Hunger-relief Organization Campaign Drives 24 Days of Incremental Time Spent
NEW YORK - Nearly 49 million Americans, including over 16 million children, struggle with hunger according to the U.S. Department of Agriculture. To help raise awareness about the hunger crisis in America, Tremor Video, the largest independent online video technology company, assisted Feeding America, the nation’s leading domestic hunger-relief organization and the Ad Council, in driving online awareness by actively engaging audiences over a two month period through interactive online video ads. The online video campaign was the result of a donation from Tremor Video, who worked with the Ad Council to contribute online media to the cause.
Tremor Video developed unique creative elements that transformed Feeding America and the Ad Council’s existing video public service advertisements (PSAs) into interactive experiences. These assets were distributed through Tremor Video’s vast network in an effort to present viewers nationwide with information about how to get involved with the issue of hunger and Feeding America. Approximately 33,000 viewers across Tremor Video’s media network spent an average of 63 seconds engaging with the 15 second pre-roll, totaling 24 days of incremental time spent with the message as a result of the engagement.
“We were happy to find that so many viewers watched our PSAs and then chose to learn more about our cause,” said Aimee Lorenz, Marketing Coordinator for Feeding America. “Tremor Video’s technology allowed our viewers to take an active role and dive into the additional information. Through VideoHub, we were able to identify which pieces of the ad they responded to, and the type of audience that was engaging with our unit. That sort of data is invaluable to us; it helps us understand who is interested in getting to know us as an organization, and ultimately how to reach potential donors more effectively moving forward.”
Created by San Francisco-based agency Cutwater, the PSAs are part of Feeding America and the Ad Council’s national Hunger Prevention campaign. The campaign focuses on raising awareness of hunger in the U.S. and stimulating action against hunger through Feeding America’s network of member food banks. Feeding America’s network supplies food to more than 37 million Americans each year, including 14 million children and 3 million seniors.
“The results from the Feeding America campaign show that strong creative – whether it’s for an important cause or a consumer brand – can spark a viewer’s desire to learn more about what they’re seeing,” said Noelle Cleary, Senior Director of Marketing for Tremor Video. “We’re proud to contribute to Feeding America and the Ad Council to help them raise awareness about an important issue.”
Tremor Video’s Super Pre-Roll ad technology helps brands not only spread their message, but also give online video viewers the opportunity to interact with an ad and immerse themselves in the brand’s messaging. Throughout the process, Feeding America and the Ad Council were able to monitor viewer interactions through VideoHub’s analytics console.
View the video in Tremor Video’s Ad Lab.
The story first appeared in MediaPost: http://www.mediapost.com/publications/article/178363/interactive-pre-rolls-boost-engagement-four-times.html
About Tremor Video
Tremor Video (www.tremorvideo.com) provides in-stream video advertising solutions to Fortune 1000 brand advertisers and top tier publishers. Widely regarded as the leader in online video advertising technology, the company leverages its award-winning decisioning engine, innovative video ad formats and publisher technology to deliver the campaign results and scale advertisers should expect from digital video. Tremor Video is the only video ad platform that can provide 100% brand safety by scanning and categorizing every single video stream before an ad is ever served. In addition, Tremor Video’s award-winning VideoHub Server technology gets smarter at finding and engaging viewers with every ad served, enabling the company to welcome and encourage pay-per-engagement pricing. Founded in 2005, Tremor Video is backed by top-tier investors, including Canaan Partners, Draper Fisher Jurvetson Growth, General Catalyst, Keating Capital, Meritech Capital Partners, Time Warner Investments, and W Capital Partners.
VideoHub, a division of Tremor Video, is a first of its kind analytics console that helps marketers and agencies monitor the complex video ecosystem to dynamically match ads with content and viewers, deliver upon marketing goals, and maximize brand impact. Unlike traditional video management platforms, VideoHub focuses on effectiveness and delivers real-time analytics for deep transparency across ads, content, viewers, and performance. To learn more, visit http://www.videohub.tv.
About Feeding America
Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation’s leading domestic hunger-relief charity, our network members supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit http://www.feedingamerica.org. Find us on Facebook at facebook.com/FeedingAmerica or follow our news on Twitter at twitter.com/FeedingAmerica.
About The Ad Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to deliver critical messages to the American public. The Ad Council has produced, distributed and promoted thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas of health & safety, community and education.