Ads on Connected TV’s to Reach Scale in 2012, YuMe’s Scot McLernon

By on 02/09/2011 12:43 PM @daisywhitney

Online video ad technology provider YuMe is gearing up for what it expects will be significant ad growth in the connected TV market.

During its road show in New York last week, the company’s Chief Revenue Officer Scot McLernon talked with Beet.TV about the advertising bump brands can achieve with a multiplatform approach, including one that will incorporate connected TVs and over-the-top devices.

“We have relationships with the manufacturers and we have terrific scale on the Web and we are getting more scale on mobile and in 2012 we will really have scale on connected TVs,” he said.

That sort of spread across platforms is becoming more vital to reaching specific segments and groups of consumers, such as men 18 to 34 in the market for a new car, for instance. In fact, McLernon pointed to new research YuMe just released that was conducted with Magid and Nielsen underscoring the efficacy of online video ad campaigns.

He said shifting money from a TV buy to online video can increase a marketer’s reach and lower the CPM because the marketer will be able to reach new audiences who won’t be exposed to the ad on TV. Online video viewers are more engaged with ads as well.

The study found that 50% of viewers do other things when ads come on TV compared to 26% who do so when ads run in online video.

Daisy Whitney

Disclaimer:  This is a sponsored post.  We have produced and published this video and several others to be posted under contract with YuMe.  We hope you find this series of videos informative.  AP

Recent Videos
image
Starcom’s Richman: Cross-Channel Attribution is Critical

Data is the foundational playbook for marketing today, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. Data provides the power to make marketing more effective and to help brands connect more deeply with audiences, she says. That’s why it’s ...

image
Havas Links with AOL for Programmatic TV Ad Delivery Solution

Media agency Havas has expanded its integration with AOL’s programmatic ad delivery platform to include TV ad buying, the companies announced earlier this week at the AOL Programmatic New Front event. For an overview on the growth of programmatic and ad buying, and the expansion of the alliance with ...

image
Omnicom Links with Facebook for Targeted Ad Delivery via Atlas

Omnicom has signed an agreement with Facebook as the first agency holding company to work with Facebook’s Atlas for its ad serving platform, the company announced earlier this week in New York. At the IAB MIXX conference, we spoke with Jonathan Nelson, CEO of Omnicom Digital about the alliance and the ...

image
AOL Links with Publicis in Latest Programmatic Agency Alliance

AOL Inc. has been working closely with major media agencies including IPG Mediabrands and Havas Media around its programmatic offering. This week, it announced an alliance with the Publicis Groupe.   According to a company statement,  ”The move will provide VivaKi, and effectively all agencies inside ...

image
BSkyB Plans Bigger Footprint For ‘AdSmart’ Addressable TV

LONDON – British satellite TV and telco operator BSkyB hopes its AdSmart technology – one of the world’s largest real-world deployments of addressable TV – will soon extend to more TV channels and more countries. Launched in January after lengthy gestation, AdSmart sees different ads ...

image
Buying TV And Video Improves Campaigns: Amnet’s Hobson

LONDON — In the online advertising industry, many professionals expect advertisers to start moving some of their TV ad budgets in to the fast-growing world of online video, where metrics give them more visible insight in to effectiveness. But not everyone sees the trend as an “either-or”. ...

image
Australia, Europe Lead Private Programmatic Marketplace Adoption, Adap.tv’s Duffield

LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec. “A market like Australia is a ...

image
Joining The Dots Is About To Get Hot: Acxiom’s Howe

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and ...

image
Programmatic Could Fuel All Media Insights: SpotXchange’s Merwin

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad ...

Amanda Richman, Starcom 1
Starcom’s Amanda Richman Sees Programmatic Expanding To More Channels

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time ...

image
AOL Grows Programmatic Business Year Over Year, Bob Lord

AOL has seen a boost in programmatic buying from 4% a year ago to nearly 34%, says Bob Lord, Global CEO of AOL Platforms, in an interview with Beet.TV. That growth is driven by two trends — more understanding of the benefits of programmatic buying, and the availability of data management platforms to ...

image
Martin Sorrell: Investment in AppNexus Allows WPP to Compete with Google and Facebook

With its recent investment and technology exchange with AppNexus, WPP will  have the technology platform to compete against companies like Google’s DoubleClick and Facebook’s Atlas, says Sir Martin Sorrell, WPP chief executive, in this interview with Beet.TV  He says that Google and Facebook ...

loader