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What is the Sales and Marketing Strategy of Nexxen International?
Nexxen International, formerly Tremor International, rebranded in January 2024 to unify its diverse ad tech offerings. This move aimed to present a cohesive, data-driven, end-to-end platform for video and CTV advertising.
The company's evolution from its Israeli origins as Taptica International, a mobile advertising specialist, to a global programmatic video advertising leader involved strategic acquisitions. This integration, including Amobee in 2023, has culminated in a unified technology platform.
What is the sales and marketing strategy of Nexxen International?
How Does Tremor International Reach Its Customers?
Nexxen International, formerly part of Tremor International, primarily utilizes a direct sales team to connect with advertisers, agencies, publishers, and broadcasters worldwide. This approach is central to its Tremor International sales strategy, focusing on promoting its video and Connected TV (CTV) advertising solutions. The company's core business revolves around its integrated programmatic platforms, which serve as key digital sales channels.
Direct Sales Engagement
A dedicated direct sales force engages with clients across the advertising ecosystem. This team is responsible for promoting the company's comprehensive suite of video and CTV advertising solutions.
Unified Technology Stack
The company's programmatic platforms, including the Nexxen DSP, SSP, and Ad Server, act as crucial digital sales channels. These platforms offer clients access to discovery, planning, activation, measurement, and optimization tools.
Strategic Brand Consolidation
In early 2024, a strategic consolidation of acquired entities under the Nexxen brand was completed. This move aimed to create a more cohesive and efficient offering, simplifying the client experience and fostering cross-selling opportunities.
Video and CTV Revenue Growth
The company's focus on video and CTV advertising has driven significant growth in these sectors. In Q2 2024, video revenue constituted 74% of programmatic revenue, an increase from 71% in Q2 2023.
The company's Tremor International business strategy heavily relies on strategic partnerships to expand its reach and market share. A key collaboration with Alphonso and LG Electronics has been instrumental in accelerating CTV revenue. Furthermore, an exclusive global Automatic Content Recognition (ACR) data partnership with VIDAA, a smart TV operating system, provides a distinct advantage. This partnership enables robust TV measurement solutions and cross-platform planning, exemplified by the launch of TV Intelligence in the U.K. in Q4 2023, with further international expansion planned for 2024. This approach underscores the company's Tremor International marketing strategy, emphasizing data-driven insights and technological innovation to drive client success and revenue.
Key Growth Drivers and Partnerships
Strategic alliances and a focus on high-growth areas like CTV are central to the company's sales and marketing efforts. These initiatives are designed to enhance its competitive advantages in the ad tech industry.
- CTV revenue grew 14% year-over-year to $28.2 million in Q2 2024.
- CTV revenue represented 36% of total programmatic revenue in Q2 2024.
- Partnerships with Alphonso and LG Electronics are contributing to CTV revenue acceleration.
- The VIDAA ACR data partnership enhances TV measurement and cross-platform planning capabilities.
- TV Intelligence was launched in the U.K. in Q4 2023, with international expansion planned.
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What Marketing Tactics Does Tremor International Use?
Nexxen International, formerly Tremor International, employs a robust marketing strategy centered on digital and data-driven tactics to enhance brand visibility, generate leads, and boost sales within the ad tech sector. Their approach emphasizes a unified, end-to-end platform, particularly in video and Connected TV (CTV) advertising.
Content Marketing and Investor Relations
The company actively utilizes its investor relations website to disseminate crucial information, including press releases and financial results. This content serves to inform stakeholders about their integrated, data-driven platform and expertise.
Data-Driven Audience Solutions
A cornerstone of Nexxen's strategy is leveraging proprietary data, such as global ACR data from VIDAA. This enables advanced audience discovery, planning, activation, measurement, and optimization, offering holistic insights across streaming platforms.
Nexxen Data Platform
The recent introduction of the Nexxen Data Platform integrates client first-party data, proprietary assets, and third-party sources. This platform facilitates precise customer segmentation and personalized advertising experiences.
Industry Recognition and Partnerships
Nexxen has achieved industry recognition, including a top 5 ranking among SSPs for major OEMs in Pixalate's Q1 2024 report. The company also won a Digiday Content Marketing Award for best interactive content.
Unified Platform Emphasis
Following its rebrand in January 2024, the company's marketing narrative now emphasizes its unified platform. This simplification aims to clearly communicate its holistic value proposition to the market.
Investment in Innovation
Future product investments are slated to focus on Generative AI and machine learning. This strategic focus is expected to drive further innovation and enhance their advertising solutions.
The company's marketing mix has evolved to highlight its integrated advertising solutions, particularly in the CTV space, which is a key area for growth. This strategic shift supports their overall business strategy by presenting a cohesive offering to advertisers. The focus on partnerships and sales execution contributed to a significant increase in programmatic revenue, which grew by 20% from Q1 2024 to $78.6 million in Q2 2024. This demonstrates the effectiveness of their sales tactics for enterprise clients and their approach to customer acquisition. Understanding the Growth Strategy of Tremor International provides further insight into their market positioning and competitive advantages in the ad tech industry.
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How Is Tremor International Positioned in the Market?
Nexxen International, formerly Tremor International, positions itself as a global leader in advertising technology, with a strong emphasis on video and Connected TV (CTV) advertising. The company's core message is about empowering advertisers, agencies, publishers, and broadcasters worldwide to effectively leverage video and CTV through a unified, data-driven, end-to-end platform.
