Thursday, September 23, 2010, 11:21 AM ET|Posted by Will RichmondOnline video ad network BrightRoll is announcing this morning that clients can now buy pre-roll ads in mobile streams using the same BrightRoll buying platform as they use for online video. The move is further evidence that as the universe of mobile devices that play video continues to proliferate, the infrastructure that allows unified media planning and buying will follow.
BrightRoll said that it can accept traditional TV ads and format them properly for mobile devices such as the iPhone, iPad and Android. Targeting can include type of mobile device, user geo-location or category. Mobile video ad inventory is available either through BrightRoll's traditional network sales team or through its new BRX self-serve market. BrightRoll recently announced that BRX achieved $1 million of ad buys in its first month of availability.
With the move, BrightRoll is elbowing its way into the mobile space that players like Transpera, Rhythm New Media and others have been active in for a while. In addition, other ad networks such as Tremor Media, YuMe and ScanScout have each announced HTML5 support to place video ads in mobile devices like iPhone, iPad and Android. Inevitably I think all the major video ad networks will offer unified mobile and online video solutions.
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