BrightRoll Rolls Out Mobile Ad Capabilities

Video ad startup BrightRoll is extending its offering to mobile devices, enabling advertisers to create targeted campaigns across both online and mobile audiences through a single ad-serving platform. With the latest update to its BRX ad exchange, advertisers can now upload typical video creative, which will be automatically transcoded and optimized for mobile delivery.

BrightRoll’s addition of mobile capabilities reduces some of the pain that advertisers have in reaching audiences on smartphones such as the iPhone (s AAPL), iPad and various Android (s GOOG) mobile devices. Advertisers no longer need to maintain a separate ad serving technology for reaching mobile audiences with video ads, nor are they limited to delivering video ads only against video streams. In fact, much of BrightRoll’s focus has been on targeting ads at social games and other non-video applications.

The reason? Scale.

“Video advertising is much bigger than just video content,” BrightRoll CEO Tod Sacerdoti said in a phone interview.

Being able to serve video ads into mobile apps increases the addressable audience dramatically, and since BrightRoll can target its ads based on the type of mobile device, user location and content category, they are more likely to reach the desired audience. In addition to targeting technology, BrightRoll platform can deliver the same reporting and analytics that are available for online video ads.

(Disclosure: BrightRoll is backed by True Ventures, a venture capital firm that is an investor in the parent company of this blog, Giga Omni Media. Om Malik, founder of Giga Omni Media, is also a venture partner at True.)

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