YuMe Boasts Rapid Growth, Scores $25 Million Investment
Money will be used to improve campaign operations for big brand advertisers.
Money will be used to improve campaign operations for big brand advertisers.
Video ad network YuMe secured a $25 million funding round. It will use some of that money to develop technology to improve campaign operations for the big brand advertisers who make up most of its customers.
The investment follows a year of growth for the Redwood City, CA-based firm. Revenue in 2009 was approximately six times higher than the previous year, and YuMe trafficked campaigns from 110 advertisers represented by 80 ad agencies. The average insertion order was worth around $60,000, the company told ClickZ.
On the measurement side, YuMe wants to help online video emulate television. Last year it worked with media agency Mindshare to introduce an Internet gross rating point for online video.
President and co-founder Jayant Kadambi said such efforts will continue with the latest cash infusion.
“What we’ve done since then is we’ve added a bunch of software, technology, and algorithmic stuff to help people verify” audience demographics, he said.
The round was led by Menlo Ventures, which will take a seat on the company’s board.
Aside from YuMe, the field of established video ad networks includes Tremor Media, BBE, BrightRoll, and SpotXchange, all of which aggregate video ad inventory from broad-based consumer sites and niche properties. These companies typically offer a range of ad formats, including overlays and in-banner video, but their focus is on in-stream advertising.
By several accounts, the current field of video ad networks has found traction with major brand advertisers. “They are of growing importance,” said Chris Allen, director of video innovation at Starcom USA. “They make
more turnkey for us.”
“If you’re not taking advantage of…short-form content on video ad networks, you’re missing an opportunity,” he added.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article