Just this week, Kantar Media SRDS re-launched the digital media planning tools in SRDS.com to include the industry's first objective database of over 150 Digital Networks & Ad Tech companies in addition to the 20,000 websites that users can already find, consider and understand for direct-to-publisher buying.
Our team strives to demystify the U.S. online network and ad tech ecosystem and help you discover new platforms and ad tech vendors. The following Q&A is based on a conversation we had with Ed Haslam, SVP of Marketing of YuMe, a video ad tech provider that went public in August, to find out how YuMe truly differs from its competition.
Kantar Media SRDS: What does YuMe do?
Ed Haslam, YuMe’s SVP of Marketing: YuMe is an ad tech vendor that provides premium digital video advertising solutions. Using our proprietary data-driven technology, we help brand advertisers reach targeted audiences across Internet-connected screens. We believe that that cross-screen exposure drives better brand results.
Kantar Media SRDS: How does a media buyer use YuMe?
Haslam: At YuMe, we use the traditional RFP/IO process. A media buyer puts out an RFP, we respond with a proposal (often times a PowerPoint and Excel combination), describing what we will do for them. If we win, the buyer gives us an IO. A media buyer may also use their trading desk for this although it is not required.
Kantar Media SRDS: Why does a media planner or marketer come to YuMe?
Haslam: They come to us when their TV ad effectiveness is dipping and they want to supplement with multi-screen video advertising, specifically Connected TV and video across the Internet. The majority first want to experiment with Connected TV.
Kantar Media SRDS: How is YuMe different from its competitors?
Haslam: We’re unique in three ways: our premium brand focus, our multi-screen embedded software, and the rich data that our software tracks.
Kantar Media SRDS: Can you tell me about your brand focus?
Haslam: We’re focused almost exclusively on brand advertisers that are looking to complement their TV buys. In the last year, we’ve worked with 65 of the Ad Age 100 brand advertisers. As they see traditional TV viewership declining and those buys becoming less effective, we help them gain an uptick with audiences at the top/awareness level of the “marketing consideration funnel” with digital video on multi-screens.
Kantar Media SRDS: Can you tell me about your embedded software?
Haslam: We’re the only solution provider that has software embedded in almost all of the four major screen types: web-video payers (flash, HTML5), smart phones (in-app or in-web), tablets (in-app or in-web) and connected devices (any internet-connected device: connected TV, Roku, PS3, etc.) These Software Development Kits (SDKs) collect detailed audience data that fuels our Placement Quality Index and Audience Amplifier technologies and help deliver video ads that are more engaging and relevant to a brand’s target audience.
Kantar Media SRDS: What is the Placement Quality (PQI) Index?
Haslam: The PQI looks at how well an ad placement has performed in the past based on a category or brand objective in order to make smarter video ad placements in the future. We feel that the PQI goes way beyond simply “site list purchasing” because of the constant fragmentation found online and because we can optimize inventory for each campaign.
Kantar Media SRDS: Can you tell me about the Audience Amplifier?
Haslam: Our Audience Amplifier technology leverages screen-level audience insights to identify audience targets across screen types. It aggregates fragmented data from our SDKs, cookie-based targeting and contextual targeting tactics. We group audience targets together with similar profiles, based on demographics, psychographics and technographics. By doing this, we can find large target audiences across screens that you typically can’t find from just traditional cookie targeting.
Kantar Media SRDS: What is YuMe’s pricing structure?
Haslam: We don’t have a minimum spend, but we do have three cohorts of customers. The first is when a client wants to spend tens or hundreds of thousands on a single IO. The second is when they return and want to do more than just one screen or one campaign, which may cost hundreds of thousands or low millions. The third is when they’re spending more than a few million in a year. The majority of customers are charged on CPM, but we also offer CPCv and Cost per Engagement.
Kantar Media SRDS: We've heard a number of clients ask us what a vendor requires as a minimum spend in order to get a free brand study. Can you tell me about YuMe’s approach?
Haslam: We do not disclose this information. We evaluate brand studies on a case by case basis.
Kantar Media SRDS: Can you share an example of a successful client case study?
Haslam: A CPG customer of ours spent $3.1 million in order to reach adults ages 35-54 for an OTC drug. By combining their TV spend with $500,000 of spend with YuMe, they were able to increase their nominal TV reach at that spend by an incremental 6 million people. We shifted 16% of a television budget to YuMe yielding better results across the board on reach and frequency quality – all in all a more efficient spend.
Kantar Media SRDS: Who can SRDS.com users contact with questions?
Haslam: West: Ann Piper, apiper@YuMe.com, 415.309.8600
Midwest: Joe Farrell, jfarrell@YuMe.com, 312.315.5825
East: Gian Lombardi, gian@YuMe.com, 917.544.7600