M+E Connections

YuMe Study: Digital Ads Actually Work

A new study from audience tech company YuMe shows that digital video ad campaigns help trigger sharing among viewers, elicit strong emotional responses from viewers, and even trigger actions, with two-thirds of respondents saying they follow through after seeing an ad.

Video ads have proven to be twice as effective in driving purchases compared to image and text ads, according to YuMe’s “Power of Video” study. And 25% of respondents said they purchased a product after seeing a video ad, with 74% saying they those did so in just the past month.

“This study clearly reinforces what our clients have long known: the true power of video is its ability to drive stronger engagement and positively impact sales,” said Stephanie Gaines, VP of corporate marketing for YuMe. “This is an exciting time for digital advertising, as we’re seeing video ads deliver real returns against sales metrics. As our findings indicate, consumers respond well to video by engaging, sharing and buying products, at a rate that is 1.7 times more effective than other forms of digital advertising.”

Nearly 75% of respondents said they remember more from video than other types of content, and were twice as like to tell others about a video ad, compared to image or text ads. Nearly a third of viewers said they invite others to watch, and 80% of respondents said they had an emotional reaction while watching an ad. More than 50% of digital video viewers said they’re more likely to pay attention to digital video ad than ads with images or text alone

“YuMe’s study reinforces what we have seen in our campaign results as well; our video ad strategy plays an important role in influencing path to purchase behavior, driving sales and raising brand awareness,” said Kevin VanValkenburgh, VP of connections planning for The Tombras Group.

The survey was the result of more than 1,000 interviews.