Tremor International Bundle
Who are Tremor International's Customers?
Understanding customer demographics and target markets is crucial for strategic planning. For this advertising technology company, this insight is vital as it navigates the dynamic digital advertising landscape. A key development, like the rebranding of its product portfolio to Nexxen in June 2023, highlights the importance of a clear market focus.
This rebrand, encompassing platforms like Amobee and Tremor Video (now Nexxen DSP), Unruly (now Nexxen SSP), and Spearad (now Nexxen Ad Server), aimed to simplify its value proposition, emphasizing a unified, data-driven, end-to-end platform specializing in video and Connected TV (CTV) advertising.
What is Customer Demographics and Target Market of Tremor International Company?
The company's customer base primarily consists of advertisers and publishers seeking to reach audiences through programmatic advertising. Advertisers include brands and agencies looking for efficient ways to place video ads, particularly in the growing Connected TV (CTV) space. Publishers, on the other hand, are content creators and distributors who want to monetize their inventory by serving ads to relevant viewers. The company's expansion through acquisitions like Unruly and Amobee has broadened its appeal to a wider range of clients needing omnichannel solutions, including those focused on advanced TV advertising. This evolution allows them to serve a diverse clientele across various digital channels and devices, offering sophisticated tools for campaign management and audience targeting, as detailed in a Tremor International Porter's Five Forces Analysis.
Who Are Tremor International’s Main Customers?
Tremor International, operating as Nexxen, primarily targets businesses within the advertising technology sector. Its core customer base consists of large global brands, advertising agencies, publishers, and broadcasters who utilize its programmatic video advertising solutions, with a significant focus on Connected TV (CTV).
Advertisers and Agencies
These clients use Nexxen's demand-side platform (DSP) to run and optimize video advertising campaigns. In the first quarter of 2024, Nexxen welcomed 88 new advertisers spending on their platform across various sectors like retail, finance, and automotive.
Publishers and Broadcasters
This segment utilizes Nexxen's supply-side platform (SSP) and ad server to maximize revenue from their ad inventory. In Q1 2024, 64 new supply partners were added, with a strong presence in the U.S., covering formats like CTV and mobile.
Targeting Diverse Consumer Audiences
While Tremor International's direct customers are businesses, their advertising clients aim to reach a broad range of consumer demographics. The company's emphasis on video and CTV advertising means its clients are targeting consumers who actively watch content on these platforms.
Market Growth and Strategic Evolution
The programmatic video ad market is substantial, with spending projected to exceed $110 billion in the U.S. by 2026. Tremor International's evolution, particularly after integrating Amobee, has focused on a unified platform to enhance cross-platform video campaigns, as detailed in its Brief History of Tremor International.
The company's strategic investments, such as in VIDAA and leveraging its ACR data, further highlight its commitment to improving targeting and measurement within the CTV space. This positions Tremor International to serve clients looking to effectively reach audiences across various digital video environments.
Key Tremor International Customer Characteristics
Tremor International's B2B customer base is characterized by its need for advanced programmatic video advertising solutions. The company's ideal customer profile includes entities focused on maximizing reach and efficiency in their digital media spend.
- Large global brands seeking broad audience engagement.
- Advertising agencies managing diverse client campaigns.
- Publishers aiming to optimize ad inventory monetization.
- Broadcasters expanding their digital video advertising reach.
- Companies prioritizing Connected TV (CTV) advertising strategies.
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What Do Tremor International’s Customers Want?
Tremor International's core customers, including advertisers, agencies, publishers, and broadcasters, prioritize campaign effectiveness and efficiency in their video and Connected TV (CTV) advertising efforts. They seek precise audience targeting and advanced optimization capabilities to maximize their return on investment.
Precise Audience Targeting
Customers need to reach specific audiences with their advertising. The increasing use of AI in ad targeting, with 83% of senior brand marketers already utilizing it, highlights this demand for precision.
Unified Cross-Screen Solutions
The fragmented media landscape necessitates unified platforms. Customers want to manage campaigns seamlessly across linear and digital channels, optimizing reach and engagement.
Privacy-Centric Advertising
With the phasing out of third-party cookies, customers increasingly prefer privacy-compliant methods. Leveraging first-party data and contextual targeting is a key preference.
