Tremor Media, the largest video ad network in the world (according to ComScore), has been expanding its suite of interactive video ad products at a break neck pace since early 2010. Today, the New York City based company announced a strategic partnership with Israel based Innovid to provide a white label version of Innovid’s iRoll technology to Tremor’s network of over 1,500 sites. Today’s announcement comes almost exactly a year to date from Tremor’s launch of its own interactive ad platform, vChoice, in June of 2009, and comes hot on the heels of its $40 million dollar Series D funding round in April.
Tremor and its competitors, like BrightRoll and ScanScout (which has its own interactive pre-roll product, Super Pre-Roll), have seen a decrease in the effectiveness of pre-roll advertising over the last year. According to a recent study from YuMe, in 2009, pre-roll video click-through rates decreased from 1.88% in Q1 09 to 0.74% in Q4. By contrast, Innovid’s iRoll deployments have achieved CTRs of 5-8%. In a world where pre-roll CPMs are reaching into the double digits, interactive pre-roll deployments stand to generate significantly more revenue, and lower abandonment rates for video advertising networks.
Innovid, which itself raised over $6 million dollars since launch in late 2007, has played a leading roll in galvanizing standardization of interactive advertising formats with the IAB, and has aggressively pushed it’s iRoll technology with top-tier publishers like CNET, Discovery, MTV, and NBC, MTV.
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