Audience profiling available across thousands of sites, enabling GRP model
WESTMINSTER, CO (December 14, 2009) – SpotXchange announced today that it is now offering advertisers the ability to plan and buy campaigns targeted at specific demographic audiences across each of its 2,500 partner sites. The emerging video ad network becomes one of the first in the online video advertising market to roll out a demographic and audience verification service across its entire network, enabling marketers to evaluate and buy online video based on the same audience-based criteria they use to plan and buy traditional TV.
“Rather than buy video based purely on site context and the video programming resident on a site, we now offer advertisers the ability to target and effectively reach specific audiences,” said SpotXchange CEO Michael Shehan.
Teaming with audience insights provider Quantcast to enable the offering, SpotXchange makes the comprehensive service available to advertisers across the entire 55 million unique consumers it reaches every month through its pre-roll video ad network. Through the collective participation of millions of Web destinations in its service, Quantcast provides the unique ability to understand and organize all 220 million US Internet users in real time.
“We took a network-wide approach to offer audience-targeting as a third-party service,” Shehan said. “As a result, marketers can now qualify their intended audience before delivering a video ad to one or many.”
SpotXchange uses the Quantcast Media Program to package inventory on a real-time basis so that advertisers can reach highly enriched audiences that best match their target consumer. The solution enables marketers to define audiences based on their best performing consumer groups and media companies to deliver audiences that match these targets, reducing media waste and improving yield.
“Before any of our video ads are delivered, SpotXchange verifies that the requesting user machine matches our intended audience segment,” said Marc Fonzetti, Advertising Manager and Internet Specialist for Reckitt Benckiser. “If there’s a match, the appropriate video ad is returned. Without a match, no ad is delivered, which cuts down the number of wasted video impressions we might normally serve.”
In addition to reducing media waste, SpotXchange’s demographic targeting service also enables the company to offer online video on a “cost-per-point” basis, which transforms digital video into broadcast terms.
“We can now determine how many available monthly GRP’s exist for each demographic, segment as well as how many monthly video impressions can be served across the SpotXchange network for each of those demographics,” said Bryon Evje, EVP of Sales & Business Development at SpotXchange. “SpotXchange can utilize that GRP and impression data along with the CPM’s for each target demo and calculate a cost per point.”
About SpotXchange
SpotXchange is a performance-based video advertising network that guarantees that marketers generate a return on investment. Combining the power of video with advanced targeting technologies and an efficient exchange-based marketplace, SpotXchange enables advertisers to achieve their campaign goals regardless of the metric – more sales, registrations, phone calls, website visits, interactions, brand lift, purchase intent, in-store visits, etc. According to comScore’s September 2009 data, SpotXchange was the fifth-largest video ad network, reaching 55M unique visitors per month through pre-roll and 118M unique visitors per month through pre-roll and in-banner video ads.
About Quantcast
Quantcast measures and organizes the world’s audiences in real-time so advertisers can buy, sell and connect with the people who matter most to them. We provide advertisers with a new way to evaluate their target customer profiles against the entire U.S. Internet population, so they can identify prospective customers numbering in the millions, even tens of millions. Launched in 2006, we are currently used by the top 10 media agencies and more than half of the top advertising supported publishers. Quantcast works with over 30 of the top brands by advertising spend and marketers from every major vertical use us to define and buy the audiences that matter to them most. Quantcast connects the planning, buying, and media fulfillment processes, delivering the marketplace’s most consistent and accountable audiences for the industry’s leading quality destinations. Quantcast is based in San Francisco and New York with data centers around the globe. The leadership team consists of top talent across technology, advertising, and media. Come get Quantified at www.quantcast.com.
Alex Bogusky, the coolest investor in the world and co-chairman of Crispin, Porter + Bogusky, wrote a post on his Posterous blog about SpotXchange’s new targeting capabilities and our hiring needs. Thanks, Alex!
to read article from Will: 
Bryon Evje to run Sales and Business Development at Emerging Video Network
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