Early Morning is the Sweet Spot for Video Advertising, According to New Study from YuMe
New Publisher's Guide Offers Consumer Insights on the Link between Viewing Habits and Ad Receptivity
Redwood City, CA – October 5, 2016 – YuMe, Inc., (NYSE: YUME), the global audience technology company powered by data-driven insights and multi-screen expertise, today released its Publisher's Guide, which highlights consumer survey results focused on understanding the relationship between video viewing habits and ad receptivity. The guide was created to help publishers increase monetization opportunities through consumer insights for successful digital ad campaigns.
“Our research continues to show that a combination of behavioral, contextual and psychographic factors play a decisive role in how consumers view and respond to advertising,” said Stephanie Gaines, Vice President, Corporate Marketing, YuMe. “We believe publishers can improve effectiveness when they use consumer insights to match content and adapt publishing practices to optimize ad receptivity and effectiveness.”
Key findings of the study include:
- Consumers are Most Receptive to Ads in the Early Morning
While evenings are traditionally viewed as optimal due to the volume of video viewership, early morning could be worth a higher premium due to higher levels of receptivity to advertising and the willingness to receive a message from a brand, with a level of 59 in the morning versus 45 in the evening (on a scale of 1-100). Taking advantage of the early morning peak in ad receptivity may result in a more successful digital campaign.
- Morning and Night Deliver Highest Purchase Intent Metrics
The time of day can drive ad performance. In the morning (3:00 AM-11:59 AM), purchase intent is highest at +11%, followed by the night (9:00 PM-2:59 AM) at +5%, and trailed by the afternoon (12:00 PM-4:59 PM) and evening (5:00 PM-8:59 PM) at +4% each. Overall favorability scores were also higher for the morning and night at +17% and +8% respectively, compared to +3% in the afternoon and +4% in the evening.
- Consumers Prefer a Single Long Ad vs. Multiple Short Ads
When presented with choices for 30 seconds of ad time, consumers showed a preference for one 30-second ad over a series of shorter ads totaling the same length. The primary reason given was a desire to minimize interruption of content.
- One-Size-Fits-All Mobile Strategy Doesn’t Work Across Devices
Ad receptivity on tablets is higher than on smartphones in the morning, though ad receptivity is higher on smartphones in the evening.
- Better Content Equals Better Brand Metrics
Respondents that rated the content as enjoyable also responded with higher levels of favorability. Overall favorability ratings came in at 60% if consumers enjoyed the content, as compared to 15% if they did not enjoy the content.
“Our research shows that by understanding viewership behaviors, ad receptivity and ad performance insights, publishers can build strategies to better curate content at the right time across the right devices,” said Paul Neto, Senior Research Director, YuMe. “Based on these consumer insights, publishers can and should take advantage of new monetization opportunities, particularly as it relates to placing a premium on early mornings where digital ad receptivity is highest.”
Over 10,000 respondents participated in YuMe’s two-part study; the first examined video consumption habits and ad receptivity, and the second measured ad effectiveness.
For more information and to download the full report visit, http://www.yume.com/insights/video-advertising-research.
YuMe, Inc. (NYSE: YUME) is a leading provider of global audience technologies, curating relationships between brand advertisers and consumers of premium video content across a growing range of connected devices. Combining data-driven technologies with deep insight into audience behavior, YuMe offers brand advertisers end-to-end marketing software that establishes greater brand resonance with engaged consumers. YuMe is headquartered in Redwood City, California, with worldwide offices. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook.
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 this study and its impacts, industry terminology such as receptivity and favorability, the impact and value of cross-screen advertising, and the benefits derived therefrom; growth strategies; operating results; 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. Factors that could cause or contribute to such differences include YuMe's history of net losses and limited operating history, which make it difficult to evaluate prospects, YuMe's fluctuating quarterly results of operations, and dependence on a limited number of customers in a highly competitive industry. These and other risk factors are discussed under "Risk Factors" in YuMe's Quarterly Report on Form 10-Q for the quarter ended June 30, 2016 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.