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BizReport : Advertising archives : January 18, 2013

YuMe, SponsorPay, SiteScout moves to ease marketers burdens

What do an online acquisition, news of record growth and a new getting started guide have in common? The three moves should help brands get an early handle on 2013 - which could help bottom lines as we move toward 2014.

by Kristina Knight

First, YuMe has acquired CrowdScience, a leading audience targeting solution. The acquisition should offer brands using the solutions enhanced campaign reach and targeting.

"We've been laser-focused on enhancing audience measurement, modeling and targeting, and Crowd Science will be the perfect complement to our data science group that's been driving that effort," said Jayant Kadambi, Co-founder & CEO of YuMe. "Crowd Science technology allows us to significantly improve our audience reach, measurement and segmentation capabilities."

And from SponsorPay news that revenue through the platform showed more than 120% growth YoY; one of the leading factors was the BrandEngage tool. Users engaged an average of 132 seconds with impressions served through the option; conversion rates pushed upwards of 76% in some cases.

"Gamification and value-exchange have become an increasingly important tactic for driving deep involvement with branded content, contributing to incremental lift in awareness and ultimately sales growth," said Bradford Hutchins, Associate Director at Starcom, a subsidiary of Publicis Groupe and client of SponsorPay.

Finally, a new launch from SiteScout should give brands a better handle on what and perhaps where they should buy ad space online. The new SiteScout Knowledge Center is set up to walk brands through the real time bidding processes that are becoming more important for campaign performance. The guide tells brands how RTB works and from there provides answers on how to better use data for targeting purposes.

"Although RTB is not a new technology there is still a lot of confusion about how it works, and as experts on the subject we wanted to share our knowledge with digital marketers," said Paul Mokbel, CEO of SiteScout. "The SiteScout Knowledge Center exists to help digital marketers navigate the real-time media buying process, and also to provide insight on best practices for all professionals in the digital advertising and marketing industry."

Tags: advertising tools, online advertising, online advertising trends, SiteScout, SponsorPay, video ads, YuMe

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