O2 runs first campaign with YuMe’s Captivate, a new ad unit designed specifically for Connected TV

YuMe, Inc., a leading provider of digital video brand advertising solutions, has struck an exclusive partnership with Vestel, one of the largest TV manufacturers in the world, and launched with a major branding campaign for O2, a leading UK digital communications company. The campaign debuts YuMe Captivate, a new ad unit designed specifically for Connected TV (CTV).

In addition to premiering the YuMe Captivate ad unit on CTVs, O2 is also the first European brand to run on Vestel’s Smart TVs, due to an exclusive partnership between YuMe and Vestel. The agreement with Vestel, who designs the TV experience for brands such as Telefunken and Finlux (UK), enhances YuMe’s CTV video offering in Europe and complements their current partnerships with Samsung and Toshiba.

“Collaborating with YuMe assures premium advertisers that the most dynamic and relevant ads are brought to millions of users across Europe,” says Metin Salt, General Manager at Vestel. “Vestel’s penetration of Smart TVs and entrance into the mobile and tablet space will allow for much greater use of data between devices, making advertising more compelling to the user as it becomes more relevant and engaging.”

“The partnership with Vestel extends our global market leading CTV advertising offering, and adds European reach and scale across CTV devices,” says Owen Hanks, General Manager Europe, YuMe.“ The partnership gives brands such as O2, the opportunity to use the largest screen in the house and immerse their target audience with their digital brand experience.”

The O2 CTV campaign, which runs from October to November, is centered on driving awareness that O2 is a provider and facilitator of smart tech including connected devices such as tablets, smartphones and wearables. O2’s media agency ZenithOptimedia, has chosen YuMe’s Captivate CTV unit to adapt their TV ad creative for Connected TV viewing. The campaign delivers a seamless message across screens adding additional branding elements to maximise engagement through the Connected TV experience.

“Innovation is at the heart of everything that O2 does,” says Simon Valcarcel, O2’s Brand, Creative and Media Lead. “So the opportunity to launch a new ad experience for our customers on the newest screen was a natural fit for our brand.”