Two media consumption trends stick out from the last decade. The first is that video continues to gain prevalence given better bandwidth, mobile connectivity and cultural factors. The second is that our attention is increasingly fragmented between screens and delivery platforms, such as streaming apps.
Tremor Video has positioned itself at the center of that two-way intersection. The company provides a video creation and distribution engine to maximize impact for brand marketers, according to Devin Fallon, VP of Media Insights & Analytics, and the latest guest on our Heard on the Street podcast.
One of the areas where Tremor specializes, again in light of the above trends, is retargeting advertising across screens. This can be particularly impactful given the growing prevalence of second-screen viewing — for example, watching a streaming app on the TV while also on your mobile device.
“Most people can relate to this experience in some way shape or form. Multitasking with other devices like smartphones and tablets and computers has been around for a little while, and has maybe skewed younger … but at this point in time, it really does run the gamut across all demographics and across a huge variety of content types. So, no matter what people are watching on the biggest screen in the household, there’s a better than even chance that they at some point or during all points of that viewing have another screen out in front of them, closer to their face and arguably a little more personal in nature.”
So how does Tremor do this? The company applies a technology known as automatic content recognition (ACR), which can “listen” to your TV from your second device and understand what you’re watching by matching the audio track. That can then inform subsequent ad targeting.
“That’s a technology that allows for us to understand the ads and content that people are watching on their television screen and make targeting decisions based on that. There are a number of implementations that can come into play there, including retargeting based on someone being exposed to a brand’s message on linear TV. That’s a great way to keep up your frequency or engage with a slightly different message – perhaps a more down-funnel message or call to action. There’s also competitive conquesting, so if we’re trying to reach audiences who have already been exposed to a brand’s competitor and give them a different take or perspective. We can surround tentpole events […] Knowing that the cost for a brand to run on linear TV for a lot of those opportunities is incredibly high, this is a way for us to potentially surround that content for users who. for instance, are watching the Oscars and might have their smartphone open in front of them.”
Meanwhile, Tremor is showing results to back all this up. In just one case study we discussed on the episode, the company helped Rachel Ray’s pet food brand Nutrish utilize the ACR technology to retarget linear TV viewers with a lower-funnel message on other screens. The result was a $1.1 million sales lift.