Online Video Attitudes Are A-Changin’, Says YuMe
ADOTAS – Online video tech firm YuMe is out with two studies today demonstrating the changing role online video is playing for both consumers and advertisers.
A Frank N. Magid survey of viewers across YuMe’s video ad network found that 66% reported increasing their online video viewing during last year and imagined it would grow again in 2011. This group skewed older, female and highly educated. Nearly half of respondents said they watched online video daily for an average of 7 hours a week. Another 60% said they watch online video because they can watch it whenever they want.
On the advertising front, 58% of respondents said they distract themselves during TV commercial breaks versus 26% who do the same for online video ads online, suggesting the latter group is a more engaged audience. In addition, people watching the most online content reported watching less television — perhaps finally some justification for all the cord-cutting talk?
YuMe also used Nielsen data for a case study examining what happened when different percentages (5%, 10% and 15%) of TV ad spend were shifted onto YouMe’s ad network. The chief findings were:
- Total campaign reach increased with no additional spend.
- Frequency greatly increased with the shift to online, rocketing the percentage of people who saw the ad three or more and six or more times in all scenarios.
- Multiplatform exposure and performance increased dramatically as shift occurred.
- CPMs decreased significantly across all ad spend reallocation levels.
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