To push advertisers towards performance-based pricing, Tremor introduced several pricing formats centered on whether a consumer's favorability and intent for a brand was affected. Those formats include the CPQ (cost per conquest, where advertisers' intent for a brand has shifted) CPS unit (cost per brand shift) and its Media Ratings Council-accredited CPV&C (Cost-Per-100% Viewable & 100% Complete).
As it encourages advertisers to move past demo pricing, Tremor reported signs that advertisers are beginning to adopt performance-based pricing. Notably, 29.8% of the company’s total revenue was attributed to performance-based pricing for 2013, compared to 22.7% in 2012.
“We believe we can convert demo buyers to performance-based buyers over time,” said CFO Todd Sloan. In regards to its programmatic tools, Sloan said partners continue to test additional features on its VideoHub Connect platform, which it will launch as a “full-service programmatic offering” before the end of the second quarter.
Additionally, mobile is beginning to play a greater role in the company’s offerings. Late last year, the company hired engineers from the shuttered mobile ad exchange Mobclix to develop its programmatic offerings. Approximately 15% of the company’s revenue in Q4 was mobile-based, compared to 8% in the same quarter for 2012.
Day said the company is “leaning forward in mobile” and, eventually, “everything we do on our platforms will be extended to support mobile as well as video.”