SpotXchange Launches Audience-Targeting Video Advertising

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.”

Source: SpotXchange