Welcome!

News Feed Item

YuMe Reveals Connected TV Creative Best Practices for Brand Advertisers in Latest Study

YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, in collaboration with Frank N. Magid Associates, Inc. and Razorfish, shed light on the connected TV (CTV) consumer experience, through an extensive, in-person focus group research study. Conversations with consumers provide honest feedback around their interaction with CTV and ultimately inspire a set of CTV creative best practices.

“With any new platform, the temptation as a marketer is to make comparisons to things we’re familiar with and know how to address,” said Christine Dilandro, SVP, Head of Media & Integrated Marketing at Citi. “But often, those new platforms don’t fit neatly into existing categories; they bring a unique set of capabilities and consumer expectations. CTV is a perfect illustration of that point – it isn’t TV plus PC or TV plus mobile – it’s something different that begs for a different marketing approach. As a result of this study, we’ve got more clarity on how to execute successful programs on CTV.”

Brand advertisers consistently ask CTV-related questions, such as: how do you make ads engaging here and what will consumers pay attention to? This study, with participation from four leading brand advertisers (Best Buy, Citi, Truvia and a major quick service restaurant) not only addresses these questions but also provides both advertiser and creative agency with best practices for CTV-based creative. These best practices define guidelines that lead to the most effective and engaging creative for brand objectives. The study reveals a deeper understanding of what works best in creative development within the CTV space, including capturing attention, maintaining interaction and utilizing video.

"We always look to find new ways to engage consumers with our brand and provide engaging content for them," said Mark Brooks, Global Business Director of the Truvia® brand, the leading stevia sweetener brand in the U.S. "Understanding how receptive consumers were to our creative and linking to Truvia® recipes are good learnings as we explore new technologies to reach consumers."

The research conversation was broken into three parts. The first explored ways in which participants use and value the benefits of their CTVs, including advertising. The second was hands-on interaction with four CTV advertising viewing experiences and multiple creative examples. The third portion was a follow-up discussion with participants, probing their reactions and perceptions of various CTV ad creative executions.

“We’ve always pushed our clients to venture outside of their comfort zone to explore impressionable emerging technologies like CTV,” said Jeremy Lockhorn, VP of Emerging Media at Razorfish. “It’s our hope that our latest consumer research will provide guidance to those early adopters and serve as inspiration for those who have been hesitant to pursue these avenues. We’ve learned that consumers are receptive to CTV advertising and believe that the channel should be part of the consideration set for a wide variety of marketers.”

It was clear from most conversations that once CTVs enter the home, they infiltrate multiple viewing rooms. Group members, regardless of age, were rarely limited to one CTV or device. “I have a smart TV, a PS3, a couple of Macs and whatnot. I have tablets; I have some PS3 games. I have an Apple TV as well,” states one study participant.

“CTV consumers are driven by the choice and control that these TV arrangements bring to their home viewing options. You can also hear how choice and control in CTV advertising is also a priority for them. They are moving rapidly along a learning and expectation curve that advertisers are wise to keep tabs on,” says Maryann Baldwin, VP of Magid Media Futures™ at Frank N. Magid Associates.

Key observations from consumers show their low tolerance for interruption and the desire to be shown relevant calls-to-action, rather than something completely unrelated to the viewing content.

“You’ve got to remember we are watching TV first of all, so we don’t want to veer all off and go up a mountain, we still want to watch TV,” says a study participant (age 18-39, heavy CTV viewer).

The CTV best practices created from watching real consumers interact with this creative include capturing attention with animation, keeping interactions simple and relevant, and utilizing video to drive engagement.

To watch the research study highlight video, visit www.yume.com/CTVEngage/. For all CTV best practices and the full research report, visit: http://www.yume.com/insights/video-advertising-research.

How was the study conducted?

The study took place December 2013 in Santa Monica, CA. Four media clinic discussion groups were formed by heavy CTV, mixed and traditional viewers ages 18-39 and 40-55. 50% of group members lived in homes with teens, 19% in homes with kids under 12, 38% lived in homes with adults over 18 and 100% subscribed to cable/satellite TV service.

About Frank N. Magid Associates

Founded in 1957, Frank N. Magid Associates provides research-driven, strategic media counsel on the evolving consumer mindset for clients in 37 countries. The company helps businesses that are struggling to make sense of a constantly evolving marketplace connect with an increasingly elusive, splintered consumer who is seemingly hidden behind an expansive array of technologies. Magid not only provides businesses with an understanding of the attitudes, opinions, and actions of today’s technology-saturated consumers, but also offers research-driven strategic advice on how to successfully brand, advertise, market, and design their products and services. For more information, please visit Magid on the Web at www.magid.com.

About Razorfish

Motivated and inspired by what's next, Razorfish helps its clients navigate the unknown, drive change and transform business. One of the first pioneers of marketing in the digital age, Razorfish has a unique blend of technology, creativity and media at its core. The agency’s world class capabilities in strategic consulting, experience design, brand building, technology platforms, data services, retail/commerce and media services enable transformational work for clients including Delta Air Lines, McDonald’s, Mercedes-Benz USA, Microsoft, Nike China, Unilever and Uniqlo. Razorfish’s team of 3000 experts spans 19 regions, including Australia, Brazil, China, Germany, Hong Kong, India, Japan, Singapore, the United Kingdom and the United States.

Razorfish is part of Publicis Groupe. For more information, visit Razorfish.com, like us on Facebook or follow us on Twitter. Razorfish. Here for tomorrow.™

About YuMe

YuMe, Inc. (NYSE:YUME) is a leading provider of digital video brand advertising solutions. Its proprietary data-science driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is headquartered in Redwood City, CA with European headquarters in London and nine additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook. Current YuMe logos can be found at www.yume.com/news/logos.

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.

Forward-Looking Statements

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 YuMe’s growth strategy, including global expansion and technological development; anticipated trends and challenges in our industry, including those associated with CTV, 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.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that MangoApps 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. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
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...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
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, ...
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
The pace of innovation, vendor lock-in, production sustainability, cost-effectiveness, and managing risk… In his session at 18th Cloud Expo, Dan Choquette, Founder of RackN, will discuss how CIOs are challenged finding the balance of finding the right tools, technology and operational model that serves the business the best. He will discuss how clouds, open source software and infrastructure solutions have benefits but also drawbacks and how workload and operational portability between vendors...
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.
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...
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...
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.
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, ...
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...
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...
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...