‘Seeing Is Believing’ for Virtual Reality and Immersive Technologies, According to New Study from Ad Tech Pioneer YuMe
January 09 2017 - 5:00AM
Business Wire
More than Half of Consumers Who Have
Experienced Immersive Technology, Including Virtual Reality,
Believe It’s “the Next Big Thing”
YuMe, Inc. (NYSE:YUME), a leader in brand video advertising
software and audience data, today released a new report and
companion infographic on consumer attitudes toward immersive ad
formats, including mobile Virtual Reality (VR), Augmented Reality
(AR) and 360-degree video. The survey results reveal individuals
engage more and pay greater attention with immersive advertising.
For those who have experienced VR, 63% believe it’s “the next big
thing.”
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170109005273/en/
Immersive Technologies: The New Emerging
Platform & Opportunities For Brands (Graphic: Business
Wire)
The halo effect of immersive experiences also extends to
marketers and brands, with 51% of consumers agreeing that brands
that use VR are more innovative. In terms of brand perception,
because a majority of consumers believe that brands that
incorporate immersive technology into their marketing strategy are
more innovative, they may be more inclined to pay attention to
their ads. In fact, over half of surveyed consumers who have tried
360-degree video agree that they pay more attention to ads in this
format.
“We believe the appetite for immersive ad experiences is growing
rapidly and that savvy brands and agencies who want to interact
authentically with consumers and drive higher engagement should
explore these ad formats,” said Tripp Boyle, VP of Emerging
Platforms, YuMe. “We’re proud to be a leader in this latest
industry innovation arc, as we see tremendous value for brands in
vertical markets, including auto, entertainment, travel and retail,
to offer interactive experiences and deepen consumer bonds with
their brands.”
Key takeaways from the study include:
- Immersive technology is now a
well-known, mass-market category. 86% of consumers have heard
of immersive technology and 29% of consumers have tried it.
- VR leads the immersive technology
category. VR is the most recognized immersive technology,
followed by 360-degree video and AR.
- Seeing is believing: Consumers who
have experienced an immersive technology are often more likely to
respond favorably.
- 60% of consumers who have tried VR
believe it creates a positive view of brands.
- Over half of consumers who have tried
360-degree video report they would be more likely to engage with an
ad in this format.
- Immersive technology drives more
meaningfully engaging experiences. 60% believe VR can help
create engaging experiences, while 53% believe the same of
360-degree video.
“Our survey indicates a strong, favorable perception of VR, AR
and 360-degree video,” said Mireya Arteaga, Research Lead, YuMe.
“We believe the value for marketers is that it can also create a
halo effect over brands that incorporate these immersive
experiences into their marketing strategies. Overall, brands are
often perceived as more innovative and therefore we believe
consumers are more likely to pay attention to their ads.”
Additional insights from YuMe’s survey can be found within
YuMe’s report and companion infographic at
http://www.yume.com/research/seeing-is-believing.
Study Background
YuMe surveyed more than 800 connected U.S. individuals to
understand current attitudes about and potential demand within the
immersive technology space, and to better understand potential
advertising opportunities.
About YuMe
YuMe, Inc. (NYSE:YUME) is a leading provider of global audience
technologies, building 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. It is the evolution of brand
advertising for an ever-expanding video ecosystem. 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 the future of immersive technologies,
the impact and value of immersive technologies, and the benefits
derived therefrom; 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. These risks are discussed under "Risk Factors" in
YuMe's Quarterly Report on Form 10-Q for the quarter ended
September 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.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170109005273/en/
YuMe, Inc.Melissa Laverty,
540-272-6465Mlaverty@seismic-marketing.com
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