• by Gavin O'Malley  @mp_gavin, June 16, 2011

With an eye on emerging platforms, video ad network YuMe on Thursday announced the acquisition of mobile video ad company Appealing Media. Financial terms of the deal were not disclosed.

"As the mobile video market explodes with the significant increase of smartphone and tablet adoption, there is a huge opportunity and need for relevant and smart advertising on these platforms," said Michael Mathieu, CEO of YuMe.

With Appealing Media, YuMe gets an impressive client list, including ESPN, IPC Media, Bauer Media and Universal McCann. For these and other clients, Appealing Media has executed campaigns across native apps, touch Web and mobile Web properties.

Separately on Thursday, YuMe named Tim Laehy as its new CFO. Laehy previously served as CFO of several technology companies, including CloudShield Technologies and Covad Communications.

The latest of several executive appointments, YuMe recently named Bryan Everett as executive vice president, business development, and Ed Haslam as senior vice president, marketing.

Ranked as one of the top video ad network online, publishers such as MSN, MSNBC Digital Network, IDG Entertainment and Glam Media use YuMe's ACE ad management platform.

"YuMe's technology platform solves a key publisher and advertiser challenge by enabling consistent video ad delivery across all screens at scale," Mathieu added.

The company offers over 20 different ad units spanning different types of pre-, mid- and post-rolls, overlays and page takeovers that advertisers can customize further by choosing different features. Its broader efforts include encouraging marketers to experiment with different formats and features in video advertising.

Today, over 70% of the U.S. online audience watches video online. Forrester expects the number of streams consumed to more than double by 2013. Driving this growth is an explosion of video content from users, professional studios and marketers.

Last year, YuMe closed a $25 million round of funding, led by new investor Menlo Ventures. Existing investors Accel Partners, BV Capital, DAG Ventures and Khosla Ventures also participated in the round.

Also on Thursday, the company announced the launch of YuMe Europe with its first office in London. Likes its domestic counterpart, YuMe Europe is expected to provide advertisers and publishers with the platform to manage advertising campaigns across all screens, including PCs, mobile, connected TVs.