This same travel client -- TravelBizUSA -- has a great new brand campaign. Along with that campaign comes great TV spots, though primarily 30 and 60 second spots. They have learned that the web does not work well with these longer spots, and has gone back to the drawing board to cut 15 second spots.

Now they are ready for prime time-- both with video banners and pre-roll spots. But can they use these spots in BT campaigns, too?

Coming soon: Right now, TravelBizUSA's best bet is to run its spots pre-roll in front of content their target typically watches-- news, finance, travel, et cetera. Today it can't really target its video spots based on that video content, but only based on the non-video content they have been surfing. However, with advancements in this space expected soon, this TravelBizUSA will be able to target its video ads based on the actual video content. 

Down the line, these networks will add more data to match the video so that advertisers can behaviorally target amongst video content. This is not happening in mass quite yet, although recent news like the partnership between Tremor Media and TACODA suggests that, starting soon, we should expect to see this ability more in the pre-roll and in streaming video content.

What's driving the growth of BT anyhow?
The simple answer is: it's working.

The jury is still out on which categories this is proving to be most effective for; clearly, categories spending a lot here are telecom, financial and travel. Any category that has limited inventory and more expensive rates for that inventory is bound to do well, since it is highly trafficked content where BT networks will have an easy time building scale for advertisers in their broader networks of sites.

Lastly, BT can be extremely effective for branding and DR campaigns. Not just ROI-focused advertisers are using this approach. Being able to build scale amongst a highly targeted audience is attractive no matter what your goals.