BrightRoll Unveils 'Performance Pricing'

Addressing demand for more flexible and efficient pricing models, branded video ad network BrightRoll on Wednesday debuted a portfolio of new pricing methodologies. The "Performance Pricing" offerings include a range of engagement and performance-based ad options like cost per completed video, cost per engagement, and cost per click.

BrightRoll co-founder and CEO Tod Sacerdoti said the new options were driven by market demand for greater accountability in the nascent Web video space.

"'Performance Pricing' demonstrates that there is no one right way to buy online video advertising," said Sacerdoti. "By letting customers pay on the metrics that most benefit their individual campaigns, we're continuing to remove inefficiencies in the video inventory buying process."

Since launching in mid-2006, BrightRoll has focused exclusively on matching brand advertisers with "quality" branded media properties.

Sacerdoti believes BrightRoll is therefore well-positioned to take advantage of advertisers' and consumers' "flight to quality," which some experts believe can occur during uncertain economic times.

The San Francisco-based startup recently sought to expand its East Coast presence with the addition of several sales managers, including former Heavy.com sales executive Tommy Pizzo.

The privately held BrightRoll does not disclose financial information, but Sacerdoti assured that the number of agencies making "serious commitments" is only growing this year. "We did two deals worth over $1 million last year, and we'll definitely do more than three this year," he recently told Online Media Daily.

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