Study: AM key for video engagement

Timing is everything, especially in the video advertising space. That's the key takeaway from new YuMe data which finds that consumers are the most receptive to video ads in the morning hours.

by Kristina Knight

Based on a scale of 1 to 100, mornings outshone evenings for video advertising. According to YuMe's data, consumers were most open to seeing video ads in the morning (59 on the scale), while evening ads showed a receptiveness rating of 45 on the scale. Researchers also found that purchase intent was higher for ads served between 3am and Noon (+11%), compared to evening ads (9pm - 3am, +4%).

"Our research shows that, by understanding viewership behaviors, ad receptivity and ad
performance insights, publishers can build strategies to better curate content at the right time across the right devices," said Paul Neto, Senior Research Director, YuMe. "Based on these consumer insights, publishers can and should take advantage of new monetization opportunities, particularly as it relates to placing a premium on early mornings where digital ad receptivity is highest."

Other interesting findings from the report include:

• 1 longer ad (up to :30 seconds) was preferred over several shorter ads
• Tablet viewers were more receptive to morning ads (72 score out of 100)
• Smartphone viewers were more receptive to afternoon ads (52 score out of 100)
• Engaging content increased overall brand favorability

"Our research continues to show that a combination of behavioral, contextual and psychographic factors play a decisive role in how consumers view and respond to advertising," said Stephanie Gaines, Vice President, Corporate Marketing, YuMe.