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Tremor Video Systems Engineer Talks Networking with A10

Tremor Video’s Senior Director of Systems Engineering, Presley Acuna, recently discussed our partnership with A10 Networks to power the application delivery across our network’s high-volume video advertising demands. Check out the video below to learn more.

 

FireShot Screen Capture #018 - 'Tremor Video selects A10 Networks next-gen ADC for present and future scalability requirements - YouTube' - www_youtube_com_watch_v=AaDTS2wbnDc

 

 

 

 

 

 

Tremor Video Enters Silicon Valley with Addition of Ten to Technology Team

Tremor Video Enters Silicon Valley with Addition of Ten to Technology Team

December 9, 2013
By Steven Lee

As we continue to focus on developing programmatic solutions that align buyers and sellers on brand health metrics, it’s important to build strong products that support our core mission of bringing the certainty of science to the art of brand marketing.

To dramatically increase the current resources that we have available, I am excited to announce that we have hired a 10-person team of product, development, and integration experts from Mobclix.

This group will continue Tremor Video’s legacy of creating brand-centric innovations, from execution to planning and delivery, and provide support on our programmatic offering.

This team brings the experience and skills needed to manage product development, deploy technology solutions into the programmatic advertising ecosystem and build upon the incredible technology stack we already operate. They have been working together in Silicon Valley and will remain in that location.

It’s a great match all around, from vision to tech to culture and we’re very excited to welcome Craig, Rama, Alex, Chris, Kirti, Joe, Robert, Vasu,Vinay and Gerry!

Tremor Video and Advertising Age/Creativity Announce the Winners of the Second Annual Super Creative Video Ad Challenge

Tremor Video and Advertising Age/Creativity Announce the Winners of the Second Annual Super Creative Video Ad Challenge

By David Sanderson, Senior Director, Creative Strategy

After months of grueling competition, Tremor Video and Advertising Age/Creativity are excited to announce the winners of the Second Annual Super Creative Video Ad Challenge.

The public and the judges combed through more than 150 entries, triple the number from last year, and were able to engage with some of the most inspired ad units in interactive video advertising.

The public voted on the contest’s gallery page from August 5th to October 31st and chose Universal McCann as the People’s Choice award winner for the FIAT brand’s “Charlie’s Island”.

A panel of industry experts from Ad Age/Creativity, Ad Club of New York, Interactive Advertising Bureau, Vimeo and Tremor Video voted separately to name Blue Moon Brewing Company and agency partners Integer and MC Media the Judge’s Choice Winner for their “Expressionist” video, part of the brand’s Craftsman Series of videos.

Both winners executed Tremor Video’s Super Pre-Roll Takeovers, which are interactive ad units that integrate a graphic overlay trigger on top of a brand’s :15 or :30 second video spot. Viewers can engage with the ad by rolling over or clicking the trigger to open a branded slate that expands outside the video player and provides additional immersive advertiser content to drive brand awareness.

This year’s winners join Team Detroit for Ford Mustang and Olson for Miller Lite, who won the Judge’s Choice Award and the People’s Choice Award, in 2012 respectively.

Interactive video is clearly growing and innovating and getting the attention it deserves. We’re proud to bring the industry a risk-free way to try their hand at it.

IAB Issues Final Digital Video Rising Stars Style Guide and Specs

IAB-Logo


IAB Issues Final Digital Video Rising Stars Style Guide and Specs

Today, the Interactive Advertising Bureau (IAB) issued the final IAB Digital Video Rising Stars Style Guide & Technical Specifications following a 30-day public comment period.

As a participant in a cross-disciplinary group of digital advertising industry influencers that helped define these specifications, Tremor Video is glad to see these cutting-edge formats become more widely adopted.

We’re proud to support all five of the formats below across our network of over 500 publishers to deliver engaging creative experiences to consumers.

