Smart Screen Exclusive
YuMe to Present Connected TV & Advertising Study at 2nd Screen Summit January 7
Story Highlights
YuMe, Inc., a leading provider of digital brand advertising software and services, partnered with Frank N. Magid Associates in August 2012 to conduct a study on connected TV users to determine their perception of advertising and the who, what, when, where, and why of connected TV ownership. In the process, they discovered that connected TV represents a tremendous advertising opportunity for brands looking to generate consumer awareness and drive greater audience engagement across a variety of media types.
Transformative Advertising Opportunity
Survey findings revealed tremendous new advertising opportunities for brands, with conclusive research supporting how connected TV elevates brand awareness and drives greater audience engagement. For short-form and streaming TV shows in particular, Connected TV consumers actually prefer ad-supported content to paid, ad-free content. Among the survey findings:
The 90-60-60-70-70-20 Rule
- Nearly 90 percent noticed ads on connected TV
- Nearly 60 noticed pre-roll video ads
- Nearly 60 percent prefer ads on short-form content
- Nearly 70 percent have interacted with an ad
- Over 70 percent have taken a further action based on an ad
- Nearly 20 percent have purchased a product based on an ad
Highlights
- Connected TV consumers are young, skew male, and are ethnically and racially diverse.
- Families of two or more make up 93 percent of connected TV households.
- On a multiple times per week basis, users streamed more short-form content more frequently than they viewed TV shows on networks, and nearly as often as viewing TV streamed from the Internet and streamed movies.
- Professionally-produced full-length and short-form videos not found on TV and cable are surging in popularity, with more than half of respondents saying they watch these.
This research was designed to help brands and their agencies better understand this new living room media opportunity as it relates to ad sponsored content consumption. Learn more about the emerging opportunities in connected TV for advertising and brand awareness during Ed Haslam’s presentation on January 7th at the 2nd Screen Summit (http://www.2ndscreensummit.com/ces/) or visit yumeces.com.
