Tremor Video’s Tim Ware Shares Multiscreen Secrets

As VP-mobile and connected TV sales at Tremor Video, Tim Ware is responsible for leveraging the company’s brand-building technology and creative capabilities to help marketers realize the benefits of mobile and connected TV. Prior to joining Tremor Video, he served as The Wall Street Journal’s mobile and video sales director, and before that worked for top sports and entertainment entities, including ESPN, NHL and WWE and startups Yardbarker and InterZine Productions. Ware broke into the advertising business as a TV buyer and negotiator at McCann-Erickson and Saatchi & Saatchi Advertising.

Before heading to Mobile Media Summit at Mobile World Congress, where Tremor Video will be sponsoring the Summit Green Room, Ware sat down with MadAve Mobile Managing Editor Anna Baskin to talk about the secrets to multiscreen success, the opportunities and challenges of mobile video, and what’s ahead for Tremor Video.

Baskin: Hi, Tim. Thanks for chatting with me today. Let’s start with a basic question: What is Tremor Video’s unique value proposition to advertisers?

Ware: Hi Anna, glad to connect. At Tremor Video, we work with premium publishers to seamlessly deliver interactive video ads across screens by utilizing our proprietary technology, VideoHub. This patented technology enables optimal performance against brand marketers’ goals with complete transparency.

Baskin: What do you think differentiates Tremor Video from competitors?

Ware: I think it’s a combination of three things: Our patented technology, which is superior at optimizing ad placements in real time, so an ad gets in front of the right person at the right time; our in-house creative team that builds killer ad units that incorporate the ability to interact with an ad, which is especially significant in mobile where ‘touch’ comes into play; and our roster of premium publishers, many of which we work with on an exclusive basis, to ensure ads we serve appear in the best and most relevant environments possible.

All this, combined with a digital sales team with decades of experience, is the reason why Tremor Video was named #1 in advertiser satisfaction by Advertiser Perceptions for two years in a row.

Baskin: What is the secret to creating a successful multiscreen campaign?

Ware: First, you need to establish clear goals and objectives because the creative execution will be directly informed by the goal(s) to be achieved. For example, awareness, time spent, or engagement. Then you need to conceive creative for optimal consumption and engagement by device.

• Different devices elicit different types of behavior and interactions – a mouse click is very different than a screen swipe – so you need to design and build to maximize the response based on differing behavior. It’s fairly well known that smartphones generate more frequent and shorter visits that augment an individual’s video consumption throughout the course of the day. Not asking a user to do too much with smartphone video ads is a good practice, as it’s more cumbersome to interact when users are typically on the go and don’t have time to be overtly disrupted by a sales pitch. Our most successful campaigns utilize frequent brand messages that mesh well with broader campaign.

Meanwhile, tablets have been shown to drive longer sessions and engagement. As a result, tablet video ads can more effectively pitch and influence consumers to interact with relevant ads, as users have tendency to have greater tolerance and time. Exposure across multiple screens will better influence recall and post-exposure awareness, and Tremor Video has set out to prove that, having just released new products that can guarantee a Cost-Per-Shift (brand awareness) in mobile.

• Screen size is important to consider when planning a campaign across devices because editing and graphics require different treatments for different sizing. For example, if you aren’t considering the screen size when you run video on mobile, you can lose details such as facial expressions or products in the background becoming too small. Medium shots become wide shots in mobile. Transitions and fades that play well in larger viewing environments often become pixelated, corrupted, or jittery when confined to a mobile environment.

• Smartphones and tablets enable touch interactivity, so take advantage of this element that isn’t available on computers or laptops.

• Think about the message immediacy mobile devices offer, and build experiences differently. People are used to a lean-forward experience on the computer, whereas mobile is more utilitarian and surfing on a tablet is more of a leisure activity.

