Targeting Behavior: YuMe

Most advertisers are already familiar with YuMe for its video ad management platform. Basically, advertisers can purchase space — power rolls, click to videos, overlays, tickers, sponsorships, pre-roll, etc. — on video streams provided by more than 500+ publishers.

Earlier today, YuMe announced its new partnership with AutoTrader.com Access, which is another advertising network that targets automotive consumers specifically. But what we found interesting about the news isn't the partnership as much as the reasoning behind it — behavioral tracking.

Behavioral Tracking Places Qualitative Over Quantitative.

Forget all the buzz about who has the most friends and followers, online advertising is beginning its slow shift away from the number of impressions and toward qualitative measures that lead to qualified buyers. The shift in thinking could eventually hasten the decline in traditional media, which tends to focus on volume over value. In fact, according to YuMe, the partnership was forged because of the company's ability to leverage data about the viewers' browsing behaviors, search histories and video consumption habits.

For example, AutoTrader.com Access will now have the opportunity to target video ads to viewers who have recently searched and compared vehicle prices online or searched for a specific car make and model. The concept is simple enough: reaching people with a specific interest is more powerful than reaching someone within a specific demographic.

This comes at a time when online video viewing has reached a record high. According to comScore, Inc., more than 157 million U.S. Internet users watched an average of 124 online videos (each) totaling an average of 453 minutes during the month of June. This represents more than 81.2 percent of the total U.S. Internet audience. Additional data:

• 111.8 million viewers watched 7.6 billion videos on YouTube.com (67.9 videos per viewer).
• 53.6 million viewers watched 524 million videos on MySpace.com (9.8 videos per viewer).
• The average visitor to Hulu watched 10.1 videos, totaling more than an hour of videos per visitor.

There Is One Caution In Behavioral Tracking...

Much of it touches on demand fulfillment. Demand creation is something else, entirely.