Dive Brief:
- YuMe released its Publisher’s Guide for video advertising with findings including video ads are more effective in the morning (59 on a scale of 1-100) than in the evening (45) according to a release on the guide.
- Both mornings (+11%) and nights (+5%) scored highest on purchase intent, although afternoons and evenings (both +4%) barely trailed nights.
- Respondents also preferred one single 30-second video ad over several ads that total the same length citing fewer interruptions as the reason.
Dive Insight:
A key takeaway for marketers from the YuMe research is that time of day matters when planning video ad campaigns. As with any effort, marketers should test their specific audience to find out what time that group is most likely to engage, but YuMe’s findings offer a starting place for that testing with morning – defined as 3:00 to 11:59 a.m. – clearly leading the way in a generic “effectiveness” metric as well as the more tangible purchase intent metric.
Other findings include tablets outperformed smartphones in the morning for ad receptivity, with performance flipping in the evening. And brand favorability was influenced by the content of the video ads, reaching 60% when viewers enjoyed the content and dropping to 15% when they did not.
The findings come at a time when digital viewing on mobile and tablets is growing, with marketers still trying to figure which strategies will best engage these consumers.
“Our research shows that by understanding viewership behaviors, ad receptivity and ad performance insights, publishers can build strategies to better curate content at the right time across the right devices,” said Paul Neto, Senior Research Director, YuMe, in the release. “Based on these consumer insights, publishers can and should take advantage of new monetization opportunities, particularly as it relates to placing a premium on early mornings where digital ad receptivity is highest.”
