YuMe, Horizon Media and Nielsen's Neuroscience Research Finds Video Ads Across All Platforms Provide Different and Unique Opportunities to Engage Viewers
New York, NY – October 1, 2015 – YuMe, Inc., Inc. (NYSE: YUME),the global audience technology company powered by data-driven insights and multi-platform expertise, along with Horizon Media, the largest and fastest-growing privately held media services agency in the world, and Nielsen, the global performance management company that provides a comprehensive understanding of what consumers watch and buy, today announced the results of a study on emotional engagement with video advertising across smartphone, tablet, desktop, and linear television platforms. The study utilized neuroscience-based emotional biometric measurement and eye tracking techniques to understand the subconscious influence of video advertising and various platforms on emotional engagement as an indicator of performance.
Results of the study, which was commissioned by YuMe, show that while all platforms offer the potential for engagement, the intensity and moment of consumer engagement varies across devices, and that each device has unique emotional engagement patterns. The results of the study, among 18-34 year olds, viewing English language mobile ads and content, include a series of creative best practices to assist advertisers in developing the most engaging creative advertising, tailored to the platforms on which they intend to advertise.
"As data-driven marketers we are always looking for greater insights into how consumers engage with advertising," said Paul Neto, YuMe's Research Director. "This study is another example of understanding attention and engagement in a scientific fashion, and will inform the strategic advertising decisions of our partners and clients."
Key findings from the study include:
- Have a Mobile and a TV Presence: Emotional engagement with video advertising was strong on smartphones and tablets.
- Move Quickly Out of the Gate: Emotional engagement rises rapidly in the first 10 seconds for all devices, though there are significant differences in emotional engagement across platforms:
- Smartphones elicit the most dramatic initial early peak in emotional engagement, signifying you should brand early to take advantage of this emotional peak.
- Tablet viewers are more likely to stay highly engaged for longer periods of time.
- Laptop video advertising shows the greatest variability in emotional engagement patterns.
- TV consistently ends on an emotional high, when final branding often appears.
- Keep it Short: Across all platforms, 15-second ads can be effective in driving meaningful increases in emotional engagement throughout the creative.
- Utilize the Human Connection: One of the consistent findings across platforms was that characters speaking directly to the audience may lead to an increased emotional response by viewers.
"We teamed up with YuMe and Nielsen to provide valuable platform level insights and corresponding creative best practices per device," said Donnie Williams, Chief Digital Officer at Horizon Media. "Using neuroscience-based techniques to understand ad effectiveness offers unique insights into what truly drives brand engagement."
"We all know that the fight for attention is fiercer than ever," said Dr. Carl Marci, Chief Neuroscientist at Nielsen Consumer Neuroscience. "Our ultimate goal is to equip marketers with an understanding of how to most effectively grab attention on every screen. One of the biggest takeaways from this study is that attention spikes in the first ten seconds on all devices, so it's critical to deliver your key message quickly."
For the full study results, view the infographic and the full report here: YuMe.com/Research.
This study was conducted by Nielsen, using English language mobile ads and content, and commissioned by YuMe in March, 2015. Participants in the study were males and females ages 18 to 34 who watch 5+ hours of TV a month, own and regularly use a laptop, tablet, or smartphone, and watch online video sites at least once a month. Distraction with a second screen in the TV condition (letting participants use a second screen) was included to adequately reflect a natural TV-watching environment. Tablet, laptop, and mobile viewing were not distracted.
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. It is the evolution of brand advertising for an ever-expanding video ecosystem. YuMe is headquartered in Redwood City, CA with European headquarters in London and 17 additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook.
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About Horizon Media
Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world’s ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry’s leading trade association.
The company’s mission is “To create the most meaningful brand connections within the lives of people everywhere.” By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $5.3 billion and over 1,200 employees.
The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit horizonmedia.com.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Nielsen Consumer Neuroscience is dedicated to delivering unprecedented understanding of consumer decision making, providing brands with insights essential to making informed business and marketing decisions. With the research industry’s most complete suite of neuroscience based tools - often integrated with traditional measures - Nielsen Consumer Neuroscience offers unique insights based on non-conscious responses central to consumer emotions and behaviors. We specialize in optimizing the effectiveness of video advertising, digital advertising, packaging and in-store elements, including the ability to test in neuro-labs and in more natural environments. Research is led by a team of nearly 20 neuroscientists and supported by a Science Advisory Board comprising members from leading academic institutions. Our team has authored more than 550 peer-reviewed articles and won more than a dozen Great Mind Awards. With a patent portfolio that is the largest in the neurotechnology industry and offices around the globe, brands can deploy our breakthrough methodologies virtually anywhere at any time. For more information visit http://www.nielsen.com/consumerneuroscience.
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 the impact of this neuroscience research, our product offerings, strategic partnerships 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, 2015 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.