Video Viewability Contest May Start Trend in Making Online Ads Compatible with Other Media
Tremor Video, Inc. takes a road sometimes traveled by maximizing corporate stewardship and social responsibility to create a forum for new video viewability standards. 3MS (Making Measurement Make Sense) is a multi-media initiative by 4A (American Association of Advertising Agencies), the IAB (Interactive Advertising Bureau), and ANA (Association of National Advertisers). Tremor, a company specializing in creating progressive performance-enhancing metrics and formats for clients across all screens, is supporting a 3MS creative contest – the 3MS PSA Video Competition, the first of its kind. Both Tremor and 3MS have partnered to educate the industry on the new viewability metrics. The contest is open to entrants with Viewable Impression for Video, and Tremor assures sponsorship for 4 million impressions that will drive an online campaign.
The sample 3MS video for the competition is a PSA (public service announcement) that says 1/3 of digital ads are not seen – a big waste of advertising budgets. Its Tremor-powered contest will make talented content creators (new and experienced) and advertisers come together in a forum that will help digital media advertising develop viewability, engagement and performance standards. It’s a viewability standard that will make the sector come up to par with established ad standards across all media. The 3MS creative contest is a solid way of assuring that the new viewability standards will be learnt and practiced quickly. It goes well with what Tremor is trying to achieve – and both 3MS and Tremor would, in all probability, like to see some sort of standards compatibility among all forms of video advertising that will help defuse contentious issues between sectors in different media specializations.
The cooperative spirit is something that is lacking between online video advertising, print advertising, and TV advertising and other sectors. 3MS and Tremor are going for a positive consolidation of video ads into the entire media ecosystem. Such a symbiosis takes media practices forward seamlessly. While online video competes with TV advertising compete with but do not understand each other, the situation can become a cooperative exchange that will further reduce advertiser costs when they can make compatible videos for both fields and use it as the basis for print ads. Print and TV already have comparative compatibility in advertising, so why not take in online video as a new strategic partner that moves the industry into a brave new future world? 3MS and Tremor, therefore, is going to lead a revolution within the industry with their program – and they will make grateful friends in all states of the advertising world because of it.