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YuMe Study Finds Higher Exposures for Digital Video Ads Drive Brand ROIYuMe, 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:
Additional insights from YuMe's survey can be found within YuMe's report and companion infographic. Study Background 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. About YuMe YuMe is a proven partner for video advertising leadership and innovation. We provide superior brand solutions with data-driven audience insights that increase engagement and sales. YuMe's programmatic, audience-based technologies and unrelenting service deliver a complete marketing solution to engage audiences wherever they interact with content that matches their needs and interests. YuMe is headquartered in Redwood City, California, with worldwide offices. For more information, visit www.YuMe.com, follow @YuMevideo on Twitter (News - Alert) (www.twitter.com/YuMevideo), or like YuMe on Facebook (News - Alert) at www.facebook.com/YuMevideo. 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 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 (News - Alert)"), 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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