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Online video advertising startup YuMe presents new Video Reach platform for agencies and TV brand advertisers

Last year, we report­ed on video ad com­pa­ny YuMe’s ambi­tions to deliv­er effec­tive video ads across mul­ti­ple devices in the age of screen frag­men­ta­tion. Busi­ness devel­op­ment man­agers and oth­ers with media jobs in online adver­tis­ing may remem­ber that YuMe’s Senior VP of Mar­ket­ing, Ed Haslam, was talk­ing back then about how to hold viewer’s atten­tion across mul­ti­ple screens at a time when online video adver­tis­ing was start­ing to explode. And now his firm has pulled a tech­no­log­i­cal rab­bit out of the hat to do just that, with the launch of a new brand named Video reach. A good year YuMe, as the more informed busi­ness devel­op­ment man­ag­er may be aware, has had a rather good time of it over the last year. It raised $65 mil­lion dur­ing its IPO last July, just as it planned to do after turn­ing prof­itable and post­ing a net income of $6.3 mil­lion (a rad­i­cal turn­around from the $11.1 mil­lion loss it made in 2012). It also man­aged to increase its gross mar­gin from 38 per­cent to 46 per­cent over the same inter­val and its rev­enue for 2012 had grown by 70 per­cent on the pre­vi­ous year to reach $116.7 mil­lion. Fig­ures like that tend…

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Mobile advertising will turn to apps and video in 2013, YuMe’s Ed Haslam predicts

How can mobile adver­tis­ing agen­cies deliv­er the most effec­tive mobile adver­tis­ing cam­paigns in the age of screen frag­men­ta­tion? That’s a ques­tion at the fore­front of Ed Haslam’s mind. The senior VP of mar­ket­ing with San Fran­­cis­­co-based video ad-tech firm YuMe recent­ly vis­it­ed Lon­don for the Chang­ing Media Sum­mit, dur­ing which he squeezed in an inter­view with The Guardian news­pa­per. Why the three c’s mat­ter more than size Tech­nol­o­gy has brought us a pletho­ra of dif­fer­ent screen sizes and devices, from desk-top bound Goliaths to tablets to smart­phones. And recent research from YuMe sug­gests that screen size does mat­ter — as Haslam explains: “So larg­er screens are more emo­tion­al then small­er screens in terms of bio­met­ric mea­sure­ment.  But what mat­ters more is some­thing we call the three c’s, which are: clut­ter, cre­ative and con­text.  So while screen size mat­ters, what mat­ters a lot more is what is on the screen as it relates to adver­tis­ing effi­ca­cy.” There’s more to mobile adver­tis­ing than geolo­ca­tion and direct response cam­paigns (entic­ing users to respond in the moment), Haslam believes. Mobile devices, espe­cial­ly tablets, aren’t mere­ly func­tion­al, on-the-hoof gad­gets and can be used in a more “leaned back way”, some­thing brands are increas­ing­ly inter­est­ed in.…

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