“Brand advertisers are having difficulty embracing programmatic video due to scale concerns, inferior targeting algorithms and being limited to online only,” said Jayant Kadambi, Co-Founder and CEO, YuMe. “In fact, the bulk of programmatic support doesn’t include mobile, tablet and CTV. So, we built a solution that alleviates all of these concerns and more - helping TV brand advertisers fully embrace programmatic video advertising, across all screens.”
YuMe’s existing platform was built on automated data sciences for real-time audience targeting, campaign delivery and optimization – essentially supporting the programmatic buying and selling of digital video advertising. However, the launch of Video Reach more fully enables its programmatic distribution channels, by supporting brand advertisers who seek increased efficiency and reach. YuMe now has a true complementary solution to its existing high-touch sales model (selling directly to agencies and large brand advertisers).
Key Attributes of Video Reach
- Proven first-party data science, going beyond the cookie, for accurate audience targeting across screens
- Massive, multi-screen SDK-integrated video inventory
- Efficiency through automation, extending high-quality reach at TV-scale
Joanna O’Connell, Director of Research at AdExchanger (and former Forrester analyst), describes the current video programmatic marketplace, saying, “I am hearing more and more marketers say, ‘I want to spend my money this way, so you’d better get on this train – agencies, publishers, technology partners - because it’s leaving the station, with or without you.’”1
Andrew Frank, VP Distinguished Analyst, Gartner, echoed the sentiment in a recent report, “The automation of premium media sales is inevitable and long overdue…media companies have little choice but to embrace programmatic premium advertising; the seller's market in media is gone, along with the scale and scarcity that once characterized mainstream media.”2
Reaching the fragmented digital video audience efficiently, accurately across multiple screens, and at scale, is complex. Reaching specific audience segments is even more problematic. However, the combined offering of YuMe’s existing Connected Audience Network and now programmatic solution, Video Reach (which are both 100% focused on premium in-stream, high-quality inventory), addresses the needs of all video brand advertisers, without compromising inventory quality.
“TV brand advertisers who are already extending their campaigns with digital video using our Connected Audience Network, have been asking for a product that offers more cost-effective reach. Similar to the way they diversify their TV schedule with broadcast and cable across both primetime and other day parts to meet both reach and budget goals, we’re providing a method for them to do that with digital video,” said Kadambi. “Having both our Connected Audience Network and Video Reach allows us to serve distinctive needs across the campaign objectives of any brand campaign.”
While Video Reach and the Connected Audience Network will both draw from PQI-graded video inventory, the offerings will differ in the way they are sold. Video Reach will be sold by a separate and unique sales team, specifically trained to sell to trading desks, and assist with the technical integration component.
Kadambi continued, “It’s without a doubt the early days for video programmatic, but Video Reach will serve as a beacon to large traditional brand advertisers, as they adapt to the fragmented and complex digital video advertising environment.”
About Video Reach
Video Reach (www.videoreach.com) is the next generation programmatic brand advertising solution for TV advertisers. Video Reach collects first-party data from across all screens with its proprietary Audience-Aware SDK, uses audience surveys and applies proven data sciences, to enable brands to efficiently extend the high-quality reach and frequency of their TV buys. Video Reach automates the traditional media planning process, resulting in improved campaign and agency efficiencies. Video Reach is a YuMe brand.
YuMe, The Programmatic Branding Solution, and Connected Audience Network are trademarks of YuMe. All other brands, products or service names are or may be trademarks or service marks of their respective owners.
This press release contains forward-looking statements that involve risks, uncertainties, assumptions and other factors that could cause actual results and the timing of certain events to differ materially from those set forth in or implied by such forward-looking statements. In some cases, you can identify forward-looking statements by the words "may," "might," "will," "could," "would," "should," "expect," "intend," "plan," "objective," "anticipate," "believe," "estimate," "predict," "project," "potential," "continue" and "ongoing," or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about Video Reach and our programmatic offerings, YuMe’s growth strategy, including global expansion and technological development; anticipated trends and challenges in our industry, including the increasing quantity, variety and fragmentation of digital video content, platforms and technologies; expansion of the digital media advertising market in general and the digital video advertising market in particular; our competition; market trends, including overall opportunities for digital media advertising and shifting advertising budgets; the ongoing improvement and refinement of our data-science capabilities; developments in the regulatory framework applicable to our business; and our intellectual property and proprietary technologies. The forward-looking statements contained in this press release are also subject to other risks and uncertainties, including those more fully described in our periodic filings with the Securities and Exchange Commission, including our Form 10-Q for the quarter ended September 30, 2013. The forward-looking statements in this press release are based on information available to YuMe as of the date hereof, and YuMe assumes no obligation to update any forward-looking statements.
1 AdExchanger, December 17, 2013, Programmatic Is Table Stakes
2 Gartner, July 18, 2013, Hype Cycle for Advertising, 2013