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.

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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...