Custom Video Creative Yields Three Times Click-Through, YuMe CEO

By on 11/02/2009 8:29 PM @daisywhitney

Online video ad network YuMe is generating engagement rates that are as much as
three to four times higher or custom spots than for pre-rolls.
That's what YuMe's CEO Michael Mathieu told Beet.TV during a recent
interview in New York.

The company served up more than three billion video ads through the
third quarter of this year and custom spots are generating as high as a
5% click-through rate, or engagement rate.

That compares to pre-rolls, which
generate a bit higher than one percent interaction, YuMe found. On average the engagement for
customized spots is double a pre-roll. However, pre-rolls are still the dominant ad format in online video and account for 95% of the ads YuMe delivers. Some of the clients YuMe has served up
tailored ads for include Axe, Dove, Vitamin Water, Universal Pictures, and LandRover. The
company recently released a study detailing click-through rates for
various types of video ads.

"We can customize so the ad envelopes the whole screen and you're not
just watching within the player," he said. "We see up to 5% click
yields when people really take the time to develop creative that is
online-specific and have the opportunity to engage the audience versus
taking a TV ad and sticking it in front of the content."

Because of the success with tailored ads, YuMe is exploring additional
types of online video ad formats such as embedding ad units in the
video. "If someone is watching Beet.TV there might be a white space to
the right of you and there could be an ad there selling a product. We
will see more embeddable ads within video that is contextually relevant
and focuses on the user. Ads around the video player will start to
disappear," he said.

Daisy Whitney, Senior Producer

Disclaimer:  YuMe was the sponsor of the Beet.TV Online Video Roundtable.

Recent Videos
image
Pitchapalooza: Media Change is Driving Agency Reviews

CANNES — What is the sound of $25 billion changing hands? It’s enough to prompt a sharp in-take of breath from ad agency execs. That is the amount at stake after many of the world’s biggest brands recently began reviewing their long-held agency relations. Why are the brands putting ...

image
Hulu’s Hopkins: We are the Biggest Ad-Supported Video Play in the Living Room

CANNES –  Hulu, the giant video portal supported by three of the four U.S. television networks, has become the biggest ad-supported, IP-delivered platform in the living room, says Mike Hopkins, CEO in this interview with Beet.TV Regarding advertising, he says that Hulu has found the right mix of ...

image
Artificial Intelligence Technology Poised to Rock Ad Business: PHD’s Cooper

CANNES —  Artificial intelligence is poised to become one of the biggest changes wrought by technology in the advertising business in the years ahead, says Mike Cooper, CEO Worldwide of PHD, in this interview with Beet.TV.  “In ten to fifteen years time, artificial intelligence will take ...

image
How Bank of America Is Reaching Millennials via Vice and Pinterest

CANNES — In an effort to reach millennials, Bank of America turned to a platform and a publisher that people don’t closely associate with financial services: Pinterest and Vice. The conversation with Vice CEO Shane Smith began in Cannes a year earlier and led to a video series the bank is sponsoring ...

image
Civolution’s Teletrax Focuses On TV-Synced Digital Ads

CANNES — After Philips bought out its part-owned UK video watermarking company Teletrax in 2008, it rolled it up in to a new unit called Civolution, which also offered TV event audience measurement and second screen functionality. Now Civolution has sold off the latter pieces to Kantar, it is ...

image
E-commerce Huge: Our Competitor is Walmart, Not other Media Agencies, GroupM Chair Irwin Gotlieb

CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the marketing business, Group M’s Irwin Gotlieb tells Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The ...

image
Big Change in Video Ad Format with the Rise of Vertical (Portrait), GroupM’s Rob Norman Explains...

CANNES — Social platforms have made some big announcements in recent weeks, with both Twitter’s Project Lightning and Snapchat’s 3v Advertising due to usher in auto-playing, full-screen videos. You might expect that vertically-oriented video would present a challenge to advertisers, who, ...

image
Omnicom And Partners Push Ads To Drive Commerce: Nelson

CANNES — A common theme out of the recent Cannes Lions advertising festival is advertisers’ quest to turn messages in to actual ecommerce sales. That’s what agency Omnicom’s digital CEO Jonathan Nelson is shooting for, too, with big partners. “We’re huge partners with ...

image
How Choice Enhances Ad Engagement: true[X]’s Levy

CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality. “We have incredible budgets for television commercials. ...

image
VivaKi’s Bertozzi Sees Advertisers’ Programmatic Confusion Dissipating

CANNES — The rise of automated, super-targeted advertising known as “programmatic” has been complex and fast. Sometimes, ad tech players have not helped themselves by obfuscating their offering in obtuse language. But one of the key execs in the space says he observers advertisers ...

image
Yahoo Now Reaches 188 Million Video Viewers: Utzschneider

CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic. Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short ...

image
Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis

CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem. Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of ...

loader