  • Ad Control Bar – Permits viewers to engage in multiple ways through an elegant interface that sits just above the player controls
  • Extender – Allows the viewer to choose to continue screening ad content
  • Filmstrip – Invites the viewer to scroll through a multi-panel, horizontal unit, much like “The Filmstrip” Display and Mobile Rising Stars Standard Ad Units
  • Full Screen – Enables the viewer to interact and then fills the player with a full canvas of engagement possibilities, such as video and social
  • TimeSync – Displays rich ad content overlaid on video, changing in sync with the ad’s content

It was exciting to play a role in helping to shape these units. We look forward to seeing the robust interactivity these units provide become standard in video advertising.

To see the IAB Digital Video Rising Stars Style Guide & Technical Specifications visit iab.net/digitalvideorisingstars

 

Anthony Risicato on the Rise of Programmatic Media Buying

Connecting Programmatic to Actual Marketing

October 18, 2013 by Anthony Risicato, General Manager, VideoHub Platform

Anthony Risicato OFFICIAL PORTRAIT (June 2013)“The rise of programmatic buying and selling of video advertising is, undoubtedly, an enormously positive sea change for the industry. The technology and mindset that enable the real-time trading of advertising provides both marketers and publishers enormous advantages in getting an ad in front of the right person at the right time.

But, as an industry, we haven’t taken advantage of this opportunity. We’ve simply used programmatic as a euphemism for “get me inventory cheap.” Instead, we should be thinking, “How can I apply our hundreds of years of brand advertising learning in a programmatic world?” and “If I can measure engagement, brand performance and viewability in my regular video media buys, why can’t I buy that way programmatically?”

Read the full story at MediaPost.

An Open Letter by CEO Bill Day on Advertising Fraud and Tremor Video’s Commitment to a Higher Standard

October 2, 2013

Partners, Clients and Colleagues,

You may have seen an article in yesterday’s Wall Street Journal about the growing concern of bot traffic on the Web. I’d like to share Tremor Video’s point of view on the serious issue of advertising fraud, and outline the steps we take to ensure that our clients remain unaffected by these activities.

BillDay-Aug2013Our approach to digital video – from our higher order products to the environments within which we choose to deliver ads – sets Tremor Video up to be far less susceptible than others to fraud.  We recognize that opportunities for fraudulent activity still persist, which is why we depend on third-party partners with deep expertise in combating fraud to verify, study, and report on our premium publisher network and our methodologies. This is what gives us the confidence to partner with brand marketers and their agencies to reach real consumers and measure real success.

I am proud to lead the company that believes that TV and video can work brilliantly together across screens to build brands in new and exciting ways. Since day one, Tremor Video has been uniquely committed to providing our clients with the highest quality environments, the most effective placements and complete transparency around what’s working and why.

Collectively, we must demand more from our industry and help brand marketers and their agencies leverage the new digital world so that brand marketing can flourish online.  I ask all of you – and our competitors – to share in our commitment to the relentless pursuit of high industry standards for online brand advertising.

Ask the right questions. Insist on complete and acceptable answers.  Support the companies that deserve your business based on trusted, proven results, and feel confident walking away from those where too many questions remain unanswered.

If any uncertainty remains after studying the attached outline of our unique approach, please reach out to me directly at the email below.

Our mission – to bring the certainty of science to the art of brand marketing – continues to drive us to create ads people want and campaigns that work.

Regards,

Bill Day
CEO, Tremor Video
BillDay@TremorVideo.com

 

sep-e1372258988119ENSURING HIGHEST QUALITY BRAND-CONSUMER CONNECTIONS
TREMOR VIDEO’S COMPREHENSIVE 10-POINT APPROACH

 

1.     APPROACH TO PREMIUM CONTENT FOOTPRINT

We continuously strive for the optimal balance of quantity (scale) and quality (premium content) by way of our 100% direct relationships with 500 rigorously vetted well-known, premium video publishers, nearly 200 of which exclusively work with Tremor Video. Chasing quantity over quality, whether via network, ad exchange or even an O&O model, does not serve brand goals. We continuously monitor a range of metrics like average viewability, time spent, completion rates and engagement rates for multi-variant verification of quality.

