YuMe Launches Multiscreen Household Targeting Solution

YuMe has launched a multi-screen Household Targeting (HHT) solution in the UK. It’s intended to help brand advertisers reach all members of the home via in-stream, interactive video ads, delivered at scale across all connected screens in a household (PC, smartphone, tablet, connected TV). The technology will also allow YuMe to customise video creative and format it for any device to ensure cross-screen compatibility.

Once YuMe has identified a household, by monitoring wiifi connections and regular connection frequency over a period of time in homes that have at least two and up to a total of 14 connected devices, it can target all internet-connected devices connected to a router within a household and deliver video ads on all wi-fi-connected devices under one roof when the user visit a YuMe digital publisher website or app across its network using that app. There are 1,500 premium publishers in YuMe’s global network.  

“Media viewing in the household is increasingly fragmented across screens,” said 

Owen Hanks, Europe General Manager at YuMe. “Multi-device targeting increases the probability of getting your brand message in front of the right audience. With this precise solution for the household, brand marketers can now reach people who live together and have influence on a purchase decision.”

YuMe’s HHT solution was first launched in the US. Hyundai, in conjunction with Innocean and Initiative, were amongst the first brand advertisers to use the solution for an upcoming luxury campaign, focusing on the Genesis model. 

“Car buying is typically a family decision, and with YuMes HHT solution, we not only reach the decision-maker, but the family influencers as well,” said Hyundai director of marketing communications, David Matathia. “With Hyundais creative and YuMes technology, we can deliver a brand experience to all members of the household. This is beyond valuable as we aim to appeal to an affluent audience for Hyundais luxury model line, using a multi-device targeting approach to best deliver against our audience.”