YuMe Inks Video Ad Syndication Deal with Msnbc.com

By on 06/30/2009 12:00 AM @beet_tv

Msnbc.com, the first major U.S. news site to provide embeddable videos, is moving to monetize its embedded videos and has a new association with YuMe, the Redwood City, California-based video ad network.

Msnbc.com will continue to manage advertising on its own site, as YuMe will manage video insertion, sales and reporting for the embedded videos.

Yume.logo While msnbc.com has massive traffic and scale, the company sees opportunities on non-company sites where the videos appear. 

Historically,  advertisers have been apprehensive about where an embeddable player might appear  with an ad outside of the media brand. YuMe says that viewers of embedded videos are even more engaged. The selection and presentation of a specific clip on a Web site or blog means that video will have enhanced audience engagement.

Last week we caught up with YuMe CEO Michael Mathieu who gave us the overview on embeddable players, the msnbc.com deal and the look of YuMe video ad units.

Earlier this month, YuMe raised $2.9 million in equity funding, Venture Beat reported.

Here's the news reported by the Associated Press

Here's the press release.

Andy Plesser, Executive Producer

Video Transcript

Michael Mathieu:  Our value to MSNBC is really twofold. One is being able to enable advertising within all of their embeddable players, and secondly what we do is we sell all of the ads within those embeddable players. So we bring in ad revenues for MSNBC. So really we're in that technology business so we empower that widget, that imbeddible player to be monetized and secondly we actually monetize it for them. So we generate revenue.

Andy Plesser:  And what kind of ads are inserted into the embeddable player?

Michael Mathieu:  Well we, the way we sell as an ad network is we sell by channel. So anybody who wants the news channel, for example, and it could be anywhere from a Kelloggs or a Coke, any advertiser who really wants to reach that demographic, we typically put in a 15 second pre-roll into that embeddable player or that video content.

[video clip]

What YuMe is capable of doing, this is called an in-sync video, and it allows us to synchronize the left hand video with the 300 x 250 ad unit on the right hand side. So you'll see Borat peeking out from the video, so we interact with the screen in general and he can also peak out and you'll see "Bruno" just jumped into the 300 x 250. So it synchronizes both ad units.

For the publisher, really I think ultimately what's gonna happen in this, this world that we live in is more and more people are going to be viewing content outside of the main parent site. So MSNBC content can ultimately be viewed on a Facebook page or it could be viewed on an iPhone or it could be viewed on a Blackberry. So ultimately our goal is to allow MSNBC to monetize content no matter where that content's being viewed.

And here's an advertisement for AXE, and you'll notice the video on the right hand in this spray goes along the whole screen so it's, again, as the video plays the 300 x 250 fills up with sweat, so to speak, so it shows really powerful interactivity and really powerful engagement.

What we've seen is people are looking for audience; our advertisers are looking for audience, whether it be eighteen to 49 year old male, it doesn't necessarily, they don't necessarily need to be on a particular site to reach that, that audience. So really, we find, the advertisers are more interested in the content and their brands being associated with this particular content than the actual environment that they actually reach. So we bring those two worlds together. We allow MSNBC to monetize their content and actually expand from their own domain and conversely we allow advertisers in a brand-safe, reportable fashion to be able to deliver that audience to the advertiser.

Recent Videos
image
Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US ...

image
If “Content Is King,” then “Distribution is Queen” as Paid Media is Essential,...

Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division,  in this interview with Beet.TV  On the subject of viral video hits and paid vs. ...

image
Hearst is Building a “Netflix Model” Around Magazine Video Content

Hearst has just launched “Cosmo Body,” a daily fitness show which is advertiser-free and is  being offered on a subscription basis.  This is the first of what will be a number of Hearst titles and Hearst partners who will be part of a new “Netflix model,” explains Chris Grasso, SVP ...

image
Yahoo Gets Post-Web Analytics With Flurry: Jun’s Reichgut explains

Yahoo has bought itself a role in the advertising ecosystem that comes after the desktop web by acquiring mobile analytics firm Flurry last week. That’s the assessment of one cross-platform video ad tech vendor CEO. “A media company that was based on the web is now struggling getting in to the ...

image
Razorfish, Google & Videobloggers Drive 6+ Million Video Views for Unilever Haircare Campaign in...

A YouTube program in the U.K., designed by global agency Razorfish for several Unilever haircare brands, has driven more that six million views since its launch  in April, says Pete Stein, Global CEO of the agency in this interview with Beet.TV The program takes the pulse of Google queries on hair and ...

image
The Viral Video Is Not a Business Model

While the viral video hit can be golden for brands, it can’t be done consistently and it’s “not a sustainable business model” says Mitchell Reichgut, CEO and founder of the Jun Group, a digital video ad services firm that secures views for branded content on hundreds of publisher ...

image
TubeMogul Crushes Wall Street with 64% Rise on First Day of Trading

Whether the dramatic increase of the company’s stock price on its initial day of trading, which closed at 11.50, up $4.50 or 64%, can be sustained or not, time will tell.  For TubeMogul co-founder and CEO Brett Wilson, he is focused on “building a big, transformative company,” he told ...

image
Native Video Advertising on Mobile Devices Powers Growth for Jun Group

The dramatic rise of mobile, opt-in video advertising has helped fuel revenue growth for the New York-based adtech firm Jun Group by 120% in 2013 and the company is on pace for that kind of growth this year as well, says CEO Mitchell Reichgut  in this interview with Beet.TV. In the last few years, Jun ...

image
Simulmedia’s Morgan: TV Finally Embracing Ad Tech

Tacoda and Simulmedia founder Dave Morgan is just back from a fun week chewing over the TV ad tech revolution at Cannes Lions with Beet.TV He is interviewed on stage by digital media investment banker Terence Kwaja. In this AdAge article, Morgan concludes channel fragmentation, a desire for accountability ...

image
Comcast Serves up 13 Million Video Streams of World Cup: “TV Everywhere is Ready for its Close-up”

Comcast has provided  13 million video streams of World Cup matches to subscribers watching via digital devices.   That’s up  55% over the number of streams for the Soichi games, the cable giant says. The enormity of the digital consumption represents something of a watershed moment for “TV ...

image
Sling Rolls Out New Box With Added Mobile Features

Echostar-owned Sling Media introduced a new box to deliver pay TV channels to other devices. The “Slingbox M1″ and “SlingTVTM” are designed to be mobile friendly and are slated to retail for $149.99.  Here is the company press release. In the last year, Sling Media has been focusing ...

image
Digital Targeting Enables Consumer Choice in Storytelling, MediaCom’s Savic

CANNES, France — In a digital world, where transparency is the name of the game, brands can’t hide anymore. What works and doesn’t work is apparent every day, says Sasha Savic, CEO of MediaCom USA, during an interview with Beet.TV at Cannes. “We used to love our ideas. Now, it ...

loader