Media planners and buyers have long relied on reach and frequency as
standard metrics for advertising. That may soon change. Today, at the
IAB MIXX Conference in New York City, YuMe, Inc. (NYSE:YUME), a leading
provider of digital video brand advertising solutions, and IPG Media
Lab, the innovation arm of IPG Mediabrands, unveil their latest joint
research, addressing a new concept in audience measurement:
attentiveness and receptivity.
This study brings a first-of-its-kind look into a nascent notion that
could become a viable brand advertising methodology in the very near
future. YuMe and IPG Media Lab explored how to reach audiences when they
are most receptive and attentive, to determine whether attention matters
in digital video advertising. The study showed that context plays a key
role in the pursuit of attention, and indicators such as device and
location influence the degree of openness and engagement with
advertising content.
“Since the media industry is highly-fragmented, it is difficult to know
when consumers are actually paying attention to ads," says Brian Marx,
Digital Marketing Manager, Truvia® natural sweetener. "YuMe and IPG
Media Lab's research shows the valuable impact high consumer attention
has on brand metrics. If we could reach audiences when they are most
attentive, those impressions would be of greater value."
Definitions:
-
Receptivity is defined as a passive state of mind that exists before
exposure to an ad
-
Attention is defined as an active behavior of noticing an ad
“The study supports a lot of the beliefs we have in the lab around
audience behavior,” said Melvin Wilson, Head of Strategy, IPG Media Lab.
“Measuring receptivity and attention can help us analyze and drive brand
performance in new impactful ways for this industry.”
Key Findings:
-
Context is key to predicting a consumer’s level of receptivity
and attention to digital advertising
-
Receptivity and attention are drivers of brand performance
-
Advertisers should think beyond the lean-back at home mode as being
the only optimal context for reaching attentive audiences
-
There are a number of actionable ‘sweet spots’ for reaching attentive
audiences
“Starting with the initial findings of this research, clients may soon
have the ability to strategically target attentive audiences to increase
brand performance,” says Paul Neto, Director of Research, YuMe. “Looking
at the research alone, it seems likely that attention will be a valuable
metric to measure digital video advertising effectiveness moving
forward.”
To view the infographic, sizzle reel or the full report visit: YuMeResearch.com
About IPG Media Lab
The IPG Media Lab is equal parts think tank, real-world proving ground,
and change enabler. We provide agencies and media operators with the
power to harness emerging communication opportunities by offering
expertise, resources and consulting services tailored to drive
quantifiable outcomes, learnings and strategies. The IPG Media Lab is
part of IPG Mediabrands, the media innovation and investment arm of IPG.
For more information, please visit www.ipglab.com
or follow @ipglab.
About IPG Mediabrands
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all
of its global media-related assets, IPG Mediabrands invests $37 billion
in global media on the behalf of its clients, employs over 7,500 diverse
and daring marketing communication specialists worldwide and operates
company businesses in more than 127 countries.
A proven entity in helping clients maximize business results through
integrated, intelligence-driven marketing strategies, IPG Mediabrands is
committed to driving automated buying, pay-for-performance and digital
innovation solutions through its network of media agencies including UM,
Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty
service agencies including MAGNA GLOBAL, Ansible, Mediabrands Audience
Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity
offer technologies and industry moving partnerships that are recognized
for delivering unprecedented bottom line results for clients. For more
information, please visit www.ipgmediabrands.com
or follow us on Twitter at @IPGMediabrands.
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 15 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.
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Factors that could cause or contribute to such differences include our
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highly competitive industry. These and other risk factors are discussed
under “Risk Factors” in our Annual Report on Form 10-K for the year
ended December 31, 2013 and our Quarterly Report on Form 10-Q for the
six months ended June 30, 2014 that have been filed with the U.S.
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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 YuMe assumes no obligation to update any forward-looking
statements.
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