Brightcove Goes for Brand Advertisers in Pair-up with Tremor

  |  May 7, 2007   |  Comments

Brightcove will make inventory from its premium network available to Tremor's pre-roll video advertisers.

Video platform and network Brightcove wants more relationships with brand advertisers, and video ad network Tremor Media has them. The two firms, competitors in ways, have aligned in an ad network partnership by which Brightcove will make inventory from its premium network available to Tremor's pre-roll video advertisers. The deal gives Brightcove brand advertisers and Tremor access to a broader swath of inventory. The two companies also aim to help establish video ad guidelines through the alignment.

Tremor has a "large pipeline of nationally recognized brand advertisers," said Adam Gerber, VP, ad products and strategy for Brightcove, who added the partnership "ensures strong ad rotation." As many online video watchers know, high-frequency of the same pre-roll video spot doesn't make for the best user experience. "One of the challenges of broadband video is that of scale," added Gerber, who believes more advertisers means less ad redundancy.

Neither firm would quantify the amount of impressions to be added to Tremor's network; however, content will come from more than 400 sites in Brightcove's "select" tier of publishers such as Ford Models Videos, TasteTV, Shipwreck Central and WealthTrack. The video inventory to be supplied to Tremor is vetted based on criteria like content quality and length; chosen clips typically will run between 90 seconds and two minutes. In all, Brightcove includes over 3,000 media producers in its network, and pays them half of the ad revenue derived from running ads in their content.

Ads will be sold by Tremor and targeted by category or on a custom-channel basis. The CPM-based pre-roll spots will be accompanied by a banner or expandable banner, and can be frequency-capped. Neither company would reveal terms of the deal.

Both firms have decided to use the relationship as a means of establishing video ad standards, by accepting only ads of 15 seconds or less. According to Randy Kilgore, chief revenue officer at Tremor, advertisers understand the importance of shortening video ad durations, but they are "still lagging behind" in actually producing briefer Web spots.

"By no means is a :15 pre-roll an ideal, but I think we're on a path towards an evolved format," said Gerber.

Though this is the first such relationship for Tremor, Brightcove has paired with video ad network Brightroll for the last few months to facilitate clickable post-roll direct-response ads in Brightcove inventory. Brightcove also sells advertising direct to agencies and advertisers and has sales staff in Chicago, New York and its Cambridge headquarters.

According to Gerber, Brightcove expects to develop additional partnerships with more third party ad networks in the future. "Our blended model of sales will evolve," he continued.

Brightcove last week announced it will syndicate ad-supported video from CBS News across the Web through its Syndication Marketplace. The company also recently signed video platform clients Washingtonpost.Newsweek Interactive and Hearst Newspapers.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...