YuMe Study Finds Vertical Video Is on the Up and Up
65% Perceive Brands Who Advertise with Vertical Video as More Innovative
Redwood City, CA – June 6, 2017 – YuMe, Inc. (NYSE: YUME), a proven partner for video advertising leadership and innovation, today released a new report and companion infographic that reveals growing consumer awareness and preference for vertical video as both a content and advertising format. Vertical video offers a natural experience within mobile and app content as the video is designed for upright, portrait mode viewing. According to the study, vertical video holds significant appeal: 78% of first-time viewers like the content format overall. Vertical video also offers a halo effect for brands that use it for advertising purposes: 65% of viewers say brands that use vertical video are more innovative.
“Interest in vertical video is evidence of a broader trend toward immersive ad experiences that deliver higher brand ROI and engagement,” says Mike O’Donnell, Senior Vice President of North American Sales, YuMe. “Our research affirms that consumers prefer vertical video for mobile video watching. Brands that use vertical video are also viewed positively, and their ads are considered less intrusive. It’s a win-win for brands and consumers.”
Key takeaways from the study include:
Overall Vertical Video Content Format
- Seeing is believing. Vertical video proves to be an effective format for experiencing content on small screens, with 79% of first-time vertical-video viewers agreeing that the format creates a more engaging content experience, and the same percentage saying they would choose vertical viewing in most cases. Vertical video maintains its popularity as users gain more experience: 85% of both new and experienced viewers appreciate it as an option.
- Optimal for social. Both first time (84%) and experienced (85%) vertical video viewers agree that a vertical video format fits social media best and that they appreciate when a vertical video is offered as an option.
Brands and Advertisers Use of Vertical Video
- Innovation “halo effect” for brands who advertise with vertical video.
- 65% say brands that advertise with vertical video are more innovative.
- 76% appreciate when brands try out new ad formats such as vertical video.
- Vertical video ads are less intrusive. 70% believe vertical ads blend in more on mobile websites and 69% say vertical video creates a less intrusive mobile ad experience.
- Higher demand for branded content versus product-focused ads. 71% of viewers would like to see vertical video in more branded content, and less product-focused advertising.
YuMe currently offers brands and advertisers a mobile vertical video ad unit that enables video ads to fit more naturally within the mobile experience. Ads appear as full-screen video that can be viewed in portrait mode. YuMe’s vertical video ad unit is highly customizable and integrates seamlessly into cross-screen video campaigns.
Additional insights from YuMe’s survey can be found within YuMe’s report and companion infographic.
YuMe surveyed 662 U.S. respondents, aged 18+, who owned smartphones, on their experience with vertical video. A subset of respondents who reported no prior exposure to vertical video were asked to watch a 27-second vertical video clip.
YuMe is a proven partner for video advertising leadership and innovation. We provide superior brand solutions with data-driven audience insights that increase engagement and sales. YuMe’s programmatic, audience-based technologies and unrelenting service deliver a complete marketing solution to engage audiences wherever they interact with content that matches their needs and interests. YuMe is headquartered in Redwood City, California, with worldwide offices. For more information, visit www.YuMe.com, 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 the effects of video format and the impact and value of immersive technologies, and the benefits derived therefrom; 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. These risks are discussed under "Risk Factors" in YuMe’s Quarterly Report on Form 10-Q for the period ended March 31, 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.