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.

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
Nielsen Onboarding TAM As Measurement Wars Heat Up

PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen. Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era. ...

image
Deloitte Gets In To TV Tech Tools Game: Ledger

LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too. That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the ...

image
Programmatic Ad Rates Will Be Higher Than Direct: Meredith’s Schenck

When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory. But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec ...

image
One Screen Good, All Screens Better: Bloomberg’s Caine

PALM SPRINGS — Bloomberg appears to have been undergoing a renaissance lately, with a line-up of strong products and a solid identity running across its many media outposts. In the latest new advertising tie-up, Bloomberg Media has sold a sponsorship for the green room, during its new Bloomberg Go ...

image
Hearst Reaches Maturity With Programmatic: Parker

Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory. But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on ...

image
As Merger Closes, Rentrak & comScore Push ‘New Model’ For Media Measurement

PALM SPRINGS — The merger of media measurement houses comScore and Rentrak just completed, heralding what the pair say is a new era in consumer tracking for brands and publishers. According to comScore, the new entity can now see 260 million desktop screens 160 million mobile phone screens 95 million ...

Screen Shot 2016-02-01 at 12.05.34 AM
Turn’s New CEO On Video And The ‘Three-Legged Stool’

PALM SPRINGS — The world of advertising demand-side platforms is so new, most people may only have dealt with one or two. Bruce Falck says he has worked for five. Falck spent just four months as Brightroll’s COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which ...

image
Sourcepoint Barokas’ Melds Ad Transactions To Beat Blockers

If you believe some of the market research about the prevalence of consumer ad blocking, the sky is falling on a publishing industry that has long depended on advertising. Those surveys may or may not be wholly accurate, but Ben Barokas is intent on solving the problem. Whilst working as general manager of ...

image
Genesis Media Figures Out Out-Stream: CEO Yackanich

LAS VEGAS — When should you put an in-article video ad on a page – and when should you hold back? Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity. “Video ad formats are easy ...

image
Adobe’s TVMM Is First OTT TV SSP: Videology’s Gaskamp

LAS VEGAS — Back in December, Adobe updated its Primetime ad platform with TV-buying capability, dubbed TV Media Management (TVMM), powered partly by Videology. The feature aims to let broadcasters plan and package up ad slots in their over-the-top (OTT) offerings. So, what is the big idea? ...

image
Netflix Could Make $8bn From Ads: Analyst Broughton

LONDON — What if Netflix started running ads? It is a topic that has previously been debated here on Beet.TV, with one exec betting: “They’re going to have to start to deploy some type of advertising model to recoup some of the revenue that they’re spending on this programming.” A new ...

Linda Boff & Carolyn Everson both titles
GE’s Linda Boff: Wenda Millard is the “Beating Heart of our Industry”….and MediaLink...

As hundreds of executives from the media and marketing worlds gathered yesterday under the AWNY banner, at glitzy dinner to honor media luminary Wenda Harris Millard, we sat down with two of the evening speakers: GE’s CMO Linda Boff and Carolyn Everson, advertising chief at Facebook. Both longtime ...

loader