Deal Brings Overlay Ads to Live-Streamed Videos

  |  November 17, 2009   |  Comments

Ooyala and YuMe to serve targeted ads into live-streamed video content.

Video platform company Ooyala signed a deal with YuMe to serve overlay advertising into live-streamed video content, the two firms said yesterday. Ooyala's dashboard will allow online publishers to relevantly target ads for brands when showing live events, according to Jayant Kadambi, president of YuMe, based in Redwood City, Calif.

As an example, Kadambi said, a running shoe brand would be strategically selected over a lingerie retailer for a spot during a live-streamed marathon event. There is also behavioral targeting that can be done via aggregate data. For instance, he said, if the system knows that a set of viewers have shown an interest in cars, an automotive ad will be served during the live stream whether the content is about cars or not.

Kadambi added that the system gives advertisers a more interactive placement when compared to a banner ad that appears to the right of a video player. "People's eyeballs are on the live streaming event," he said. "They are not on the side of the Web page."

Like non-live video overlays, the ads can be text-only, image-based, or rich media, Kadambi said. Individual publishers have leveraged his company's technology for high-public-interest streaming events in the last couple of years, he said. These include Fox News' online video coverage of the Republican National Convention and Wimbledon's Web site for its tennis championships.

"It costs money to generate live streams and get people to watch while you are doing [them]," he said. "Until people could make money on them, there's been a little bit of a resistance to run them live... Hopefully, this will help people do more live streaming."

Meanwhile, Ooyala says it is poised to capitalize on the growing marketplace for live-streamed sports, news, politics, weather, and even baby births. Last week, the Mountain View, Calif.-based company announced the implementation of a system to deliver "near-HD" quality for various online viewing formats.

The company has worked with media and advertising clients such as Warner Brothers, Wenner Media, Fremantle, Armani, Sybase, and Electronic Arts.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...