YuMe offering interactive video ad option

Online video advertising is forecast to continue its growth through 2010, but despite being increasingly enamored with the format, advertisers have continued to look for new ways to engage viewers. Video ad technology firm YuMe is launching a new "lean-in" offering that hopes to draw viewers in by giving them up to three separate "call to action" options at the end of pre-roll ads.

YuMe's Triple Play gives viewers clickable options that can, for example, give them more product information, take them to an online store or allow them to sign up for promotions.

"YuMe has always been aggressive about introducing new video advertising solutions, building an ecosystem with the best partners, and delivering unparalleled reach, scale and quality," said YuMe CEO Michael Mathieu. "Despite the broader economic downturn, 2009 was a big year for YuMe in which we were able to grow as a business and continue to drive the video advertising industry forward."

YuMe says its custom video ad placements see a click-through rate of 1.6 percent. Last month, the company served an average of 30 million in-stream video ads per day. It says 4Q09 was its strongest quarter ever, it served up more than 2.5 billion in-stream ads.

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