Tremor Media latest to try new video ad formats

Online video advertising network Tremor Media announced the launch of several new in-stream ad formats called vChoice. The vChoice formats are presented to the end-user in a short pre-roll teaser, which contains additional advertiser content, website links, and an option to continue directly to the content the user is viewing.

Tremor is pitching the last option as "user-friendly," but it remains to be seen how advertiser friendly an opt-out function in the pre-roll will be. The company said the format can be delivered easily and reliably, due to the reach of Tremor's Acudeo platform across premium sites.

The vChoice formats are broken into two categories, Showcase Units and Storytelling Units. The Showcase Units allow advertisers to offer multiple ad options to end users, letting them select their preference and theoretically increasing choice and interactivity. The Storytelling option lets advertisers design "advertainment" creative that delivers stories in chapter format or allows the end user to select the path the ads take.

Time will tell if Tremor's new formats lead to increased user interaction and, therefore, revenue for both advertisers and content publishers. Companies like blinkxx and YouTube have announced new ad formats, but have been quiet about the efficacy of the new units.

For more:
- see the press release here 

Related articles
Online video ad network Tremor Media raises $18M
YouTube experiments with new ad format
Blinkx launches new online video ad format