Forming part of the Tremor Video demand-side platform’s brand-advertising division, Creative Studio would be formed of a dedicated team of “industry experts” with a primary focus on developing innovations in video advertising.
The launch builds on the combination of the video capabilities of the Tremor Video demand-side platform and RhythmOne and, Taptica said, will be “central to the ongoing development of the group's offering” as it looks to extend its footprint in programmatic video and connected TV advertising.
The Israel-headquartered group, which is planning to change its name to Tremor International to align with its best-known US brand, said the Creative Studio will be using a customised combination of technology, data and market experience to deliver “industry-leading digital advertising solutions” to enable brands to reach their target customers.
Chief executive Ofer Druker, who was promoted from the Tremor division to the top job last month, said: "We believe the Creative Studio offers unparalleled innovation, production and consultation services to meet clients' needs. This launch marks another milestone in the integration of RhythmOne, as we continue to augment our offering in order to capitalise on the growing global market opportunity in digital video advertising."
He said the new unit will use additional branding and interactive elements include end cards, shoppable and 360-degree video, with these elements providing a “heightened levels of consumer interaction” that is designed to resonate with audiences and “amplify customer experience and engagement”.
The proposal to change the group’s name will be put to shareholders at the annual meeting on 13 June in London, where non-executive director Ronni Zehavi will also step down, the group announced on Friday, adding that they will look for a UK-based independent NED to replace him.