Has it got the key to pre-roll?
BrightRoll is executing a pre-roll video campaign worth $1 million — something it claims is a first in the history of online advertising.
The global campaign will appear across 30 branded media publishers for one month. The client remains anonymous.
Many BrightRoll campaigns include pre-rolls — ads which run at the beginning of a video — but few use it exclusively. Companies that use BrightRoll to run exclusive pre-roll efforts include The History Channel, Chili's Grill & Bar, National Geographic, Blackberry, Supercuts, and Land Rover.
The number of BrightRoll's "exclusive pre-roll" clients grew from one to four by the end of 2Q08. It expects to have 10 such clients by the end of the year, CEO Tod Sacerdoti told ClickZ.
Sacerdoti called pre-rolls advertiser-friendly because they are both cheap and scalable. But effectiveness hinges on proper execution: ad length must be appropriate to video length, audiences must be identified and well-targeted, and frequency of ad exposure should be capped.
Rich media fees and use of multiple vendors also complicate the video ad-buying process, Sacerdoti warned. In May, BrightRoll eliminated rich media fees and integrated all media buys, including those without video, onto a single platform.
As the economy squeezes media budgets, ad efficiency is increasingly crucial to once-whimsical new media spenders. "When you need strong impact you basically spend the money on what works, not necessarily on the latest, new, fun and user-friendly ad idea," Sacerdoti said.
Fortunately for advertisers, rivals hoping to peddle methods that "work" are increasing in number. After various failed attempts to monetize the site, online ad giant Google recently announced it would begin running pre- and post-roll ads in YouTube videos.