BrightRoll Proves Online Video Means Offline Sales

Written on
May 21, 2010 
Sarah Novotny  |


ADOTAS – BrightRoll, a branded video ad network, released results of its Video Impact study in conjunction with global CPG leader Reckitt Benckiser (RB). The study found that a five month online video campaign for Air Wick Freshmatic and Scented Oils generated a 6% lift in in-store sales, outperforming other measured digital campaigns for RB’s products.

BrightRoll CEO Tod Sacerdoti said, “This study confirms what we’ve been saying about the ability of online video to reach and engage consumers in a way that no other category of online advertising can. Savvy marketers like RB are always on the lookout for ways to measure the ROI of their advertising budgets, and this study provides solid evidence of the offline sales impact of dollars allocated to online video.”

“We’ve invested heavily in online video as a tool to reach our target audience as their viewing habits shift from TV to online,” said Marc Fonzetti, head of Integrated Media Services for RB North America. “Like previous in-market research, this study clearly shows that partnering with a video network like BrightRoll is an effective way to engage consumers, and ultimately, drive sales.”

Notably, interactive video ads proved to have a greater impact on purchase behavior than linear video content. This finding supports a BrightRoll survey released earlier this month, which revealed that more advertisers (54%) planned to spend their creative budget on interactive pre-roll ads than in any other area.

Sarah Novotny is a contributing editor at Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

Reader Comments.

“RedOrbit does not, nor has it ever, engaged, assisted in, or condoned click fraud. We are disappointed that Microsoft has made these completely baseless allegations, and intend to defend against them vigorously.

“RedOrbit was selected by Microsoft to help them test their BETA advertising platform, known as pubCenter, and we participated for approximately five months beginning in September 2008. An anomalous click spike occurred over a brief period of time in January 2009, and we immediately worked with Microsoft to identify the reasons for the occurrence, including providing them with complete access to our logs. At the time, Microsoft did not conclude that there was any suspicious activity on the part of RedOrbit and we discontinued working with them.”

“RedOrbit did not participate in the scheme Microsoft alleged and was never paid for the clicks in question. We do not understand why Microsoft has chosen to launch this unsubstantiated lawsuit and public relations campaign against RedOrbit a year and a half after it failed to conclude that we had anything to do with the events in question. We look forward to refuting these claims in court.”

Posted by Eric Ralls | 7:46 am on May 22, 2010.

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