Ramankutty Jayan Promoter Jayan Ramankutty graduated from BITS, Pilani, in 1980 with a BE (Hons) (Electronics). He subsequentlyworkedinIndiatill1983,Singaporeforalittlemorethanthreeyearsbeforemoving to the Silicon Valley in January 1987. He has more than 20 years of extensive experience in designinganddevelopinglarge,multi-processorcomputersystems,complexASICsandSoCsin thefieldofnetworking,telecommunicationandmultimediamarkets.Duringthelasttwodecades, Ramankuttyhasfoundedfourcompaniesandsuccessfullyexitedthree.Mostrecently,hefounded YuMenetworks,acompanyfocusedon‘real-timeonlinevideoAdinsertion’.Herecentlyclosed a series financing of approximately $7 million from three premier venture capitalists, Khosla Ventures, Accel Partners and BV Capital. Ramankutty holds an MS in Computer Engineering from San Jose State University.
Networks YuMe About Introduction YuMe Networks is an exciting early-stage, rich media company that addresses one of the most fundamental challenges of advertising today. YuMe’s technology enables advertisers to fully customize video and rich media advertisements on a continual basis, while cost-effectively reachingalargeanduntappedconsumermarketwithdynamictargetingalongallrelevantdimensions.YuMealsooffersWebsitesandotherpublishersofallsizestheopportunitytodrive significantly more value in monetizing their Web properties.
Networks YuMe of Working YuMeNetworks,adedicatedadvertisingnetworkcreatedandoptimizedforbroadbandvideo,offersadvertiserstheabilitytotargetmessagingtoonlinevideocontentinthewaytheydowithkeywordplacements.Itisdesignedtobringmoreflexibility,addressabilityandmeasurabilitytotheprocess.
‘Ournetworkisgoingtobringrealordertothecurrentstateofchaosinonlinevideoadvertising,’ saidJayantKadambi,co-founderandCEOofYuMeNetworks.Thesystemhasbeenworkingwith ahandfulofadvertisersinbeta.YuMeusesaproprietarycontextualmappingtechnologytscanonlinevideocontentandthencategorizeitintochannelssuchasauto,finance,entertainmentand family-friendly units.
YuMeattachesadvertisingtotheselectedcontentfordeliverytoanydevicewhetherdownloadedorstreamed.
YuMestreamlinesthevideoadvertisingprocessbyprovidingaonestopsolutiontoplacement andconsistentreportingacrossallvideodistributionplatformsandchannels.
YuMeisalsodesignedtoaddresstheinabilityofadvertiserstoruntheiradsagainstappropriate content—for bothtasteandcategoryappeal. Itcanalso separatethe ‘brand safe’ opportunities in consumer-generatedmediato remove advertiser risk and allowtargetingto specific content withinCGM.
In addition, YuMe’s technology offers real-time reporting capabilities.This targeting abilitycouldappealtoautomotiveadvertiserslookingtoshowcaselocaldealersindifferen markets,orairlinesorrestaurantswantingtorundifferentpricepromotionsindifferentlocations.
ForHouseValues,areal-estatemarketer,YuMetooktwoTVcommercialsandturnedtheminto 104differentonlinevideoexecutiveswithdistinctZIP-code-targetedcallstoaction.Itwasalso abletoreportwhichtimesofthedayweregeneratingthemostresponse.
YuMestreamlinesthevideoadvertisingprocessbyprovidingplacementandconsistentreportingacrossallvideodistributionplatformsandchannels.
YuMe of Prospects Future and Investors
YuMehasreceived$7millioninventurefundingfromKhoslaVentures,AccelPartnersandBV Capital.Thesystemhasbeenworkingwithahandfulofadvertisersinbeta
‘As the popularity of online video content continues to explode, it’s clear that smarter and more effective approaches to advertising are needed than what’s available,’saidTimHanlon,seniorvicepresidentofDenuo,themedia’sfutureunitofagencyholdingthecompanyPublicisGroupe.
YuMe of Features Unique
YuMescoursdigitalvideobyseparatingthesafebrandfromtheinappropriatebrand,organizing theexplodingonlinevideocategoryintochannelsofad-readyinventory—automotive,financial services, entertainment, family-friendly and more.
YuMesuccessfullytiesbrandmessagingtovideocontentnomorebeautyadsinvideoabout football.
YuMe delivers a brand-safe, monitored and measured experience across all digital media platforms—Web (pre-rolls, mid-rolls, post-rolls, watermark sponsorships and in-banners), downloads,mobilesandIPTV.
YuMe’s proprietary creative customization engine takes one creative asset and in real-time, turns it into multiple, customized and targeted executions.
Itenablesadvertiserstopreciselytargettheirvideoadswithinone’scontent,increasingthevalueofone’sinventoryandCPMs.Onecannowoffermorethanjustrun-off-sitecampaigns.
ItsyndicatesvideoassetswithconfidenceYuMe’sproprietarytrackingtechnologyallowsone totrack,monitorandcontrolthedistributionandmonetizationofone’svideos.
Deliversrichexperiencestocustomersandcommunitiesbytyingbrandmessagingtopositioning.Nomorebrandsassociatedwithcontentthatisinappropriateornotcontextuallyrelevanttotheadvertiser.Strikestherightbalanceofadvertisingandcontent.YuMeseparatestheservingofcontentfromtheservingofads,therebyallowingonetodeterminethebestmixofadtypesacrossone’schannels ofcontent.
YuMe delivers a brand-safe, monitored and measured experience across all digital media platforms—Web, downloads, mobiles and IPTV.
Conclusion
YuMeisanothercompanystartedbyJayanRamankuttythatisbasedonaninnovativeide.Ifweseehispastcareerandexperiencealongwiththeidea,itsapplicationanditsfuture,itseemsthatthisventurewillgoveryhighinitsfield.Innovation,inanyorganization,isaverysignificanttool that gives the organization a competitive gain over others.
1.IsJayanjustanotherentrepreneur?Ifno,thenhowishedifferent?
2.Inthepresentscenario,whentheInternetisgrowingsofast,howcantheideaofYuMebeseen?
3. HowbigistheexpectedcustomerbaseofYuMeNetworks?
4.Itistoughtoenterintoabusinesswhereonealreadyhascompetitionifonedoesnothave finance.Whataretheadvantagesofbringinganinnovativeideaintoabusiness?
5.HowisYuMeusingmostofthetechnologiesavailabletodayinitsbusiness?