| White Papers
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As a leader in the field of video advertising, we feel that we have a unique perspective on the industry and have written a number of research articles and white papers that we hope you’ll find helpful.
| Dual-Platform Campaigns: Using Online Video to Enhance the Reach and Performance of TV |
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We are big believers in TV advertising at YuMe. TV’s ability to deliver sight, sound and motion at massive scale has played a critical role in cementing the world’s most admired brands into the hearts and minds of consumers. We also believe that online video can make your TV dollars work even harder. To substantiate this belief, we worked with a major CPG brand in the PHD family along with Nielsen to quantify the additive effect of YuMe as an extension to a national TV plan. Learn how using a complementary TV 2.0 media mix of TV and online video can get advertisers more value for their money while improving performance across the board.
Advertising Attention In The Wild 
We partnered with the IPG Media Lab on a media trial to uncover how people watch TV and online video and how attentive they are to the advertising. We wanted to know:
- Do people pay attention to online video differently than they do when watching TV?
- If people have the option of avoiding advertising, will they?
- What are the qualitative and quantitative differences between TV watching and online video watching?
Using facial tracking algorithms and biometric monitoring, a second-by-second monitoring of cognition, excitement, and stress found that despite constant distractions in both mediums, online video commands higher attention and recall from viewers. Other key findings include that versus online video, TV has 3x the drop in attention from content to ad and that 63% of TV impressions were ignored. By far smartphones were the most distracting medium, with 60% of viewers interacting with their phone while watching TV. Watch Advertising Attention In The Wild to see how video consuming human beings behave in their natural home and work habitats or download a copy of the presentation.
Package Your Video Inventory for Success
Featured below is a webinar we recently hosted on how publishers can package their video inventory for success. Advertiser demand for high-quality professional online video is at an all-time high, and they are willing to pay top dollar for the right content in the right environment. Online video ad spending is projected to be 4.7 Billion in 2011, with revenues reaching over 11 billion by 2016. In this webinar, Nate Elliott of Forrester discusses the steps you can take to attract the top spenders in video advertising. In addition, we highlight the new features of ACE for Publishers that help publishers maximize revenue and streamline video ad operations.
DIGIDAY Video Upfront - State of the Industry 
We partnered with DIGIDAY to conduct an online survey of advertiser and publisher digital video plans for 2011 and presented the findings at DIGIDAY's Video Upfront event in NYC and Los Angeles. For the report, we asked the industry questions about video content, ad formats and how marketers judge the success of their video investments. Why are some companies still sitting on the sidelines of the digital video experience and what will it take to convince them that online video has arrived?
Online Video & TV Viewing Attitudes & Behaviors 
We partnered with Frank N. Magid Associates to conduct a study of online video adoption, users' content preferences, and consumption comparisons with TV. The research showed that not only had use grown substantially over the last 12 months, but growth would continue and that YuMe's audience perceived the quality of online video content to be on par with TV. While marketers can reach the majority of their audience through TV, this report demonstrates that there is a small, but growing, complementary audience that is more accessible through online video.
Share-shift Analysis - TV + Online Video: The Best of Both Worlds 
We partnered with Nielsen and asked the question: What would happen if a leading consumer packaged goods brand shifted 5%, 10% or 15% of their traditional broadcast budget to YuMe's video ad network. The answer: total campaign reach and performance increased while CPMs dropped. Learn more about the benefits of buying video holistically, independently of the screen on which it appears.
Making Sense of Online Video Impressions in the Syndication Era
Today, viewers can find video on TV network websites, embedded on personal blogs and social network profiles, and even on mobile phones. This explosion of content has been wonderful for consumers, but has led to uncertainty for marketers. In this article, we explore the different types of syndication, address risks associated with auto-play and below-the-fold ad placements, and define key industry terms to help make sense of video impressions in the era of syndication.
Internet Video GRP
More and more brand advertisers have begun to shift a portion of their TV budgets to online. But they need a comparable metric to what planners and buyers use to evaluate television. YuMe has developed the Internet gross rating point (iGRP) to help media buyers and planners. Learn how we calculate an iGRP for video ad campaigns, as well as how we determine the overall reach and frequency for a campaign that uses both mediums.
Remarketing
It’s only natural. Advertisers want to optimize their campaigns by reaching their target audience at scale without waste, and publishers want to ensure they get the highest possible CPM for each impression. YuMe has taken the first step in solving this problem with its Remarketing 1.0 Program. Learn how this program enables advertisers to reach users as they’re driven through the funnel of building brand awareness and affinity to intent and finally purchase.
