Ad provider Yume has partnered with LG to become the first ad platform built into an internet-connected TV set. Yume will power ads inside the LG Smart TV navigation experience as well as pre-rolls inside apps themselves. For Yume, this opens up a new world of previously untapped ad revenue.
“Over the past several years we have offered in-player, in-app, and now in-TV ad solutions,” said Jayant Kadambi, CEO of Yume. “Even as consumer attention fractures, we offer brands a way to seamlessly reach consumers at every stage of interaction with the TV, and across all platforms and devices.”
Toyota has signed up as the launch sponsor. “Toyota customers are watching video online, on their mobile phones and on TV, and we are excited to be able to reach this previously unreachable audience on smart TVs,” said Dionne Colvin, national marketing media manager, Toyota.
LG says they picked Yume to power the ads because its technology is flexible enough to “work across our diverse range of chip sets for various connected devices.”