2.     MOVE TO 100% IN-STREAM VIDEO

Our singular focus on digital video for brand goals led us to make the important decision in July 2013 to move 100% of our online business to in-stream video and leave the video-in-banner display world to others. We believe in-stream video is the right place for the power of TV to move effortlessly to online video.  But just as importantly, it shields our company from the rampant fraud in display advertising.

3.     FOCUS ON PERFORMANCE-BASED, HIGHER ORDER MODELS

We are pioneers of performance-based buying models and technologies designed to drive brand lift and greater consideration, perception and intent.  Our products invite and enable meaningful consumer interactions with brand messages which, in turn, virtually eliminate the potential for fraud.

4.     BRAND SAFETY AT VIDEO STREAM LEVEL

For 8 years our partners have been relying on our granular approach to brand safety, right down to the specific ad-to-content adjacency.  We review every video stream to determine its brand-worthiness, and on a daily basis filter out 4 to 5 million content videos based on these results. That’s $18 million in bad adjacencies avoided for our clients. On top of delivering rigorous brand safety, this deep understanding of the content enables us to provide unmatched insight into what specific types of content adjacencies are driving the greatest effectiveness.

5.     DEEP SITE AND STREAM ANALYTICS

We review every site before it joins our network.  Once the site is reviewed and approved, we add it to a list of pre-approved sites and domains.  Our technology examines the domain from which an ad request originates and matches it in real-time to a set of pre-approved domains. Only when we’ve confirmed that the domain is pre-approved, and the video stream is brand safe, do we deliver an ad directly into player environments via a component integration or VPAID.  We minimally require the ability to execute JavaScript on the page which means we get great visibility into the behavior on the page where our publishers’ video players reside.

6.     UNDERSTANDING OF HOW OUR PARTNERS DRIVE TRAFFIC

We meet with and complete deep analysis of dozens of traffic driving companies. We understand how they work and what to look for.

7.     EXPERTISE IN INTERNET FRAUD

We have long partnered with one of the leading authorities on the subject of advertising fraud.  Through this partnership, we ask for a full, independent analysis of any potentially suspicious activity.

8.     PARTNERSHIP WITH FRAUD DETECTION COMPANIES

We are currently partnering with White Ops and other fraud detection companies so we can proactively maintain the highest quality, most effective content footprint for our marketing partners and their agencies.  These companies have built the most sophisticated technology possible for the detection of and systematic defense against ad fraud and they bring invaluable verification to our company for the benefit of our partners.

9.     MRC-ACCREDITATION AND ADCHOICES IMPLEMENTATION

We submit every metric that underpins our value proposition to the MRC audit committee for accreditation. Opening up our robust technology and sophisticated measurement tools to independent 3rd party scrutiny is central to our mission and values.  While the industry debates a “basic” standard for video viewability, our method of measurement – which reports on this critical metric across the full duration of an ad — has already been accredited by the MRC. While we all agree that fraudulent bot traffic is bad for everyone, we should acknowledge that a paid ad that is not viewable is not much better.

In another industry-leading move, we were the first video advertising company to implement the Digital Advertising Alliance (DAA) Advertising Option icon and accompanying “AdChoices” text for pre-roll and third-party served in-stream ads. This allows for consumers to learn which company served the ad, and opt out of cookie-targeted ads. It’s been two years since this implementation, and an industry standard still does not exist. AdChoices is another example of our commitment to doing what’s best for the consumer, and therefore brands, even before standards are developed.

10.   INDUSTRY LEADERSHIP

We are active participants in the IAB Traffic of Good Intent (TOGI) Task Force in which digital advertising companies work together to define and set rules around bot traffic, among other critical issues. We are proactive, engaged and continually driving for strict standards.

