BrightRoll and other Video Ad Networks Partner with Magnetic to Leverage Search Retargeting and Optimize Performance of Video Ads
Many Video Ad Networks Apply Magnetic Search Data for Precise Targeting of Consumer Interests for Nearly Half of U.S. Online Video Audience
NEW YORK – August 10, 2010 – Magnetic (www.magnetic.com), the leader in search retargeting, today announced integration with BrightRoll, the leading provider of online video advertising services, to improve and optimize performance on video ads. BrightRoll now has a key differentiator, where it can apply the pinpoint accuracy of search engine marketing to deliver brand-building engaging ads to customers wherever they are on the purchase funnel. This is one of multiple agreements Magnetic has entered with video ad networks.
Search engine marketing is the highest performing form of advertising on the web. Magnetic applies this performance to other forms of display advertising. When users finish researching purchases and leave the search engine, Magnetic’s search data enables retargeting on all types of ads wherever consumers are on the web to significantly increase conversions. Magnetic has more than 270 million user profiles on a wide array of consumer intent such as finance, autos, consumer packaged goods, and travel.
“The amazing power of online video creates a visceral response from users, given how engaging the ads can be. Imagine serving a stylistic video of a BMW racing through the streets of New York to a user who is in purchase mode for a luxury car – and we know this because the user’s key word searches show the exact intent. This is the branding opportunity we are delivering,” said Josh Shatkin-Margolis, CEO of Magnetic. “By combining this opportunity with search, the highest converting source of data, we’ve made it easy for advertisers to create a perfect synergy of ad creative, media, and data.”
According to comScore, more than 177 million U.S. Internet users watched video content in June, and it recognizes BrightRoll as a top video ad networks in terms of potential reach of the total U.S. population. Online video advertising offers more variety and options in visually engaging with consumers than static text ads. As the segment applies search re-targeting to find the right audience in online video advertising, BrightRoll advertisers can now leverage search intent data with their own knowledge of what consumers want.
“We view search retargeting as a valuable tool that allows advertisers to reach specific consumers who will be most receptive to their brand messages,” said Tod Sacerdoti, CEO of BrightRoll. “By combining Magnetic’s targeting technology with our video advertising platform, we’re able to solve the needs of our advertisers by delivering targeted campaigns at scale with a high return on investment.”
Magnetic is making search retargeting easy for ad networks, agencies and DSPs. Its open marketplace leverages search intent data for all types of display advertising.
Magnetic™ makes search retargeting easy. The Magnetic data marketplace empowers advertisers and publishers to use search data as the key indicator of intent and re-target campaigns to the most relevant audience online. With more than 270 million search profiles, Magnetic significantly lifts the value of media and improves campaign performance. Magnetic’s advanced technology provides the largest payment to search data providers. It is the search data partner of choice for more than 90 leading agencies, ad networks and DSPs. Magnetic is headquartered in New York, funded by investors including Charles River Ventures, Ron Conway, NYC Investment Fund, Roger Ehrenberg of IA Capital, Founder Collective and NYC Seed. For more information visit:www.magnetic.com.