Connected TV use is clearly on the rise. Nearly three in four US consumers use connected TV devices daily, per our latest study commissioned with Nielsen. The research is a follow up to a 2013 CTV study, and charts the category’s growth as well as consumer behavioral shifts. Advertisers must appeal to today’s connected consumer, by factoring in device preference and behavior, and by elevating the role of CTV in cross-screen campaigns.
Is the Future of TV Connected?January 8th, 2018
Connected Television: A Family AffairNovember 14th, 2017
Connected TV device usage is well known for the US population, but the subset of device usage in parent households is less well understood. YuMe polled approximately 600 families to understand how families are watching television together. YuMe found that (97%) of family households include children in their regular CTV viewing habits, and that brand messages aimed at parents are more likely to resonate. In addition, 71% of respondents agreed that brands focused on parents are more likely to interest them.
Transforming a Virtual Ad Experience into a Real World MemoryOctober 19th, 2017
In partnership with RLTY CHK, Isobar, and RetinadVR, YuMe research launched the first of its kind study of ad recall and decay within virtual reality. In September, almost 60 VR game players were exposed to one of three ad format experiences: static banner ad, pre-roll video, and 3D branded object. In addition to survey data, biometric measurements were taken including electroencephalography (EEG), facial electromyography (EMG), galvanic skin response (GSR), and heartrate. Both survey and emotional engagement within the study indicated that pre-roll was the most engaging, associated with th...
Connected TV: Friend or Foe of Linear Television?
Connected TV is a game changer in the transformation of television viewing. But is it a friend or a foe to traditional TV? In a Nielsen study commissioned by YuMe we examine the impact of CTV device introduction on TV viewing households. Similar to a rising tide lifting all boats, the study finds that CTV diversifies existing TV without losing viewing time and expands diversity in TV viewing options.
Vertical Video is on the Up and Up
Vertical video is an ad and content format on the rise. It offers a natural experience within mobile and app content as the video is designed for upright, portrait mode viewing. YuMe's study examines overall consumer preference for vertical video and receptivity as an ad format. The findings demonstrate that vertical video holds significant appeal for content viewing and offers a halo effect for brands: 65% of viewers say brands that use vertical video are more innovative.
How Much is Enough: The Impact of Frequency on Video Advertising
Optimal video ad frequency is the subject of frequent debate. YuMe analyzed point-in-time data from Kantar Millward Brown's MarketNorms database to identify the correlation between online video ad frequency with brand awareness and purchase consideration. Incremental exposure to video ads can lead to higher brand metrics. On average, for purchase intent and brand favorability ads are most effective at a minimum of nine exposures.
To View or Not to View?
Viewability has become an issue of concern for many advertisers, and while standards and metrics are amidst debate across the industry, there is still very little known or understood around the impact of device on the viewability of advertising. To help address this lack of insight, YuMe and Nielsen have partnered to explore the influence of devices, namely mobile and connected television, on the relationship between advertising that is served to a viewer as being viewable or that is attended to (viewed). For the first time, traditional viewability metrics like “view time’ and ‘percent in v...
- 1 of 6