SAN JUAN, Puerto Rico—Combine a variety of data assets with an in-house creative agency and you have what Tremor Video DSP calls creative video intelligence. “Everybody has data strategies, but we’re going beyond just connecting to a specific consumer and really thinking about what that message is and means in that moment,” says CMO Abbey Thomas. “To make that ad call or that impression or that wow factor all that much more impactful for a brand.”
Since its acquisition by Taptica in the summer of 2017, Tremor Video DSP has added to its “bevy of supply partners” while its exclusive data partnership with Alphonso is headed for expansion into Canada, Thomas says in this interview at Beet Retreat 2018.
Given thousands of different operating systems and video formats, the company doesn’t see its in-house creative offerings as a threat to agencies.
“I think in the digital world it’s a huge asset to have a partner that can take a heavy hand in creative production and ensure that those assets are going to resonate on whatever that different system is,” says Thomas. “We’re not taking the place of the creative agency. We’re just being a best friend to them to help ensure that their ad creative is delivered in the best experience possible.”
Asked about the balance between dynamic creative optimization and human input, Thomas believes it all starts with advertisers’ goals. “Obviously with something like a local dealership you’re going to need some sort of DCO solution,” she says.
In the quest for omni-channel video delivery and audience targeting, algorithms and varying KPI’s pose many challenges. “In actuality, video is difficult. It’s not an easy thing to do. Our CTO would tell you that’s not the easiest thing to build, so we’re owning video specialization.”
In addition to adding supply partners, Tremor is always looking to make stronger and more attractive data offerings. Thomas cites the three-year relationship with retargeting specialist Alphonso TV, calling it “a wonderful partner” and noting “this year we are taking the Alphonso product into Canada, which is a great extension of our U.S. existing business. Canada clients have been asking for the ability to do TV retargeting and we’re very excited that we can bring that to them.”
Observing the abundance of “open” data partnerships in the industry, Thomas sees a “lack of control that happens when data is available in so many different places. Tremor’s exclusive arrangement with Alphonso “allows us to place controls that benefit the advertiser, such as type of share of voice they’re buying on or exclusivity.”
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.
