YuMe offers solution to multiscreen ad targeting
Editor | 10-07-2013
Highlighting the extent to which its industry is progressing, digital video monetisation solutions provider YuMe has unveiled a new product designed to offer targeted advertising in multiscreen households.
Designed for effective message delivery across all home platforms to help brand advertisers reach all members of the home via video ads, the new solution is claimed to be the first to deliver 100% in-stream, highly interactive video ads across all connected screens in a household. It provides interactive video ad delivery on whatever connected device audiences are viewing content, anywhere there is a Wi-Fi or network connection. YuMe claims that such capability enables it to reach more than 147 million video viewers in the United States alone.
With the Household Targeting capability, YuMe says it can deliver engaging brand experiences to multiple members of one home, helping advertisers create branding synergy across screens and among household members. The technology is also designed to allow YuMe to customise video creative and format it for any device ensuring cross-screen compatibility and added interactivity.
"Multi-device targeting creates a higher chance of getting your brand message in front of the right audience through reinforcement and the proven power of online video," said Ed Haslam, SVP of marketing at YuMe. "With this level of targeting in the household, brand marketers can now reach people who live together for purchase influence. YuMe is leading the shift to offer this level of interactive video technology cross-screen to a highly brand-receptive audience."
Hyundai, in conjunction with Innocean and Initiative, will be amongst the first brand advertisers to utilise YuMe's Household Targeting product for an upcoming Luxury campaign, focusing on the Genesis model. "Car buying is typically a family decision and with YuMe's Household Targeting we not only reach the decision maker but the family influencers as well," explained David Matathia, director of marketing communications for Hyundai. "With Hyundai's creative and YuMe's technology, we can deliver a brand experience to all members of the household. This is beyond valuable as we aim to appeal to an affluent audience for Hyundai's luxury model line, using a multi-device targeting approach to best deliver against our audience."