YuMe Blog

Today we released our Video Ad Metrics Report for February 2010. This month’s report contains data on the ads we served from January 1st to February 21st of this year. Video ad performance is looking great in 2010. We’ve been a little busy recently, so we did not include any new analysis in this month’s report. If there are any numbers that you’d like to see in our upcoming Q1 wrap up report, let us know at advertise@yume.com.

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The following video is an exerpt from an interview Daisy Whitney of Beet.TV did with Jayant Kadambi at our roundtable last week, addressing the increasing shift of TV content to alternative distribution channels and the challenges advertisers are facing.

Below is a recap of the “top 3″ challenges advertisers are facing:

1. Scale – TV advertisers are use to buying audiences at scale, but currently it’s hard for an advertiser to spend a lot online because there is not just one place advertisers can go. YuMe is building enough of an audience to help advertisers shift more TV dollars to online video.
2. Data – Everyone says they want data, but there is so much data that can be provided that it can be overwhelming. We can tell the advertiser anything they want to know, but its better if we know what their goals are, so we can provide the data that is important to them – engagement, clicks, video completion rate, etc.. Measurement of a campaign and its effectiveness can be very different per advertiser.
3. Format – Daisy asked “Is there a consensus on the best format?” As Jayant points out, video has a time component, which lends itself to multiple format types. What YuMe likes to do is let the advertiser run the campaign the way they want, encouraging creativity and getting them to try different executions. YuMe can then adjust in real-time based on performance.

A lot great content from last weeks event, you can watch the entire re-broadcast here.

- Molly Glover Gallatin

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