Download Bill’s letter and our 10-point commitment to a higher standard.

Why Video Creators Need to Think Mobile

iMedia-Connection

Why Video Creators Need to Think Mobile

August 1, 2013 by David Sanderson

DavidSanderson-FINAL(Aug2013)“The fastest way to start an argument is to make blanket statements. Just try to dispute this: People love video. They consume it like mad across multiple devices. This trend hasn’t come close to peaking, which presents brand marketers with the challenge of engaging their audience wherever these folks are and on whatever device…

…The heat is on creative teams to own the mobile viewer experience. Luckily, the mobile platform allows the creative to flex some unused muscles. Remember, one-size creative doesn’t fit all, so simply repurposing standard TV spots fails to reap the benefits of this interactive, high-touch medium. Here are some tips to mobilize your creativity.”

Read the full story at iMedia Connection.

Touting Interactive Video at Cannes Lion

July 29, 2013Cannes Lion 2013

Tremor Video splash-landed at the Cannes Lion Festival of Creativity this past June. We spent the week touting the benefits of online video, and raising awareness within the creative community of the possibilities of incorporating interactive features proactively in the video creation process. Beet.TV was on-hand to capture the proceedings, and they sat down with us to discuss our perspectives. Have a look at the videos, and be sure to visit BeetTV’s Cannes Lion “Mini-Series” page.

PLEASE DO TOUCH

It’s no secret that video publishers are increasing the frequency and length of pre-roll ads. That method was put to the test during a nine-minute-long TechTalk session at Cannes Lions presented by Tremor Video.

Moderated by James Cooper, Executive Editor, Adweek, panelists Benjamin Palmer, The Barbarian Group; Bradonio (aka Brad Hasse), ADC Young Guns X; Jonathan Hoffman, President of Experience Design, Zero Dot; and David Sanderson, Senior Creative Director, Tremor Video revealed their vision, and explored whether some brands are better off abandoning interruptive methods and instead making highly engaging ads.

Watch the panel here:

 

BeetTV

TREMOR VIDEO TECHTALK CANNES

David Sanderson, Senior Creative Director, discussed how TV spots simply re-purposed for online video placements don’t give brands and advertisers the optimal creative treatments in the digital medium.

 

Chief Marketing Officer Melinda McLaughlin advocated for performance-based digital video buying as the answer for more measurable brand lift online.

You can find these videos, and more, at Beet.TV

Mobile apps, data, privacy and other takeaways from SXSW: An interview with OMD planners and Tremor Video’s Chris Bohn

April 19, 2013

The future of mobile advertising… consumer data… privacy…

These are issue that many marketers confront daily, and some go to conferences to learn even more so they can share best practices with their colleagues.

Such is the case with SXSW attendees Chris Bohn, one of our regional sales managers in Chicago, and two of his clients, Allison Povse and Connor McCarthy, both digital media planning supervisors at integrated communications agency OMD, named the world’s most creative agency in 2012 by the Gunn Report for Media.

We sat down to discuss what they took away from the ever-growing and influential Austin festival, and how they plan to apply these lessons to their work moving forward.

What was your biggest takeaway?

Connor: Mobile was huge. In some respects, mobile phones know us better than we know ourselves. They track and store our behavior, our searches, our interactions, our shopping and our friends. That’s why there was so much discussion about location-based apps and the notion that many consumers are no longer afraid to share personal information, even financial data, and where they are at any given moment. For many consumers, that stigma seems to have gone away.

Allison: And given that mobile phones are so personal to each of us, we talked about the industry’s need to make media more personalized but at scale. Currently it is easier to personalize ads on mobile devices for the reasons that Connor described than it is on computers.

Connor: That’s right. I am based in Chicago but my IP address is in New York, so marketers sending me advertisements via my PC often get my location wrong—that doesn’t happen any more with mobile devices.

Chris, I hear you downloaded some pretty personalized mobile apps while in Austin.

