Interactive TV News Round-Up (V): Tremor Video, PointRoll, Wall Street Journal

--Interactive Video Advertising Specialist, Tremor Video, Raises $37 Million
--Tremor, PointRoll Partner to Deliver Locally Targeted Dynamic Video Advertising "on a National Level"
--Wall Street Journal Launches Interactive Video App for Connected TV's, STB's, iPad

Due to the large volume of news generated by the IFA, IBC and CEDIA trade shows--and because the [itvt] editorial team has been working on TVOT NYC Intensive 2011--we are covering stories in this issue in round-up/summary format. We anticipate that it will take us several more days to catch up with all the recent news: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us.

  • Interactive online video advertising network provider, Tremor Video (formerly Tremor Media), said Tuesday that it has raised $37 million in a new funding round. The round was led by W Capital Partners, and also saw the participation of Keating Capital, Canaan Partners, Draper Fisher Jurvetson Growth, General Catalyst Partners, Meritech Capital Partners, EDBI (Singapore), Time Warner and SAP Ventures. "Having acquired ScanScout and Transpera in the past year, Tremor Video has extended its market leadership in the interactive video space and reaches more consumers than any other online video advertising company (according to comScore)," the company states in its press materials. "With the launch of Video Hub in May of this year, Tremor Video has radically changed the network model by enabling brand advertisers and their agencies to monitor in real time the key factors that are driving their campaign performance. Video Hub analyzes numerous video signals and determines which factors are the most important in delivering campaign success, with particular emphasis on the criteria that drive engagement and brand lift. Based on Tremor Video's SE2 technology, Video Hub provides marketers with unparalleled insight into which environments enhance their brands, what provokes viewer engagement, and why a campaign is successful. Tremor Video plans to continue investing in the continued development and market adoption of Video Hub. It will also use these funds to explore additional acquisitions and expand into fast growing markets internationally."
  • In other Tremor Video news: The company last week announced a partnership with Gannett-owned PointRoll, which it says "enables brands to buy video advertising on a national level through Tremor Video's network while targeting and dynamically serving locally relevant in-stream video advertising through PointRoll--bringing part of the $17 billion local TV advertising market online. The joint venture will now provide major brand advertisers with a fully integrated dynamic video solution that will allow them to maximize their video marketing spend," the companies' press materials continue. "Ford is just one of the advertisers who has leveraged this alliance and is currently running a dynamic in-stream video campaign. The 15-second video ad's final frame presents an offer dynamically delivered at run-time based on each viewer's geography that gives them the option to visit their local dealer's Web site." Said Tremor Video's chief media officer, Jason Krebs: "The goal of successful interactive advertising is to make the ad feel like part of the viewing experience. This partnership enables advertisers to leverage Tremor Video's technology and network to achieve national scale and PointRoll's dynamic delivery capabilities to engage consumers at a precise local level."
  • The Wall Street Journal has launched WSJ Live, a free interactive video application for connected TV's, set-top boxes and the Apple iPad, that offers live and on-demand programming. Connected-TV and set-top platforms that support the app include: Boxee, Etisalat, Panasonic Viera Connect-enabled HDTV's, Samsung 2011 Smart TV's, Sony Internet TV, Vizio Internet Apps HDTV's, and Yahoo! Connected TV. "WSJ Live currently offers up to four total hours of live programming each business day from across the company's network of sites," the Wall Street Journal explains in its press materials. "Users can access seven half-hour live shows, breaking news updates, exclusive interviews and special events coverage--leveraging Dow Jones' 2,000 journalists worldwide from the Journal, Dow Jones Newswires, Barron's, MarketWatch, SmartMoney and In addition, the service offers more than 2,000 videos per month from an extensive library of on-demand content. Additional distribution channels will be added in the coming weeks, including Google TV, Hulu and the Hulu Plus subscription service, Roku streaming players and others. All Journal video, including live and on-demand, will continue to be available online on Users can navigate through multiple shows and segments and jump to features such as Most Popular and Most Recently Viewed. Live programming includes the 'News Hub' (AM and PM), 'Markets Hub,' 'Lunch Break,' 'Digits,' 'Mean Street' and 'Opinion Journal'--with additional features for customization as well as new programming to be rolled out in the coming months...WSJ Live offers pre-roll and mid-roll 15- and 30-second advertisements in both live and on-demand inventory. The six launch advertisers include Aetna, AT&T, Citi Simplicity, Cognizant, FedEx, and Fidelity."
North America