In what’s being touted as a first for online in-stream video advertising, Tacoda (the operator of a massive behaviorally-targeted ad network) is joining up with rich-media advertiser Tremor Network to offer video ads that can be targeted according to viewers’ online behavior.
Says ClickZ, advertisers using either company’s network will be able to buy ads that can be inserted at the beginning, end, or middle of videos using Tremor’s technology. Tacoda will supply audience data to help the ads reach the most relevant users – and with claims to over 3,000 partner sites and 140 million unique monthly visitors, that’s not small beans.
Tremor Network works with expanding rich media ads and other graphical banners in addition to streaming video, and they’ll have access to Tacoda’s behavioral know-how in serving the ads on their collection of 300-plus publisher sites. A quick glance at Tremor’s website suggests they’re looking to get the attention of bored hipsters, to which we say: good luck!
Tacoda CEO Dave Morgan says that one goal of the partnership is to attract big brands (and their big money). Says Morgan, “With video, it’s self-evident on its face that it delivers brand value. There’s very little loss between engagement of video on TV and the PC, and in fact there’s often even more engagement on the PC because you’re leaning forward, and not off in the bathroom during the commercials.” Well, they might also be trying to shut the ad off, but that’s definitely a form of engagement.