Chris: Yes, and they have made me a bit reflective as both a consumer and a marketer. I downloaded Glympse, which lets you share, with an individual or a group of people, not only your location but also the path you are following and the places you are visiting over a specific period of time. If advertisers could target me on this app, I would not use it. It would be too invasive. So, as a marketer, I was reminded that people don’t want to feel like marketers are watching them and knowing their every move.  This is why the privacy discussions were so prominent over the course of the festival.

Continuing with what Allison said about personalized advertising and media consumption… how does interactive video advertising fit in here?

Chris: Interactive video ads, even on mobile devices, are highly relevant to the discussion of personalization. If you run a standard pre-roll on a computer or a mobile device, then it’s for the masses. But if you accompany that pre-roll ad with extra content, say a few sequels to the initial ad that you believe a certain group of people will like, then you are talking personalization. And you’re talking brand engagement because you are giving the people the chance to touch the screen and participate in the storytelling.

Changing course a little bit… As we sat down for this interview, you said data and privacy were hot topics. What did you think?

Allison: I was really impressed with the number of viewpoints expressed at the festival, and I’ve come home better informed on the issues. In her SXSW blog post, Forrester analyst Fatemeh Khatibloo counted more than a dozen sessions about privacy, including her own talk on personal identity management. She has said that the industry and consumer groups should create a consumer bill of rights around privacy and has said that marketers need guidelines and best practices for privacy policies, governance and consumer data usage. She also noted that people at SXSW were talking about “Privacy by Design,” a concept where privacy and security are both taken into account.  As marketers, it’s important to keep a pulse on privacy—one to be better informed and two to ensure we are following guidelines.

Connor:  As I was saying before, consumers are sharing so much information these days… as marketers, we need to toe the line. We want to reach people in a meaningful way, which often requires knowledge about them, but also in a  trustworthy way. We need to respect their personal boundaries.

Sorry for the shameless plug here…Connor, you’re using campaign data from VideoHub are you not?

Connor: Indeed, and at OMD, we strive to focus on what matters to the brand. What metrics ladder up to those marketing and corporate objectives? It’s imperative to answer the question because many pieces of data are peripheral and not worthy of our focus. We have used data from VideoHub for this purpose—we want to remain focused on how people are engaging with digital video advertising but only in the context of brand health.

Chris, building on Connor here… you’re able to access our VideoHub technology for insight into Tremor Video campaigns. How do you approach the data issue?

Chris: One thing I make sure to do when talking to clients is explain that we gather data for their respective campaigns responsibly. We look at data and trends across their campaign(s)—never at an individual level. For instance, we know that people responding to CPG ads watch a range of video content—from celebrity news to business—when engaging with a video ad. And people who engage with auto ads are not necessarily on a car site—they can be reading about politics and style and fashion just as easily. But here again, we’re talking trends over a range of Tremor Video campaigns.

Secondly, while people talk about “all powerful” data, it does have its limits. Marketing is a mix of science and art. Just because a type of viewer or type of variable did not respond well in one campaign does not mean that viewer profile will perform poorly in the next campaign. And that’s because every campaign is different—each campaign has its own messaging, its own goals, its own slot on the calendar. So many conditions are at play.

Net net, while we use data to understand and optimize campaign performance in real time, we still need to use our intuition, even art, for the next campaign.

"The Quest for the Holy Grail" a 2013 Webby Award Official Honoree

 

 

 

April 9, 2013

Tremor Video’s The Quest for the Holy Grail has been selected as an Official Honoree in The 17th Annual Webby Awards in the Best Copywriting category.

In recognition of the exceptional quality of submissions received this year, the The International Academy of Digital Arts & Sciences acknowledged outstanding entries as Official Honorees, alongside their Nominees. With 11,000 entries received from all 50 US states and over 60 countries, the Official Honoree distinction is awarded to the top 15% of all work entered that exhibits remarkable achievement.

 

 

 

 

 

See our entry here.