|By Business Wire||
|February 5, 2014 09:01 AM EST||
While advertisers and marketers have struggled with the issues of ad effectiveness and ROI for decades, today’s connected consumer has created new opportunities as well as new challenges for brands trying to break out and build loyalty. A 2013 report from The NPD Group shows that by 2015 there will be 202 million Internet-capable TV devices in U.S. homes, a 44 percent increase from the 140 million at the start of 2013. Connected devices, which include internet-capable TVs, gaming consoles, and OTT (over-the-top) devices, although growing rapidly with consumers, are often the least understood and thus most underutilized platforms by advertisers, mostly due to a lack of education around their effectiveness at reaching an engaged, targeted audience.
The latest studies from YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, and Interpret, a leading cross-media market research firm, reveal that brand advertisers who embrace the connected consumer and these emerging devices can overcome many of the measurability challenges that more traditional passive advertising platforms, such as broadcast television, have struggled with over the past decades, while also building close and meaningful relationships with those consumers.
Ad Effectiveness in a Connected World
The YuMe/Interpret Ad Effectiveness Studies looked at several individual campaigns, assessing the impact of each advertising campaign across a wide range of connected devices, capturing brand metrics such as: brand awareness, brand favorability, consideration, recommendation, and post-exposure actions.
“Interpret’s multi-platform methodology coupled with our cross-platform technology provide advertisers the insights they need to confidently make smart media decisions, including how to incorporate new advertising platforms into their media plan,” said Paul Neto, Director of Research & Technical Marketing at YuMe.
Ben Spergel, Senior VP of Media Insights at Interpret, adds, “Devices such as smart TVs and gaming consoles are designed with the connected experience in mind. As consumers are seeking out specific content and entertainment on these devices, it stands to reason that they are naturally receptive to the advertising within that content and entertainment.”
While study results focused initially on effectiveness, they also revealed that these new platforms provide immense opportunity for advertisers to create stronger affinity and connectivity with desired audiences. Gaming consoles in particular, due to their high level of engagement, seem to provide immense value across a number of brand metrics. Overall, YuMe and Interpret’s campaign research demonstrates that brands can benefit from exposure on connected devices. “These new platforms paired with our technology allow advertisers to make a measurable impact and be accepted by the consumer,” says YuMe’s Neto.
For additional YuMe research, visit: http://www.yume.com/insights/video-advertising-research.
Blinded Brand Study #1: Personal Care Product
For this multi-platform advertising campaign, executions on the PlayStation 3 app and on smart TV/Blu-ray players were highly impactful in raising brand awareness and brand opinion versus the non-exposed control group using these devices. In addition to higher brand awareness among those exposed, brand favorability (those rating the brand “excellent”) was twice as high among those who recalled the ads from either platform than the control group.
Beyond just increasing consumer awareness and brand sentiment, exposure across these platforms created stronger connections to the brand and its key messaging. Survey respondents who recalled the ads were significantly more likely to “definitely consider” future purchase (lifts of 82% for smart TV / Blu-ray and 50% for PS3 app) and “definitely recommend” (lifts of 45% and 11%, respectively) the brand.
In addition, agreement on key brand attributes among exposed groups was also higher. For example, the brand “makes you more confident” saw increases of +34% among smart TV/Blu-ray and 37% for PS3 and “makes you feel attractive to others” was up +18% for both executions.
Blinded Brand Study #2: Retailer
This multi-platform advertising campaign was also successful at improving consumers’ opinion of the brand with executions on smart TVs and game console/OTT/connected TV devices.
Even though the brand had near universal awareness, the percentage of respondents rating the brand “excellent” was double among those exposed on smart TV and console/OTT versus the non-exposed respondents. Those who recalled the ads on these devices were significantly more likely to definitely consider (+33% for smart TV and +53% for console/OTT) and recommend (+71% and +58%, respectively) this particular brand.
Once again, positive sentiment around the brand was higher among those exposed but, even more importantly, brand association with ad messaging/campaign tagline was 13% and 21% higher among exposed groups.
Cross Campaign Findings
Both studies also revealed very positive associations between the advertising and the overall environment in which the ad was seen. For example, at least 8 in 10 exposed respondents said this ad “stood out compared to other types of advertising” and “made the (browsing) experience feel more interactive.” A majority indicated the ad was “relevant to my experience,” “improved my experience” as well as making the experience “more enjoyable.” Most indicated they “wanted to see more of these types of advertisements.” These results were primarily seen among those exposed on game consoles/OTT devices.
