Monday, April 28, 2008, 07:55 AM EDT
YuMe, a large video ad network and ad management platform today released 2 new features intended to solve pain points for ad–supported video content providers. CEO Jayant Kadambi gave me a run down on both last Friday afternoon.
"NetworkMe" is a mechanism for larger video content providers who run multiple sites with video to collect all their ad inventory together into one private ad network. The goal is to optimize inventory sell–through and pricing by making it easier to view inventory across all the provider's sites. Currently, generating the highest overall yield can be difficult for these companies because they have to rely on manual methods. NetworkMe's consolidated view of all inventory should translate into higher yields and CPMs. When the private network can't meet advertiser demand, the provider can access YuMe’s network as well.
Meanwhile "AdMe" serves advertisers and agencies, by providing a real–time desktop tool for viewing and managing the performance of multiple campaigns over multiple sites. Using simple Red–Green–Yellow indicators, AdMe notifies advertisers or agencies what the fulfillment rate is for campaigns, obsoleting the need for collating disparate spreadsheets. For now AdMe only monitors YuMe ad campaigns, but the goal is to integrate with other networks so that non–YuMe campaigns can be monitored as well. AdMe is being released in beta to select agencies.
I suggested to Jayant that in addition to delivery results, performance metrics like click–throughs, session lengths and ROI would seem like valuable information to display through AdMe as well. Interestingly, and in a sign of how nascent the broadband video ad space still is, Jayant agreed, but pointed out that for now the real pain point in the market is just being able to efficiently understand delivery results. That’s more evidence that the building blocks to allow broadband video advertising to scale are still being built.
Copyright 2007. Broadband Directions LLC. All rights reserved.