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BizReport : Advertising archives : March 01, 2010

Tremor Media's new tool targets in real time

Add one more capability to Tremor Media's suite of tools: real-time audience targeting. The online video monetization platform has launched an enhanced targeting tool which uses real-time information to deliver relevant ads from the first impression.

by Kristina Knight

The Acudeo tool gives video networks the ability to offer real time information from multiple data providers at the same time. Knowing what consumers are in-market for in real time can greatly enhance conversions and other engagement factors.

"Calling multiple data providers simultaneously increases the chances of finding up to date audience data, which improves user coverage and reach," said Jason Glickman, Tremor Media CEO. "Getting real time updates from data sources ensures that we access the most current information, which improves targeting precision."

Although the video marketplace is still relatively new it is growing very quickly with consumers, who are not only logging on to watch user generated content but to catch up with actual television programming. From news and sports content to sit-coms, movies and drama series, consumers are in the video marketplace. Offering real-time targeting information to video marketers is one way to engage the marketplace.

"We believe this type of enhanced targeting will accelerate the shift in spending from [television] to online video," said Randy Kilgore, Tremor Media Chief Revenue Officer. "Advertisers are looking for better targeting solutions to make their online video campaigns more accountable."

In addition to the new offering, Tremor has announced a new partnership with QuantCast, in which Quantcast will analyze anonymous consumer data, segmenting the consumers based on relevant to advertiser attributes.

A recent Adify Media study found that nearly 70% of media planners and ad agencies are using online ad networks, as part of a digital ad-buying strategy, because of the cost effectiveness. That is an increase of nearly one-quarter over the past 18 months. In a related study from the Association of National Advertisers (ANA) and Forrester Research, about 60% of television advertisers 'lack confidence' in the medium, with ad clutter being blamed as the main culprit.

Advertisers seem to be in favor of 30-second television commercials, however, nearly 80% of advertisers say television ads need to be more targeted.

Tags: Adify Media, ANA, online video, real time metrics, television, Tremor Media, video advertising, video content

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