BrightRoll experiments with new online video ad metrics

BrightRoll, an online video advertising network, announced new pricing strategies that it says are more flexible and efficient for branded online video campaigns than current cost per click and cost per impression models. The "Performance Pricing" offerings introduce new measurement options called CPV and CPE, cost per completed video and cost per engagement, in an effort to reflect more accurately the brand lift and value of online video advertising.

The company said it wanted to break the norm of pricing campaigns based on video impressions, a method BrightRoll said "does not always map to the increasingly dynamic needs of brand advertisers," leading to unmet goals, overpricing and inaccurate measurement of impact.

BrightRoll CEO Tod Sacerdoti said in the release he thinks the performance pricing will allow remove inefficiencies in the online video advertising market by catering to the metrics that matter most to individual ad buyers.

For more:
- see the press release here 

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