News Byte: BrandAds Bumps Up Metrics for Online Video

Share this content:
BrandAds' Ryan Pamplin
BrandAds' Ryan Pamplin

Earlier this week, the Media Ratings Council (MRC) lifted its advisory against using “viewable impressions” as a metric for charging for display ads, a move that bolstered the spirits of many a digital marketer. But Ryan Pamplin was not impressed. The cofounder and CRO of BrandAds, a provider of online video software, holds that MRC's move does nothing for pre-roll video.

“Viewability is not the issue; it's a symptom of the issue,” Pamplin says, noting that the problem is a host of “bad actors,” up to and including video ad networks, that sell impressions for unviewable ads. One case in point: pre-roll served up on small banner sizes upon which the ads are incapable of being fully seen or heard. “It's junk, and they're selling it and counting it as impressions,” Pamplin says.

That situation led to BrandAds's release this week of Bridge 2.0, an updated version of its video ad server that gives marketers the ability to track the video player sizes as well as specific domains where their ads are served on a dashboard. This allows for metrics that track traffic quality and viewability, and that can single out which media vendors and domains are wasting their budgets.

Pamplin claims that BrandAds's Bridge platform draws between a 15 and 20% response to single in-video survey questions, providing users with a broader sample than they get from subscription ratings services to create brand lift analyses by audience segment.

“Last year, for the first time, there was more video advertising consumed online than on TV,” Pamplin says. “What we do is provide a way to measure it.”


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above