Brand Safety and Quality Inventory
Customers prioritize brand safety and ensuring their ad spend reaches quality placements. This leads to a preference for programmatic guaranteed deals and private marketplaces.
AI-Driven Optimization
There's a growing expectation for AI to manage and optimize campaigns in real-time. This includes adapting to live data, predictive insights, and seasonal trends.
Data-Driven Insights
Customers value access to advanced and exclusive data for creating unique audience segments. This enables more precise targeting of high-value audiences.
The company's primary customers are advertisers, agencies, publishers, and broadcasters who are looking to enhance the performance and efficiency of their video and Connected TV (CTV) advertising campaigns. A significant need is for precise audience targeting and sophisticated campaign optimization tools. The shift towards AI in advertising is evident, with a trend towards AI managing entire campaigns by 2025, making real-time adjustments based on live data and predictive analytics. This demand for smarter, adaptive campaigns is a key driver for Tremor International's clients.
Key Customer Preferences
Customers of Tremor International have specific preferences that shape their engagement with ad tech solutions. These preferences are driven by the evolving digital advertising landscape and the need for effective, compliant, and efficient campaign execution.
- Audience Segmentation: The ability to create and target highly specific audience segments, such as those combining TV viewership and purchase data, is crucial.
- Cross-Platform Reach: Customers require solutions that can unify audiences and optimize reach across both linear and digital viewing environments.
- Privacy Compliance: With the deprecation of third-party cookies, there is a strong preference for privacy-centric targeting methods, including contextual advertising and the use of first-party data.
- Brand Safety and Inventory Quality: A preference for high-quality inventory and brand-safe environments leads to increased demand for programmatic guaranteed deals and private marketplaces.
- AI Integration: Customers are looking for platforms that leverage AI for real-time campaign optimization, predictive insights, and automated adjustments.
- End-to-End Solutions: A unified, end-to-end platform for campaign discovery, planning, activation, measurement, and optimization is highly valued.
The company's focus on investing in technology and data capabilities, particularly in AI and generative AI for 2024 and 2025, directly addresses these customer needs. This commitment to innovation allows Tremor International to offer synergistic software and data solutions, creating opportunities for multisolution revenue and attracting a broader range of partners. Understanding the Target Market of Tremor International reveals a client base that is sophisticated and data-driven, seeking advanced tools to navigate the complexities of modern advertising.
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Where does Tremor International operate?
Nexxen International Ltd., formerly Tremor International, has established a robust global presence with operations spanning the United States, Canada, Europe, and the Asia-Pacific region. North America stands out as a critical market, representing a substantial 44% of global programmatic ad spend, a key area of focus for the company.
Global Operational Footprint
Nexxen International Ltd. operates across the United States, Canada, Europe, and Asia-Pacific, serving a diverse international clientele. The company's strategic acquisitions, such as the one in 2022, aimed to bolster its presence in key markets like the U.S. and expand its client base.
North American Market Dominance in Programmatic Advertising
North America is a significant driver of programmatic ad spend, accounting for 44% of the global total. This highlights the strategic importance of this region for Nexxen's business development and revenue generation.
Localized CTV Data Expansion
The company is actively expanding its Automatic Content Recognition (ACR) data offerings beyond the U.S. to markets like the U.K., with plans for Australia in Q1 2024. This expansion is crucial for providing targeted Connected TV (CTV) solutions and measurement capabilities to clients in these regions.
Strategic Partnerships for ACR Data
Exclusive agreements, such as the one with VIDAA for ACR data and preferred monetization platforms in the U.S., U.K., Canada, and Australia, demonstrate a commitment to a localized approach and delivering value through specific regional partnerships.
Nexxen's Q1 2024 performance indicates a strong focus on market penetration, with the addition of 47 new supply partners primarily in the U.S. This growth is further supported by expansion across various industry verticals, including retail, finance, health, automotive, and government, showcasing a broad and diverse client portfolio across its operational geographies. The company's forward-looking strategy for 2025 emphasizes scaling partnerships and data licensing opportunities, with anticipated CTV revenue acceleration in H2 2024, driven by increasing demand and key partnerships. This strategic direction, detailed further in the Marketing Strategy of Tremor International, underscores a commitment to expanding market share in the CTV sector across its global presence.
