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
Direct-To-Consumer Video Offerings Slated to Grow, thePlatform’s Roberts

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. “Networks and broadcasters need to establish a direct relationship with the audience,” he says, and ...

image
Tribune Picks Taboola For TV Sites’ Content Marketing: Report

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is ...

image
Mediaocean Extends Digital Video Ads With Videology

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s ...

image
TV Everywhere Authentication Rates Improving, Marty Roberts of thePlatform

In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that’s too high to be sustainable. However, when multichannel ...

image
Video Ad Customization Platform Eyeview Raises $15 Million in New Venture Round

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke ...

image
AOL Presents iJustine In Chicago: the Beet Video Summit w/ McDonald’s,Target, Digitas, Havas and...

iJustine, a pioneering  innovator  in the Web originals space will headlining a two hour video summit on the emerging medium of digital video. Also participating will be  brand marketers  from McDonald’s and Target and media agency execs from Digitas, Havas and Starcom MediaVest Justine will speak ...

image
Digital Means ‘World Of Opportunity’: DigitasLBi’s Shlachter

NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter. “The numbers are there now – if you look at ...

image
NBC Launches Programmatic Division Across Properties

NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio ...

image
thePlatform’s mpxReplay Enters VOD Encoding Fray

Comcast-owned video management outfit thePlatform is launching a new product with aims of helping content owners encode broadcast material for VOD quicker. So-called mpxReplay can be used to help viewers watch recently-aired shows as catch-up VOD or to start over watching currently-airing shows. “We ...

image
Web Star iJustine Joins Brands and Ad Execs in Chicago for Video Summit with AOL and Beet.TV

Video star iJustine, whose series on AOL about wearable tech has gotten some 20 million views in its first season and is now in season two, will be among the speakers at a video summit in Chicago on November 19 at the Soho House.   The program will take a look at how Web creators, brands and their agencies ...

image
FreeWheel Aims To Empower And Protect Advertisers, Publishers

NAPA, CA — Comcast-owned video ad server FreeWheel cut its recent partnership with TubeMogul to protect but empower both sides of the advertising chain, says FreeWheel business solutions GM James Rooke. The partnership sees advertisers use their own audience data to buy video ads via TubeMogul, ...

image
Brand Video Publishers Must Give Advertisers Freedom: Say Media’s Catto

Lifestyle digital publisher Say Media is gung-ho about producing branded content for advertising partners on its content sites – but that doesn’t mean it thinks it should have exclusivity over the ensuing material. “We give the partners rights and permissions to use that video content on ...

loader