• by Tanya Gazdik , September 10, 2007

Tremor Media and ExpoTV are partnering to embed user-generated product testimonials into ads distributed by Tremor.

Tremor's advanced targeting capabilities make it easy for advertisers to reach their audience when they are more inclined to watch videos and are most receptive to advertising. The ads exhibit unique ExpoTV Videopinions reviews, each containing a two- to three-minute product review detailing real people's thoughts on products. Viewers can alternate between reviews by simply clicking the cursor from one review to the next. With one click, the selected review will play without any buffering or delay.

Advertisers can leverage ExpoTV's Videopinions reviews across Tremor Media's network, consisting of more than 800 Web sites and reaching more than 92 million unique visitors per month.

The companies hope that this will be a new advertising vehicle that will leverage the influence of brand ambassadors. Tremor Media CEO Jason Glickman calls it "a new twist on blending advertising with user-generated content that leverages the power of social media that is safe for brands."

"Opinions from true brand ambassadors can reinforce a brand's message when consumers are seeking authentic information about products and making purchasing decisions," Glickman tells Online Media Daily.

Embedding homemade product reviews into ad units enables advertisers to incorporate user-generated video into their marketing mix in a way that is safe for their brands by ensuring a positive brand message and experience. In addition, the Videopinions reviews offer advertisers ready-to-use video assets with full usage rights, which is a boon for advertisers who don't have creative assets for the online environment.

Authentic user testimonials stimulate interest in products and drive more qualified traffic to an advertiser or retail Web site. Video advertising has increased in popularity as of late due in part to its impact on consumer behavior. A recent study from the Online Publishers Association found that 80% of users recall seeing video ads and more than 52% take some sort of action in response, including 12% that went on to make a purchase.