Tremor International Names Emily Barfuss Chief Marketing Officer

Tremor International has named Emily Barfuss its new chief marketing officer. Barfuss will spearhead the development of the global marketing strategy across Tremor International, including its core Tremor Video and Unruly business groups. Barfuss will report to CEO Ofer Druker and be based in New York City.

Emily Barfuss

“Emily is joining the Tremor team during a pivotal time, when our business is experiencing significant growth and expansion,” Druker said in a statement. “Her proven marketing expertise coupled with her track record of accomplishments in growing global brands makes her an excellent addition to our executive team.”

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Barfuss joins Tremor with extensive media and ad-tech leadership experience. Most recently, Barfuss built marketing and brand strategies at grace+grit, a marketing consulting firm she founded. Prior, Barfuss oversaw CBS Corp.’s affiliate marketing efforts as part of the media giant’s TV distribution.

“Tremor International is a dynamic company, and I believe it is at the frontlines of shaping the future of the ad-tech industry,” Barfuss said. “I’m thrilled to join such an innovative organization and look forward to working closely and collaboratively with the Tremor team to further solidify our global leadership position and, by extension, nurture even stronger connections with our clients worldwide.”

Tremor Video Seeks to Connect Viewer Emotion With Advertisers

Tremor Video, a TV data analysis firm, on May 11 deployed new software that offers marketers insight into viewers’ “emotional and psychographic intelligence” in the U.S. and Canada. Designed to maximize audience engagement and optimize campaign performance for advertisers across connected TV (CTV) and video, the software leverages a blend of facial coding and survey-based techniques.

CTV is any television used to stream video over the Internet. With the rise in streaming video on TVs, Tremor’s new EQ software attempts to connect brands’ messages with consumers on an emotional level, while driving enhanced performance of campaigns across all screens.

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“EQ exemplifies our … ability to empower our clients with innovative solutions that maximize the connective relationship between data, audiences, creative and delivery,” Anthony Flaccavento, chief revenue officer for Tremor Video, said in a statement.

The need to emotionally connect with consumers is particularly relevant in light of how quickly advertisers have to adjust their messaging with the pandemic and other events of the past year. Tremor Video claims its software can assist advertisers in fine-tuning campaign messaging to reach the most receptive audiences, drive brand uplift, favorability, advocacy, purchase intent and completed video view rates.

Indeed, Tremor says video completion rates are 38% higher for its data groups compared to third-party software.

“Finding unique ways to engage with our audiences is of paramount importance to our team,” said Dani Hussey, senior manager of brand marketing for Dropbox. “These solutions allow us to better understand the emotion-based profiles of our customers and leverage these insights to reach them in more relevant ways, while driving stronger results for our campaigns.”

Report: 83% of Consumers Plan to Maintain, Increase Home Entertainment Spending

More than a year after the start of the  COVID-19 crisis, a majority of consumers are beginning to turn the page on the pandemic as vaccinations increase and a sense of normalcy returns, according to new data from Tremor Video.

Conducted in March and comprised of surveys with a nationally representative sample of 893 respondents in the United States, the research found that 56% of consumers feel optimistic about the year ahead and 60% predict a return toward normality within the year.

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According to the data, 83% of consumers plan to either maintain or increase their current spend levels when returning to a more normal life, on average across categories. Consumers report that they plan to either maintain or increase their spending at the highest rates for the following categories: groceries (92%), beauty & personal care (86%), consumer electronics (84%), home & garden (84%) and home entertainment (83%).

With this likely increase in spending comes promising news for brands with brick-and-mortar dimensions of their businesses, as 84% of consumers plan on shopping in-person during the year, with 29% reporting that they will do all of their shopping in-person and 23% reporting that they will do most of their shopping in-person with some online shopping.

Although the research suggests that consumers are eager to resume their pre-COVID activities, their enthusiasm for this return to more normal lifestyles does not necessarily mean that their rates of TV engagement will decline as a result. In fact, most consumers are likely to engage with connected TVs at comparable or higher rates as the pandemic dissipates. Over the next six months, 86% of consumers plan to watch live TV at the same or increased rates, 88% plan to watch the same or higher amounts subscription-based VOD, and 81% plan to maintain or increase their viewing of ad-supported VOD.

“After a long period of being homebound, consumers are feeling positive about the future, as they look to resume activities like dining out, traveling and in-store shopping, all of which should give advertisers a renewed sense of confidence in the months ahead,” Terence Scroope, VP of media insights and analytics at Tremor Video, said in a statement. “In parallel, our study suggests that consumers plan to increase their time with CTV content, reinforcing just how essential the medium will continue to be for advertisers as they look to fine-tune their 2021 media strategies.”

Report findings include that since March 2020, TV viewing has spiked considerably, with 61% of consumers saying they have watched more TV than before the outbreak of the pandemic. Over the next six months, increased engagement with both paid and free TV streaming will be most pronounced among younger age demos (18-44s) and higher income ($100,000 or more, annually) demos

Consumers report that they will be more supportive of local businesses with most (59%) planning to continue shopping locally. Most (58%) consumers have adopted new behaviors thanks to increased time shopping online during COVID; this is especially prevalent among the 18-34 age group.


Tremor Video Launching Connected TV Data Tracking Service

With the rise in ad-supported VOD and “free ad-supported streaming television” or FAST, Tremor Video March 23 announced the upcoming launch of its data-driven TV Intelligence platform. Building upon its experience in Connected TV (CTV) and addressable TV retargeting, Tremor contends its new software will allow advertisers to reach the most relevant consumers through greater breadth and depth of audience data assets.

Launching this May, Tremor Video’s TV Intelligence platform will leverage a set of television viewing and audience data coupled with video to support advertisers’ TV and cross-device media strategies. The software aims to combine “automatic content recognition” (ACR) and set-top box data across a domestic TV viewing footprint of more than 12 million households and 100 million addressable devices.

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Other platform features include combining “rich data sets” with advanced and customizable measurement solutions, working with a team of experts committed to developing campaign strategies unique to the nuanced objectives and needs of each individual client.

Tremor Video entered TV data analysis in 2016, strengthening its marketplace position by acquiring RhythmOne in 2019 and Unruly in 2020. The company’s Unruly subsidiary is recognized as a top supply platform, ranking the No. 1 direct CTV supply partner among Roku’s key app categories.

LG Bowing ‘Native Ad’ Technology for Connected TVs

LG Electronics Sept. 10 announced it is partnering with Tremor Video to bow so-called “native advertising” on select Internet-connected televisions.

Tremor Video provides entertainment advertisers and apps with ad placements that are native to the smart TV experience across millions of connected TV devices — helping them to stand out with content discoverability.

The ad units run in a “highly visible position” on the LG smart TV’s home screen — helping to drive viewers to an app or drive tune — in campaigns for specific TV shows and movies.

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Matthew Durgin, head of content innovation at LG Electronics USA, said collaboration with Tremor Video “helps advertisers make their brand messages stand out in a crowded landscape,” adding, “This exemplifies how LG smart TVs provide added value to advertisers and viewers alike.”

These promotional placements can support the overall subscriber growth to streaming services and apps supported on LG smart TVs.

“Partnering with LG provides advertisers with a turnkey, cost-effective way to entice viewers with their brand messages before they enter another streaming service,” said Jay Baum, Tremor Video’s chief commercial officer.