{"id":3916,"date":"2012-10-03T13:37:15","date_gmt":"2012-10-03T12:37:15","guid":{"rendered":"http:\/\/newvideofrontiers.com\/videoadnews.com\/?p=3916"},"modified":"2012-10-03T13:50:15","modified_gmt":"2012-10-03T12:50:15","slug":"phil-cooper-brightroll","status":"publish","type":"post","link":"https:\/\/videoweek.com\/2012\/10\/03\/phil-cooper-brightroll\/","title":{"rendered":"Q&A with Phil Cooper, European MD for Brightroll"},"content":{"rendered":"
\n

\"Phil<\/a>Phil Cooper<\/strong> is MD in Europe for Brightroll<\/a><\/strong>, one of the world’s leading video ad networks and ad exchanges. The company was established in 2006 and is headquarted in San Francisco, with international offices in the UK, Germany and Canada. Here Phil talks about what Brightroll have been doing in Europe, TV budgets moving online, the digital GRPs and the growth of mobile video.<\/p><\/blockquote>\n

Could you give a little background on what Brightroll do and explain where your video ad network sits in relation to BRX, Brightroll’s ad exchange?<\/strong><\/p>\n<\/div>\n

BrightRoll is purely focused on online video \u2013 as such we are the world\u2019s largest video ad network.\u00a0Globally we are responsible for 160 million monthly unique viewers, and in the UK we have 11.4m unique users according to comScore’s rankings for June 2012.<\/p>\n

We have access to billions of video impressions per month, enabling advertisers to execute smart video campaigns.\u00a0 BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California, with European headquarters in London, and offices in Germany and Canada.<\/p>\n

In the US where the network business is established we also actively encourage\u00a0 agency desks and competitors to access our inventory pools in BRX (BrightRoll Exchange). Recently We have added RTB access into BRX. In Europe our business is focused on our network model and we have already built an impressive pool of Publisher inventory.<\/p>\n

In the US Brightroll recently moved into second place for ads delivered, leapfrogging Hulu into second place behind Google for reach. What has driven the sudden surge in growth at Brightroll?<\/strong><\/p>\n

BrightRoll has the largest reach because of publisher relationships and integrations are the most popular amongst publishers and advertisers alike.\u00a0We are always in the top 3-5 by comScore Video Metrix ranking, but recently we are consistently positioned at no 2 behind Google, but in our own category of ‘Ad Networks’, we enjoy first\u00a0position by reach in the US and UK.<\/p>\n

Is Brightroll enjoying similar success in the European markets? Which countries are you working in and are there any markets that are growing particularly quickly when it comes to video?\u00a0<\/strong><\/p>\n

We have offices in the UK and Germany; but we also operate pan-European and multi-territory campaigns from the European offices.\u00a0 We make use in Europe of proven tech but interpret our offering for local consumption.<\/p>\n

The online video market is growing everywhere, and as this develops with technology through handsets, mobile and TV connectivity we can only see this expanding further.\u00a0 The UK market is particularly exciting for innovation at the moment.<\/p>\n

Has Brightroll been using the digital GRPs? Are TV buyers accepting them and do you think they’re a help or a hindrance when selling video?<\/strong><\/p>\n

Online video is a new medium, as consumer take up has increased demand \u2013 the advertising industry has been slower to come to the table.\u00a0With all media \u2013 advertisers and agencies need to understand the metrics surrounding reach, consumer engagement etc.\u00a0 GRPs are an easy language to bring TV buyers on board.\u00a0 But it is an antiquated measurement for online video \u2013 which doesn\u2019t accurately reflect video\u2019s targeting superiority.\u00a0 Or that you can control frequency much more precisely.<\/p>\n

We do need a form of measurement, without a doubt, to enable advertisers to buy and measure all video with one common metric.\u00a0 But as today\u2019s audiences are consuming video across multiple platforms: TV, online and mobile \u2013 with all the nuances in day-parting strategy this entails.\u00a0 The TV audience and online video audience are not the same, and the metric originally created for TV needs to be adjusted to fairly measure online video\u2019s audience reach and reflect the consumer activity.<\/p>\n

What has Brightroll been doing in mobile and what type of advertisers are using mobile video?<\/strong><\/p>\n

BrightRoll\u2019s mobile video offering allows advertisers to execute targeted campaigns at scale, whilst remaining fully transparent so advertisers know exactly who has seen their video, at what time and on which app or mobile site. This combination enables mobile advertisers to target audiences using a variety of criteria including type of device, user geo-location and content category.<\/p>\n

The company\u2019s mobile network currently generates more than one billion monthly impressions, with 400 million of those in Europe and 200 million in the UK, across 6,000 mobile apps and websites. Over the past six months, BrightRoll has run mobile video campaigns for brands such as Ford, eBay, Paramount, Dell and T-Mobile.<\/p>\n

BrightRoll launched mobile interactive pre-roll (IPR) in the UK and Germany in February 2012.\u00a0 And BrightRoll has just signed a deal with Innovid announcing the adoption of interactive mobile solutions.\u00a0 It means that, for the first time, advertisers in UK, Canada and Europe can create seamless, interactive pre-roll experiences delivered through BrightRoll\u2019s network, across PC, smartphones and tablet devices.<\/p>\n

We are working with Innovid because of their technology. BrightRoll is the first company to integrate with Innovid on interactive mobile pre-roll.\u00a0As Tal Chalozin, co-founder of Innovid explained at our Mobile Video Summit two weeks ago: a key benefit is that for the first time advertisers can use one creative and tag across online, smartphones and tablet devices. This enables brands to maximise use of their creative assets.<\/p>\n

We are able to integrate social media tags like Twitter and Facebook \u2013 and run the advertising on all digital platforms.\u00a0And BrightRoll is now able to offer a seamless brand experience on interactive mobile pre-roll format.<\/p>\n

As video grows, who do you think is losing out i.e. is video budget mainly winning budget that would have been spend on display, or are we really starting to see TV budgets moving online?\u00a0<\/strong><\/p>\n

Ultimately, buyers are utilising TV budgets online.\u00a0 It\u2019s not happening quickly.\u00a0 But this is because historically, this is the largest investment most brands make.We as an industry need to ensure agencies as well as advertisers understand the benefits of the medium \u2013 and the growth of audience to take advantage of superior targeting.<\/p>\n

It isn\u2019t about \u201cTV, Print, Offline\/Online\u201d anymore, it has to be where the audiences are, how this works for the brands.\u00a0 It requires a different mind-set at the agencies, and advertisers need education \u2013 but it will come back to trust in the metrics.<\/p>\n

Is there any end in sight when it comes to the shortage of premium inventory? What could be done to increase the amount of inventory available?<\/strong><\/p>\n

\n

I don\u2019t see there being a lack of supply in video any time soon.\u00a0 There\u2019s plenty of inventory, and as we get the message out there about superior targeting \u2013 it will draw in advertisers and make this a robust proposition for them.<\/p>\n<\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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