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Tremor Video (NYSE:TRMR): Steering the Rudder for Video Advertisers

CIO VendorBill Day, CEO
David Oglivy, in his “Confessions of an Advertising Man,” wrote, “An advertisement is like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar, and keep it sweeping.” Little did he know that about half a century later, advertisers would take his words so seriously and use different forums for advertisements like video, social networking, mobile to name a few. A bright Yale scholar, Bill Day, CEO, Tremor Video (NYSE:TRMR) is making the lives of the advertisers as easy as pie by delivering software for video advertising effectiveness. “We are delivering results that are in-line and reflect the successful execution of our strategy as the premium video marketplace,” says Day.

The firm’s buyer and seller platforms offer control and transparency to users. With just one touch, it makes advertising more relevant to consumers and delivers maximum results for buyers and sellers. A single platform for brand-effective video ad buying, the buyer solutions of the company optimizes the performance of campaigns according to the client’s requirements and gives them choices of audience retargeting, Key Performance Indicators (KPIs), buying tapes, ad products, brand safety and verification integrations. The solution leverages about 3.1 petabytes of data daily to balance performance with real-time delivery in brand-safe environments, across all devices. “Our solution enables us to provide unmatched transparency into ad delivery, brand appropriateness, content quality, as well as viewer experience quality,” confirms Day.

Although maximizing Click-through rate (CTR) may sound easy, brand perception is not. Brand perception varies with the change in target demographic, click through rate, completion rate and even brand lift. At Tremor video, the buyer solution continuously raises the bar for measuring and maximizing the effect of video advertising on brand performance.

Our solution enables us to provide unmatched transparency into ad delivery, brand appropriateness, content quality, as well as viewer experience quality


The video optimization technology also addresses different challenges faced by brand marketers’ like audience and device fragmentation, performance and placement transparency, and the need for deeper understanding of what is actually driving campaign effectiveness. The open platform architecture seamlessly integrates with data, supply, verification partner or provider to meet the clients' business goals. Clients can activate and manage all deal-types like self-service open auction, private marketplace direct deals, full-service guaranteed campaigns, and hybrid guaranteed platform buying from one central demand-side platform.

The Seller platform is a single program for holistic video ad monetization enabling transparency with the help of which publishers and app developers maximize the value of their inventory. The platform's server to server technology helps to reduce the time of Real Time Bidding (RTB). Market feedback updates occur in sub-seconds through the priority waterfall. The software also enables real-time custom reporting to drive sales.

In an instance, Tremor Video assisted a client in Customer Packaged goods industry, to drive brand engagement and increase awareness for a new product. With Engagement as the KPI, Tremor Video’s proprietary VideoHub technology, delivered ads to the viewers and environments that could potentially elicit higher engagement rates in real-time. The firm’s creative team also assisted the client to build engaging custom Super-Mobile-Video and Super-Pre- Roll units. The client bought Tremor Video's Customer-premises equipment (CPE) pricing model and ended up only paying for ads when the viewer engaged with the content. The solution enabled the client to seamlessly drive brand engagement and increase awareness for a new product.

Forging ahead, the company will enhance their solutions and services and develop new products to contribute to the ever-changing video advertisement landscape.