YuMe collected feedback from over 7,000 video viewers and over 3600 Online Lab participants for six leading Targeting Indicators in 12 distinct scenarios . The research focuses on moving beyond reach and frequency as the only measurement metric and looks at where brands and advertisers can reach attentive audiences.
In attention to looking at Location,Need,Content Genre, the study examines devices and Time of Day to understand the receptivity and attentiveness with audiences for different verticals of advertising. Attention clearly has a positive correlation with Brand favorability ,purchase intent and recommendation intent.
While mobile is the key to reach attentive audiences delivering highest message recall, realism in advertising is the trend for creative with real life stories and moments as seen from Spotify’ and the Starbucks’ Global Brand Campaign.
Three of the millennials’ stories were made into online videos. In one clip, a young woman describes the time she and her teenage gymnast friends formed a secret committee to paper trees with toilet tissue, as Ludicrous’ “Roll Out” plays in the background. In another video, a guy tells the story of an unrequited crush he had as a 9-year-old to the tune of TLC’s “Waterfalls.” The final video features a hipster recalling that when he was laid off from his job, he heard White Snake’s “Here I go Again” as he exited the building. The campaign also features Vine celebrities Vincent Marcus and Kenzie Nimmo.
An interactive YouTube mini-documentary, shot in 59 different stores across 28 countries during the same 24-hour period, documents a day in the life at a Starbucks. Vignettes range from showing how a scrapbook group regularly meeting at a Starbucks in America helped a mother overcome the loss her daughter to how a band in Japan held an audition for their newest member at a local store. Fans are able to deviate from the main document and hear more about each story by clicking on the videos at certain points.
Source: Adweek and Marketing Week