VC-backed YuMe Buys Appealing Media

YuMe, a venture capital-funded video advertising technology company, has moved into Europe with the acquisition of Appealing Media, a London-based mobile video advertising company, YuMe announced Thursday. Terms of the deal were not released. YuMe is backed by Accel Partners, BV Capital, DAG Ventures, Khosla Ventures, Menlo Ventures, and Intel Capital.

YuMe, the leading relevant video advertising technology company, today announced the launch of YuMe Europe with its first office in London, and the acquisition of Appealing Media, the premium mobile video advertising company serving customers such as ESPN, IPC Media, Bauer Media, and Universal McCann. Already a leader in the UK market, Appealing Media brings seasoned executives and tested technology and network properties to YuMe.

“As smartphone and tablet adoption takes off, the mobile video market will grow considerably both in complexity and reach. And the advertising on these platforms needs to be relevant and smart, especially for premium brands,” said Michael Mathieu, CEO of YuMe. “We are excited to open our first office in the UK and welcome the executive team of Appealing Media to YuMe.”

Appealing Media’s founder and CEO, Owen Hanks, and senior management team brings over 30 years of experience in the European advertising space to YuMe. Appealing Media has worked with major brands and premium publishers to execute successful complex campaigns across native apps, touch web and mobile web properties and were honored with the Grand Prix award at MobiTech Europe in 2010 for its innovative “Interactive Video Player” ad format.

“Mobile video is clearly a growth market and by joining YuMe we are increasing our offering for the UK market considerably – both to other publishers but also to other platforms such as online and TV,” said Owen Hanks, founder and CEO of Appealing Media. “We are committed to simplifying these complex cross platform campaigns for brands across Europe.”

“Appealing Media has been a strategic partner for us as we have worked to drive revenue in our mobile business. Mobile is an emerging and fast growing way to reach our customers and the Appealing Media team has been a great asset in helping us navigate our monetization options,” said Miguel Tatay, Director of Mobile for ITN.

“Appealing Media has allowed our brand advertisers to get access to highly engaged and valuable audiences on premium mobile publishers,” said Alex Newman, Head of Mobile UK & EMEA, OMD. “Their focus on helping us reach consumers in contextually relevant application experiences is why we continue to work with the Appealing Media team.”

YuMe Europe provides advertisers and publishers with the platform to manage advertising campaigns across all screens – PC, mobile, connected TV, offering the most effective and comprehensive solution for advertisers and publishers looking to reach today’s consumers with video. The European headquarters will be based in the UK at 14 Rathbone Place in London and will serve as the base for further expansion across Europe.

About YuMe
YuMe is the leading, relevant video advertising technology company. It enables top-tier publishers to maximize profits on their professional video content while safely delivering the most effective advertising campaigns for major brands and their agencies. YuMe’s patent-pending Relevance Engine powers both its premium in-stream video ad network, The YuMe Connected Audience Network, and its industry-leading advertising management solutions, ACE for Publishers and ACE for Advertisers. The YuMe Relevance Engine matches the right ad to the right audience on whatever screen they are viewing—PC, mobile, or connected TV. As a result, YuMe gives publishers and advertisers unprecedented reach, brand safety, contextual relevance, controlled syndication, and consistent delivery across all digital media platforms. YuMe is a privately held company headquartered in Redwood City, CA and backed by Accel Partners, BV Capital, DAG Ventures, Khosla Ventures, Menlo Ventures, and Intel Capital.