Purchase Online Advertising

					BrightRoll & Reckitt Benckiser Study Finds Online Video
Advertising Has Positive Effect on In-Store Purchase
Behavior
Thursday May 20, 2010 - 08:00 AM EDT

Source: Marketwire News Releases
Author: BrightRoll


Click here to read the original story


SAN FRANCISCO, CA -- (Marketwire) -- 05/20/10 -- BrightRoll, the leading branded video advertising
network, today released the results of its Video Impact study in conjunction with global CPG leader Reckitt
Benckiser (RB). The study, which was conducted using Nielsen's NetEffect product, found that a five-month
online video campaign for Air Wick Freshmatic and Scented Oils generated a 6 percent lift in in-store sales,
outperforming other measured digital campaigns for RB's products.

"This study confirms what we've been saying about the ability of online video to reach and engage consumers
in a way that no other category of online advertising can," said Tod Sacerdoti, CEO of BrightRoll. "Savvy
marketers like RB are always on the lookout for ways to measure the ROI of their advertising budgets, and
this study provides solid evidence of the offline sales impact of dollars allocated to online video."

"We've invested heavily in online video as a tool to reach our target audience as their viewing habits shift
from TV to online," said Marc Fonzetti, head of Integrated Media Services for RB North America. "Like
previous in-market research, this study clearly shows that partnering with a video network like BrightRoll is
an effective way to engage consumers, and ultimately, drive sales."

The study was designed to make correlations between consumers' in-store shopping activities and a video ad
campaign for Air Wick Freshmatic and Scented Oils, which ran on BrightRoll's network from April through
August of 2009. Amongst the responses measured were product purchase, total dollar purchase and product
penetration. The study is part of a groundbreaking video advertising partnership between BrightRoll and RB,
which includes various research initiatives intended to assess the effectiveness of online video advertising.

Notably, interactive video ads proved to have a greater impact on purchase behavior than linear video content.
This finding supports a BrightRoll survey released earlier this month, which revealed that more advertisers
(54%) planned to spend their creative budget on interactive pre-roll ads than in any other area.

This and other findings are revealed in the study, which can be obtained by contacting Charlie Whittingham,
vice president of sales for BrightRoll, at charlie(at)brightroll(dot)com.

About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing
and consumer information, television and other media measurement, online intelligence, mobile measurement,
trade shows and business publications. The privately held company is active in approximately 100 countries,
with headquarters in New York, USA. For more information, please visit www.nielsen.com.

About RB
RB is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net
revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority
of its fast-growing categories, driven by an exceptional rate of innovation -- near 40% of revenue comes from
innovations launched in the prior 3 years. It has a strong portfolio led by 17 global Powerbrands, which are:

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Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil,
Strepsils Gaviscon, Mucinex and French's, and they account for over two thirds of its net revenue.
Headquartered in the United Kingdom, the company employs 23,000 people worldwide, with operations in 60
countries and sales in over 180 countries.

About BrightRoll
BrightRoll is the world's largest and most trusted video advertising network, having served billions of
advertisements since it was founded. BrightRoll helps major brands and agencies execute "smart video ad
campaigns" across the industry's leading publishers, including three-fourths of the top 100 online media
properties in the United States. BrightRoll's proprietary campaign execution, inventory management and
advertising delivery technology provide brands and agencies with the reach, frequency and scalability needed
to achieve their campaign goals. BrightRoll is a privately held, venture-backed company and is headquartered
in San Francisco, California. BrightRoll offers its service at www.brightroll.com.

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For More Information:
Lindsey Scott or Jason Throckmorton
LaunchSquad
Phone: 415-625-8555
Email: brightroll(at)launchsquad(dot)com


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