Interviews with Digital Media Thought Leaders
Create Your Own Video Ad Network
Podcast Audio | Posted by Phil Leigh on May 17, 2008
If you would like learn how to create a customized network of video Websites where you can place video ads, this interview is for you.
Our guest today is Jayant Kadambi who is the CEO of YuMe Networks. His company is an Applications Service Provider (ASP) that places ads in digital video. YuMe offers a variety of ad formats including pre-roll, post-roll, mid-roll, overlays, player skins, and others. You can get a look at samples at their ad gallery.
YuMe recently introduced an initiative that enables video programmers to create their own ad networks. The platform permits publishers to pool their entire video inventory into an ad network selling directly to advertisers. The approach allows media companies to represent all of their independent properties collectively to media buyers. The objective is to maximize CPM and fill-rates across their properties. Basically, it will give video publishers a way to get the advantages of an ad network without giving up control of their inventory or brand.
Phil’s Take: Apparently, media buyers are approaching popular Internet video sites wishing to place video ads because the viewer response is good. It is good because the viewers are typically actively engaged in watching the selected videos whereas consumers sometimes merely have their televisions running in the background while they do housework, or other chores.
However, many video websites don’t get enough traffic to fill the demand for all the video ads that the media buyer wants to purchase. For example, a media buyer for a high-quality microphone company may want to purchase “inventory” from Websites that have videos on “How to Podcast”. While no single site may have enough visitors to justify all the money the media buyer will spend, that site may use YuMe to organize a network composed of other “How to Podcast” sites that are collectively getting enough traffic to fill the media buyer’s budget.
So I guess it makes sense, but a scarcity of anything on the Net does not seem to last long.
Tip of the Day: Get Ready for Podcasting
Once our TVs get hooked-into the Internet, podcasts may well become the accepted way to select all of our video programming. If so, it will enable your corporate videos to become as regular to the subscribing consumer as popular shows from the leading television networks. Few of us can afford to let such an opportunity pass by.
It is often difficult to know where to start when learning anything new. However, any podcaster who hopes to be successful must be compatible with Apple’s iTunes software, so this video is a constructive bite-sized introduction.
Contact me to learn how to podcast.
Categories: Podcast Audio
Tags: Ad-Networks, digital-media, How-to-Podcast, Internet-Advertising, Internet-video, Phil-Leigh, podcasting, YuMe
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[...] advertising instead of the pre-post-and-mid-rolls that dominate presently. Companies like YuMe Networks enable such interactivity. They not only enhance ad revenues, but can execute purchase [...]