BrightRoll Allies With comScore on Enhanced Video Viewability Metrics

BrightRoll and comScore have teamed up to bring improved video viewability metrics to publishers and advertisers.

BrightRoll will use comScore’s validated Campaign Essentials (vCE) product suite to better show digital video campaign insights. The vCE product suite offers publishers and advertisers video viewability metrics that aim to improve upon traditional digital video impression metrics.

The vCE product suite produces digital metrics based on viewability instead of impressions. ComScore’s suite offers digital video campaign insights based on gross ratings points (GRPs), reach, frequency, and demographics.

According to comScore, the product suite can be used to offer advertisers and publishers audience guarantees. Serge Matta, comScore’s president of commercial solutions, said vCE will help advertisers better measure and validate audience reach for digital video ad campaigns.

“We are excited to work with BrightRoll to deliver their clients value in improving the efficiency and effectiveness of their digital video campaigns,” said Matta.

BrightRoll will use the product to offer improved metrics for its first ranked digital video advertising network. Last October, BrightRoll was ranked number one in video ad properties seen. According to a comScore study, the video platform had 1.8 billion video ads seen for the month.

“Brands are beginning to buy digital video more like traditional TV and our relationship with comScore enables us to give clients the audience validation they need,” said BrightRoll SVP of Research and Marketing Daryl McNutt.

ComScore’s vCE product suite has been gaining popularity in recent months. Since launching for video last October, the product has been implemented by digital video firms such as AOL, Forbes, and Casale Media.

VivaKi also started using the platform last year for its digital ads. Executives at the company said they hoped to use the platform to offer predictive insights into its digital ads.