Ad Firm Compiles Video Analysis Suite

US video ad network BrightRoll has unveiled a new reporting suite that offers a means to measure the ROI on their online video campaigns, using measurement and analytics tools from research partners including comScore, Nielsen, Vizu and InsightExpress.

Last year, BrightRoll launched an audience analysis and behavioral targeting program. Its new suite includes five products designed to help customers measure campaign success:

• Awareness - Measures the attitudinal impact of a campaign on brand awareness using InsightExpress surveys
• Impact - Leverages Nielsen's NetEffect tool to measure the impact of online video ad exposure on offline consumer purchase behavior
• Validation - Utilizes comScore's Campaign Essentials data to measure actual delivery on every campaign
• Effectiveness - Uses comScore's Action Lift product to quantify the lift for online behavior and engagement
• Optimization - Measures brand funnel metrics in real-time using Vizu's Ad Catalyst platform.

Tod Sacerdoti, CEO of BrightRoll, said that his firm expects to spend millions this year for the research provided by these partners.

'We think it will be a cost in the beginning but a huge revenue generator in the long term,' he explained. 'Our goal with this new suite and the research partnerships behind it, is to provide the data and tools that will allow advertisers to measure the success of campaigns run on our network, while informing and optimizing future campaigns for maximum impact.'

Web site: www.brightroll.com .