YuMe Study Finds Viewers Pay More Attention to CTV Ads
New Commissioned Research on Multi-Screen Viewability, Conducted by Nielsen, Uses Eye Tracking to Reveal CTV Ads Garner Higher Overall Ad Attention, Ad Recall and Purchase Intent
Redwood City, CA – April 26, 2017 – YuMe, Inc. (NYSE: YUME), a proven partner for video advertising leadership and innovation, today released a new report and companion infographic to measure ad attention, by comparing the actual time a viewer’s eyes were tracked watching an ad against the total time the ad was viewable1 for connected TV (CTV), desktop and mobile campaigns. The study concludes that viewers pay attention to a higher proportion of ads on CTV and CTV ads deliver higher brand metrics.
“Connected TV’s natural full-screen experience lends itself to highly viewable ads, as it emulates the traditional broadcast and cable TV experience,” said Michael Hudes, Chief Revenue Officer, YuMe. “Consumers not only pay more attention to CTV ads, but they are also viewed for longer amounts of time. Given the high recall, strong purchase intent metrics and growing reach, marketers must consider CTV as part of their multi-screen strategies to achieve maximum brand ROI.”
According to a recent eMarketer report, connected TV users are estimated to reach 202.1 million by 2020, and represent 60.4% of the US population, up from 56.1% in 2016.
Key takeaways from the study include:
- Overall pre-roll ad attention is highest on CTV. Eye tracking showed 89% of a CTV pre-roll ad is viewed, compared to 81% on mobile and 78% on desktop.
- Unaided ad recall is highest on CTV. Pre-roll ad recall for CTV was 73% recall, compared to 69% on mobile and 65% on desktop.
- Almost every CTV ad meets IAB/MRC (Media Rating Council) Viewability standard for viewability. 98% of all CTV ads tested exceeded the minimum mobile viewable display advertising impression standard of 2 seconds and 50% of ad in view.
- Time spent viewing an ad correlates with overall brand lift. Over all devices and ad formats tested, length of viewing time correlated with higher recall and purchase intent.
YuMe’s multi-screen viewability report is based on a consumer behavior study commissioned with Nielsen to understand the differences in actual visual attention paid to ads across different devices and platforms. The report evaluates whether viewing duration can be correlated with brand metrics, including recall and favorability.
Ads from major brands across automotive, CPG, financial services and retail categories were viewed by consumers during the YuMe study, which was conducted by Nielsen. A total of 400 respondents participated in interacting with video content across CTV, desktop and mobile to compare Viewability. Eye tracking was used across desktop, mobile and CTV to capture consumers’ visual engagement with ads. Display, pre-roll and first impression video were tested to capture CTV’s holistic ad experience.
Additional insights from the multi-screen viewability survey can be found within YuMe’s report and companion infographic at http://bit.ly/2pZRimF.
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/pr, follow @YuMevideo and like YuMe on Facebook.
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