U.S. Market Expansion
In Q1 2024, Nexxen strengthened its U.S. market presence by adding 47 new supply partners. This focus is critical given North America's significant share of global programmatic ad spend.
Vertical Diversification
The company reported growth across key sectors such as retail, finance, health, automotive, and government in Q1 2024. This indicates a broad appeal and a diverse Tremor International audience profile across its services.
CTV Revenue Growth Projections
Nexxen anticipates significant CTV revenue acceleration in H2 2024, with year-over-year growth expected in Q3, Q4, and the full year. This is driven by increasing demand for its CTV solutions and strategic partnerships.
International Data Licensing
The company's strategy for 2025 includes a focus on scaling data licensing opportunities globally. This aligns with its efforts to leverage regional differences in customer demographics and preferences.
Target Audience for Programmatic Advertising
Nexxen's target market for programmatic advertising includes businesses seeking to reach specific consumer segments across various digital channels, particularly in North America.
Key Demographic Characteristics of Clients
The Tremor International target market consists of advertisers and media buyers across diverse industries that value data-driven marketing and efficient ad spend, with a growing emphasis on CTV advertising solutions.
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How Does Tremor International Win & Keep Customers?
The company employs a robust strategy for acquiring and retaining customers, focusing on its advanced programmatic video advertising platform. This approach aims to attract major global brands, agencies, publishers, and broadcasters by offering a unified and efficient technology solution for their advertising campaigns.
Customer Acquisition Focus
The company actively seeks to onboard new clients by highlighting its comprehensive technology stack. In the first quarter of 2024, it successfully added 88 new advertisers who spent on the platform for the first time, including significant additions in enterprise self-service and independent agencies.
Supply Network Expansion
To enhance its offering, the company continuously expands its inventory by adding new supply partners. In Q1 2024, 64 new supply partners were integrated, with a notable concentration in the U.S., broadening its reach and inventory availability.
Retention Through Superior ROAS
Retention efforts are centered on delivering a superior return on advertising spend (ROAS) through a differentiated and complete solution. Clients are increasingly consolidating their budgets with partners offering advanced technology, making the company's integrated platform a key retention driver.
Data-Driven Capabilities
The company emphasizes its data-driven capabilities, particularly in video and Connected TV (CTV). The integration of Amobee has strengthened its omnichannel DSP and advanced TV solutions, improving campaign effectiveness from planning to optimization.
Strategic Partnerships & Data Licensing
Exclusive agreements, such as the one with VIDAA for Automatic Content Recognition (ACR) data, serve as significant differentiators. This data enhances measurement and targeting precision, solidifying customer relationships and driving revenue, with planned expansion into Australia in Q1 2024.
Investment in Sales & Product Innovation
Increased investment in sales and marketing aims to boost commercial traction. Product innovation, including the integration of generative AI across core products in 2025, is a priority to enhance the platform's competitive edge and foster long-term client engagement.
Addressing Retention Rate Fluctuations
While the net retention rate saw a decrease to 80% in 2022 from 150% in 2021 due to market challenges, recent performance indicates positive momentum. The company's Q2 2024 earnings call highlighted strong spending trends and benefits from new partnerships, supporting confidence in achieving 2024 guidance.
Targeting Key Market Segments
The company's target market includes large global brands, ad agencies, publishers, and broadcasters. Its ideal customer profile for programmatic advertising and CTV advertising seeks advanced data-driven solutions to optimize media spend and maximize campaign effectiveness.
B2B Customer Characteristics
The B2B customer characteristics of Tremor International's clients often involve businesses looking to leverage sophisticated ad tech solutions for video advertising. This includes advertisers across various industries seeking precise audience targeting and measurable campaign outcomes, as detailed in the Competitors Landscape of Tremor International.
Geographic and Industry Focus
The company has a global geographic focus for its advertising campaigns, with a significant emphasis on the U.S. market. Key industries served include those heavily reliant on digital advertising, particularly video and CTV, seeking advanced audience insights for their marketing efforts.
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