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YuMe Study Tests Video Ad Brand Recall Across Four Screens
Clutter, creative, and context all matter when trying to get viewers to recall an ad; screen size not as important.

With viewers today seeing an increasing number of video ads on their computers and mobile devices, what helps an ad stand out? What makes the brand behind it memorable? To find the answers, online video advertising company YuMe has released the results of a four screen study that tested recall by connected TV, linear TV, computer, and smartphone video viewers.

While the common wisdom is that screen size is the biggest factor in brand recall, YuMe's study found that there were more important elements: clutter, creative, and context.

  • Clutter: Brand recall is stronger for IP video than for linear TV ads because there's less ad clutter -- so far, anyway. The more video ads viewers see, the harder time they have remembering specific brands. Recall rates were 39 percent for connected TV, 35 percent for mobile video, 40 percent for computer video, but only 29 percent for linear TV.
  • Creative: The creativity of video ads varies greatly, and the recall of ads varies along with it.
  • Context: This speaks to the viewer's location, not the ad's. When viewers were watching engaging lean-back video, or when they were in a less distracting environment, such as when in bed at home, they were more likely to remember brands.

As a result of the study, YuMe offers the following tips for brands:

  • Place ads on clutter-free pages, regardless of screen size. This is especially true for smaller advertisers trying to help a campaign break through.
  • Test different creative to see what drives the best results.
  • If planning for duplication in an ad campaign, buy placement across devices during prime TV viewing hours. Those are also the prime hours for mobile devices.

YuMe's study tested 147 consumers using self-reported surveys, observations, and eye-tracking and bio-feedback tools. 

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