Tremor Media, a digital video technology company, acquired its largest competitor ScanScout in 2010, was renamed Tremor Video, and became the new leader in the area of online video advertising. With the new acquisition came the ability to provide national advertisers with emotionally powerful video ads in a safe online environment, all while delivering precise metrics of engagement rates. Tremor Video needed a new identity and value proposition to capture their new brand and the attention of media buyers. 20nine successfully portrayed the dynamic spirit of the newlyformed company, and differentiated Tremor Video from the fieldof competitors. The tagline, “Watch It Work,” deftly promised the combination of “magic and metrics” media buyers were looking for. The Tremor Video brand successfully launched in mid–town Manhattan among a sea of influencers, and continues to close the gap between itself and Hulu.