BrightRoll Launches Mobile Video Ads Capabilities
Top online video ad network BrightRoll is stepping things up again, with mobile video advertising. It’s been a long time coming for BrightRoll, especially as the natural progression for videos has taken the leap to the mobile space.
Advertising in this arena is really starting to find its niche, and BrightRoll is catering to a very broad range of advertisers by incorporating a dedicated mobile front to its online video marketing options. BrightRoll’s mobile video ad network will support the iPhone, iPad, and Android devices. This first launch will provide mobile pre-roll video ads, along with its other online options. Mobile inventory will be available through both the company’s ad network and BRX, a self-service, online video buying platform announced last month.
The past year has seen quite an increase in video consumption, spurring a new market for advertisers, content aggregators and real-time sharing. This is in part due to mobile devices, which more readily support video viewing and creation, extending access for producers and advertisers alike. BrightRoll is taking advantage of this growing sector, presenting a centralized mechanism for developing and promoting brands through its extensive ad network.
“The addition of mobile inventory means that campaigns executed across the BrightRoll network will now have the added benefit of reaching a desirable audience of engaged and sophisticated consumers while they are on the go,” said BrightRoll CEO Tod Sacerdoti. “While we’ll bring the same value to mobile that we bring to online in terms of research, optimization and targeting, the sheer increase in scale that mobile inventory represents will fundamentally improve the results we’re able to deliver to our clients.”
What’s interesting about BrightRoll’s new capabilities is the transition it’s enabling for publishers and advertisers, particularly as the desktop web experience continues to seek more options in the mobile space. A number of cross-device platforms are emerging for creating and developing mobile apps, and this trend is carrying over into the advertising space.
When it comes to video ads in particular it will be interesting to see the range of ads that BrightRoll will eventually support and offer, given the extensive integration options mobile advertising offers. The gaming industry is already beginning to explore some deeply integrated advertising options, taking advantage of their mobile presence and leveraging it for its specific use cases. This is a huge area of opportunity for mobile video as well, and BrightRoll, with its massive reach, will be among the most likely to offer such options early on.
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