HoodieBuddie launched with HB3 & In-Stream Technology

04 Nov '10

4 min read

The experiment to launch an unknown consumer brand using nothing but in-stream video was conceived by ScanScout, YuMe and BBE, and was designed to showcase that the medium could be as effective as traditional broadcast media. Jerry Leigh agreed not to utilize other forms of paid advertising in order to isolate the results generated from the video ads. In addition to pre-roll distribution, ScanScout's Super Pre-Roll and Super Overlay along with YuMe's custom Triple Play ad unit were utilized.

"Some advertisers still view digital advertising as a direct response channel, but the reality is that there is so much more available," said Jason Krebs, Executive Vice President at ScanScout. "The HoodieBuddie launch case proves that digital video advertising can provide significant effectiveness for both online and offline marketers. Brands can safely acknowledge that digital video can achieve reach, scale and effectiveness for their target audience with the same manner of success that they have expected and applied through broadcast on behalf of their business for decades."

"From a marketing perspective, the HoodieBuddie campaign unequivocally demonstrated that digital video has the scale and measurability that broadcast advertisers desire, plus the ability to target specific audiences, build brand awareness and convert browsers into buyers," said Scot McLernon, Chief Revenue Officer at YuMe. "The experiment to see whether online video ads alone could move the needle among a desired demographic audience paid off handsomely for HoodieBuddie, but it's also an eye-opener for major brands that digital video can achieve similar reach, scale and effectiveness of traditional broadcast TV ads."

"When creative is designed specifically with the web-video viewer in mind, in-stream pre-roll can be engaging and highly effective," said Joe Gallagher, executive vice president of Sales at BBE. "The HoodieBuddie initiative proves that marketers can build brand awareness and ultimately drive revenue by using online video in a smart and comprehensive way. BBE's work with YuMe and ScanScout to bring the initiative to fruition and see the results we did is exemplary of the collaboration possible to set industry precedent and drive innovation forward."

YuMe

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