Moving beyond reach & frequency, 10,000+ respondent study examines how to identify attentive and receptive audiences
REDWOOD CITY, CA – Media planners and buyers have long relied on reach and frequency as standard metrics for advertising. That may soon change. At the IAB MIXX Conference in New York City, YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, and IPG Media Lab, the innovation arm of IPG Mediabrands, unveil their latest joint research, addressing a new concept in audience measurement: attentiveness and receptivity.
This study brings a first-of-its-kind look into a nascent notion that could become a viable brand advertising methodology in the very near future. YuMe and IPG Media Lab explored how to reach audiences when they are most receptive and attentive, to determine whether attention matters in digital video advertising. The study showed that context plays a key role in the pursuit of attention, and indicators such as device and location influence the degree of openness and engagement with advertising content.
“Since the media industry is highly-fragmented, it is difficult to know when consumers are actually paying attention to ads,” says Brian Marx, Digital Marketing Manager, Truvia® natural sweetener. “YuMe and IPG Media Lab’s research shows the valuable impact high consumer attention has on brand metrics. If we could reach audiences when they are most attentive, those impressions would be of greater value.”
- Receptivity is defined as a passive state of mind that exists before exposure to an ad
- Attention is defined as an active behavior of noticing an ad
“The study supports a lot of the beliefs we have in the lab around audience behavior,” said Melvin Wilson, Head of Strategy, IPG Media Lab. “Measuring receptivity and attention can help us analyze and drive brand performance in new impactful ways for this industry.”
- Context is key to predicting a consumer’s level of receptivity and attention to digital advertising
- Receptivity and attention are drivers of brand performance
- Advertisers should think beyond the lean-back at home mode as being the only optimal context for reaching attentive audiences
- There are a number of actionable ‘sweet spots’ for reaching attentive audiences
“Starting with the initial findings of this research, clients may soon have the ability to strategically target attentive audiences to increase brand performance,” says Paul Neto, Director of Research, YuMe. “Looking at the research alone, it seems likely that attention will be a valuable metric to measure digital video advertising effectiveness moving forward.”
To view the infographic, sizzle reel or the full report visit: YuMeResearch.com
About IPG Media Lab
The IPG Media Lab is equal parts think tank, real-world proving ground, and change enabler. We provide agencies and media operators with the power to harness emerging communication opportunities by offering expertise, resources and consulting services tailored to drive quantifiable outcomes, learnings and strategies. The IPG Media Lab is part of IPG Mediabrands, the media innovation and investment arm of IPG. For more information, please visit www.ipglab.com or follow @ipglab.
About IPG Mediabrands
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media-related assets, IPG Mediabrands invests $37 billion in global media on the behalf of its clients, employs over 7,500 diverse and daring marketing communication specialists worldwide and operates company businesses in more than 127 countries.
A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions through its network of media agencies including UM, Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty service agencies including MAGNA GLOBAL, Ansible, Mediabrands Audience Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies and industry moving partnerships that are recognized for delivering unprecedented bottom line results for clients. For more information, please visit www.ipgmediabrands.com or follow us on Twitter at @IPGMediabrands.
YuMe, Inc. (NYSE: YUME) is a leading provider of digital video brand advertising solutions. Its proprietary data science-driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is headquartered in Redwood City, CA with European headquarters in London and 15 additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook. Current YuMe logos can be found at www.yume.com/news/logos.
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