Can online video be brand safe?

A new online video advertising platform says yes, online video can be brand safe. And they are betting that many brands will hop onboard their new platform - the YuMe Networks platform launched today.

by Kristina Knight

Jayant Kadambi, co–founder and CEO of YuMe Networks said in a prepared statement, “YuMe will for the first time give advertisers the ability to place ads alongside contextually relevant content, ending current run of site buys that are neither effective nor transparent. Now advertisers can see exactly when and where their ads appear, get real time measurement of their audience and change creative to drive greater effectiveness in online video campaigns."

The YuMe platform uses video sensor technology to find online video content, categorize it into channels (Auto, Finance, Entertainment, etc) and then allows advertisers to select a video channel on which to advertise. Advertisers then choose content channels that closely match their brand message or products. The video can be downloaded or streamed.

Online video has faced several challenges since first launched. The biggest bone of contention has been copyright infringement from major players like YouTube. Another challenge has been the message or content in some viral video offerings. The YuMe platform, however, promises to separate brand safe messages from brand inappropriate messages before advertising is attached to a clip. It also allows advertisers to target their messages according to the type of video content shown within a clip.