REDWOOD CITY, Calif.--(BUSINESS WIRE)--YuMe, Inc., (NYSE:YUME), the global audience technology company powered by data-driven insights and multi-screen expertise, today announced the results of two online surveys focused on how viewers engage with The Big Game. The first survey specifically gauged how U.S. Hispanics planned to watch The Big Game, while the second survey of U.S. residents was conducted via a live online poll during game-time. Both surveys found that the way respondents watch the game is shifting to become truly multi-screen.
According to the U.S. Hispanic survey, 37% of respondents planned to watch the game on more screens than last year. The survey also found that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.
The U.S. live survey found that the majority of respondents watched The Big Game at home this year, with 28% purchasing new equipment to watch the game. 67% of respondents believe that game-time ads ignite brand awareness and 26% looked up a product advertised during The Big Game on their smartphone.
U.S. Hispanic Poll Key Findings:
- 79% looked forward to the ads during the game
- 45% intended to look up a product advertised during the game on their smartphone
- 34% intended to re-watch an ad seen during the game on their smartphone
Actions likely to do on their smartphone while watching:
- 45% intended to follow players and/or teams on their smartphone
- 35% intended to download a Big Game related app on their smartphone
How respondents planned to watch:
- 29% planned to purchase new electronic equipment for the game
- 27% planned to stream live on a smart TV, 15% smartphone, 14% tablet
U.S. Live Poll Key Findings:
- 77% look forward to the ads during The Big Game
- 67% believe Big Game ads help make them aware of advertiser brands
- 52% planned to share any interesting ads that they saw during The Big Game
Actions on smartphone while watching:
- 35% posted on social media during The Big Game on their smartphone
- 26% looked up a product advertised during The Big Game on their smartphone
- 20% downloaded a Big Game related app on their smartphone
How respondents watched:
- 79% watched The Big Game at home
- 33% watched The Big Game on more screens than last year
- 28% purchased new electronic equipment for the game
- 21% streamed live on a smart TV, 13% on smartphone and 12% tablet
Key Takeaways for Brand Advertisers:
- During the game, attention isn’t just on the TV – consumers are engaging across multiple devices; therefore, advertisers should deploy multi-screen marketing strategies.
- Nearly eight out of ten respondents in each survey were looking forward to ads during game time; therefore, advertisers should take advantage of this level of receptivity and anticipation.
- The use of multiple devices means marketers that are trying to reach diverse audiences can take advantage of the advertising opportunities surrounding the game, particularly on smartphones.
“Both of our surveys show that audiences are eager to engage with a variety of content during one of the most popular sporting events in the world,” says Paul Neto, Director of Research, YuMe. “Brand advertisers should take full advantage of this tremendous opportunity to reach audiences across all screens.”
U.S. Hispanic Survey
The online survey was conducted between February 2nd and 4th, 2016. YuMe polled 500 U.S. Hispanic respondents regarding their intended activities during The Big Game. Respondents were asked about device ownership and multi-device usage, as well as their thoughts about advertising during the game itself.
U.S. Live Poll Survey
The online study was conducted on February 7, 2016 during The Big Game. YuMe polled over 500 U.S. residents between the ages of 18 and 55 on their game-time activities. Respondents were asked about device ownership and multi-device usage, as well as their thoughts about advertising during the game itself.
For more information visit, http://www.yume.com/insights/video-advertising-research.
YuMe, Inc. (NYSE: YUME) is a leading provider of global audience technologies, curating relationships between brand advertisers and consumers of premium video content across a growing range of connected devices. Combining data-driven technologies with deep insight into audience behavior, YuMe offers brand advertisers end-to-end marketing software that establishes greater brand resonance with engaged consumers. It is the evolution of brand advertising for an ever-expanding video ecosystem. YuMe is headquartered in Redwood City, California, United States with European headquarters in London, totaling 17 offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook.
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 our research covered under the whitepaper including associated offline and online advertising consumption trends, product offerings, strategic partnerships and the benefits derived therefrom, growth strategies; operating results; 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. Factors that could cause or contribute to such differences include YuMe's history of net losses and limited operating history, which make it difficult to evaluate prospects, YuMe's fluctuating quarterly results of operations, and dependence on a limited number of customers in a highly competitive industry. These and other risk factors are discussed under "Risk Factors" in YuMe's Quarterly Report on Form 10-Q for the quarter ended September 30, 2015 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.