Is Connected TV Viewing a Family Affair?

Posted on Nov 14, 2017 by Mireya Arteaga, Research Lead, YuMe

From the shower to the garden, today’s modern home is filled with internet connected devices. In this era of “connected everything,” access to media has never been more prevalent. In many homes, TV watching continues to be a core activity. And now — with the rise of lower cost smart TVs and a flood of OTT devices — programming options are seemingly endless, with content that is increasingly personalized to specific audiences.

A new study from YuMe examines an important TV-watching subgroup:  Family Households. The research offers a look at how families are incorporating connected TV into their daily lives.

According to our study, most families surveyed own a connected TV (CTV) — 81% own one or more smart TVs, internet-connected Blu-Ray players, game consoles, or media streaming devices. 97% of respondents reported that on a typical day they watch programming via CTV, together as a family.

So what does family household CTV viewership mean for brands?

The market for CTV advertising is quickly gaining traction as a bridge between TV and technology — potentially representing the best of both worlds by offering the targeting power of digital and the impact of full-screen TV. Brands whose products and services are marketed to families, including auto, CPG, health, travel, retail, are some of the top verticals for CTV ad spend.

We believe that the best practices for reaching the family household audience include:

Grab Parents’ Attention. Parents want to see ads that are relevant to their family lifestyle and interests. Our study showed that 76% of respondents claim they’re more likely pay attention to those tailored ads. Does your ad creative speak to healthy eating habits or effective bedtime rituals? Over two-thirds of respondents agreed they would be more willing to engage with ads that address common parenting difficulties.

Embrace Diversity. While parents appreciate seeing themselves and their interests reflected in the content they consume, they are also highly accepting of diverse family content online. Our study showed that nearly two-thirds of parents surveyed find brands that show blended or differently-abled families in their ads appealing.

Timing is Everything. When targeting family households, it’s important to know when they [watch the most TV]. Certain times of the year, specifically during school holidays, see a dramatic uptick in viewership. Our study showed that 70% of parents surveyed watch more streaming video during school breaks and 68% use their CTV devices more often during these times.

We believe CTV devices continue to play a more central role in modern family entertainment — augmenting, and in some cases, replacing broadcast TV viewing. To add CTV to their multi-screen campaigns, marketers are turning to YuMe’s CTV SDK. It‘s designed to help reach consumers across CTV devices that can be tied to audiences across desktops, mobile, tables and other devices. Contact your YuMe Account Executive to learn more.


Forward-Looking Statement

This post contains forward-looking statements. 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 increased CTV viewership and the effectiveness of CTV advertising in family households.  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, 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.