Each month IAB selects a member company who has demonstrated both exceptional leader and learner roles due to their elevated participation in IAB activities. Member participation in our initiatives not only empowers committees & councils to create industry-wide accepted specifications, guidelines and best practices, but also gives member companies and individuals the opportunity to have their voice heard and receive visibility for their efforts.
This month we spoke with Tremor Video, who has taken advantage of Town Hall speaking opportunities, Webinar attendance, Digital Content NewFronts, Quality Assurance Guidelines and much more.
What does your company do, and specifically how does it serve the digital ecosystem?
At Tremor Video we’re transforming the video advertising experience across all screens for our clients. In a nutshell, we are a tech company that really understands brand advertising for video.
We’ve developed a technology platform, VideoHub®, which offers advertisers and publishers a complete programmatic solution to reach and engage consumers while providing new insights into what drives brand performance across screens.
We operate a complete digital ad tech stack for video, meaning we offer solutions for both advertisers and publishers, ranging from ad serving, to buying & selling inventory, to analytics.
The digital ecosystem has evolved to a point where a screen-specific approach is not the most effective way for marketers to reach their target audiences, so we’re helping them reach consumers in a screen-agnostic world.
What initiatives is Tremor Video looking forward to working with the IAB and its member companies on; and how do you motivate your colleagues to get involved?
Tim Ware, Head of Mobile/CTV Sales, Tremor Video
We work closely with the IAB to develop guidelines around a number of initiatives, including quality assurance, measurement and innovative new ad units.
As the head of mobile and CTV sales, I’m most looking forward to elevating the importance of mobile creative to showcase how effective mobile video advertising is as consumption continues to grow, particularly in tablets for 2015. I’m also looking forward to teaming with the IAB to work with affiliated industry groups like MRC as we develop Advanced TV measurement and best practices. Advanced TV combines the best of digital and TV advertising capabilities and we’re at an exciting time where over 83M US consumers are watching content on them.
Motivating my colleagues to get involved with the IAB isn’t hard because everyone fully understands the value and insights one can gain from participating. The IAB offers so many different options to get involved at any level and time commitment. Tremor Video holds seats on a number of committees and councils as well.
How have you leveraged a leadership role at IAB over the past year and what was your take-away from the experience?
Doron Wesly, Head of Market Strategy, Tremor Video
I love to tell stories, especially when I can weave in data nuggets to remind marketers that “consumers” are people just like them. We spend so much time looking at demographics and target audiences, but I like to be the person that gets everyone to take a step back see the big picture.
Speaking at the IAB at events like the IAB NewFront Lunch, Future of the App Town Hall and upcoming IAB Mixx give me the opportunity to show people what I’ve learned from being on the road and talking to real consumers.
Seeing the crowd nod their heads and scribble down notes reminds me how important market research is, and the IAB is a wonderful platform to share those learnings.
How did you participate as a learner at IAB over the past year and what was your take-away from the experience?
Lisa Tanzosh, Sales Strategy, Buy-Side Platforms, Enterprise
I attended a number of events this past year, including “Using Data & Programmatic to Go Global and Build Brands” which focused on different perspectives and opinions from panelists working in all corners of the industry (agency, publishers, data, platform, etc.). The viewpoints discussed left me with three important takeaways:
- Transparency is key, but as an industry we need to define – what does it mean to be truly transparent in the programmatic space?
- Now that programmatic technologies are in place, let’s find ways to implement more engaging and interactive creative in real time
- Now that people are getting more comfortable with letting technology do the heavy lifting, we can begin to take advantage of programmatic efficiencies
As Tremor Video continues to improve its programmatic offering, it’s helpful to participate in IAB events that elevate the programmatic conversation and allow publishers, advertisers, and agencies to dig into important industry topics.
To find out more about Tremor Video’s digital advertising opportunities go to www.tremorvideo.com. If you would like to nominate a future IAB Member for this series, please email: [email protected]