Tremor Video Utilizes Consumer Insights To Offer A Glimpse into 2017
December 13 2016 - 12:13PM
Business Wire
Partners with The Center for Generational
Kinetics to Understand How Audiences Expect Video Experiences to
Change Next Year
Tremor Video, Inc. (NYSE: TRMR), a provider of software for
video ad effectiveness, today released its 2017 predictions.
Instead of gathering intel from internal stakeholders to infer what
could happen next year, Tremor Video partnered with The Center for
Generational Kinetics, a leader in generational research, to better
understand consumers’ attitudes and perceptions toward video. The
research aimed to discover trends around engagement, trust, and new
technologies via a national study of U.S. adults ages 18-64.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20161213005997/en/
Tremor Video partnered with The Center
for Generational Kinetics, a leader in generational research, to
better understand consumers’ attitudes and perceptions toward
video. The research aimed to discover trends around engagement,
trust, and new technologies via a national study of U.S. adults
ages 18-64. (Graphic: Business Wire)
“2016 gave way to new formats and new video experiences, which
helped pave the way for attention to take center stage in ’17,”
said Jen Catto, Chief Marketing Officer, Tremor Video. “Consumers
are giving publishers and advertisers more opportunities than ever
to engage with them, and we hope the industry can join us in
rallying around these ideas, because research shows they’re what
consumers want.”
Digital will become a more trusted source for content than
TV. To consumers, content matters more than screens/platforms.
Parity among all screens is trending so that trust in digital will
eventually eclipse linear TV, with marketers’ investments likely to
follow suit. This is particularly true among generations like Gen X
and Millennials, who consider video ads across screens similarly in
terms of authenticity. As these generations continue to become the
largest subsets of the population, their opinions will gain
dominance over Baby Boomers’ who still trust ads on desktop/laptop
over mobile devices.
Relevancy will overthrow privacy. The amount of content
and advertising presented to consumers has grown exponentially over
the last year, driving the need for targeted content and
advertising to break through the noise. In fact, this research
study found that 1/3 of viewers find targeted ads more authentic
and reliable than an ad broadcasted to a mass audience such as TV
advertising.
Advertising will become more immersive. With the rapid
growth in advanced video formats such as VR, AR, and 360 video,
content experiences have already begun to invite consumers into a
more interactive world than ever before. Advertising experiences
will follow suit in 2017. Consumers are losing themselves in what
they’re watching; 1/3 of people have forgotten where they were
while watching a video ad when with friends, family or at work.
Said Denise Villa, Ph.D, CEO of The Center for Generational
Kinetics, “the national study revealed that video is an emotional
drive for connecting with Millennials and every generation.
Creating an emotional response with consumers and influencers has
never been more important and video shows a direct path. We believe
that video as medium—in addition to the content of the videos—will
be an emerging storyline for 2017 as Americans choose to watch
video rather than read on a screen.”
Additional findings from the research include:
- Almost 70% of Millennials think video
ads must continue to get better to win their attention.
- Millennials have strong reactions to
video ads--from laughter to tears. Subtlety is not the tactic to
use with this generation. 60% said they’ve been recently annoyed by
a video ad, and even more said so about TV.
- 65% of Millennials say they have
deliberately watched a video ad more than once because it was
engaging.
- 84% of viewers claim humor is the
quality that will drive them to watch videos in the coming
months
- 33% of consumers told someone about, or
shared, an ad they just watched.
For a more visual representation of the findings, see our
infographic that accompanies this release.
About Tremor Video
Tremor Video (NYSE: TRMR) provides software for video
advertising effectiveness. Our buyer and seller platforms
enable seamless transactions in a premium video
marketplace by offering control and transparency to clients.
We employ patented all-screen technology to make every advertising
moment more relevant for consumers, and deliver maximum results for
buyers and sellers.
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version on businesswire.com: http://www.businesswire.com/news/home/20161213005997/en/
Media:Tremor Video, Inc.Mandy Robinson,
646-278-7416mrobinson@tremorvideo.com
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