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.
Connected TV: Friend or Foe of Linear Television?
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...
Pre-Roll Is The Most Informative And Engaging Video Ad Format, According To Scientific Media Trial
As brands continue to identify the most impactful video advertising formats, pre-roll remains a solid, formidable platform. Compared to mid-roll and outstream, pre-roll is considered the least interruptive across mobile, most engaging, and has the highest value exchange. In addition, coupling a pre-roll ad with a less robust ad format, such as outstream, can boost ad recal significantly.
2016 Device Usage for Three Ethnicities in the U.S.
YuMe research performed an analysis of New Media Measure US population data to understand ethnicity differences from three sub populations (Asian American, African American and Hispanic). Data pull is focused on device ownership, usage and multitasking data.
Cross-Media Ad Effectiveness Study
IAB conducted a study to answer ongoing industry questions around the efficacy of cross-media ad campaigns. The study set out to prove whether or not including desktop and mobile ads in a multiplatform ad campaign improves brand impact and if so, by how much. The study further sought to parse out the impacts of each digital media format both individually and in combination with other media formats to give a total picture of digital's brand impact on cross media ad campaigns.
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