YuMe, a video ad platform, have launched a range of tablet-specific ad units and a new tablet video product offering which they say give the shortest time to tablet video ad unit delivery in the advertising industry. YuMe say the creatives can be delivered to market within a week using either templates or custom versions.
YuMe has also updated the SDKs required by publishers to serve ads on tablet devices. The ‘YuMe Ads Framework’ is designed to support multi-screen video advertising by determining the tablet or other viewing device, then adapting the video ad size, layout and encoding accordingly.
The company says tablets are the fastest growing mobile application category in terms of overall traffic, and 2012 has seen YuMe make a succession of tablet-related launches, including its Mobile Flip launched earlier this year.
Jet Wharton, West Coast Digital Director of media agency OMD, explained how a Mobile Flip execution helped the CW cable network’s 2012 fall season launch. He said, “Understanding the interests of the tech-savvy influencers and the heavy mobile and tablet usage among our primary audience (women 18-34), we wanted to leverage those behaviors to drive brand awareness and show tune-in. Working with YuMe to create the network’s first-ever Mobile Flip ad unit, we were able to deliver the type of progressive, interactive content that we knew would engage our audience, and also enable sharing across screens – their own as well as their influencer networks.”