Research in Direct Support of Digital Ad Industry’s Mission to Maximize Consumer Engagement with Brands
New York, May 16, 2013 – Made-for-web content supports advertisers’ brand-building initiatives just as well as TV content repurposed for the web, according to Tremor Video research released publicly today.
Tremor Video’s research team compared engagement rates, ad-completion rates and click-through rates of video ads across five publishers that repurpose TV content for the web and four made-for-web content publishers during the first quarter of 2013. The team prepared their research in anticipation of the Digital Content NewFronts, which was launched in 2012 to create a marketplace to showcase and sell high-value original video content and adjacent advertising opportunities in new media. Doron Wesly, head of market strategy at Tremor Video, presented the research in April to a private audience of ad executives attending the IAB NewFronts Insights Breakfast.
“Our research findings are in direct support of the digital ad industry’s mission, which is to grow opportunities for marketers to reach consumers on digital channels,” Wesly said. “We learned that made-for-web content, such as Hollyscoop.com and other quality programming, is just as viable as repurposed TV content when it comes to engaging viewers with relevant advertising on the web.”
Ron Amram, senior director of media at Heineken USA, said his company is increasing its investment in digital video advertising. “Making sure our brand messages are adjacent to premium content is part of our marketing philosophy,” Amram said. “That’s why we have historically invested so much in TV. But today is a new day, and web-only content is exploding. Thanks to Tremor Video and other sources, we now have proof that engagement around ads placed in web-only contexts is as high as ads placed on TV.”
Following are highlights of Tremor Video’s study entitled, “Upfront, NewFront, Nupfront”:
- Engagement rates were slightly higher for made-for-web content (2.72%) than for TV content repurposed for the web (2.68%).
- Most people watch entire ads on the web, whether they’re run during repurposed TV content or made-for-web content; 91% of ads run during repurposed TV content were watched in their entirety vs. 83% of ads shown during made-for-web content.
- Click-through rates for TV content repurposed for the web and made-for-web content are practically identical: 1.1% for repurposed TV content and 1.09% for made-for-web content.
Consistent with other Tremor Video research, demographics plays little role in ad engagement. Publisher and player size are the two factors driving engagement with ads during both repurposed TV content and made-for-web content.
About Tremor Video
Tremor Video is a leading provider of technology-driven video advertising solutions enabling brand advertisers to engage consumers across multiple internet-connected devices including computers, smartphones, tablets and connected TVs. Our clients include some of the world’s largest brand advertisers and agencies. These relationships have helped us create a robust online video ecosystem that includes more than 500 premium websites and mobile applications, of which over 200 partner with us exclusively. Our proprietary technology, VideoHub, analyzes in-stream video content, detects viewer and system attributes, and leverages our large repository of stored data to optimize video ad campaigns for brand-centric metrics.
Tremor Video is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco, with international offices in London, Singapore, and Toronto. For more information, visit tremorvideo.com and find Tremor Video on Twitter, Facebook and LinkedIn.
Sr. Director, Corporate Communications
Tremor Video, Inc.