Copyright 2007 Eidos plc Press Release
[ April 2nd 2007 ]
Networks, the first dedicated advertising network
created and optimized for broadband video, today
announced it will launch the first ad campaign
ever that allows a marketer to insert dynamically
served video advertising within downloadable content.
groundbreaking technology actually measures "view-throughs"
rather than "click-throughs" to report back exactly
how many people viewed and the number of times
they viewed, in addition to whether they clicked.
Because this new "view-through" metric directly
measures and reports the viewer's behavior, it
is likely to become the new performance metric
used to determine how an advertiser pays a publisher
for online video advertising.
Interactive in North America, one of the world's
leading publishers and developers of entertainment
software, is the first advertiser to launch a
download campaign with YuMe. The Eidos campaign
will promote the upcoming video and PC game "Lara
Croft Tomb Raider: Anniversary." With YuMe's
technology, Eidos can geographically target its
ads, customize ads in real time and update creative
messaging in content that has already been downloaded.
will be featured on select video files from G4
and distributed on the BitTorrent Entertainment
Network. YuMe's ability to insert advertising
within downloaded content and track the reach
and frequency of a campaign across any device
is a groundbreaking development in online advertising.
It adds another monetization avenue for peer-to-peer
sites, opens up new advertising opportunities
for marketers, and could bring to consumers content
that previously hasn't been distributed on the
Web because it was difficult to monetize.
also provides Eidos and G4 with instant measurement
capabilities to learn when and where the spot
is viewed. These metrics can be used by Eidos
to change creative on the fly in order to optimize