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

SAN FRANCISCO, CA, May 18 (MARKET WIRE) --
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(TM), 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(TM) 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(TM) 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(TM) 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(TM) 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(TM)
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(TM) 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.

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

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