BrightRoll Study Reveals Agencies Perceived Greater ROI From Online Video Advertising in 2009

SAN FRANCISCO, CA, Apr 22 (MARKET WIRE) --
BrightRoll, the leading branded video advertising network, today released
the results of its second annual Online Video Advertising Report, which
explores spending patterns and sentiments towards the online video ad
sector. While last year's report indicated that online video was still a
nascent medium, this year's findings reveal that advertisers are becoming
increasingly reliant on online video as a proven means to reach targeted
audiences at scale.

BrightRoll, which, according to Quantcast, is the largest video ad
network in the U.S. and reaches 54.6 million viewers per month, conducted
the study as part of its mission to uncover and share insights that will
help move the online video industry forward. The report was based on data
from a survey of executives and media buyers at leading advertising
agencies across the country and found that online video has continued to
grow in terms of effectiveness and value. This perceived increase in
value from online video buys will continue to drive growth in this
category, as evidenced by the fact that in the 2009 study 87% of
respondents planned to devote more of their budget to online video,
whereas in 2010, 94% of respondents plan to increase their spending in
this area.

Since last year's study, agencies are becoming increasingly comfortable
navigating the online video space and negotiating better deals, resulting
in the perception by 83% of respondents that they are receiving greater
value for their spend this year than they were last year. Lower rates,
better targeting, more access to quality inventory and the emergence of
performance-based metrics like cost per engagement (CPE) and cost per
video view (CPV) all contributed to the perception of increased value.

Key findings from the report include:

-- 56% of respondents stated that they view online video advertising as
either "more effective" or "much more effective" than other forms of
advertising.
-- Targeting was identified as online video's most valuable asset by 32%
of respondents, followed by ad unit format (21%), reach (19%), price
relative to TV (10%) and ability to reuse creative (10%).
-- 45% of respondents said they would most like to base online ad spend
on cost per video view (CPV) while 34% said cost per engagement (CPE)
and 16% said cost per impression (CPI).
-- In 2009, advertisers, on average, bought 42% of their online video
through ad networks, 43% of their video directly through publishers
and only 15% through portals.
-- In 2010, the majority of advertisers plan to spend their creative
budget on interactive pre-roll (54%) as opposed to branded
entertainment (20%), consumer content or webisodes (15%) or other
forms of creative content (11%).

"Online video underwent a cycle of massive innovation in 2009, and
has matured into a highly effective platform for advertisers to connect
with their target audiences online," said BrightRoll CEO Tod Sacerdoti.
"My hope is that this study will form the basis of a continued effort to
educate the industry about online video's capabilities, as well as the
areas that need attention in order for it to continue to move forward.
The BrightRoll team looks forward to contributing to the category's
continued success and evolution."

To download a full copy of the report, please visit www.brightroll.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:
Lindsey Scott or Jason Throckmorton
LaunchSquad
Phone: 415-625-8555
Email: brightroll(at)launchsquad(dot)com

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