[May 22, 2017] |
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YuMe Study Finds Higher Exposures for Digital Video Ads Drive Brand ROI
YuMe,
Inc. (NYSE: YUME), a proven partner for video advertising leadership
and innovation, today released a new
report and companion infographic which correlates the frequency of
online video ad exposure with brand awareness and purchase
consideration. The study analyzed point-in-time data from Kantar
Millward Brown's MarketNorms® database to quantify the average impact of
frequency on brand metrics. Results showed that, among overall norms,
one video exposure is sufficient to trigger increases across all
awareness metrics; however, multiple exposures garner even higher brand
awareness scores. On average, for purchase intent and brand
favorability, specifically, ads are most effective at a minimum of nine
exposures.
"As advertisers look to reach a maximum return on investment for their
digital online video spend, this study helps to identify the ad
frequency and ad length 'sweet spots' to drive purchase intent and brand
favorability based on normative insights," says Mike O'Donnell, Senior
Vice President North American Sales, YuMe. "Every dollar counts when
budgeting for digital advertising. By understanding the optimal ad
frequency that often leads to greater results, marketers can ensure
they're reaching the minimum number of exposures, rather than the
maximum, to get the highest return on their investment."
Key takeaways from the study include:
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Think minimums, not just maximums: For most brand metrics,
incremental exposure to video ads can lead to higher results. Also,
knowing that oversaturation can annoy audiences, consideration of both
frequency maximums and minimums is important for driving effectiveness
without jeopardizing audience receptivity.
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Minimum of nine exposures maximizes persuasion metrics: Purchase
intent and brand favorability averages are highest at nine exposures.
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30-second video ads can effectively drive purchase intent: For
campaigns that have a minimum of eight exposures, normative data shows
30-second video ads generate higher purchase intent scores than
15-second ads.
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Five to seven exposures is the optimal frequency for message
associaion: While overall awareness increases steadily with
additional exposures, message association peaks at five to seven
exposures.
"In our data-driven ad world, knowing what frequency and ad length will
achieve a marketer's desired brand results is critical," said Mireya
Arteaga, Research Lead, YuMe. "We're pleased to present data that
demonstrates that running nine ads is most effective in driving purchase
intent and brand perception. At this exposure level, 30-second video ads
have greater impact on purchase intent than 15 seconds. This is powerful
data for planning and budgeting, combined with the understanding that,
to maximize brand impact, marketers shouldn't shy away from adding a few
more exposures."
Additional insights from YuMe's survey can be found within YuMe's
report and companion infographic.
Study Background
Using data from MarketNorms, an analysis was conducted on campaigns that
ran video creative assets to understand the relationship between
frequency and awareness and persuasion metrics. The report offers
overall insights based on norms from all video campaigns in MarketNorms
at the time of analysis, with additional deep dives into how the impact
of frequency varies by video ad length and across four specific
verticals: Automotive, CPG, Entertainment and Financial Services. Kantar
Millward Brown's MarketNorms is a global marketing effectiveness
database. The results cited have not been adjusted for demographics, ad
size, websites, advertiser industry and other factors that may
contribute to brand lift. These findings are aggregate in nature,
reflect past results and are not a guarantee of future results for
individual campaigns.
About YuMe
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 (News - Alert) (www.twitter.com/YuMevideo),
or like YuMe on Facebook (News - Alert) at www.facebook.com/YuMevideo.
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 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 year ended December 31, 2016 that has been filed
with the U.S. Securities and Exchange Commission (the "SEC (News - Alert)"), 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170522005151/en/
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