Unified End-to-End Platform
Nexxen offers a flexible and unified technology stack, integrating a demand-side platform (DSP), supply-side platform (SSP), ad server, and data management platform (DMP). This integrated approach is powered by advanced and exclusive data at its core.
Superior Audience Insights and Reach
A key differentiator is the focus on delivering superior outcomes through advanced audience discovery and planning tools. This includes cross-platform capabilities for incremental reach in converged linear and CTV environments.
Exclusive Data Utilization
The company leverages unique and exclusive data sets, such as Automatic Content Recognition (ACR) data from its partnership with VIDAA. This enables Nexxen to promise enhanced ROI and efficiency for its clients.
Robust TV Measurement Solutions
Nexxen provides advanced TV measurement solutions, including tune-in lift, reach, frequency, cross-device attribution, and cross-platform measurement. These tools are designed to offer clients a comprehensive view of campaign performance.
The strategic rebranding from Tremor International to Nexxen International in January 2024 was a pivotal move to unify its brands and simplify its narrative. This rebranding aimed to solidify its position as a leader in the video, data, and CTV advertising ecosystems by creating a cohesive brand identity that reflects its unified end-to-end offering. The company's commitment to staying ahead in the ad tech industry is evident in its continuous enhancement of technology and data capabilities, with a strategic focus on product innovation and the integration of Generative AI and machine learning in 2025. Understanding the Target Market of Tremor International is crucial to appreciating its strategic positioning.
Brand Unification
The rebranding to Nexxen International in January 2024 aimed to create a singular, cohesive brand identity. This move simplifies the company's story and strengthens its market presence.
Focus on Video and CTV
Nexxen's brand positioning heavily emphasizes its expertise in video and Connected TV (CTV) advertising. This specialization allows it to cater to the growing demand in these areas.
Data-Driven Approach
A core element of Nexxen's brand is its reliance on advanced and exclusive data. This data-driven marketing approach underpins its ability to deliver effective advertising solutions.
Technological Integration
The company highlights its integrated technology stack, comprising a DSP, SSP, ad server, and DMP. This unified platform is a key competitive advantage in the ad tech industry.
Enhanced ROI Promise
Nexxen's brand promise includes delivering superior outcomes and enhanced ROI for its clients. This is achieved through advanced audience planning and robust measurement tools.
Future-Ready Innovation
The company is actively investing in future technologies, including Generative AI and machine learning, to further enhance its product offerings and maintain its competitive edge in 2025.
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What Are Tremor International’s Most Notable Campaigns?
Nexxen International, formerly Tremor International, has implemented strategic initiatives that function as key sales and marketing campaigns, driving its growth and defining its market presence. These efforts focus on brand unification, data monetization, and platform innovation to better serve the evolving advertising landscape.
Brand Reimagining: The Nexxen International Rebrand
A pivotal strategic move was the rebranding from Tremor International to Nexxen International, effective January 10, 2024. This initiative aimed to consolidate its diverse brands, including Tremor Video, Unruly, Amobee, and Spearad, under a singular identity. The goal was to simplify its narrative and more effectively communicate the comprehensive value of its integrated platform for video, data, and Connected TV (CTV) advertising.
Data Monetization and CTV Expansion
Significant focus has been placed on expanding and monetizing its Automatic Content Recognition (ACR) data offerings, notably through its partnership with VIDAA. The launch of TV Intelligence in the U.K. during Q4 2023, with subsequent international expansion planned for 2024, aims to provide advertisers with unique audience segments and robust TV measurement solutions. This strategy is designed to attract increased advertising budgets to their platform, with partnerships with Alphonso and LG also contributing to CTV revenue acceleration in 2024.
Nexxen Data Platform Launch
The introduction of the Nexxen Data Platform in 2024 represents a key product-led sales and marketing effort. This platform integrates data from various sources, enhancing the strength and utility of its data assets. By providing customers with greater ROI and efficiency, it aims to seamlessly connect with their DSP for campaign activation, serving as a significant competitive differentiator.
Investment in AI and Future Growth
The company's ongoing investment in Generative AI and machine learning for 2025 is another strategic initiative. This commitment is geared towards fostering product innovation and driving future growth, positioning the company to adapt to and lead in the rapidly evolving ad tech industry.
These initiatives collectively form the core of Nexxen International's sales and marketing strategy, emphasizing a unified brand message, leveraging data assets for advertiser value, and investing in future technologies to maintain a competitive edge in the programmatic advertising and CTV markets. This approach aligns with their overall business strategy to be a leader in the digital advertising ecosystem.
Unified Brand Messaging
The rebranding to Nexxen International streamlines the company's identity, simplifying its communication to stakeholders and highlighting its end-to-end advertising platform capabilities.
Data-Driven Value Proposition
Expansion of ACR data offerings, like TV Intelligence, provides advertisers with granular audience insights and measurement tools, directly impacting how they allocate budgets and measure campaign success.
Platform Integration
The Nexxen Data Platform enhances data usability and integrates with their DSP, creating a more seamless and efficient experience for advertisers activating campaigns.
Technological Advancement
Commitment to Generative AI and machine learning for 2025 signals a forward-looking approach to product development and a strategy to stay ahead of technological trends in advertising.
Market Positioning
These campaigns collectively aim to strengthen the company's position as a leader in the CTV advertising ecosystem and enhance its overall market share in programmatic advertising.
Revenue Generation Focus
The strategic emphasis on data monetization and CTV growth directly addresses how Nexxen International generates revenue by offering valuable solutions to advertisers and publishers.
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