Who your friends are says a lot about you, just as an ad’s client say a lot about its quality, potential, and purpose. It’s telling, then, that DreamWorks relied on Tremor
Video’s new “super pre-roll takeover” units to market its visually explosive blockbuster “Real Steel.”
The ads expand beyond the video player window to fill the
majority of a viewer’s screen, but only when the viewer engages with the creative.
Advertisers using the takeover units can customize their individual campaigns with various dynamic
interactive branded elements, including extended video trailers, image galleries, and Facebook and Twitter connectivity.
“Entertainment advertisers are learning that the most engaging
video advertising feels like part of the video experience,” said Jason Krebs, SVP and Chief Media Officer at Tremor Video.
No, these features aren’t entirely unique, as Tremor
rivals offer similarly interactive and dynamic units. As we reported last week, for instance, upstart 140Fire just debuted its DataRoll product, which adds a layer of interactivity on top of
existing video ads.
Where Tremor is really hoping to differentiate itself, however, is the takeover units’ connection to its cost-per-engagement (CPE) pricing model, which allows for
network scalability.
“The Super Pre-Roll Takeover unit gives film marketers a custom page takeover experience that runs across a network of sites, rather than just one,” said
Krebs. “By buying across the Tremor Video network on a CPE basis, advertisers reach larger audiences while maximizing the efficiency of their campaign spend.”
Larger, indeed.
This past May, Tremor ranked second among all platforms in driving ad impressions online -- and first among video ad networks -- with 700.8 million ad views, according to comScore. Tremor also
ranked as the top video ad network in terms of potential reach of the total U.S. population -- at 47.1% -- followed by BrightRoll Video Network -- at 42.1% -- and Break Media at 40.4%.
Previously, according to Krebs, delivering a takeover experience would require advertisers to negotiate individual agreements with every publisher they wished to work with.
With CPE
pricing, advertisers pay for impressions when viewers engage with the units, while Tremor Video’s ad-serving technology promises that the ads will be delivered only to those viewers most
likely to engage with the creative across the Tremor Video network.