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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...