Yahoo-owned digital video firm BrightRoll has expanded its suite of mobile video solutions with the aim of helping advertisers maximise the impact their campaigns have across various screens and devices.

Advertisers running programmatic video campaigns on the BrightRoll DSP will gain access to a holistic set of mobile tools that are designed to better measure ad effectiveness, simplify implementation and increase reach of mobile app campaigns.

Mobile ad spending is expected to increase 60 per cent this year to $64bn (£41.7bn) and hit $159bn by 2018, with the growth in mobile video one of the key drivers in this meteoric growth. BrightRoll has been one of the pioneers in mobile advertising, having launched the first mobile video real-time bidding solution in 2012.

“Mobile advertising has experienced impressive growth, but the majority of marketers are still uncertain about how to execute and verify the effectiveness of their mobile video campaigns,” said Tod Sacerdoti, CEO and founder of BrightRoll. “Mobile has always been an important area of focus for us, and we are doubling down on our efforts to give advertisers the ability to measure performance across the breadth of devices to better understand their target audiences and effectively spend marketing dollars.”

Among the updates to BrightRolls offering is the integration of Nielsen Digital Ad Ratings into the firms DSP, providing advertisers with more in-depth insight into campaign performance, and MRAIN Video Addendum, enabling simplified mobile video executions, and improved measurement of video ad reach and impact.