YuMe Launches New Immersive "Click-to-Ngage" Video Ad Unit for Connected TVs
Buick, Discover Boating, and Mindshare Among Organizations Relying on Innovative, Longer-Form Video Ad Units to Increase Engagement and Deepen Content Discovery
REDWOOD CITY, CA--(Marketwire - Jan 7, 2013) - YuMe, a leading provider of digital brand advertising software and services, today announced "Click-to-Ngage," a new, interactive, long-form video ad unit for the connected TV market. Delivered through YuMe's Connected Audience Network, the new ad unit provides agencies with the ability to create engaging new brand opportunities for consumers on the rapidly-growing connected TV platform and lets leading brands showcase their products on a new and innovative media platform. The Click-to-Ngage ad unit offers advertisers the ability to go beyond the standard 30-second television spot and to actively engage consumers with video advertising content on their television, yielding strong viewer attentiveness, emotion, and recall.
"As the living room fast becomes the 'hub' of household digital entertainment, connected TV is poised to emerge as the center of that digital ecosystem that will enhance the way consumers interact with brands," said Telisa Yancy, Director of Advertising at American Family Insurance. "The consumer journey is no longer linear, it's complex, and connected TV allows us to interact with consumers in a new and engaging way."
In addition to letting brands provide engaging video and content to consumers on connected TV, the measurement of interactions on a connected TV platform has the potential to be just as transparent, data-driven, and actionable as online measurement.
"Ngage provides a unique opportunity to showcase stories featured in the Buick Human Highlight Reel. These longer-form videos are vignettes of former college athletes who have achieved something remarkable outside of their sport," said Craig Bierley, Buick Advertising and Promotions Director. "These are very rich emotional videos and make for great engagement within a connected TV environment."
In December 2012, YuMe released the results of an in-depth survey on connected TVshowing consumers' increased interest in the platform. The survey also highlighted that the majority of consumers (54 percent of those surveyed) prefer free, ad-supported content across all screens.
"As consumers lean forward and interact with video across multiple screens it is critical to have a first mover advantage in an emerging space like connected TV," said Danny Huynh, Senior Partner, Managing Director, Mindshare. "In our close work with YuMe, we've seen that the Click-to-Ngage ad unit provides a unique experience for the medium."
The Click-to-Ngage ad unit for connected TVs offers:
- Increased engagement, improved metrics, and an opportunity to efficiently run long-form video advertising while the viewer is attentive and in a brand-receptive environment.
- An immersive experience, with tabs for different types of content including videos and a photo gallery, allowing consumers to dig deeper and discover new content and spend more time with the brand.
- A low-clutter and low-ad load opportunity for brands that typically compete within traditional, highly-saturated media.
"YuMe's unique ad units for connected TVs and other screens position us exactly where we want to be -- associated with a successful, emerging technology platform," commented Carl Blackwell, President, Discover Boating, Inc. "We benefit from keeping our company's video ad campaigns 'ahead of the curve' with this innovative digital space and screen, and also in a position where we can benefit from audience at scale. This ad unit not only allows us to be on the TV platform where our creative is more impactful under our digital budget constraints, but it brings the fun of boating to the living room in an engaging way that we can measure."
Using Click-to-Ngage is as easy as navigating to the home page on a smart TV, clicking the icon for the advertisement, and then choosing either the gallery or video options. Navigation through multiple screens of a variety of content is intuitive, immersive, and interactive, offering the consumer a memorable new experience with the platform and content.
"Our client American Family Insurance continues to look for key investment opportunities in Emerging Media," noted Shannon Roth, Partner, Director Client Leadership, Mindshare. "Connected TV is a natural next step in their journey to innovate and differentiate from competitors. This partnership also allows the brand to keep pace with customers who may be missed by traditional TV tactics."
"The connected TV ecosystem continues to evolve and offer new media opportunities that pave the way for new media potential. YuMe is providing their customers with the opportunity to lead and experiment by being first-time adopters of cutting-edge video advertising technology," said Christie Hartbarger, Vice President, Connected Devices, YuMe.
Click-to-Ngage is the newest in a series of connected TV ad units from YuMe, together comprising an extensive set of four-screen video ad unit offerings for connected TV, tablet, smartphone, and PC.
YuMe's connected TV ad units will be featured at International CES in Las Vegas, Nevada between January 8th and January 11th. For more information visit: www.yumeCES.com
Visit the YuMe Connected TV gallery for more information on YuMe connected TV ad units:
YuMe is a leading independent provider of digital video brand advertising solutions. Its proprietary data-science driven technologies and large audience footprint drive brand inventory monetization and enable advertisers to reach targeted, receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe's technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today's highly-fragmented market. YuMe is a privately held company headquartered in Redwood City, CA with European headquarters in London and eight additional offices worldwide. The company is backed by Accel Partners, BV Capital, DAG Ventures, Intel Capital, Khosla Ventures, Menlo Ventures, Samsung Ventures, Translink Capital and WestSummit Capital. For more information, visitwww.YuMe.com, follow @YuMevideo and like YuMe on Facebook.
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