Study Finds Interactive Ad Units Enhance the Ability to Convey Information and Generate Higher Brand Metrics
LOS ANGELES – Interactive ad features significantly increase attention, recall and message breakthrough, according to a new study by researchers from YuMe, Inc., (NYSE: YUME), the global audience technology company powered by data-driven insights and multi-screen expertise, and Ipsos, the global market research company, unveiled at Variety’s MASSIVE: The Entertainment Marketing Summit.
“This study is immensely helpful, and confirms our conviction that advertisers, publishers, and consumers alike benefit when ads are interactive and engaging.”
The study was predicated in part on the concept of Implicit Reaction Time, or IRT, which measures how quickly and closely a respondent’s brain connects distinct, intricate networks of associations that are the foundations for our images, feelings, and intentions. The faster a user responds indicates a stronger and more emphatic connection with a brand or product and therefore, the higher the conviction to purchase it. Interactive ads, according to this theory, succeed in these case studies because they increase certainty, illustrated by a shorter reaction time; thus, facilitating higher conviction and less inhibition.
The study presented 550 people with 11 different ad formats, representing five brands, on PCs, mobile phones and connected TV sets, finding considerable positive impact of interactivity on ad engagement. The study also found that a positive media experience increases the chances for higher ad transference, resulting in stronger brand impact.
Key findings of the study include:
- Interactive ad units enhance the ability to convey information about the product or brand and generate higher brand metrics.
- Overall, the study was able to measure increased levels of conviction for brand association as a result of exposure to the ad units.
- Conviction calibration was most useful for more involved, complex metrics such as purchase intent.
- The more interactive the ad units, the greater the impact on conviction across all brand associations. As a result, the level of interaction can potentially create stronger brand associations and connections.
Ad engagement was particularly effective, the study found, when the ad was viewed on mobile devices. Respondents who watched interactive ads for a high-end technology brand, for example, reported a 12 percent higher ad engagement rate when viewing the ad on a mobile device, a platform which also improved the context of the ad by more than 50 percent.
“As an audience technology company, our goal is to deliver not only big data but smart data, helping our partners really understand audience expectations and demands,” said Paul Neto, Research Director at YuMe. “This study is immensely helpful, and confirms our conviction that advertisers, publishers, and consumers alike benefit when ads are interactive and engaging.”
“We are thrilled to have had the chance to look at this important phenomenon so closely and be able to study so many distinct examples,” said Tommy Cheng, Vice President at Ipsos. “As the advertising and media worlds move more steadily towards a digital future where interactivity can enhance user connection, we’re excited to pioneer the application of IRT to ad measurement in order to provide meaningful insights on interactive ad formats to advertisers and brands.”
For more information visit, http://www.yume.com/insights/video-advertising-research.
About YuMe
YuMe, Inc. (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, California, United States with European headquarters in London, totaling 17 offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook.
About Ipsos Connect
Ipsos Connect is a global specialized business to co-ordinate Ipsos services in the domains of Brand Communications, Advertising and Media. Ipsos Connect amalgamates the legacy brands of Ipsos ASI and Ipsos MediaCT. As the world of brand communications, advertising and media become increasingly complex, fragmented and digitalized, Ipsos is helping clients better embrace this modern complexity with investment in new approaches and products that will fit with the digital age. Ipsos Connect aims to be the preferred global partner for companies to measure and amplify how media, brands and consumers connect through compelling content, great communication and relevant media planning. Ipsos Connect is a specialist division within Ipsos, one of the world’s largest market research agencies. Ipsos has offices in 87 countries, generating global revenues of €1,669.5 ($2,218.4 million) in 2014.
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 our research covered under the publication with Ipsos including interactive ads and implicit reaction time, 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 September 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.
