Early Morning is the Sweet Spot for Video Advertising, According to New Study From YuMe

REDWOOD CITY, Calif.–(BUSINESS WIRE)–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.

About YuMe

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 www.YuMe.com/pr,
follow @YuMevideo
and like YuMe
on Facebook.

Forward-Looking Statement

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.

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