Tremor Media pushes dynamic and contextual Video Advertising
Online Video Advertising will be the catalyst for TV Ad dollars to Shift
As a social media guy, I’m watching to see how online video evolves to contextual video advertising, I’ve started a list of companies that provide dynamic video advertising, be sure to watch it grow. I predict Google will be here soon and with great fury.
I just got off the phone with Corey, who works for Tremor Media, a dynamic web video advertisting company. As you know, I’m watching this market carefully, as I believe this will be the catalyst for TV advertising dollars to shift to the web. It’s currently not proportionate given how many people are using the web, advertisers haven’t figured out how it all works, measurement, and ROI.
I like Corey’s big idea, that the:
[The future of online video advertising is to serve ads without being too intrusive to the user experience]
About Tremor Media
Tremor Media has about 40 folks, and based out of New York, the advertising capital of the world. They’ve a suite of tools to manage their advertisting systems, from a player, playlists, channels and a “mid-stream” advertising product. This 30-60 advertisement is best used in ‘long form’ content, 10-60 minutes. Many TV shows will be re purposed on the web, but because that the ‘users are in control’ putting advertisements in the pre-roll may detract users. It’s interesting that placing the ad later in the show, once users have made significant emotional and time investments the ads may be more effective.
Features of the online advertising platform
Some of their features include a flash player (simliar to brightcove or even my companies) that provides full measurement, we didn’t get into those details of what that means. They can create customized channels by building segmented audiences. Why not use YouTube or Brightcove? Because they are about advertising accuracy and control, whereas those other sources may be used for video reach of audience.
You can check out Tremor Media’s demos of their advertisements on their website.
Internet and TV intelligence
There’s an interesting online to tv strategy: Customers can use the web to experiment with your ads online, before deploying to TV. With recent partnerships with Tacoda, a behavioral targeting company, Visible World, a dynamic ad platform. and a partnership brightcove. They have a deal with Bunchball, a gaming company that has ties to Facebook.
Also in the space, Scanscout is generating transcripts out of video, this can be used to generate contextual metadata that can fuel accurate video ads.
Challenges?
Teaching mainstream advertisers is a challenge says Corey, as there’s “A lot of stuff to teach” and that “Terminology has not been standardized and the industry is in a state of flux”
I asked Corey “When will be the tipping point when tv dollars will come to web?” his response? “We’re getting closer, the dollars are coming. TV is growing, people keep on talking about the death of TV, but it’s growing”
Lastly, One of the biggest opportunities and challenges? “There is so much inventory out there. Rather than waiting for those best pracitces and research to happen? Jump in quickly, as they’re are benefits to early adopters.”
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I agree there is a huge shift from traditional television advertising to the WEB and there are many great companies out there positioned to capture many of those shifters.
I was at a great Venture get togehter in L.A. and met the CEO of a major company also in L.A. whose company is reiventing themselves and looking for funding to make the shift.
Knowing there would be many following the CPM Banner model of advertising but with Video, inspired me to go out and provide something different–something that is a low cost fixed monthly plan–and of course, something non-intrusive not “less” intrusive.
We have done that with www.hotpluto.com in the form of an all-Video Ad Business Directory. There are a few companies in our space but with slightly different models. We want to provide solutions for millions of the small companies out there that have been all but left out of traditional television advertising in the past. Why make the shift to the WEB and not lower the costs to include so many that have been left out?
We all know a few thousand bigger brands out there have supported the industry all these years–but what about the millions left behind?
We plan to help them out and include any size company out there that can see themselves listed in a business ditrectory that has a much different spin to it. Eventually as we approach a thousand or so advbertisers, we hope to attract more consumers so they can shop the WEB and make more informed purchase decisions by looking at products and services in motion.