BrandAds co-founder and CEO, Avi Brown, and his team said they saw a need for more transparency in video ad campaign effectiveness. Today, after two-years of development and testing, the team launches its first product, BrandAds Bridge, to measure video ad performance in real-time.
“At a time when there is an aggressive doubling down on video ads from brands, we wanted to give them unbiased data so they can buy smarter.” Brown said by phone during a demo, adding, “Really this is about the future of television and ultimately media consumption as a whole. The line between TV and connected video is getting blurrier, and eventually it will go away.”
The platform consists of several dashboards showing real-time effectiveness and engagement metrics by creative and vendor. The dashboards are designed to give marketers the data they need to adjust video ad creative or reallocate budgets mid-flyte.
The company relies on direct audience measurement to gather what it says is statistically significant consumer data by campaign. “There are crazy mathematical extrapolations going on: people looking at 30 people out of millions of impressions and saying it’s statistical,” said Brown.
BrandAds Bridge serves short surveys to a selection of users who see the ads. Marketers can customize the questions asked. For example, in the dashboard above, the responses to “Who is starring in the upcoming movie [anonymized]?” comes from that client’s own polling question. Brown says marketers have full view into the number of people who take the surveys and their answers.
BrandAds Bridge also provides viewability metrics. Brown mentioned the company is among a handful of companies providing data to IAB and MRC as those organizations work to establish a viewability standard for video ads. “Viewability will eventually be the norm. It’s where digital advertising is going, ” says Brown.