The BrightRoll Exchange (BRX), the world’s largest video advertising exchange, hosted its biannual BRX Video Summit last week, drawing more than 200 professionals from across the digital advertising landscape to the Metropolitan Pavilion in New York on October 3. The Fall 2012 event featured keynotes and panel discussions from industry experts sharing insights into the trends and technologies shaping video advertising, and the power of ad exchanges to capture audiences and grow business.
BrightRoll CEO and founder Tod Sacerdoti set the tone for the half-day event, welcoming attendees and providing an overview of the digital video advertising ecosystem. Among topics discussed were the rapidly growing market for video ad exchanges (as seen by BRX, with a 231% YoY growth in global ads served), the industry’s shift toward programmatic buying and the overall growth of mobile, stating the majority of video ads globally would be mobile in 2-3 years.
Sacerdoti also shared his priorities for BRX in the coming year, including enhancements to the video ad exchange platform that provide greater transparency, measurement and optimization, targeting and integration, as well as a continued focus on real-time bidding (RTB) and mobile.
“Video has become an essential part of the online advertising mix, and advertisers are allocating more budget to digital media in order to reach audiences across the four screens — online, mobile, tablets and connected TVs,” said Sacerdoti. “BRX is making continuous improvements to the video ad exchange to support all major digital ad platforms, including mobile, which we are projecting close to 50% of our global inventory to be mobile by the end of 2012.”
A series of panel discussions followed, featuring candid conversations from high-level executives and industry experts on some of the hottest topics in digital advertising today:
— Marketer Spotlight: Perspectives on Video Advertising: Bob Arnold,
associate director, global digital strategy at Kellogg, walked the
audience through the key elements of a successful digital ad campaign,
including how budget is allocated. He revealed programmatic buying
plays an important role in Kellogg’s ad strategy, accounting for about
60% of digital ad spend. Since incorporating this strategy, Kellogg
has seen 5 to 6 times improvement in ROI.
— Inflection Point: Video’s Coming of Age within Major Ad Exchanges: CEO
and co-founder of AppNexus, Brian O’Kelley, talked about the growth in
demand for mobile video on the ad exchange, and where we are seeing
the greatest demand for this type of ad unit. He touched on the rising
popularity in programmatic video ad buying, RTB and the key drivers
and roadblocks to continued growth of video buying on exchanges.
— How RTB Video Buying Platforms are Delivering ROI and Accountability
for Brand Advertisers: Richard Frankel, president and co-founder of
Rocket Fuel, and Anthony Iacovone, founder and CEO of AdTheorent,
discussed RTB video buying strategy, sharing best practices and
strategy for delivering ROI and success for brand advertisers.
— Moving Beyond the Click:How New Creative Formats are Driving Deeper
New Forms of Engagement: Candice Puzak, media director at Brunner
shared best practices from a client campaign that used interactive
creative to better engage users with ad content. Innovid CEO and
founder Zvika Netter discussed the technology behind the interactive
video ad unit and the benefits for advertisers.
— Audience Targeting Strategies that Work in Video: First and Third
Party Data: Omar Tawakoi, CEO of BlueKai and HP’s senior manager of
digital marketing, Mabelle Artz discussed video campaign delivery,
targeting products and measurement tools that are being developed to
meet the needs of video advertisers.
In midst of the panel sessions, Terence Kawaja, CEO and founder of LUMA Partners, delivered an exciting keynote that addressed the shifting mobile video landscape and how the ad exchange ecosystem is driving a shift in media buying, particularly with the rise in popularity of programmatic buying and RTB. He also revealed his latest video LUMAscape, highlighting the key players in the industry, as well as opportunities that exist within the video ecosystem.
“The BRX Video Summit is the perfect forum for industry professionals to come together and discuss the trends and technologies shaping digital video advertising and exchanges,” said Mabelle Artz, senior manager of digital marketing at HP. “Mobile has opened the door to exciting new opportunities in video, and this event is a great opportunity to hear from industry thought leaders and share best practices to help plan and execute stronger, more impactful campaigns.”
If you missed the Fall 2012 BRX Video Summit, the panel sessions will be available on the BRX YouTube Channel. The next BRX Video Summit will be held in Spring 2013.
About The BrightRoll Exchange The BrightRoll Exchange (BRX) is the world’s largest video advertising exchange. With more than 4 billion ads served monthly across thousands of websites, tablets, mobile and Connected TV devices, BRX offers buyers access to massive pools of audited, brand-safe inventory, transparent site-lists and advanced audience targeting. BRX provides publishers a convenient and effective way to maximize monetization of their available inventory.
About BrightRoll BrightRoll is the world’s leading provider of digital video advertising solutions. The company has access to billions of monthly digital video impressions across the globe through its network and exchange (BRX). The company enables advertisers to execute smart digital video advertisers across the web and mobile landscape. Proprietary buying technology, combined with full site disclosure and flexible targeting provides BrightRoll network and exchange customers with the reach, frequency and scalability needed to achieve campaign goals. The company provides publishers with access to the industry’s largest video marketplace to maximize monetization of their inventory. BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California. For more information visit brightroll.com or brx.com