Advertising specialist Tremor Video has launched VideoHub Connect, a bidding and buying feature for its trading platform, VideoHub for Advertisers (VHA). VideoHub Connect allows advertisers and agencies to programmatically buy video based on effectiveness, using brand performance analytics.

“Buying inventory cheaply at scale in itself is not a recipe for brand marketing success,” said Bill Day, CEO of Tremor Video. “VideoHub Connect aims to take programmatic to the next level and answer the most common question we get from agencies, trading desks and advertisers – ‘how can I first understand and maximize the effectiveness of my investment, and then intelligently drive for efficiency?’”

Offering marketers the ability to select spot time based on more than just reach and price opens up a broad spectrum of brand marketing goals. They can view inventory according to basic attributes like audience reach, GRPs, frequency, clicks and completion, along with more sophisticated metrics like viewability, engagement, brand lift, time spent and VideoHub’s proprietary eQ score, which provides a single metric that marries viewability, player size and content length.

VideoHub Connect can be licensed as a standalone buying and analytics console or as an integrated feature of the full VHA enterprise stack. VHA customers that license the entire platform can combine their direct and programmatic buys, and manage all of their video advertising efforts through one solution.

“Over the last two years VHA clients have been able to see what’s working in a way that has never been possible before,” said Anthony Risicato, general manager of VideoHub. “Our organizing principle has always been around effectiveness not just efficiency. Adding programmatic bidding and buying is a natural progression for us and lets our clients leverage the value of an accountable, data-driven space for building brands.”

VideoHub Connect will partner with premium streaming video publishers, video ad exchanges/networks and video sell side platforms to deliver breakthrough results to marketers. Initial video inventory supply partners include DoubleClick (News - Alert) Ad Exchange (AdX), LiveRail, SpotXchange and the Tremor Video media network.

"We're thrilled to be partnering with VideoHub Connect. The launch of their unique analytics-driven approach to video advertising is a breakthrough moment for the video advertising ecosystem and speaks to the ever increasing importance of programmatic buying for brand marketers," said Mark Trefgarne, CEO and co-founder of LiveRail. "As the world's largest source of programmatic video inventory, LiveRail helps many of the top video publishers, including major broadcasters and content owners, connect to the programmatic landscape. By partnering with VideoHub Connect we will be exposing our publishers to a major new source of demand and helping to drive the growth of video ad industry."