ADDING MULTIMEDIA YuMe Survey Shows Super Sunday Offers Cross-Screen Opportunities to Target Hispanic Consumers
09 February 2016 - 12:40PM
Business Wire
Live Game-Time Poll Shows 77% of U.S.
Respondents Look Forward to Ads During The Big Game
YuMe, Inc., (NYSE:YUME), the global audience technology company
powered by data-driven insights and multi-screen expertise, today
announced the results of two online surveys focused on how viewers
engage with The Big Game. The first survey specifically gauged how
U.S. Hispanics planned to watch The Big Game, while the second
survey of U.S. residents was conducted via a live online poll
during game-time. Both surveys found that the way respondents watch
the game is shifting to become truly multi-screen.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160208005492/en/
According to the U.S. Hispanic survey, 37% of respondents
planned to watch the game on more screens than last year. The
survey also found that Hispanic viewers were excited about the
game’s other major attraction: the ads. 79% of respondents cited
advertisements as a major draw, with 34% planning to re-watch ads
after the game on their smartphone.
The U.S. live survey found that the majority of respondents
watched The Big Game at home this year, with 28% purchasing new
equipment to watch the game. 67% of respondents believe that
game-time ads ignite brand awareness and 26% looked up a product
advertised during The Big Game on their smartphone.
U.S. Hispanic Poll Key Findings:
- Ad activity:
- 79% looked forward to the ads during
the game
- 45% intended to look up a product
advertised during the game on their smartphone
- 34% intended to re-watch an ad seen
during the game on their smartphone
- Actions likely to do on their
smartphone while watching:
- 45% intended to follow players and/or
teams on their smartphone
- 35% intended to download a Big Game
related app on their smartphone
- How respondents planned to watch:
- 29% planned to purchase new electronic
equipment for the game
- 27% planned to stream live on a smart
TV, 15% smartphone, 14% tablet
U.S. Live Poll Key Findings:
- Ad activity:
- 77% look forward to the ads during The
Big Game
- 67% believe Big Game ads help make them
aware of advertiser brands
- 52% planned to share any interesting
ads that they saw during The Big Game
- Actions on smartphone while watching:
- 35% posted on social media during The
Big Game on their smartphone
- 26% looked up a product advertised
during The Big Game on their smartphone
- 20% downloaded a Big Game related app
on their smartphone
- How respondents watched:
- 79% watched The Big Game at home
- 33% watched The Big Game on more
screens than last year
- 28% purchased new electronic equipment
for the game
- 21% streamed live on a smart TV, 13% on
smartphone and 12% tablet
Key Takeaways for Brand Advertisers:
- During the game, attention isn’t just
on the TV – consumers are engaging across multiple devices;
therefore, advertisers should deploy multi-screen marketing
strategies.
- Nearly eight out of ten respondents in
each survey were looking forward to ads during game time;
therefore, advertisers should take advantage of this level of
receptivity and anticipation.
- The use of multiple devices means
marketers that are trying to reach diverse audiences can take
advantage of the advertising opportunities surrounding the game,
particularly on smartphones.
“Both of our surveys show that audiences are eager to engage
with a variety of content during one of the most popular sporting
events in the world,” says Paul Neto, Director of Research, YuMe.
“Brand advertisers should take full advantage of this tremendous
opportunity to reach audiences across all screens.”
U.S. Hispanic Survey
The online survey was conducted between February 2nd and 4th,
2016. YuMe polled 500 U.S. Hispanic respondents regarding their
intended activities during The Big Game. Respondents were asked
about device ownership and multi-device usage, as well as their
thoughts about advertising during the game itself.
U.S. Live Poll Survey
The online study was conducted on February 7, 2016 during The
Big Game. YuMe polled over 500 U.S. residents between the ages of
18 and 55 on their game-time activities. Respondents were asked
about device ownership and multi-device usage, as well as their
thoughts about advertising during the game itself.
For more information visit,
http://www.yume.com/insights/video-advertising-research.
About YuMe
YuMe, Inc. (NYSE: YUME) is a leading provider of global audience
technologies, curating 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, United States with
European headquarters in London, totaling 17 offices worldwide. For
more information, visit YuMe.com/pr,
follow @YuMeVideo and like YuMe on
Facebook.
Forward Looking Statement
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 our research covered under the
whitepaper including associated offline and online advertising
consumption trends, product offerings, strategic partnerships and
the benefits derived therefrom, growth strategies; operating
results; 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. Factors
that could cause or contribute to such differences include YuMe's
history of net losses and limited operating history, which make it
difficult to evaluate prospects, YuMe's fluctuating quarterly
results of operations, and dependence on a limited number of
customers in a highly competitive industry. These and other risk
factors are discussed under "Risk Factors" in YuMe's Quarterly
Report on Form 10-Q for the quarter ended September 30, 2015 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.
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version on businesswire.com: http://www.businesswire.com/news/home/20160208005492/en/
YuMe, Inc.Kenya Hayes, 703-589-7595khayes@yume.com
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