|By Marketwired .||
|January 2, 2013 05:28 PM EST||
NEW YORK, NY -- (Marketwire) -- 01/02/13 -- Brands in 2013 will increasingly use digital video advertising to test creative ideas before producing expensive TV commercials, tell more engaging and multichannel stories, and improve the way they measure the effectiveness of their marketing dollars, according to a new report produced by Tremor Video Inc. Moreover, brands will use video metrics to better understand their audience and eventually end the practice of gender stereotyping that has arisen due to comparatively simple TV metrics, the report states.
"Brands in 2013 will create and run multiple ads online, assess which ones people engage with most, and use that insight to decide which creative to use for their TV ads," says Tremor Video CEO Bill Day in his company's Video Predictions 2013 report. "This approach could be used for the Super Bowl, the Oscars, or any large TV media buy where historically there has been a hope and a prayer in terms of the right creative for the right audience. We're starting to see marketers use online video strategy to ensure their bets are the right ones."
With regards to gender stereotyping, Day predicts that marketers this year will use online video to understand who is interested in their products.
In the report's video, Day says:
"Because of the relative simple nature of TV metrics, marketers had to make short-cut assumptions that all men want to look at car ads and women are the ones to target for food and cleaning products. And as we know in today's environment, that's just not true... the opportunity with online video is not to chase gender-stereotypes... but to extend your buying and your understanding. Who better to target your ad to than the people who are leaning forward... and sometimes those people look nothing like the audience you have traditionally assumed is the audience for your product. Done well, online video allows you to not be constrained -- to use a broader approach to reach all those customers, some you've reached traditionally and some you have not, in an effective way."
Tremor Video Inc. is using financial data to predict that more marketers will increase their investments in digital video advertising. The company's revenue from interactive online video ads, which give people the chance to opt in to see more content, nearly doubled from Q1 to Q4 in 2012. At the same time, mobile interactive video units grew: In Q4, 55% of the company's mobile ad revenue came from interactive units, up from 12% in Q1.
The report, consisting of a blog post and video, also predicts that brands and agencies will:
1. View TV and digital video ad channels as complementary. When shooting TV ads, brands and agencies will develop additional content designed specifically for interactive ad units. The power of touch (enabled by myriad touch-screen devices) will join sight, sound and motion as the best ways to engage an audience.
2. Jump on the transmedia bandwagon, following in the footsteps of Hollywood. With the ability to tell stories across myriad platforms, media planners will embrace agnostic planning across all screens. TV and video will rule branding to the detriment of print, outdoor, radio and online display advertising.
3. Diminish the reliance on the decades-old TV metric -- the GRP. In addition to Gross Rating Points, which assess how many times an ad has been shown to a given audience, brands will use online video metrics to arrive at an ERP for their ad campaign. Effective Rating Points, a relatively new industry term, reveal which segments of an ad campaign's broad target audience are engaging with the ads, and if they are watching them to completion.
About Tremor Video Inc.
New York-based Tremor Video Inc. is ranked 13th on The Wall Street Journal's list of the top 50 U.S. start-ups funded by venture capital. The company has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco, with international offices in London, Munich, Singapore and Toronto. It has two operating divisions that provide complementary media and advertising services:
Tremor Video, founded in 2005, provides video advertising services on four screens: connected TV, computers/laptops, mobile phones and tablets. On behalf of brand marketers and agencies, the company uses proprietary technology to serve video ads to the right people at the right time in brand-safe environments. It can do this through its direct relationships with hundreds of premium-quality publishers of which more than 170 have chosen Tremor Video as the only outside party to sell their digital ad inventory. Tremor Video pioneered the cost-per-engagement (CPE) pricing model, helping agencies and brands to get more for their brand-marketing dollar by making video ad units interactive and inviting. For more information, visit www.tremorvideo.com and find us on Twitter, Facebook and LinkedIn.
VideoHub was founded in 2011 by Tremor Video Inc. to fill an unmet need among brand marketers, media agencies and publishers for a simple way to buy, measure, verify and analyze the effectiveness of video advertising campaigns. VideoHub is the first video ad platform to have integrated Nielsen's Online Campaign Ratings, which provide demographic ratings for online ad campaigns. Going one step further, VideoHub uses proprietary technology to analyze multiple variables that explain ad reach in the context of how, when, where and why people engage with a brand's video ad campaign. Its robust, flexible platform simplifies operations, provides actionable insights, and eliminates the need for multiple third-party products. Media agencies and publishers around the world are integrating the platform into their own operations to gain true transparency into their video advertising. VideoHub was named the Festival of Media's "MAP Hot Company of the Year 2012." For more information, visit www.videohub.com and follow us on Twitter, Facebook and LinkedIn.
Embedded Video Available: http://www2.marketwire.com/mw/frame_mw?attachid=2192034
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 4, 2016 01:00 PM EDT Reads: 1,409
The demand for organizations to expand their infrastructure to multiple IT environments like the cloud, on-premise, mobile, bring your own device (BYOD) and the Internet of Things (IoT) continues to grow. As this hybrid infrastructure increases, the challenge to monitor the security of these systems increases in volume and complexity. In his session at 18th Cloud Expo, Stephen Coty, Chief Security Evangelist at Alert Logic, will show how properly configured and managed security architecture can...
May. 4, 2016 12:47 PM EDT Reads: 133
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
May. 4, 2016 12:45 PM EDT Reads: 1,242
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 4, 2016 12:45 PM EDT Reads: 883
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
May. 4, 2016 12:45 PM EDT Reads: 530
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 4, 2016 12:30 PM EDT Reads: 1,309
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
May. 4, 2016 12:15 PM EDT Reads: 1,327
A critical component of any IoT project is the back-end systems that capture data from remote IoT devices and structure it in a way to answer useful questions. Traditional data warehouse and analytical systems are mature technologies that can be used to handle large data sets, but they are not well suited to many IoT-scale products and the need for real-time insights. At Fuze, we have developed a backend platform as part of our mobility-oriented cloud service that uses Big Data-based approache...
May. 4, 2016 12:15 PM EDT Reads: 552
trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vice president of product management, IoT solutions at GlobalSign, will teach IoT developers how t...
May. 4, 2016 12:15 PM EDT Reads: 508
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
May. 4, 2016 12:00 PM EDT Reads: 1,135
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
May. 4, 2016 11:15 AM EDT Reads: 1,218
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
May. 4, 2016 11:00 AM EDT Reads: 1,289
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
May. 4, 2016 11:00 AM EDT Reads: 1,374
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
May. 4, 2016 10:00 AM EDT Reads: 1,500
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
May. 4, 2016 08:15 AM EDT Reads: 993
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
May. 4, 2016 08:00 AM EDT Reads: 1,184
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, will explain how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
May. 4, 2016 08:00 AM EDT Reads: 1,261
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...
May. 4, 2016 04:45 AM EDT Reads: 1,351
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
May. 3, 2016 12:30 PM EDT Reads: 1,224
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
May. 3, 2016 12:15 PM EDT Reads: 1,609