YuMe, a partner for video advertising, and Mediaocean, a software provider for the advertising world, have announced a partnership designed to extend the reach of TV media buying by providing brands the ability to access premium digital video inventory through Mediaocean’s existing TV buying workflow. By combining traditional TV buying with digital, TV buyers can view YuMe’s Designated Market Area (DMA)-specific inventory and local TV station avails side-by-side. A unified, holistic view of video campaigns means that TV buyers can allocate spots across traditional broadcast and cable channels, connected TV, mobile and desktop to create the optimal media mix.
“Through our partnership with Mediaocean, we’ve scaled our world-class solutions and customer service to reach some of the largest agencies in the industry. YuMe’s enhanced TV solution gives TV buyers digital data advantages including advanced targeting and audience segmentation, and it allows integrated, cross-channel campaigns, optimising for audience, reach, frequency, recency — at scale,” said Michael Hudes, Chief Revenue Officer, YuMe. “Further, when linear TV ad rates inevitably rise or inventory thins, TV buyers are able to extend buying to digital, capturing a cross-device audience by reaching consumers through the variety of media they use, from connected TV to laptop to tablet.”