- Canon, PHD Germany and YuMe developed a digital video campaign for Online, Mobile, and Connected TV
- The campaign features strong user interactivity
- YuMe’s Ngage unit enables optimization for different devices
- Video completion rates far beyond average – online: 82 percent, mobile:77 percent, CTV :78 per cent
HAMBURG, Germany — (BUSINESS WIRE) — February 11, 2015 — YuMe, Inc. (NYSE: YUME), a leading provider of video brand advertising solutions, planned and executed an interactive multi-screen digital video campaign for the camera company Canon and the media agency PHD Germany. The campaign was specially created for interactive use and optimized for mobile, online, and connected TV screens. The campaign focused on integrating interactive elements that invite the viewer to look at more information either alongside or after the video. The campaign works with sharp, slow-motion shots of the historic Italian football game “Calcio storico,” with YuMe’s Ngage format allowing the viewer opportunities to select other products to interact with on social media, or to discover more about the displayed content.
The basis of the campaign is YuMe’s Ngage - an all-in-one video ad unit that combines videos, brands, and several interactive features. YuMe’s integrated advertising units are available as a video player on all devices. Ngage is an ideal way for advertisers to implement real multi-screen video advertising effectively and economically. The advertiser produces the video and it is available for Ngage to optimize for different devices. In this way, the properties of the devices, as well as the user-specific behavior, can be tailored without having to produce multiple types of advertising media content.
Thorsten Wilm, Online & Marketing Executive at Canon Germany, spoke highly of the campaign: "The available solutions presented from YuMe have made it possible to implement a video campaign that has the branding potential of traditional TV advertising and is ideally linked with the interactive possibilities of mobile and online formats. The solution developed by YuMe resonates with the user at various levels and works for passive video recipients as well as for users who rely on interactivity. It allows us to make optimal responses to different types of consumers."
"In the past, online video advertising usually meant the transmission of television ads to the internet," said Miriam Klinge, Group Account Director at PHD Germany. "The specific circumstances of different devices and the user expectations associated to them were largely ignored. What we have now is video advertising that easily adapts to the respective medium."
"The Canon campaign is a good example of how video ads can work without linear television," said Ekkehardt Schlottbohm, Director of Sales DACH at YuMe. "Multi-screen use has been a reality for users for a long time. Whoever wants to engage with consumers needs to advertise using multi-screen. Our multi-screen study from 2014 shows how much coverage and perception of online advertising can increase the use of effective multi-screen strategies. With the interactive format Ngage, we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices."
The success of the Canon, YuMe, and PHD Germany campaign that ran from November 10th until December 31st 2014, proved to be hugely successful. Across all channels – mobile, online, and connected TV (CTV) – there were above-average video completion rates (VCR) and a high level of interaction was achieved. Mobile achieved a VCR of 77 percent which is about 18 percent above average. Similar picture with Connected TV: With a VCR of 78 percent this channel was about 20 percent above average. Online, however, proved to be most convincing with a VCR of 82 percent and 37 percent above average. "The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs being significantly increased in all channels," said Miriam Klinge, Group Account Director, PHD Germany. "Together with the interactive elements that YuMe’s Ngage unit allows, this strategy has led to a substantial increase in reach and consumer response."
Canon is a world leader in digital imaging solutions for the consumer as well as the business sector.
Cameras, video cameras, binoculars, printers, copiers, scanners, fax machines, projectors, and network cameras are all sold in the consumer imaging market. A new addition here is professional imaging i.e. with the professional EOS Cinema series and broadcast lenses. The business sector includes professional production systems and multifunctional printing systems, document management systems, large format printers, and software solutions as well as services to the product portfolio.
Canon has been the independent subsidiary in Germany since 1973, and has had its headquarters in Krefeld since 1995. In 2013 Océ Germany GmbH merged with the Canon Germany GmbH. They employ approximately 2,200 people. http://www.canon.de
About PHD Germany
PHD is known worldwide as an innovator in communications planning and
purchasing of TV, radio, print, digital, mobile, and emerging media. The
philosophy of PHD is based on a corporate culture of “Thought
leadership: Finding a better way.” PHD is one of the fastest growing and
most distinguished media and communications agencies with over 3,000
employees at 80 locations worldwide. In 2013 PHD was awarded the Cristal
Award for “Global Media Agency of the Year” and was 2012’s “Global Media
Agency of the Year” for the trade magazine Adweek. In the prestigious
Cannes Lions, PHD was 2014’s most successful media network and won more
Gold Lions than any other agency.