YuMe Introduces Suite of Ad Formats
YuMe Networks, a dedicated advertising network optimized for broadband video, announced a new suite of interactive ad products for multiple content platforms.
YuMe’s suite of new ad formats, in addition to the traditional pre-, mid-
and post-roll ad units, include:
* Ad Takes — Real-time text and logo creative customizations that enable advertisers to change product price points, discount offers and co-op partners featured in the video ad in real-time based on geography, daypart, demographics, content genre and/or device type (PC, Mobile, TV).
* Interactive Overlays - An invitation to interact featured in the bottom-third of an ad, making it more relevant and informative.
* Interactive Sponsored Watermarks - An invitation to interact that appears on top of the video content at pre-defined points in time without interrupting the viewing experience. This clickable watermark can be as basic as a brand’s logo to a more advanced watermark or overlay that combines text and graphics.
* Interactive Menus - An invitation to interact while the video content plays that features a menu of interactive options for the viewer. An interactive menu can deliver additional video clips or show-related content.
* Viral Video Ad - Enables a viewer to create a custom video message using video clips, text and audio of their choosing placed in front of a piece of video content they share.
* Branded Player - Customized player skin that incorporates a sponsor’s branding.
* Interactive text ads - Contextually targeted text ads that can be served as a post-roll or mid-stream as an interactive overlay within content.
View demos of all of these new formats on YuMe’s Gallery.
August 21st, 2007 at 5:12 pm
I’m very intrigued by the watermark concept. How do they ensure that a brand’s watermark does not get served incorrectly or to the wrong video? If I were a brand would be concerned that my brand watermark might be served with a competitor’s video, or inappropriate content. As far as I know, ScanScout is the only company that has developed technology that blocks content based on specifications set by the brand or agency.
August 21st, 2007 at 5:28 pm
I believe, based on the description of the format, that the watermarks are displayed only on pre-approved content. The advertiser would be buying specific content rather than just a channel or random content. I think that is why they positioned it as a “Sponsored Watermark.” It more closely emulates the sponsorship model than a straight ad / CPM / CPC model.
Also, I think you’ve got the ScanScout position backwards. It is my understanding that their technology would prevent an advertiser from running against unsavory content, but I do not believe that it would block actual content that a user requested to view. But yes, it will deliver (or not deliver) Flash overlay ad units over content based on contextual key words generated from generated transcripts, subtitles or closed captioned data.
Fortunately the folks at ScanScout are avid readers of OVW, and I’m sure will weigh in if I’ve described their technology incorrectly.