Remarketing
No more wasted impressions. Always deliver the right ad to the right person
One of the greatest challenges in advertising is delivering the right ad to the right user. There are inefficiencies in advertising because frequently ads are seen by users who are not in market or have not demonstrated intent to purchase a particular product or service. This is known in the industry as a wasted impression. A wasted impression is particularly pronounced in online video advertising because the overall supply has not been able to meet the demand, especially with current inventory management challenges.
The optimization challenge is actually two-fold. Advertisers want to optimize their campaigns by reaching the appropriate people at significant scale without waste and publishers want to ensure they are getting the highest CPM for every impression they can generate.
YuMe has taken the first step in solving this problem for both advertisers and publishers with its Remarketing 1.0 program. YuMe has designed a program so that advertisers can reach users as they are driven through the funnel of building brand awareness and affinity to intent and finally purchase.
YuMe enables advertisers to target a specific campaign and its associated ad placements to users that have performed a desired action. Currently, YuMe’s advertising platform enables advertisers to remarket by:
- Creative – remarket to users that are exposed to specific creative
- Site – remarket to users that visit a specific site
- Interaction - remarket to users that interacted with specific sites or ads
YuMe is creating a remarketing pool of users to enable advertisers to create targets against specific actions along the purchasing funnel. Currently, the following user actions are held and stored in YuMe cookies:
- Viewed a specific creative
- Visited a specific site
- Clicked on a particular placement
- Searched
- Visited a specific site associated with specific key words
Our remarketing capabilities include the ability to build a pool of users over a period of time, even when there are no campaigns running. This allows you to truly gauge the size of your audience before a campaign begins.
Download our white paper to learn more about our Remarketing 1.0 program.
