Streaming Media White Paper 2008 - (Page 14) 14 Best Practices: HOW TO PROFIT FROM INTERNET TV • You give us a carve-out list in advance. • We will not run advertisers from your list on your site. • We only sell by channel or RON rather than individual sites. • We agree on net CPM in advance. • Your site’s pricing won’t be commoditized. Defining Tremor Media and Acudeo I’ve heard of Tremor Media, but who are they? Founded in 2004, Tremor first established itself as a proven partner helping websites sell their in-banner video inventory. Then in 2005 through the acquisition of Dynadco, Tremor stepped boldly into the world of in-stream advertising, offering both the ad network to sell and the technology to deliver dynamic in-stream advertising. With a fast-growing staff of industry professionals whose collective experience spans decades working in online video, we pride ourselves on offering the best tools and services to help you make the most out of your video assets. What’s Acudeo? Acudeo is Tremor’s next generation Video Monetization Platform. The name springs from the word “acuity” and it delivers on clarity and intelligence inherent in Tremor’s vision since day one. Acudeo’s development grows out of our deep understanding of the complexities publishers face today in part due to the lack of standards in pursuing online video advertising initiatives. Acudeo eliminates these complexities to give publishers a straightforward way to schedule and dynamically deliver in-stream video and overlay ads from multiple ad sources using their existing ad server. It’s no longer a matter of pre-roll vs. overlays, it’s about being able to determine what’s working at any given moment and adjusting accordingly to increase the relevance and effectiveness of any in-stream campaign. It’s about maximizing the value of video and ultimately improving your bottom line. Acudeo’s features include: • Dynamic Ad Insertion—Easily schedule and manage the delivery of ads into a video player. • Ad Server Integration—Centralized ad management for all your online advertising. • Ad Network Management—Balance multiple networks to provide more options to monetize content without the complexity of multiple integrations. • Ad Scheduling/Cue Management—Deliver the right ad at the right time, thereby balancing your need for revenue with the experience of your users. • Ad Format Support—Supports a broad array of industry standard and emerging ad formats, including the IAB video ad serving templates. • Contextualization—Expand your targeting options for greater relevance and higher CPMs. • Reporting—Track, manage, and optimize your in-stream campaigns with businesscritical data about user characteristics and behavior using your existing inbanner ad server. high-quality impressions and in so doing help to generate higher CPMs for all your inventory. Dynamic ad insertion empowers you to take a proactive approach to increasing the value of the impressions you create and the effectiveness of the campaigns you sell. And with Acudeo, you can harness this power while continuing to use the content delivery systems you already have in place. Of course I want to make more money, but how does this also help enable a better user experience on my video website? Anyone trying to sell an ad delivery system that only talks about the advertisers is missing half of the equation. Equally important is enabling a better experience for users, and here again, dynamic ad insertion plays a crucial role. Instead of making users sit through the same ad over and over again, they can be dynamically served a fresh ad every time. Instead of forcing them to see ads touting offers that have already expired, you can make sure your campaigns are fresh no matter how old the content. Instead of blindly showing the same ad to everyone, users can receive ads that are relevant. And most important of all, when Acudeo delivers dynamic in-stream ads it does so seamlessly so that in-stream ads don’t screw up the viewing experience. I’m used to baking in static ads, so what do Ad Scheduling and Cue Management do? These are the tools that you use to manage your dynamic in-stream campaigns. Instead of baking in ads, you insert ad markers and associate rules with those markers that can then do things like serve up ads in a sequence, based on a time of day, or from multiple ad sources. • Schedule appropriate timing for ads (for example, one pre-roll ad for every three videos or some combination of pre-roll, overlay and post-roll ads). • Establish cues to place advertising within specific content and categories What Acudeo Does What makes it a “next generation Video Monetization Platform”? Acudeo does for in-stream video ads what DoubleClick did for in-banner, enabling the targeting, tracking, and managing of in-stream ads that can be adjusted on the fly. The only difference is that Tremor isn’t the ad server; Tremor works with the existing ad server. “Dynamic ad insertion” sounds cool, but how can it help me? Today, most ads are static or “baked in” so that all users see the same thing and therefore the options of advertisers to tailor their ad buys is limited. Dynamic ad insertion through Acudeo means maximizing the value of each individual impression.Why just sell ads based on a show when you can also be selling based on the characteristics of your users, their geographic location, the time of day, or a host of other campaign targeting tools? By providing choices beyond sticking an ad in a video and letting it sit there,you can prove your commitment toward creating a wide variety of
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