Pre-roll is viewed as the most effective video ad unit, with 94% of publishers saying the unit met or exceeded their expectations. Targeting is considered online video's most valuable trait, but not all forms. Targeting taking into consideration the content viewed was favored by 73% of publisher-respondents, followed by the use of demographic data (71%) and deep geographical profiling (61%). Retargeting (41%) received the least support among publishers' favored methods of reaching Internet viewers.
BrightRoll's online survey was conducted in September and October among publishers on its BrightRoll Network, and received 51 responses.