YuMe, Civolution challenge advanced cable advertising with connected TV ad deals
YuMe said it struck deals with Buick, Discover Boating and Mindshare that deliver interactive advertising to viewers watching programming on connected TVs from Samsung, LG and other consumer electronics manufacturers.
The Redwood City, Calif.-based company is challenging advanced cable advertising platforms with its advertising network. YuMe unveiled a new "Click-to-Ngage" interactive ad unit on Monday which lets viewers watching traditional 30-second commercials access long-form videos from sponsors. Its ad units are similar to the telescopic VOD ads that Cablevision (NYSE: CVC), Verizon (NYSE: VZ), AT&T (NYSE: T) and other pay TV providers have been pitching media buyers.
"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," Telisa Yancy, director of advertising at American Family Insurance, said in YuMe's announcement on Monday.
YuMe faces increased competition in the connected TV advertising sector from automatic content recognition (ACR) technology provider Civolution and DG, a New York-based ad network. DG and Civolution said Monday that they completed the integration of Civolution's SyncNow ACR Platform and DG's MediaMind ad serving platform, which will allows advertisers to place ads on connected TVs, tablet computers and other IP-connected devices that are synchronized to programming running on a TV. The companies are demonstrating the product at the Consumer Electronics Show in Las Vegas.
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