YuMe Offers Interactive Ad Format for Connected TVs
Delivering a more immersive experience than a 15- or 30-second spot can provide, online video advertising company YuMe today announced the Click-to-Ngage format for connected TVs. The format offers viewers a tabbed interface where they can select different types of content such as videos or a photo gallery. YuMe says that it creates an immersive experience, and tests well in viewer recall, attentiveness, and emotion.
Viewers start by clicking the Click-to-Ngage icon on an advertisement to see more from that brand. After opening the ad, they get a variety of content choices. The format combines the big screen and lean-back viewing of television with the interactivity and measurability of online.
YuMe suggests that brands use the format to offer long-form video experiences to attentive viewers.
"The connected TV ecosystem continues to evolve and offer new media opportunities that pave the way for new media potential. YuMe is providing their customers with the opportunity to lead and experiment by being first-time adopters of cutting-edge video advertising technology," said Christie Hartbarger, vice president of connected devices for YuMe.
Those attending International CES in Las Vegas, Nevada, this week can see more of YuMe's new format at the company's connected living room space in the Las Vegas Hotel.
The online advertiser will be able to offer brands improved online video ad targeting and reach, thanks to Crowd Science technology.
In its latest quarterly report, YuMe shows which video ad types are most popular, and which demographics are the most targeted.
Clutter, creative, and context all matter when trying to get viewers to recall an ad; screen size not as important.
Since the connected TV space is still uncluttered with ads, viewers are more likely to pay attention to and remember advertisements.