March 5th, 2015
[Sponsored Post] YuMe, a video ad technology company, has released an interactive Reach Calculator based on US results of a multi-national study they carried out with Nielsen on multi-screen reach and brand impact. The tool, which is free to use online, computes unduplicated reach across TV, online, smartphone, tablet, and connected TV and serves as a directional tool for marketers to use while planning multi-screen video campaigns.
Yesterday YuMe unveiled the tool at YuMe’s global research roadshow in London, and Ed Haslam explained to VAN how the tool works:
The Reach Calculator was well-received by agencies in the audience in London yesterday, particularly once it was made clear that it is intended as a planning tool, rather than an optimisation tool.
The study that spurred the calculator was comprised of two different studies – an online media survey and an in-person media lab. The results include findings for advertisers around US connected device ownership and how to more accurately plan reaching their target audience across digital video screens.
The online multi-screen reach survey of more than 1,000 US respondents (adults 18+) showed:
- The average household has 4.4 devices
- Smartphones and tablets are nearly as popular as computers
- 87% of consumers use devices while the TV is on
The multi-device media lab portion, held at CBS’ Television City studied more than 700 adults aged 18-49. The lab tested each respondent’s experience while looking at a series of ad-powered comedy sketches on smartphone, tablet, computer and OTT (over-the-top) devices. Results showed two major findings:
- Biggest incremental gains were achieved when three or more devices were brought into the mix
- Emerging OTT devices, such as Roku, continue to provide a positive halo effect
YuMe also published an infographic explaining their results (click to enlarge):