Bittorrent and YuMe Launch 'View-through' Ad Campaign2 Apr, 2007 By: Jessica Wolf
Bittorrent is taking ad-supported digital video viewing to another level.
Today, the file-sharing network announced it has teamed up with YuMe Network, the first dedicated advertising network created and optimized for broadband video. The companies will launch the first ad campaign that allows a marketer to insert dynamically served video advertising within downloadable content, instead of being relegated to traditional lower-quality streaming viewing.
No one has taken the ad-supported download approach in the past because Web publishers haven't been able to measure and track viewings of the ads. YuMe's technology actually measures “view-throughs” rather than “click-throughs” to report back exactly how many people viewed and the number of times in addition to whether they clicked. This new metric directly measures and reports the viewer's behavior, which will likely become the new standard to determine how an advertiser pays a publisher for online video advertising, according to YuMe.
Entertainment software publisher Eidos Interactive is the first advertiser to use YuMe. Eidos will use YuMe technoloy to promote the upcoming video and POC game Lara Croft Tomb Raider: Anniversary. Eidos will be able to geographically target ads, customize them in real time and update creative messaging in content that already has been downloaded.
The campaign will be featured on select video files from G4 Network and distributed on the Bittorrent Entertainment Network.
“We have been working diligently with a range of video publishers from the largest movie studios to the creators of independent video to advocate the role advertising can play in delivering their content to the BitTorrent community,” said Ashwin Navin, President and co-founder of BitTorrent, Inc. “The combination of our extensive user base, worldwide contentrelationships and powerfully efficient distribution model, is enabling a rapid shift toward free, ad-supported content available on the BitTorrent Entertainment Network.”