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.”

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