Yahoo’s BrightRoll pushes out video insights for advertisers

BrightRoll’s video ad platform now offers advertisers something new — data about campaigns for everyone.

The new tool, a customizable dashboard, will give advertisers a “health scorecard” aimed at programmatic video advertising campaigns. Below is a list of metrics for how BrightRoll will grade campaigns:

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• Performance: Provides detailed campaign metrics — including impressions, conversions, viewability, media cost, and more — in a customizable interface with easy-to-read and easy-to-share visuals so advertisers can make better campaign optimization decisions.

• Audience composition: Reports on ad delivery to target audiences with third-party, verified audience measurement data from comScore and Nielsen. Advertisers gather meaningful insights about unique viewers, frequency, GRPs and demographic composition to validate the ROI of their brand building campaigns.

• Brand lift: Displays a campaign’s upper funnel impact based on results from a customizable online survey from BrightRoll or a third-party. With access to control and exposed results, as well as creative and frequency performance, advertisers can optimize for brand awareness, brand perception, message recall and/or purchase intent.

• Social lift: Monitors the impact of video campaigns based on social media conversations so advertisers can identify trends and take action to amplify their message in real-time.

• Custom research: Delivers offline purchase behavior, online behavior or long-form survey results from a campaign so advertisers can measure and optimize campaign impact.

Yahoo purchased BrightRoll just last month for a whopping $640 million. The purchase aligns with CEO Marissa Mayer’s desire to build Yahoo up as a beacon of mobile, video, native, and social advertising.

This latest development will help bring BrightRoll up to speed with other offerings out there like TubeMogul and Google, both of which already offer insights.