Platform will primarily deliver ads to apps supported by Internet-connected TVs
Video ad network Yume and LG Electronics have partnered to create an ad platform for Internet-connected televisions. Toyota has already signed on as the platform's charter advertiser.
The platform will primarily deliver ads to apps supported by Internet-connected TVs. Some ads, including those from Toyota, would also appear when viewers are navigating other connected aspects of their TVs, such as the app store.
The hope is to combine the interactive and tracking capabilities of Internet ads with the large screen and high-resolution of television. Yume said it hopes to use behavioral tracking patterns it has gleaned from its online ad network to better target the ads on Web-enabled TVs.
"The LG ad platform will enable several common digital ad formats such as interactive display banners, in-banner video and in-stream video as well as some new ad units such as click to sponsored applications and search-related ad units," said Sam Chang, general manager of LG's Smart TV Innovation Development Group, in a statement.
Yume, which is based in Redwood City, CA, will sell the ads and split the revenue between LG and the application providers. Yume's ad platform will be available to other manufacturers of connected TVs, as well. As of now, no other such deals have been announced.
About 42 million homes around the world have an Internet-connected TV, and most of them are in the U.S., according to an October report from Strategy Analytics. The percentage of U.S. homes with an Internet-connected TV is about 20 percent.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT