Video ad technology provider YuMe is enhancing its traditional pre-roll ad with social media and other interactive elements. The new pre-roll unit will include hooks to Facebook, Twitter, YouTube as well as special offers and store/dealer locator integration. YuMe SVP of Marketing Ed Haslam and Product Marketing Director Alp Pekkocak told me yesterday that the move is a direct response to brands seeking more social engagement throughout their marketing mix as well as competitor initiatives. The new pre-roll unit doesn't cost extra than the prior one.
The interactive elements are implemented by YuMe's operations team; down the road agencies and brands will also have necessary tools. YuMe is positioning the new pre-roll as the fastest way for brands to get started with an interactive campaign and is available within the YuMe ad network only for now. Examples here.
In addition to the enhanced pre-roll unit, YuMe is also rolling out two other units, Ready-Made and Custom-Made. Ready-Made allows brands to add features like animations and in-player micro-sites, taking advantage of the company's current PowerRoll and InSynch features, for delivery across screens. Two Ready-Made units can be combined into one ad unit as well. The Custom-Made unit offers complete customization with in-player web API integrations for brands to create unique experiences.
The three new units underscore the rapid innovation happening in online video advertising. Technology providers like YuMe continue offering brands greater flexibility and improved ROIs, which is helping drive higher spending in the new medium.
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