YuMe Adds 'Attentiveness' Measure

Digital video brand ad solutions firm YuMe is to launch an audience targeting tool, going 'beyond simple reach and frequency' to add a measure of attentiveness.

The tool uses first-party data from its own platform which runs surveys within a video player, first capturing voluntary demographic and psychographic information including likes and dislikes, to help gauge receptivity, and adding measures of post-campaign brand effectiveness, including advertising recall.

The firm's Audience Amplifier technology combines the first party data with additional information from its Software Developer's Kit and creates audience segments which it says 'reveal patterns of likeness within audiences not possible with traditional digital targeting techniques.' Co-Founder & CEO Jayant Kadambi (pictured) comments: 'Just as we process patterns based on past experiences as we interact with people, YuMe's data science technology looks for 'digital patterns' that help cluster and better understand similar people and behaviors. The best branding works when the target is receptive to the campaign message, which is determined by first-party demographic and interest data collected from the SDK. They also need to be attentive and our post-campaign brand effectiveness surveys measure those attention levels.'

Headquartered in Redwood City, CA with European headquarters in London and nine additional offices worldwide, the company is online at www.yume.com .