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February 01, 2013

BrightRoll Threatens Google's Share of Video Market

By Jody Ray Bennett, TMCnet Contributing Writer

BrightRoll, Inc. is a San Francisco-based company that works to match up websites seeking ads with advertisers seeking Internet airtime. Founded in 2006, the company has nearly passed Google in rank by the total number of online video advertisements in two of the last three months.

ComScore, the company who publishes the rankings, stated that “BrightRoll and Google (News - Alert) are neck-and-neck. BrightRoll has been doing an amazing job in growing their business.”

The two companies take different approaches to making money from online video advertisements. Google sells commercial slots to be run when users view clips on YouTube (News - Alert), which it bought out in 2006. While Google takes a direct method, BrightRoll acts as an intermediary, finding websites that want ads and companies who want to run ads and take a cut once a deal has been reached.

BrightRoll currently has a network of more than 6,000 mobile applications and websites, and helps clients evaluate the effectiveness of their campaigns.

A sea change is underway in regard to video consumption; major television advertisers are now allocating around five percents of their budgets to Web video, with some industries pushing in even more. BrightRoll's chief executive, Tod Sacerdoti, commented that “Online video is finally at the scale that's big enough for national advertisers. It's large enough to matter.”

By 2016, video will make up 14.5 percent of all U.S. Digital-ad revenue, according to EMarketer, Inc.

Advertisers have been wary to approach Web video with their products because they worry about the incongruity of low-quality content next to their ads. However, both Google and BrightRoll have analytics to provide advertisers with better data on how their ads are received.

Google's subsidary AdMob (News - Alert) also delivers content to mobile subscribers.

BrightRoll offers real-time bidding for online commercials, which according to Sacerdoti, “is the fastest-growing part of our business.”

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, happening now in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Braden Becker
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