NEW YORK--(BUSINESS WIRE)--Tremor Video, Inc. (NYSE: TRMR), a leading provider of technology-driven video advertising solutions, today revealed the findings of its annual ethnographic study conducted to better understand the role that video plays in the lives of consumers around the globe. The conclusions of this study outline important implications for marketers. The findings, as well as focus group interviews, are available here.
“Video Lives 2013 gives us the opportunity to take a holistic look at how consumers are using technology in their everyday lives, across devices, by observing them and following up with an intense interview,” said Doron Wesly, Head of Market Strategy for Tremor Video. “Marketers must always remember that consumers are real people and will only fall in love with a brand if there is mutual appreciation.”
The study provided three major trends in terms of what consumers are looking for in advertising:
Co-creation: Embrace family members as co-creators and encourage customers and brands to co-create new ideas or products.
- Today’s consumers know what they want. They have ideas that matter and want an active role in the decisions that affect their experiences.
- The ways people interact with media and advertising have shifted dramatically – it is multi-dimensional and brands must constantly adapt and push the limits on creativity to gain connection with their dynamic consumers.
- Co-creation begins at home and the whole family is involved. Today’s youth is more connected than ever and can do their own research and bring knowledge to their parents. Parents can then view the information through their lens of life experience and wisdom. It’s these types of co-creative relationships that suggest frameworks for designing more immersive, relevant advertising.
Authentic Experiences: Great advertising is experiential, not transactional.
- Consumers are seeking out information not only from their family and friends, but also from brand authorities – balancing expert opinions and personal advice. With this in mind, every marketer should think about brands as 360-degree experiences to be effective.
- The study also showed that advertisements need to be emotional, and perhaps most importantly, shareable. Consumers feel the best way to do this is through film or video because it’s the only way to capture motions, sounds and emotions.
Serendipitous Discovery: Design for Serendipitous Discovery.
- The findings show that consumers are okay with advertisers tracking them, as long as it improves their overall experience, delivers relevant and timely content.
- Consumers value intentional searches and serendipity as ways of discovering new information, provided they can control it. For example, they may not be in the market for an item right now, but they want to serendipitously discover new things. Just as a friend would offer what you asked for, plus something else you might like, based on their knowledge of you.
- Today, a brand can design for serendipitous discovery through technology and understand why a person is engaging and then find others who engage as well.
- Marketers need to use this learning to strike a balance between using technology that knows what consumers are doing at all times with discovery and freedom of choice. They also need to deliver an experience across all platforms and devices.
- In other words: Effective advertising expands the boundaries of people’s current understandings of what they need and what is possible.
Tremor Video created Video Lives 2013 in partnership with Brian King and Marriott International, MEC, and Uday Dandavate from SonicRim. Research was conducted from June 1 to July 3, 2013. Twenty-four families (84 individuals) in six cities took part, including San Francisco, Chicago and Austin in the United States, and London, Liverpool and Edinburgh in the United Kingdom. This is the second iteration of the Video Lives research study. In 2012, Video Lives was conducted in partnership with Mark Speichert of L’Oreal and Anna Kirach.
About Tremor Video, Inc.
Tremor Video, Inc. is a leading provider of technology-driven video advertising solutions enabling brand advertisers to engage consumers across multiple internet-connected devices including computers, smartphones, tablets and connected TVs. Our clients include some of the largest brand advertisers and agencies in the world. These relationships have helped us create a robust online video ecosystem that includes more than 500 premium websites and mobile applications, over 200 of which partner with us on an exclusive basis. Our proprietary technology, VideoHub, analyzes in-stream video content, detects viewer and system attributes, and leverages our large repository of stored data to optimize video ad campaigns for brand-centric metrics. Through our VHA enterprise solution, VideoHub also provides advertisers and agencies with advanced analytics and measurement tools enabling them to understand why, when and where viewers engage with their video ads.
Tremor Video is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco, with international offices in London, Singapore, and Toronto. For more information, visit tremorvideo.com and find Tremor Video on Twitter, Facebook and LinkedIn.
