In a very bold statement of intent as it enters the European online video ad arena, YuMe has acquired Appealing Media, the premium mobile video advertising agency.
Speaking with RapidTV News, Ed Haslam, SVP Marketing at YuMe said that the time was right for the multi-screen advertising platform provider to expand beyond its US home market where it was enjoying consistent success.
He also revealed that the mobile and connected TV platforms would form the focus of activities going forward with mobile, effectively tablets and smartphones, the initial priority for the new London base.
YuMe CEO Michael Mathieu added: "As smartphone and tablet adoption takes off, the mobile video market will grow considerably both in complexity and reach. And the advertising on these platforms needs to be relevant and smart, especially for premium brands.
These premium brands now include ESPN, IPC Media, Bauer Media, and Universal McCann who are part of Appealing Media's client roster, all of whom have actively sought to boost their respective online, and in some cases mobile, proposition. The agency has also acted as a strategic partner for broadcasters, ITN for example, driving revenue and assisting navigation in mobile monetisation option.
Appealing Media founder and CEO, Owen Hanks, told RapidTV News of his enthusiasm to go forward and realise the potential that mobile could deliver under the YuMe umbrella. He said: “Mobile video is clearly a growth market and by joining YuMe we are increasing our reach for the UK market considerably – both to other publishers but also to other [players in] online and TV...We are committed to simplifying these complex cross platform campaigns for brands across Europe.”