YuMe, Inc., the global audience technology company powered by data-driven insights and multi-screen expertise, today released its Publisher’s Guide, which highlights consumer survey results focused on understanding the relationship between video viewing habits and ad receptivity. The guide was created to help publishers increase monetisation opportunities through consumer insights for successful digital ad campaigns.
“Our research continues to show that a combination of behavioural, contextual and psychographic factors play a decisive role in how consumers view and respond to advertising,” said Stephanie Gaines, Vice President, Corporate Marketing, YuMe. “We believe publishers can improve effectiveness when they use consumer insights to match content and adapt publishing practices to optimise ad receptivity and effectiveness.”
Key findings of the study include:
- Consumers are most receptive to ads in the early morning
While evenings are traditionally viewed as optimal due to the volume of video viewership, early morning could be worth a higher premium due to higher levels of receptivity to advertising and the willingness to receive a message from a brand, with a level of 59 in the morning versus 45 in the evening (on a scale of 1-100). Taking advantage of the early morning peak in ad receptivity may result in a more successful digital campaign.
- Morning and night deliver highest purchase intent metrics
The time of day can drive ad performance. In the morning (3:00am –11:59am), purchase intent is highest at +11%, followed by the night (9:00pm – 2:59am) at +5%, and trailed by the afternoon (12:00pm – 4:59pm) and evening (5:00pm – 8:59pm) at +4% each. Overall favourability scores were also higher for the morning and night at +17% and +8% respectively, compared to +3% in the afternoon and +4% in the evening.
- Consumers prefer a single long ad vs. multiple short ads
When presented with choices for 30 seconds of ad time, consumers showed a preference for one 30-second ad over a series of shorter ads totalling the same length. The primary reason given was a desire to minimise interruption of content.
- One-size-fits-all mobile strategy doesn’t work across devices
Ad receptivity on tablets is higher than on smartphones in the morning, though ad receptivity is higher on smartphones in the evening.
“Our research shows that by understanding viewership behaviours, ad receptivity and ad performance insights, publishers can build strategies to better curate content at the right time across the right devices,” said Paul Neto, Senior Research Director, YuMe. “Based on these consumer insights, publishers can and should take advantage of new monetisation opportunities, particularly as it relates to placing a premium on early mornings where digital ad receptivity is highest.”
For more information and to download the full report visit, http://www.yume.com/insights/video-advertising-research.