• Remember that no two screens are identical ,so the ad experiences shouldn’t be built as one-size fits all. Engage and delight consumers, do not disrupt them. Great creative targeted to the right person in the right environment at the right time is the best way to engage consumers on any device.
Once you have smart goals and creative that works across devices, you absolutely must work with a company that utilizes technology to optimize campaign performance based directly on brand marketers KPI’s. Reach and price are important, but they don’t meet the objectives that marketers care about, like engagement, consideration, perception and intent.

Baskin: What’s your favorite case study involving Tremor Video’s technology? Please share whatever insights you may have gained from the experience.

Ware: Last year we built a really cool interactive ad unit with Nintendo to support the launch of Luigi’s Mansion Dark Moon. It was a cross-screen campaign that showcased the game as well as additional content like an image gallery, and it performed really well.

Baskin: What do you think is the biggest opportunity in mobile video, and the greatest challenge?

Ware: The biggest opportunity is helping mobile advertising catch up with the massive adoption that has taken place. I read that in 2014, mobile internet consumption will surpass desktop/PC consumption. While mobile video may be less dramatically impacted, it should provide further rationale for marketers to invest, and video, of course, is the ideal forum, delivering sight, sound, motion and touch. The other big factor is how interwoven mobile is with our lifestyle. Mobile devices, with a flick of a finger or sound of a voice, enable and enhance our lives daily for essential and entertainment purposes. To tap into consumers’ circle of trust is an awesome opportunity and responsibility, so it must be done thoughtfully. We’ve come so far in the digital advertising space, we must continue to move swiftly to account for the next phase of media disruption, and I believe we are on course to do so.

The greatest challenge remains aligning the digital and broader media industry, so that infrastructure and standards can be swiftly created at the pace of mobile media adoption that will more simply allow marketers to justify accelerating and growing its mobile video marketing investments. Nielsen OCR and ComScore VCE are bridges that will help get us there, but don’t fully portray the full mobile video value proposition. That value is delivering your brand message to an end user’s personal device and the ‘opportunity’ to establish or deepen a relationship with that customer on a one-to-one basis and leave them with a lasting, positive impression.

Baskin: What do you like about working in the mobile sector compared to other experiences in your career?

Ware: Mobile has exploded and is quickly becoming a primary means for media consumption. Fifteen-plus years ago, when publishers launched websites and set out to establish the value of the banner, we didn’t really know how things would turn out. No major publisher was in the black, although we set out to build big digital ad businesses without 100% proof that it would gain full acceptance by consumers, publishers and advertisers. While some publishers fared better than others, and it took longer than we had hoped, it’s safe to say publishers who invested and embraced the disruption benefitted. We’re seeing the same phenomenon happen in mobile today – everyone knows these devices are here to stay, it’s just a question of how quickly we can all adapt our business models to serve the growing audience.

Baskin: What’s new and next for Tremor Video?

Ware: Today, Tremor Video’s mobile video offering boasts top video ad serving, tracking, insights, publishers and transparency, combined with an in-house creative team. We’re helping our advertising partners take the leap into mobile at a time when brands can’t afford not to be there. We just launched guarantee pricing models for brand awareness shifts to our mobile audience, which is a very popular feature for our desktop video business.

We’ll soon be adding advanced targeting capabilities across our mobile video network as well as some additions to our technology platform. While sourcing data for targeting online has been widely practiced in desktop advertising, there have been limitations in the mobile space and this capability will further enable Tremor Video to offer seamless cross- screen video ad campaigns.

Baskin: What do you like about the Mobile Media Summit?

Ware: I really enjoy that it brings together the cross-section of brand marketers and thought-leaders who provide valuable insights into how we should be moving as an industry so that all our businesses, albeit ad agency, brand marketer or ad seller, will mutually benefit.

Baskin: What do you hope to achieve at the Summit?

Ware: I’m looking forward to interacting with fellow media professionals with mobile expertise and interests while attending information sessions and learning. I’m also looking forward to showing the mobile media world that Tremor Video not only has mobile capabilities, they are amongst the best in the business and the absolute best that I’ve worked on.

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