New Publisher’s Guide Offers Consumer Insights
on the Link between Viewing Habits and Ad Receptivity
YuMe, Inc., (NYSE: YUME), the global audience technology company
powered by data-driven insights and multi-screen expertise, today
released its Publisher’s Guide, which highlights consumer survey
results focused on understanding the relationship between video
viewing habits and ad receptivity. The guide was created to help
publishers increase monetization opportunities through consumer
insights for successful digital ad campaigns.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20161005005480/en/
“Our research continues to show that a combination of
behavioral, contextual and psychographic factors play a decisive
role in how consumers view and respond to advertising,” said
Stephanie Gaines, Vice President, Corporate Marketing, YuMe. “We
believe publishers can improve effectiveness when they use consumer
insights to match content and adapt publishing practices to
optimize ad receptivity and effectiveness.”
Key findings of the study include:
•
Consumers are Most Receptive to Ads in
the Early Morning
While evenings are traditionally viewed as optimal due to the
volume of video viewership, early morning could be worth a higher
premium due to higher levels of receptivity to advertising and the
willingness to receive a message from a brand, with a level of 59
in the morning versus 45 in the evening (on a scale of 1-100).
Taking advantage of the early morning peak in ad receptivity may
result in a more successful digital campaign.
•
Morning and Night Deliver Highest
Purchase Intent Metrics
The time of day can drive ad performance. In the morning (3:00
AM-11:59 AM), purchase intent is highest at +11%, followed by the
night (9:00 PM-2:59 AM) at +5%, and trailed by the afternoon (12:00
PM-4:59 PM) and evening (5:00 PM-8:59 PM) at +4% each. Overall
favorability scores were also higher for the morning and night at
+17% and +8% respectively, compared to +3% in the afternoon and +4%
in the evening.
•
Consumers Prefer a Single Long Ad vs.
Multiple Short Ads
When presented with choices for 30 seconds of ad time, consumers
showed a preference for one 30-second ad over a series of shorter
ads totaling the same length. The primary reason given was a desire
to minimize interruption of content.
•
One-Size-Fits-All Mobile Strategy
Doesn’t Work Across Devices
Ad receptivity on tablets is higher than on smartphones in the
morning, though ad receptivity is higher on smartphones in the
evening.
•
Better Content Equals Better Brand
Metrics
Respondents that rated the content as enjoyable also responded with
higher levels of favorability. Overall favorability ratings came in
at 60% if consumers enjoyed the content, as compared to 15% if they
did not enjoy the content.
“Our research shows that by understanding viewership behaviors,
ad receptivity and ad performance insights, publishers can build
strategies to better curate content at the right time across the
right devices,” said Paul Neto, Senior Research Director, YuMe.
“Based on these consumer insights, publishers can and should take
advantage of new monetization opportunities, particularly as it
relates to placing a premium on early mornings where digital ad
receptivity is highest.”
Over 10,000 respondents participated in YuMe’s two-part study;
the first examined video consumption habits and ad receptivity, and
the second measured ad effectiveness.
For more information and to download the full report
visit, http://www.yume.com/insights/video-advertising-research.
About YuMe
YuMe, Inc. (NYSE: YUME) is a leading provider of global audience
technologies, curating relationships between brand advertisers and
consumers of premium video content across a growing range of
connected devices. Combining data-driven technologies with deep
insight into audience behavior, YuMe offers brand advertisers
end-to-end marketing software that establishes greater brand
resonance with engaged consumers. YuMe is headquartered in Redwood
City, California, with worldwide offices. For more information,
visit www.YuMe.com/pr, follow @YuMevideo and like YuMe on
Facebook.
Forward-Looking Statement
This press release contains forward-looking statements,
including those in management quotations. In some cases, you can
identify forward-looking statements by the words "may," "will,"
"expect," "intend," "plan," "objective," "anticipate," "believe,"
"estimate," "predict," "project," "potential," "continue" and
"ongoing," or the negative of these terms, or other comparable
terminology intended to identify statements about the future. All
statements other than statements of historical fact are statements
that could be forward-looking statements, including, but not
limited to, statements about this study and its impacts, industry
terminology such as receptivity and favorability, the impact and
value of cross-screen advertising, and the benefits derived
therefrom; growth strategies; operating results; market trends; and
quotations from management. These forward-looking statements are
subject to risks and uncertainties, assumptions and other factors
that could cause actual results and the timing of events to differ
materially from future results that are expressed or implied in the
forward-looking statements. Factors that could cause or contribute
to such differences include YuMe's history of net losses and
limited operating history, which make it difficult to evaluate
prospects, YuMe's fluctuating quarterly results of operations, and
dependence on a limited number of customers in a highly competitive
industry. These and other risk factors are discussed under "Risk
Factors" in YuMe's Quarterly Report on Form 10-Q for the quarter
ended June 30, 2016 that has been filed with the U.S. Securities
and Exchange Commission (the "SEC"), and in our future filings and
reports with the SEC. The forward-looking statements in this press
release are based on information available to YuMe as of the date
hereof, and we assume no obligation to update any forward-looking
statements.
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version on businesswire.com: http://www.businesswire.com/news/home/20161005005480/en/
YuMe, Inc.Kenya Hayes, 650-779-2499khayes@yume.com
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