NEW YORK Forget the standard pre-roll. Ditch the overlay. Tremor Media today unveils V-Choice, a set of new online video ad placements the company claims will successfully marry the sight, sound and motion of TV spots with the control and interactivity users expect on the Web.
The company, which boasts a video ad network that reaches 57 million unique viewers (comScore, March), has just completed a beta test period with several top advertisers, including Procter & Gamble, Universal Pictures and Ubisoft. Now, it plans to roll out V-Choice ads to the general market.
V-Choice units are now available on Tremor’s 900-plus site partners. The network has tapped Web metrics firm Quantcast to provide both demographic and user interaction data for campaigns.
When encountering V-Choice ads, users are first shown a short five- to 15-second teaser video spot, either before or during content, and then have the choice to skip the ad entirely or view more content. That’s a better alternative for all parties, according to Tremor CEO Jason Glickman. “This is a whole different experience,” he said. “Publishers like it because it's a great user experience. For advertisers, it opens up a whole new world. It kind of changes the game for in-stream ads.”
Among the new V-Choice offerings are “showcase” units, which enable brands to present multiple ads or products in a single campaign, allowing users to choose which ads to watch (if any) and in some cases to determine the length of commercials.
For Universal Pictures’ upcoming movie Land of the Lost, Tremor has been testing an in-stream video ad on sites such as Fandango.com. The placement gives users the option to view a film “teaser," full-length trailer, or to visit the movie’s Web site.
Other showcase campaigns could direct interested users to sample different videos for a group of brands -- such as different car models from the same company -- or even long-form video content, such as product demos.
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