Online content advertising specialists Tremor Video are thought to be planning a change in their attentions towards connected TV (on Smart TV systems), claiming that their are fast developing into a vital area of promotional campaigns.

Tremor, who claim to reach over 176 million unique viewers through online TV (143m) and video on mobile devices (33m), have revealed that they have signed official advertising supply deals with a number of high-profile Smart TV developers such as LG, Panasonic, Philips, and Samsung. offering the company several platforms on which to host video advertising content.In addition, Tremor have added to their collection of ‘publishers’ after a software partnership deal with Israeli service justAd.TV.

Their new hosting deals are the main news, though, and will sit alongside their deals with connected set-top box providers Roku and Boxee.

The moves are thought to be a reflex action stemming from business rivals such as YuMe (producing Toyota adverts for LG connected TV’s) and Rovi (working with Sony and Samsung), though Tremor have expressed their desire to stand out in the market by offering ‘premium inventory to brands’ on smart TV campaigns whilst going on to measure the progress of those moves. However, the company themselves believe that there is a lot more to come from the market, and that no-one has figured out a solid strategy yet.

Tremor’s senior manager of business development Andrew Baisley said of his company’s new direction: “Scale and standardisation are the current challenges. Connected TV is a relatively new concept and, as such, is still relatively small. We’ll need to see greater adoption from the consumer to increase scale. At the same time, connected TV is, basically, the wild west. There are no standard formats or protocols.”

While the format might not yet be a fully recognised battleground in the advertising industry, it is certainly looking likely to become one in the near future with companies now looking towards it as a potential method. Could interactive advertising direct to TV’s soon push ahead of their browser-based counterparts in the popularity stakes?

This entry was posted on Monday, November 14th, 2011 at 1:29 pm and is filed under Internet TV news, IPTV. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.