Reckitt Benckiser Teams With BrightRoll for Media and Technology Innovation on Extensive, First-of-Its-Kind Online Video Advertising Campaign

SAN FRANCISCO, CA--(Marketwire - May 11, 2009) - BrightRoll, the leading online video advertising network, today announced that it has been selected by global CPG leader Reckitt Benckiser as a key partner in an innovative, large budget online video advertising initiative. The new program, which integrates traditional video creative with interactive digital technology, aims to more closely align Reckitt Benckiser's media efforts with the shift in consumer media consumption and engagement.

As part of the new relationship, Reckitt Benckiser introduced a first-of-its-kind interactive pre-roll unit that was fully integrated into BrightRoll's proprietary ad serving platform. This new, innovative ad unit enables a level of consumer engagement that both parties believe goes deeper than television advertising and ensures that Reckitt Benckiser only pays for placements where the campaign is delivered properly.

BrightRoll's relationship with Reckitt Benckiser is part of the company's commitment to shifting advertising dollars from television to online video -- a medium the company believes is increasingly effective for reaching large, highly targeted audiences with the interactivity capabilities that the Web provides. Recently, Reckitt re-allocated a significant portion of its multi-million dollar measured-media budget from TV to online video.

"We view this relationship as a major step for the advertising industry in terms of pushing the envelope of innovation and measurement," said Tod Sacerdoti, BrightRoll's founder and CEO. "By fully integrating Reckitt Benckiser's innovative ad unit into our platform, we are able to deliver high volume, targeted impressions across the highest quality Web properties. Together, we struck a balance between creativity and price -- something the industry as a whole has been working to do since the early days of online video."

"Reckitt Benckiser's commitment to online video advertising stems from a need to not only get in front of consumers, but to engage deeply with them in brand-friendly spaces," said Marc Fonzetti, Reckitt Benckiser's Media Manager and Internet Specialist. "We see online video as having the same inherent quality as television, but with the added benefit of user interactivity. BrightRoll's high quality, high volume publisher network, and their ability to rapidly integrate our ad unit technology into their platform, allows us to reach our target consumers and go beyond the standard 30-second video experience. That's the kind of engagement needed today to succeed not only in the online space, but also in the market as a whole."

In addition to their groundbreaking video ad serving partnership, BrightRoll and Reckitt Benckiser are conducting engagement and effectiveness research around various aspects of online video advertising. The results will be used to help brands and media buyers tap deeper into the potential of the rapidly emerging market and validate early assumptions about online vs. television results. "Internet Video has been promoted from the minor leagues to the majors in terms of media placement and consideration at Reckitt Benckiser," said Fonzetti, "so we aim to prove without a reasonable doubt that it belongs there."

BrightRoll's relationship with Reckitt Benckiser further reiterates the company's commitment to helping brand advertisers execute "smart video campaigns" online. In January, BrightRoll announced their BrightRoll Broadcast offering, which offers advertisers efficient access to high-quality television content in a diverse set of content and demographic categories. In May of 2008, BrightRoll streamlined the ad-buying process by eliminating rich media fees, further supporting its push toward creating a more advertiser-friendly online video environment.

About Reckitt Benckiser

Reckitt Benckiser is a world leader in FMCG home, health and personal care. It's 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 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, such as Finish, Airwick, Lysol, Dettol, Vanish, Veet, Nurofen, Strepsils and Mucinex, which account for nearly two thirds of its net revenue. Reckitt Benckiser people are at the heart of the company's success. They have an intense drive for progress and action and a desire to outperform wherever they focus, even in CSR where the Company has the most ambitious corporate responsibility programme in the industry. Headquartered in the United Kingdom, the Company employs 23,000 people worldwide, with operations in 60 countries and sales in 180 countries.

For more information visit WWW.RECKITTBENCKISER.COM

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.

Contact Information: For More Information Kasey Fleisher or Jason Throckmorton LaunchSquad Phone: 415-625-8555 Email: brightroll (at) launchsquad.com