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, Calif. – YuMe, Inc. (NYSE: YUME), a proven partner for video advertising leadership and innovation, 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”
“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, follow @YuMevideo on Twitter (www.twitter.com/YuMevideo), or like YuMe on Facebook at www.facebook.com/YuMevideo.
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 sufficient video exposure to trigger increases across awareness metrics, 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 Annual Report on Form 10-K for the period ended December 31, 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.
1 A viewable ad in this study is defined as total time that an ad is in view (in seconds).