Our Technology

The Science Behind Influence™

Watch YuMe's Science Behind Influence Video

Television advertising was once confined to a single box. Today it is fragmented across multiple screens. It's still the best way to reach your audience, once you understand the SCIENCE. By embedding software into each screen, our unique technology approach unifies fragmentation—namely content, screen, technology, and data fragmentation. We learn from the data our software collects and are able to quickly optimize inventory for each campaign, thus allowing us to deliver attentive, brand receptive audiences at TV scale. This just may be why so many premium advertisers, publishers, app developers, content distributors and consumer electronics manufacturers around the world choose YuMe. At just the right time, our superior digital video brand advertising solution matches the right ad to the right audience, on the right screen—PC, smartphone, tablet, and connected TV. Using software and data sciences, we provide an end-to-end solution that helps publishers better monetize their inventory, and advertisers achieve brand results. This is The Science Behind Influence™.

 

The Way We Watch TV is Changing. Fragmentation is the New Normal.
Digital video viewership is increasing while time spent watching TV is declining

There has been a dramatic shift in consumer viewing behavior; this has resulted in the decline of time spent watching television from an actual TV set, while at the same time digital video viewership is increasing. This has presented a challenge for brand advertisers when it comes to reaching their viewers.

 

This shift in digital viewing has caused several forms of fragmentation — content, screen, technology, and data. Content fragmentation has fractured our attention across tens of thousands of websites and devices. Not to mention the average number of devices used by a person has nearly doubled from approximately two in the year 2000 to approximately four in 2012. This screen fragmentation affects the quality that frequency holds because no longer are viewers watching advertisements on the same TV set and paying attention at all times. To make matters even stickier, every device is based on a different technology. The hardware is different, the operating system is different, the user interface is different, and we are no longer in a room dominated by one screen. This all makes it difficult for advertisers to efficiently reach a large, TV-scale audience.

 

Finally, and perhaps most important, data fragmentation is running rampant. The volume, variety, and velocity of data has increased with video. Content is viewed on apps and in browsers; videos may be viewed on a smartphone or tablet, the operating system could be an iOS, Android, etc! Additionally, the action a person takes with video drives different data. Things like swiping a video, clicking with a TV remote, or waving a hand in front of a connected TV are all stats that need to be analyzed and processed in order to find the correct target audience — resulting in brand receptive and attentive viewers at scale.

Content Fragmentation

For a media planner the world of TV started with a small number of channels to contend with. When cable came along the world became an order of magnitude more complicated with many more channels to consider. Internet content fragmentation has fractured our attention across tens of thousands of websites and devices making the media planning process many more orders of magnitude complicated.

Content fragmentation has fractured our attention across channels, websites and devices

Screen Fragmentation

The average number of devices used by a person has nearly doubled from approximately two in the year 2000 to approximately four in 2012. This screen fragmentation affects the quality frequency holds because no longer are viewers watching advertisements on the same TV set and paying attention at all times.

Consumers are increasingly multi-screen users, making it difficult for advertisers to efficiently reach their audiences

Data Fragmentation

Data fragmentation is running rampant. The volume, variety, and velocity of data has increased with video. Content is viewed on apps and in browsers; videos may be viewed on a smartphone or tablet, the operating system could be an iOS or Android, etc!

Data fragmentation has increased with video, as content is consumed on different apps, browsers and devices

Technology Fragmentation

The hardware is different, the operating system is different, the user interface is different, and we are no longer in a room dominated by one screen. This all makes it difficult for advertisers to efficiently reach a large, TV-scale audience.

Advertisers are looking for a multi-screen advertising solution amongst the technology fragmentation

 

 

YuMe's proprietary software solution solves brand advertisers fragmentation problems. We harness the power of software and data by first embedding custom software into each and every video device in which we run ads; we then receive tons of accurate data from the embedded software, analyze the data with machine learning algorithms and finally, we deliver TV-scale audiences who are actually paying attention to the advertisers video ad.

 

YuMe embeds SDKs to learn about audiences and ad placements to deliver TV-scale audiences receptive to video ads.