Similarly, roughly 8 in 10 exposed respondents experienced a positive lift in their opinion of the brands tested.
Further emphasizing the strength of YuMe’s multi-platform approach, both campaigns outperformed Interpret’s overall ad effectiveness norms on key measures such as ad recall, likeability, fit and brand opinion change.
Online studies conducted in August – October, 2013. Sample size of 100 control respondents and 100 respondents for each ad execution by platform. All cells matched by key demographics like age and gender as well as ownership/use of devices and platforms.
Interpret is a leading cross-media market research firm. The company applies proprietary, cutting-edge methodologies and extensive category knowledge to help clients plan, test, and measure business strategies in the fast-evolving media landscape. Interpret’s unique combination of syndicated measurement products and custom market research services provides a common language across media for the key stakeholders of the digital age. www.interpretllc.com
YuMe is a trademark of YuMe. All other brands, products or service names are or may be trademarks or service marks of their respective owners.
This press release contains forward-looking statements that involve risks, uncertainties, assumptions and other factors that could cause actual results and the timing of certain events to differ materially from those set forth in or implied by such forward-looking statements. In some cases, you can identify forward-looking statements by the words "may," "might," "will," "could," "would," "should," "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 the YuMe and Interpret study, including the results and impact of the study; YuMe’s growth strategy, including global expansion and technological development; anticipated trends and challenges in our industry, including the increasing quantity, variety and fragmentation of digital video content, platforms and technologies; expansion of the digital media advertising market in general and the digital video advertising market in particular; our competition; market trends, including overall opportunities for digital media advertising and shifting advertising budgets; the ongoing improvement and refinement of our data-science capabilities; developments in the regulatory framework applicable to our business; and our intellectual property and proprietary technologies. The forward-looking statements contained in this press release are also subject to other risks and uncertainties, including those more fully described in our periodic filings with the Securities and Exchange Commission, including our Form 10-Q for the quarter ended September 30, 2013. The forward-looking statements in this press release are based on information available to YuMe as of the date hereof, and YuMe assumes no obligation to update any forward-looking statements.
Many banks and financial institutions are experimenting with containers in development environments, but when will they move into production? Containers are seen as the key to achieving the ultimate in information technology flexibility and agility. Containers work on both public and private clouds, and make it easy to build and deploy applications. The challenge for regulated industries is the cost and complexity of container security compliance. VM security compliance is already challenging, ...
May. 24, 2016 11:15 PM EDT Reads: 906
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
May. 24, 2016 11:15 PM EDT Reads: 955
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 24, 2016 10:45 PM EDT Reads: 1,039
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
May. 24, 2016 10:45 PM EDT Reads: 690
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 24, 2016 09:45 PM EDT Reads: 996
As machines are increasingly connected to the internet, it’s becoming easier to discover the numerous ways Industrial IoT (IIoT) is helping to shape the business world. This is exactly why we have decided to take a closer look at this pervasive movement and to examine the desire to connect more things! Now if you need a refresher on IIoT and how it is changing the world, take a moment and listen to Greg Gorbach with ARC Advisory Group. Gorbach believes, "IIoT will significantly change the worl...
May. 24, 2016 09:00 PM EDT Reads: 1,789
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
May. 24, 2016 08:45 PM EDT Reads: 923
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
May. 24, 2016 06:30 PM EDT Reads: 736
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
May. 24, 2016 06:00 PM EDT Reads: 4,644
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit y...
May. 24, 2016 05:00 PM EDT Reads: 1,839
Cloud computing changed data analytics for good. It enabled companies to drastically decrease resources and architecture previously assigned with business intelligence departments. It also enabled laymen to run advanced business analytics. Cloud was also the architecture of choice for storing and processing big data. Data piling is a continuous process, which is going to explode with emerging Internet of Things concept. Answer to this issue developers found in new concept called fog computing. ...
May. 24, 2016 04:15 PM EDT Reads: 1,818
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
May. 24, 2016 04:00 PM EDT Reads: 1,679
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will discuss the vast to...
May. 24, 2016 04:00 PM EDT Reads: 2,351
SYS-CON Events announced today that Enzu, a leading provider of cloud hosting solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to foc...
May. 24, 2016 02:15 PM EDT Reads: 2,073
SYS-CON Events announced today the How to Create Angular 2 Clients for the Cloud Workshop, being held June 7, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified. Now it’s a component-based well-performing framework. The immersive one-day workshop led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and...
May. 24, 2016 02:00 PM EDT Reads: 3,842