Tremor to make waves in connected TV advertising

Editor ©RapidTVNews | 14-11-2011

Leading online video advertising network provider Tremor Video is turning its attention to connected TV, describing them as rapidly becoming a de rigueur portion of campaigns.
To this end, Tremor, which claims a reach of 143 million unique viewers on the Web and 33 million unique mobile devices, has added a series of Internet TV partners—namely Samsung, Panasonic, LG and Philips TV— to its network of publishers through a software partnership with Israel-based justAd.TV.

The new deals will complement existing partnerships with Roku and Boxee to deliver ads across over-the-top (OTT) devices as well.
Tremor’s move follows recent activity by YuMe and LG to run Toyota ads and entertainment discovery firm Rovi’s new ad engagement with on Sony and Samsung connected TVs. However, Tremor assures that it will differentiate from other connected TV advertising propositions by offering premium inventory to brands on connected TVs and then measuring that impact.
Yet even though the company believes there is manifest opportunity as online video networks expand into connected TV, Tremor believes that there are plenty of challenges to be addressed.
“Scale and standardisation are the current challenges. Connected TV is a relatively new concept and, as such, is still relatively small. We’ll need to see greater adoption from the consumer to increase scale,” said Andrew Baisley, senior manager of business development at Tremor Video. “At the same time, connected TV is, basically, the wild west. There are no standard formats or protocols.”