REDWOOD CITY, Calif.--(BUSINESS WIRE)--YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, initiated the research that explores key scenarios where shifting TV dollars to digital video improves campaign performance. The YuMe-commissioned Nielsen study helps to establish norms, analyze impact, and understand optimal shift levels for planning holistic TV and digital video campaigns.
“This research supports the dramatic shifts we’re seeing in consumer viewing patterns, where viewers are moving from single screen TV to multi-screen digital video and TV,” says Ed Haslam, SVP Marketing, YuMe. “An interesting takeaway from the research is that if you’re only using TV buys to reach young men, you’re spending too much.”
The YuMe study utilized Nielsen's combined TV and online panels and 12 representative TV + digital video campaign scenarios to derive industry-level guidelines on shift opportunity and performance. The study showed that among millennial men, who tend to watch less traditional TV than other demographics, a 10%-30% budget shift extends reach by up to 8%. The research shows that shifting dollars to digital can also achieve dual platform exposure, shown in prior industry studies to improve campaign performance and enhance brand results.
“Finding the right media mix for maximum ROI has been a hot topic for many years now; however, we’ve finally reached a tipping point where we have enough data to push past conjecture and use campaign results to inform smarter cross-media planning,” says Ronjan Sikdar, Director of Media Analytics, Nielsen.
Overall, this study led to massive amounts of valuable research around viewing behavior and shift percentages, ultimately providing enough insight for YuMe to build an industry-first ShareShift Simulator leveraging the results of the unbiased industry study from Nielsen. The web-based simulator is coming soon and takes into consideration many variables, while looking at the effects of shifting 10%, 20% or 30% of campaign budget from TV to digital video. Measured effects include reach, frequency, GRP, CPM, and CPP metrics.
To read the full report, visit: www.YuMeResearch.com
Study Methodology
The YuMe-commissioned Nielsen ShareShift study incorporated Nielsen TV/Internet Data Fusion, which leverages Nielsen’s National People Meter Panel with the Nielsen NetView panel to obtain a clear picture of reach across these platforms, along with the following: Nielsen National Television Ratings, Nielsen Monitor-Plus, and Nielsen IMS software. To obtain a holistic approach, the methodology included identifying twelve typical TV advertising schedules by classifying thousands of campaigns by spend level (high, medium and low spend), broadcast versus cable allocation, and daytime-primetime viewing. Further, each schedule was analyzed by key demographic groups including P18+, P18-49, M18-34 and F25-54 across Reach, Frequency, GRP, CPM and CPP metrics. Every schedule and subgroup was analyzed to determine the effect of shifting 10%, 20% and 30% in spend from TV to online.
About YuMe
YuMe, Inc. (NYSE: YUME) is a leading provider of digital video brand advertising solutions. Its proprietary data-science driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is headquartered in Redwood City, CA with European headquarters in London and nine additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook. Current YuMe logos can be found at www.yume.com/news/logos.
YuMe is a trademark of YuMe. All other brands, products or service names are or may be trademarks or service marks of their respective owners.
Forward-Looking Statements
This press release contains forward-looking statements that involve risks, uncertainties, assumptions and other factors that could cause actual results and the timing of certain events to differ materially from those set forth in or implied by such forward-looking statements. In some cases, you can identify forward-looking statements by the words "may," "might," "will," "could," "would," "should," "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 this U.S. study into the impact of Smart TV conducted by Neilson on behalf of YuMe and LG, YuMe’s growth strategy, including global expansion and technological development; anticipated trends and challenges in our industry, including the increasing quantity, variety and fragmentation of digital video content, platforms and technologies; expansion of the digital media advertising market in general and the digital video advertising market in particular; our competition; market trends, including overall opportunities for digital media advertising and shifting advertising budgets; the ongoing improvement and refinement of our data-science capabilities; developments in the regulatory framework applicable to our business; and our intellectual property and proprietary technologies.] The forward-looking statements contained in this press release are also subject to other risks and uncertainties, including those more fully described in our periodic filings with the Securities and Exchange Commission, including our Form 10-Q for the quarter ended June 30, 2013. The forward-looking statements in this press release are based on information available to YuMe as of the date hereof, and YuMe assumes no obligation to update any forward-looking statements.
