Pre-roll Video Ads Yield Highest Levels of
Brand Recall in YuMe Consumer Study on VR Advertising With Key
Partners Isobar, RLTY CHK and RetinadVR
YuMe, Inc. (NYSE: YUME), a proven partner for video advertising
leadership and innovation, in partnership with Isobar, a global
digital agency; RLTY CHK, an immersive entertainment studio; and
RetinadVR, the leading immersive media analytics platform, today
released the results of a new virtual reality (VR) in-game
advertising study. The study compared consumer responses to three
forms of VR advertising — a pre-roll video ad, brand logos present
in-game and 3D branded objects inserted into interactive game play.
The findings revealed that, overall, VR advertising is highly
memorable with 70% aided recall across all ad formats. The highest
levels of brand recall occurred with the pre-roll video ad, which
achieved 90% aided recall on the day the study was conducted.
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the full release here:
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YuMe Study: Can Virtual Reality Deliver
Real Brand ROI? (Graphic: Business Wire)
As brands continue to identify the most impactful video
advertising formats, the report also offers insights about which ad
format elicits the strongest emotional response, identified through
Isobar’s proprietary VR analytics and measurement platform. Isobar
found that pre-roll video within a VR experience is associated with
a stronger emotional response (both higher emotional arousal and
more positive emotional valence). Generally, stronger emotional
response levels make advertising more memorable, as is often
evidenced by correlating with higher recall.
“We believe our study indicates that VR advertising is highly
memorable in any format. It’s encouraging to see that a video ad,
the most familiar and high-performing digital format, also delivers
the highest rate of ad recall in the VR world,” said Mireya
Arteaga, Research Lead, YuMe. “We believe immersive advertising is
on the rise. Its ability to deliver a compelling branded-content
message that is interactive, engaging and offers consumers the
ability to own their ad experience is very attractive to today’s
advertisers.”
Key takeaways from the study include:
- VR advertising in-game is memorable
across all ad formats studied (video ad, in-game logo, 3D
interactive product placement)
- 70% of respondents reported same-day
aided recall
- 26% of respondents reported seeing a
brand in a virtual world is more memorable than a digital video
ad
- VR advertising in-game is less
intrusive and well-integrated
- 74% of respondents reported the virtual
ad experience less intrusive than normal digital advertising
- 69% of respondents reported the ad was
well-integrated
- Brand recall in VR gaming is high
across all ad formats but only video maintains high ad recall the
next day
- Logos only:
- Aided same day 67%
- Aided next day 50%
- Pre-roll only:
- Aided same day 90%
- Aided next day 86%
- 3D object only:
- Aided same day 50%
- Aided next day 25%
- Multiplayer VR games deliver high
emotional engagement, that present advertising opportunities and
challenges
- Skin conductance measures show a level
of emotional arousal three to four times higher than the average
for 2D video content.
- This presents both an opportunity and
challenge for VR advertisers. To the degree that high emotional
engagement can be transferred to the advertised brand, there is
strong opportunity to deliver a memorable ad with high recall. The
marketing challenge is getting the ad unit to be noticed within the
context of highly engaging game play.
“We believe the strong emotional engagement of VR gaming
provides a great context for placing advertisements,” said Jeremy
Pincus, Ph.D., Vice President at Isobar. “We see strong emotional
engagement in both the overall experience and during exposure to
each of the ad units, as measured through multiple biometric
channels, including brain waves, facial muscle contractions, skin
conductance, and heart rate changes.”
“By combining our immersive VR game show format with
strategically-placed ads, both players and brands can win,” said
Nick Robinson, CEO, RLTY CHK. “VR enables marketers and developers
to reimagine brand experiences, and the positive recall metrics
show how effective VR can be in engaging audiences.”
Alexander Haque, CEO of Retinad Analytics added, “VR and AR,
while nascent marketing platforms, can help brands effectively tell
a story to their customers, helping them connect with their
consumers and keep their name top-of-mind. This study demonstrates
the potential effectiveness of in-game VR advertising and how
brands should approach this medium.”
Additional insights from the VR advertising study can be found
within YuMe’s report, companion video and infographic here. Learn
more about Isobar’s measurement platform here. In addition, a free
webinar on the research findings entitled, “Transforming a Virtual
Ad Experience into a Real World Memory,” is scheduled for Tuesday,
October 24 at 10 am PT. To RSVP, click here.
Study Background
In conducting the VR advertising study, a total of 54
participants based in San Francisco, California were recruited to
play “Kiss or Kill,” an immersive VR game show created by RLTY CHK,
with CPG advertising included in three formats: video, branded logo
in-game insertions and 3D branded objects included in interactive
game play. Participants were monitored during game-play by Isobar
to collect key emotional response data. Immediately after the game,
and again 24 hours later, participants were surveyed by YuMe to
measure ad recall and understand consumer response to the various
forms of VR advertising they were exposed to. RetinadVR audited and
provided input to the survey methodology, study execution, and the
data analysis.
About YuMe
YuMe is a proven partner for video advertising leadership and
innovation. We provide superior brand solutions with data-driven
audience insights that increase engagement and sales. YuMe’s
programmatic, audience-based technologies and unrelenting service
deliver a complete marketing solution to engage audiences wherever
they interact with content that matches their needs and interests.
YuMe is headquartered in Redwood City, California, with worldwide
offices. For more information, visit www.YuMe.com, follow
@YuMevideo on Twitter (www.twitter.com/YuMevideo), or like YuMe on
Facebook at www.facebook.com/YuMevideo.
About Isobar
Isobar is a global full service digital agency, driven by the
purpose to deliver borderless ideas enabled by technology, to
transform businesses and brands. We have over 6,000 digital
pioneers in more than 85 locations. Isobar has won over 250 awards
in 2016, including 19 Agency of the Year titles and
Asia-Pacific Digital Network of the Year for the fifth
time in the past six years. Key clients include adidas,
Coca-Cola, Enterprise Holdings, GM, Huawei, LEGO and P&G.
Isobar is part of the Dentsu Aegis Network, a wholly owned
subsidiary of Dentsu Inc. www.isobar.com
About RLTY CHK
RLTY CHK is a Los Angeles-based immersive entertainment studio,
focused on unleashing a new category of social entertainment. Learn
more at www.RLTYCHK.co or connect on Twitter
(www.Twitter.com/RLTY_CHK) and Facebook
(Facebook.com/RLTYCHK).
About RetinadVR
Retinad is the leading immersive media analytics platform,
providing in-depth insights about audience, content performance and
optimization. Their platform has been used by the likes of Google,
Yahoo!, major brands and media agencies, to help test, measure and
improve their experiences in the new medium.
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 impact and value of advertising in
the context of virtual reality (including the different formats
thereof), 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 June 30, 2017 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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Seismic Marketing for YuMeVikki Herrera,
408-206-7009vikki@teamseismic.com
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