2013 YuMe Research Roadshow Recap
Posted on Aug 23, 2013 by Kristie Sein
In July of this year, we held a roadshow tour across New York, Chicago and Los Angeles to present our latest research results in partnership with IPG Media Lab & Millward Brown Digital.
With IPG Media Lab, we conducted primary research regarding the tablet as the ultimate view viewing device, looking at tablets in comparison to TV, mobile, PC and in-browser versus in-app by exposing respondents to various in-context stimuli.
When studying consumers across environments and while viewing video content on TVs, PC, smartphones and tablets, we found that ad recall is often higher with tablet viewing, with unaided recall at 57% compared with 49% for smartphones, 47% for computers and 45% for TVs.
“Videos ads on tablets often grab a viewer’s attention more because tablets are highly personal devices and consumers are usually holding them in their hands,” says Kara Manatt, VP, Consumer Research Strategy at IPG Media Lab in an interview with Beet.TV. The study reveals that tablet users tend to watch videos in relaxing environments, such as at home, in bed or on vacation, and that they are less likely to multitask on tablets. As a result, tablet viewers have better ad recall.
With Millward Brown Digital, we looked at creating a comprehensive set of best practices for online video advertisers. The study quantifies which video ad formats produce the strongest in-market results in terms of ad and brand awareness, message association, favorability, and consideration. Some best practice takeaways include: