertisers to succinctly identify trends and provides the opportunity to optimize by audience demographics and brand metrics. "AudienceConnect takes the guesswork out of the information used to measure effective video advertising campaigns," said Tod Sacerdoti, CEO and founder of BrightRoll, in a news release. "It goes beyond providing advertisers with massive amounts of raw campaign data that they must sift through and analyze on their own. AudienceConnect supplies customers with powerful, yet direct insights that can be used for optimization, ensuring successful campaign outcomes."
Key features of AudienceConnect include:
- In-flight Audience Measurement: Advertisers may use the in-flight insights about reach and brand metrics as well as measurements from third-party providers and iGRPs with comScore Campaign Essentials or Nielsen Online Campaign Ratings (OCR) to ensure video ads are reaching the most relevant audience.
- In-flight Optimization: BrightRoll uses data from established and highly-credible third-party sources, such as comScore or Nielsen, to provide demographic information including age, gender, household income and number of households with children, as well as geographic location. Brand metrics including favorability, purchase intent, awareness and message recall are based on survey data provided through Dimestore and Vizu.
- User-friendly Interface: The AudienceConnect dashboard is intuitive and easy to navigate. A help center including a glossary and frequently asked questions (FAQ) section is also available. In addition, the insights modules provide intelligent and expert perspectives on key data trends.
"The BrightRoll AudienceConnect dashboard, which leverages comScore AdEffx Campaign Essentials reporting, demonstrates a continued commitment to bring advertisers comprehensive analytics and insights that ensure their messages reach the right audiences," said Erin Hunter, EVP of comScore, in the release. "This new dashboard, along with the launch of BrightRoll Total Audience Guarantee (TAG) last fall in partnership with comScore, expands the use of digital campaign reporting. These innovations mark an important evolution for online video and bring further parity between online and television buying."