Dan Ruch

Dan joined Tremor Media in 2008 as director, network analytics and strategy, and was promoted to senior director, business development in April 2009. Prior to this, Dan held several director and managerial level positions at TACODA Inc. / Platform-A, AOL where he was responsible for East Coast business development until TACODA’s sale to AOL. In this role, he identified and solicited key strategic publishers to join TACODA’s network. Prior to TACODA, Dan worked in strategic media planning at GroupM’s agency Mindshare / MAXUS global, allocating spend by medium for brands such as HSBC, Lufthansa, and Church & Dwight.

Online video needs to move away from traditional broadcast demographics

Traditional demographic segments are in large part what marketers currently rely on to deliver their message in front of a relevant audience.

However, years of research says that demographics is just one of a number of independent variables that may impact campaign performance.

Instead of using demographic segments such as ‘Males aged 18-24’ as the be all and end all of targeting consumers, marketers in the online space can reap the benefits of new technologies to discover what other factors may be positively or negatively affecting the performance of their campaigns.

Online video is more than just views and clicks

There’s a bit of a culture clash when it comes to online video advertising. The traditionally creativity-driven TV advertising industry seems tempered by the conservatism derived from the click-through culture of the online advertising industry.