Purchase intent is highest at nine or more exposures for digital video ads
Redwood City, CA – May 22, 2017 – YuMe, Inc. (NYSE: YUME),a proven partner for video advertising leadership and innovation, today released a new report and companion infographic which correlates the frequency of online video ad exposure with brand awareness and purchase consideration. The study analyzed point-in-time data from Kantar Millward Brown’s MarketNorms® database to quantify the average impact of frequency on brand metrics. Results showed that, among overall norms, one video exposure is sufficient to trigger increases across all awareness metrics; however, multiple exposures garner even higher brand awareness scores. On average, for purchase intent and brand favorability, specifically, ads are most effective at a minimum of nine exposures.
"As advertisers look to reach a maximum return on investment for their digital online video spend, this study helps to identify the ad frequency and ad length 'sweet spots' to drive purchase intent and brand favorability based on normative insights," says Mike O'Donnell, Senior Vice President North American Sales, YuMe. "Every dollar counts when budgeting for digital advertising. By understanding the optimal ad frequency that often leads to greater results, marketers can ensure they're reaching the minimum number of exposures, rather than the maximum, to get the highest return on their investment."
Key takeaways from the study include:
- Think minimums, not just maximums: For most brand metrics, incremental exposure to video ads can lead to higher results. Also, knowing that oversaturation can annoy audiences, consideration of both frequency maximums and minimums is important for driving effectiveness without jeopardizing audience receptivity.
- Minimum of nine exposures maximizes persuasion metrics: Purchase intent and brand favorability averages are highest at nine exposures.
- 30-second video ads can effectively drive purchase intent: For campaigns that have a minimum of eight exposures, normative data shows 30-second video ads generate higher purchase intent scores than 15-second ads.
- Five to seven exposures is the optimal frequency for message association: While overall awareness increases steadily with additional exposures, message association peaks at five to seven exposures.
"In our data-driven ad world, knowing what frequency and ad length will achieve a marketer's desired brand results is critical," said Mireya Arteaga, Research Lead, YuMe. "We're pleased to present data that demonstrates that running nine ads is most effective in driving purchase intent and brand perception. At this exposure level, 30-second video ads have greater impact on purchase intent than 15 seconds. This is powerful data for planning and budgeting, combined with the understanding that, to maximize brand impact, marketers shouldn't shy away from adding a few more exposures."
Additional insights from YuMe’s survey can be found within YuMe’s report and companion infographic.
Using data from MarketNorms, an analysis was conducted on campaigns that ran video creative assets to understand the relationship between frequency and awareness and persuasion metrics. The report offers overall insights based on norms from all video campaigns in MarketNorms at the time of analysis, with additional deep dives into how the impact of frequency varies by video ad length and across four specific verticals: Automotive, CPG, Entertainment and Financial Services. Kantar Millward Brown's MarketNorms is a global marketing effectiveness database. The results cited have not been adjusted for demographics, ad size, websites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.
YuMe, Inc. (NYSE: YUME) is a leading provider of global audience technologies, building relationships between brand advertisers and consumers of premium video content across a growing range of connected devices. Combining data-driven technologies with deep insight into audience behavior, YuMe offers brand advertisers end-to-end marketing software that establishes greater brand resonance with engaged consumers. It is the evolution of brand advertising for an ever-expanding video ecosystem. YuMe is headquartered in Redwood City, California, with worldwide offices. For more information, visit www.YuMe.com/pr, follow @YuMevideo and like YuMe on Facebook.
This press release contains forward-looking statements, including those in management quotations. In some cases, you can identify forward-looking statements by the words "may," "will," "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 sufficient video exposure to trigger increases across awareness metrics, the impact and value of immersive technologies, and the benefits derived therefrom; market trends; and quotations from management. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. These risks are discussed under "Risk Factors" in YuMe's Annual Report on Form 10-K for the year ended December 31, 2016 that has been filed with the U.S. Securities and Exchange Commission (the "SEC"), and in our future filings and reports with the SEC. The forward-looking statements in this press release are based on information available to YuMe as of the date hereof, and we assume no obligation to update any forward-looking statements.