Archive for the 'Ad Networks' Category

BrightRoll Fills Void Left By TV Networks

Published December 12, 2007 in Tod Sacerdoti, Ad Networks, BrightRoll and Video Advertising. 0 Comments

The television industry delivered another blow to the advertising community yesterday when NBC announced that they would be “giving advertisers cash back for prime time ratings shortfalls from last season.” Along with the writer’s strike, this represents the perfect storm - television inventory is lower quality AND now in lower quantity.

This is a horrendous outcome for all parties involved. Clients miss key marketing opportunities in the most important marketing period of the year, agencies miss their targets which is a disservice to their clients and tv networks miss out on significant revenue opportunities.

Additionally, this problem is only going to get worse. The writer’s strike has negatively impacted television content quality and ratings, but the real hit in both categories has yet to come. Many shows have strung along previously filmed content but are about to reach the end of that rope. If money is flowing back to agencies this quarter, expect a large chunk to be searching for a new home in Q1.

Fortunately, not all media channels are struggling. At BrightRoll, our video inventory is growing in both quality and quantity. We have significant Q4 and Q1 inventory available for broadcast buyers who have budgets previously allocated to under performing television placements.

Although we expect advertising dollars to follow their audience online regardless - sometimes it takes a shock to the system to accelerate the adoption.

BrightRoll Serves 1 Billionth Video Advertisement

Published October 24, 2007 in Ad Networks, BrightRoll, Video Advertising and Internet Monetization. 1 Comment

Two days after announcing our financing, we just released news of our billionth ad served which was the HP Gwen Stefani campaign. We are extremely excited about this milestone and believe it demonstrates the scale that is occurring in our business and the overall video advertising market. I have included the release below and it is also available on Yahoo.

SAN FRANCISCO, Oct. 24 /PRNewswire/ — BrightRoll, Inc., the world’s
largest video advertising network, announced today that it has served its
one billionth advertisement less than six months since hitting the
half-a-billion mark. BrightRoll helps leading agencies, representing brands
such as Wal-Mart, Hewlett-Packard and Sony Pictures, launch and scale video
campaigns across the industry’s leading publishers. Since the company
launched in July 2006, BrightRoll has expanded its reach to provide
execution capabilities across over half of the top 100 online media
properties in the United States. The one-billionth video advertisement was
served on September 27, 2007 for Zenith Optimedia, Hewlett-Packard’s
advertising agency.

The campaign, for Hewlett-Packard printers, features Gwen Stefani
elaborating on her creativity and the creative process. BrightRoll helped
Zenith Optimedia execute the Hewlett-Packard campaign across a portfolio of
stellar publishers such as CBS, Clear Channel Radio, CNN and ESPN.

“BrightRoll has been a huge asset to the online video planning and
buying process for Zenith Optimedia and Hewlett-Packard,” said Miranda
Molen, media supervisor at Zenith Optimedia. “They streamlined the creative
production process, improved media efficiency and provided strategic
metrics analysis. Put simply, their knowledge of the digital video
landscape and ability to execute campaigns is unrivaled.”

“Video advertising is an important new category of online marketing and
we are excited to work with national brands and premier publishers to
unleash the incredible opportunities it represents,” said Tod Sacerdoti,
CEO, Brightroll. “BrightRoll’s growth is further evidence that scalable and
trusted solutions exist in the marketplace today and that online video
advertising has officially arrived.”

BrightRoll executes video campaigns on hundreds of publisher sites,
including more than 50% of the top 100 online media properties in the
United States. The average BrightRoll video campaign reaches over 50
million unique users over a six week period. A video advertising innovator,
BrightRoll is built entirely on proprietary video ad serving, targeting and
optimization technology.

About BrightRoll

BrightRoll is the world’s largest and most trusted video advertising
network, having served more than 1 billion advertisements in 12 months.
BrightRoll helps major brands and agencies execute “smart video ad
campaigns” across the industry’s leading publishers, including over half 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 holds its headquarters in San
Francisco, CA. BrightRoll offers its service at http://www.brightroll.com.

Amazon releases Context Link

Published August 15, 2007 in Tod Sacerdoti, Ad Networks, Entrepreneurship and Internet Monetization. 2 Comments

I have been a long time Amazon.com Associate,amazon2.jpg ever since I released the eBook How To Use Google while in business school. I haven’t logged into my account in years but recently logged in and was impressed to see a new Context Link product (see Google Adsense example to the right). As a test of the new product, I thought I would list some great business books I have read below. If the product works, you should see a dotted underline that has a preview and links to Amazon.

Here are some of my favorite business books:

  • Hiring The Best - Martin Yate
  • Man’s Search for Meaning - Viktor Frankl
  • Made in America - Sam Walton
  • Trading Up - Michael Silverstein
  • The Tipping Point - Malcolm Gladwell
  • Rich Dad, Poor Dad - Robert Kiyosaki
  • Moneyball - Michael Lewis
  • Multiple Streams of Income - Robert Allen
  • Running Money - Andy Kessler

I promise to post more books soon and I will let you know how the Amazon contextual link performs.

AuctionAds - The real deal?

Published July 24, 2007 in Ad Networks and Internet Monetization. 3 Comments

My CTO mentioned the site AuctionAds to me today and I recalled that I hadn’t checked up on their progress. Boy was I surprised reading Shoemoney’s latest post on the topic:

(AuctionAds was) started in March and has grown to 25,000 publishers showing 300 million impressions a day on over 80,000 unique domains is the hottest new advertising product for 2007.

I think those numbers are impressive no matter what business you are in, but I find them particularly interesting given their traction relative to AdBrite. AdBrite claims around 650M daily impressions across 31,000 sites, which would mean that AuctionAds has nearly caught them in under six months.

Now, there are lots of reasons to questions these numbers and I have seen their ads in lots of questionable locations (such as ThePirateBay). However, I believe the most interesting question to ask is “Why have they grown so fast?”

My hypotheses for the early success of AuctionAds:

  1. They are compatible with Google Adsense (ie, you can run both)
  2. There are many sites that Adsense will not monetize (works for AdBrite too)
  3. The company was started by a famous money maker (ie, powerful distribution)
  4. The ads are actually relevant content to the site, so folks will run them even if the economics are not super

That all said, the rubber meets the road on economics. I have yet to find any bloggers at scale that are generating over a $.20 CPM, which is still small potatoes in most categories. This will be an interesting one to watch but I am an early believer for sure.

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