YuMe Networks, a dedicated advertising network for broadband video, today announced it will launch an ad campaign that lets a marketer insert dynamically served video advertising into downloadable content.

“Today we are launching a game-changing capability that will take online video advertising to another level,” said Jayant Kadambi, CEO and co-founder of YuMe Networks. “We are excited to bring advertisers a solution that enables them to insert dynamic, targeted and customizable campaigns in content downloaded from online destinations such as BitTorrent to any device — PC, mobile, IPTV and more.”

“We have been working diligently with a range of video publishers from the largest movie studios to the creators of independent video to advocate the role advertising can play in delivering their content to the BitTorrent community,” said Ashwin Navin, President and co-founder of BitTorrent, Inc. “The combination of our extensive user base, worldwide content relationships and powerfully efficient distribution model, is enabling a rapid shift toward free, ad-supported content available on the BitTorrent Entertainment Network.”YuMe’s technology tracks user activity to measure “view-throughs” rather than “click-throughs”, so it can report back exactly how many people viewed and the number of times they viewed, in addition to whether they clicked. Because this new “view-through” metric directly measures and reports the viewer’s behavior, expects it to become the new performance metric for determining how an advertiser pays a publisher for online video advertising.

Eidos Interactive in North America, one of the world’s leading publishers and developers of entertainment software, is the first advertiser to launch a download campaign with YuMe. The Eidos campaign will promote the upcoming video and PC game Lara Croft Tomb Raider: Anniversary. With YuMe’s technology, Eidos can geographically target its ads, customize ads in real time and update creative messaging in content that has already been downloaded.

The campaign will be featured on select video files from G4 and distributed on the BitTorrent Entertainment Network. YuMe’s ability to insert advertising within downloaded content and track the reach and frequency of a campaign across any device is a groundbreaking development in online advertising. It adds another monetization avenue for peer-to-peer sites, opens up new advertising opportunities for marketers, and could bring to consumers content that previously hasn’t been distributed on the Web because it was difficult to monetize.

YuMe also provides Eidos and G4 with instant measurement capabilities to learn when and where the spot is viewed. These metrics can be used by Eidos to change creative on the fly in order to optimize the campaign.

The targeting, measurement and customization features that YuMe delivers in this campaign are part of its overall mission to improve the effectiveness of online video advertising in general. The YuMe Network was built from the ground up to deliver an online advertising experience that offers the targeting capability of keyword placements and television commercial placement.

YuMe utilizes video sensor technology to scour online video content, and then categorizes the video into customizable channels like Auto, Finance, Entertainment and Family Friendly. Advertisers can select the customized video channels that most closely match the brands, products and messaging in their advertising creative. YuMe attaches advertising to the selected content for delivery to any device — whether downloaded or streamed.