YuMe Study Finds Vertical Video Is on the Up and Up
June 06 2017 - 4:00AM
Business Wire
65% Perceive Brands Who Advertise with Vertical
Video as More Innovative
YuMe, Inc. (NYSE: YUME), a proven partner for video advertising
leadership and innovation, today released a new report and
companion infographic that reveals growing consumer awareness and
preference for vertical video as both a content and advertising
format. Vertical video offers a natural experience within mobile
and app content as the video is designed for upright, portrait mode
viewing. According to the study, vertical video holds significant
appeal: 78% of first-time viewers like the content format overall.
Vertical video also offers a halo effect for brands that use it for
advertising purposes: 65% of viewers say brands that use vertical
video are more innovative.
“Interest in vertical video is evidence of a broader trend
toward immersive ad experiences that deliver higher brand ROI and
engagement,” says Mike O’Donnell, Senior Vice President of North
American Sales, YuMe. “Our research affirms that consumers prefer
vertical video for mobile video watching. Brands that use vertical
video are also viewed positively, and their ads are considered less
intrusive. It’s a win-win for brands and consumers.”
Key takeaways from the study include:
Overall Vertical Video Content Format
- Seeing is believing. Vertical
video proves to be an effective format for experiencing content on
small screens, with 79% of first-time vertical-video viewers
agreeing that the format creates a more engaging content
experience, and the same percentage saying they would choose
vertical viewing in most cases. Vertical video maintains its
popularity as users gain more experience: 85% of both new and
experienced viewers appreciate it as an option.
- Optimal for social. Both first
time (84%) and experienced (85%) vertical video viewers agree that
a vertical video format fits social media best and that they
appreciate when a vertical video is offered as an option.
Brands and Advertisers Use of Vertical Video
- Innovation “halo effect” for brands
who advertise with vertical video.
- 65% say brands that advertise with
vertical video are more innovative.
- 76% appreciate when brands try out new
ad formats such as vertical video.
- Vertical video ads are less
intrusive. 70% believe vertical ads blend in more on mobile
websites and 69% say vertical video creates a less intrusive mobile
ad experience.
- Higher demand for branded content
versus product-focused ads. 71% of viewers would like to see
vertical video in more branded content, and less product-focused
advertising.
YuMe currently offers brands and advertisers a mobile vertical
video ad unit that enables video ads to fit more naturally within
the mobile experience. Ads appear as full-screen video that can be
viewed in portrait mode. YuMe’s vertical video ad unit is highly
customizable and integrates seamlessly into cross-screen video
campaigns.
Additional insights from YuMe’s survey can be found within
YuMe’s report and companion infographic.
Study Background
YuMe surveyed 662 U.S. respondents, aged 18+, who owned
smartphones, on their experience with vertical video. A subset of
respondents who reported no prior exposure to vertical video were
asked to watch a 27-second vertical video clip.
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 (www.twitter.com/YuMevideo), or like YuMe on
Facebook 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 the effects of video format and 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 Quarterly Report on Form 10-Q for the period
ended March 31, 2017 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/20170606005191/en/
Seismic Marketing for YuMeValerie Enes,
408-497-8568valerie@teamseismic.com
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