Tremor Media has bought mobile video firm Transpera, as the online ad network expands to mobile.
With this addition, Tremor Media will provide advertisers with a multi-platform service offering for video advertisers – creating the ability to run a video campaign across online and mobile platforms, and across a large number of premium publishers with one single media buy, at scale.
The firm said the move would reduce the complexity of a video ad campaign, from managing ad creative and campaign flights, to targeting and reporting.
Brand advertisers can also target, optimize and obtain insights in a unified manner across all platforms.
“Tremor Media’s acquisition of Transpera will help drive mobile video advertising to the next level and help establish some of the same advertising and analytics principles in the mobile video landscape that have set them up as a leader in online video,” said Doug Brodman, Associate Digital Media Director at Mediavest. “Tremor Media has strengthened its vast network by not only continually improving their ad technology, but also through the continued development of their data and analytics platform. This will surely impact the mobile video segment.”
“Transpera has become the go-to company for mobile marketing through a powerful media platform that complements Tremor Media’s reach,” said Bill Day, Tremor Media’s CEO. “The continued acceleration of consumer adoption of smart phones and tablets makes mobile devices an increasingly important part of an advertiser’s media plan and moving into the mobile space is a strategic extension of Tremor Media’s current offering – we can help advertisers reach their consumer wherever they may be in a simplified way.”
According to Nielsen, in the US, smart phones will overtake feature phones by the end of 2011 while eMarketer predicts tablet sales will reach 24 million units in 2011, up from 9.7 million in 2010.
“We are excited to be part of Tremor Media, furthering our combined leadership in video advertising,” said Frank Barbieri, Transpera’s Chairman and CEO. “The combination of our mobile platform and footprint, and Tremor Media’s own success in digital video advertising will help solve a lot of the challenges our publisher and advertiser customers face in this fast-moving market.”
eMarketer also forecasts US mobile ad market size growing at a robust 48 percent year-over-year to $1.1 billion in 2011, with the video ad format within mobile growing the fastest at 124 percent year-over-year. Combining the largest digital video advertising companies, positions Tremor Media as the sole entity that can deliver results against all of these goals.