Extreme Reach has announced a single workflow solution to execute and measure TV and online/mobile video ad campaigns. The solution unifies traditionally disparate buying and operational functions, as advertisers seek to reach consumers across multiple screens. Extreme Reach asserted the new solution could reduce workflow by up to 50%.
Extreme Reach, which provides video ad solutions across TV and online video, has acquired BrandAds, a startup that has developed a measurement solution for online video ads. Back in Sept. '13, I covered the launch of BrandAds Bridge product, which uses direct audience measurement to report on 30 difference performance metrics.
John Roland, CEO of Extreme Reach, told me that whereas the company's clients already have access to robust insights for TV ads, the BrandAds acquisition will enhance measurement of online video ads, something its clients are seeking. Doing so will provide a more accurate picture of video ads' effectiveness and the ability to reduce waste and inefficiency.
Video analytics provider BrandAds has released a survey showing that 60% of advertisers believe they can’t adequately measure the impact of their online video ad campaigns using currently available data and tools.
More than 50% of those surveyed also said that existing online video measurement tools are too expensive and create too much operational overhead. Over 80% said they must wait more than 24 hours before getting campaign data results, making it almost impossible to make real-time changes.
Startup BrandAds is announcing availability of its BrandAds Bridge product this morning, aiming to provide universal, real-time video advertising analytics. As Avi Brown, co-founder and CEO of BrandAds told me last week, the company is looking to solve the problem of ad buyers having to use multiple analytics solutions, with each one tied to a particular ad buying platform. Ultimately these need to be synched up in order for a buyer to understand a campaign's total results.