Walker Media Adopts VideoHub Platform to Operate and Measure Video Ad Buys
LONDON and NEW YORK, NY, Dec 19, 2012 (MARKETWIRE via COMTEX) --
London-based Walker Media, an offline and online media-planning and
buying agency serving some of the U.K.'s most iconic brands, has
agreed to license VideoHub for Advertisers to inform and optimize its
VideoHub -- a division of Tremor Video Inc. -- is a platform that
media agencies use to buy, measure, verify and analyze video
advertising campaigns. Walker Media will use the platform to operate
all of its video ad buys and measure performance. While this marks
the first U.K. media-agency deal for VideoHub, U.K. advertisers using
Tremor Video to buy media have been benefiting from VideoHub
analytics since the platform was launched last year.
VideoHub is the first video ad platform to have integrated Nielsen's
Online Campaign Ratings, which give media planners and buyers a
consistent measurement metric for digital and traditional media.
Nielsen launched OCR in the U.K. in October.
The incorporation of data from Nielsen Online Campaign Ratings into
VideoHub marries the standard GRP metric used in TV advertising to
online video performance. The collaboration gives advertisers a
single metric for their gross reach -- the total number of people
exposed to an ad -- and effective reach -- more granular insight into
the quality of the ad exposure and performance across screens. Now,
marketers can understand the factors directly driving performance
against a given audience.
"These combined capabilities sealed the deal with VideoHub," said Jon
Horrocks, screen managing partner at Walker Media, whose clients
include Marks & Spencer, KFC and Dixons Retail.
"Insight into how consumers engage with our clients' video
advertising is critical to our understanding of what success looks
like in a growing digital channel. That's why we turned to VideoHub,"
Horrocks said. "VideoHub's London and New York teams are unmatched
when it comes to understanding the consumer and technological
dynamics driving the video advertising marketplace. Their unique
integration with Nielsen directly benefits us and our clients, for we
have all the requisite data on one dashboard. We are going to plainly
see where ads are most effective."
Horrocks noted that the first campaigns to be measured by VideoHub's
analytics are those for M&S. "We will now be able to track all of our
video activity holistically, which enables us to look at total reach
and frequency across key demographics," he said. "Now we can answer
the critical question 'Why are some people engaging more than others,
and how can we find more people just like them '"
Combined Power of VideoHub and Nielsen
Said James Oates, Nielsen
U.K.'s managing director for digital: "Nielsen Online Campaign
Ratings provide the world's most robust measure of online campaign
performance in terms of reach, frequency and GRPs -- the same metrics
used and trusted by advertising planners of TV campaigns. VideoHub
was the first to build our tools into its digital video platform in
the U.S. and we are delighted that this service is now available to
clients in the U.K., beginning with Walker Media."
Using proprietary technology, VideoHub complements Nielsen's reach
analytics with 14 variables that explain how and why people engage
with video advertising. For example, some people may engage with an
ad because it is running on a trusted news site, while others may be
more piqued to engage during certain times of day. In fact, people
during a recent U.S. campaign watched more long-form ads during late
afternoon and prime time than during other times of day.
Publisher name and day-part are just two of the 14 variables that
VideoHub measures when assessing how and why people engage with video
advertising. The variables provide more insight into viewer behavior
than demographics can on their own.
"On behalf of the VideoHub organization, I want to thank the Walker
Media team for their business and for partnering with us as pioneers
in video," said VideoHub General Manager Anthony Risicato. "All of us
-- Walker, Nielsen, VideoHub -- are first-movers in one way or
another. Together, we are going to push the boundaries, delivering
measurable results for our clients while capturing the hearts and
minds of consumers through the power of sight, sound and motion."
About Tremor Video Inc.
New York-based Tremor Video Inc. is ranked
13th on The Wall Street Journal's list of the top 50 U.S. start-ups
funded by venture capital. The company has offices in Atlanta,
Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco, with
international offices in London, Munich, Singapore and Toronto. It
has two operating divisions that provide complementary media and
Tremor Video, founded in 2005, provides video advertising services on
four screens: connected TV, computers/laptops, mobile phones and
tablets. On behalf of brand marketers and agencies, the company uses
proprietary technology to serve video ads to the right people at the
right time in brand-safe environments. It can do this through its
direct relationships with hundreds of premium-quality publishers of
which more than 170 have chosen Tremor Video as the only outside
party to sell their digital ad inventory. Tremor Video pioneered the
cost-per-engagement (CPE) pricing model, helping agencies and brands
to get more for their brand-marketing dollar by making video ad units
interactive and inviting. For more information, visit
www.tremorvideo.com and find us on Twitter, Facebook and LinkedIn.
VideoHub was founded in 2011 by Tremor Video Inc. to fill an unmet
need among brand marketers and media agencies simple way to buy,
measure, verify and analyze the effectiveness of video advertising
campaigns. VideoHub is the first video ad platform to have integrated
Nielsen's Online Campaign Ratings, which provide demographic ratings
for online ad campaigns. Going one step further, VideoHub uses
proprietary technology to analyze multiple variables that explain ad
reach in the context of how, when, where and why people engage with a
brand's video ad campaign. Its robust, flexible platform simplifies
operations, provides actionable insights, and eliminates the need for
multiple third-party products. Media agencies and publishers around
the world are integrating the platform into their own operations to
gain true transparency into their video advertising. VideoHub was
named the Festival of Media's "MAP Hot Company of the Year 2012." For
more information, visit www.videohub.com and follow us on Twitter,
Facebook and LinkedIn.
Tremor Video Inc. Contact
SOURCE: Tremor Video Inc.
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