Partnership to Study Video Ad Effectiveness

Web video advertising firm Tremor Media has joined forces with ad research specialist Dynamic Logic to bring video advertising research capabilities to the former's network of more than 800 sites.

Tremor provides advertisers with in-banner and in-stream video advertising opportunities on top-tier sites with a combined 75 million unique visitors per month. The firm will be using Dynamic Logic measurement to examine the differences in ad effectiveness based on a number of different ad formats and factors such as ad length and placement within streamed content.

Jason Glickman, CEO Tremor Media said the partner firms intend to share the resulting data with both clients and with the industry as a whole, adding: 'We have a unique ability, with all of our publisher partners and ad products, to gain more knowledge about the different uses of video, video formats and vertical categories than any other company. Partnering with Dynamic Logic gives us the finest set of tools to measure ad effectiveness.'

Tremor provides publishers with a full suite of products and services to maximize return on investment for streaming video. Dynamic Logic is part of the Millward Brown/Kantar group of companies. It tests and analyses online advertising, evaluates multimedia campaigns and has a syndicated ad effectiveness planning and benchmarking database.

The New York-based partner firms are online at www.tremormedia.com and www.dynamiclogic.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.