Reckitt Benckiser Teams With BrightRoll for Media and Technology Innovation on Extensive, First-of-Its-Kind Online

SAN FRANCISCO, CA, May 11 (MARKET WIRE) --
BrightRoll, the leading online video advertising network, today announced
that it has been selected by global CPG leader Reckitt Benckiser as a key
partner in an innovative, large budget online video advertising
initiative. The new program, which integrates traditional video creative
with interactive digital technology, aims to more closely align Reckitt
Benckiser's media efforts with the shift in consumer media consumption
and engagement.

As part of the new relationship, Reckitt Benckiser introduced a
first-of-its-kind interactive pre-roll unit that was fully integrated into
BrightRoll's proprietary ad serving platform. This new, innovative ad unit
enables a level of consumer engagement that both parties believe goes
deeper than television advertising and ensures that Reckitt Benckiser only
pays for placements where the campaign is delivered properly.

BrightRoll's relationship with Reckitt Benckiser is part of the company's
commitment to shifting advertising dollars from television to online video
-- a medium the company believes is increasingly effective for reaching
large, highly targeted audiences with the interactivity capabilities that
the Web provides. Recently, Reckitt re-allocated a significant portion of
its multi-million dollar measured-media budget from TV to online video.

"We view this relationship as a major step for the advertising industry in
terms of pushing the envelope of innovation and measurement," said Tod
Sacerdoti, BrightRoll's founder and CEO. "By fully integrating Reckitt
Benckiser's innovative ad unit into our platform, we are able to deliver
high volume, targeted impressions across the highest quality Web
properties. Together, we struck a balance between creativity and price --
something the industry as a whole has been working to do since the early
days of online video."

"Reckitt Benckiser's commitment to online video advertising stems from a
need to not only get in front of consumers, but to engage deeply with them
in brand-friendly spaces," said Marc Fonzetti, Reckitt Benckiser's Media
Manager and Internet Specialist. "We see online video as having the same
inherent quality as television, but with the added benefit of user
interactivity. BrightRoll's high quality, high volume publisher network,
and their ability to rapidly integrate our ad unit technology into their
platform, allows us to reach our target consumers and go beyond the
standard 30-second video experience. That's the kind of engagement needed
today to succeed not only in the online space, but also in the market as a
whole."

In addition to their groundbreaking video ad serving partnership,
BrightRoll and Reckitt Benckiser are conducting engagement and
effectiveness research around various aspects of online video advertising.
The results will be used to help brands and media buyers tap deeper into
the potential of the rapidly emerging market and validate early
assumptions about online vs. television results. "Internet Video has been
promoted from the minor leagues to the majors in terms of media placement
and consideration at Reckitt Benckiser," said Fonzetti, "so we aim to
prove without a reasonable doubt that it belongs there."

BrightRoll's relationship with Reckitt Benckiser further reiterates the
company's commitment to helping brand advertisers execute "smart video
campaigns" online. In January, BrightRoll announced their BrightRoll
Broadcast offering, which offers advertisers efficient access to
high-quality television content in a diverse set of content and
demographic categories. In May of 2008, BrightRoll streamlined the
ad-buying process by eliminating rich media fees, further supporting its
push toward creating a more advertiser-friendly online video environment.

About Reckitt Benckiser

Reckitt Benckiser is a world leader in FMCG home, health and personal
care. It's a FTSE top 25 company and since 2000 net revenues have doubled
and the market cap has quadrupled. Today it is the global No 1 in the
majority of its fast-growing categories, driven by an exceptional rate of
innovation -- near 40% of revenue comes from innovations launched in the
prior 3 years. It has a strong portfolio led by 17 global powerbrands,
such as Finish, Airwick, Lysol, Dettol, Vanish, Veet, Nurofen, Strepsils
and Mucinex, which account for nearly two thirds of its net revenue.
Reckitt Benckiser people are at the heart of the company's success. They
have an intense drive for progress and action and a desire to outperform
wherever they focus, even in CSR where the Company has the most ambitious
corporate responsibility programme in the industry. Headquartered in the
United Kingdom, the Company employs 23,000 people worldwide, with
operations in 60 countries and sales in 180 countries.

For more information visit WWW.RECKITTBENCKISER.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.

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

Copyright 2009, Market Wire, All rights reserved.

-0-