VR Provides Uniquely Immersive Platform for Delivering Highly
Engaging Content, According to New Neuroscience-Based Research
Company Website:
http://www.yume.com
NEW YORK -- (Business Wire)
YuMe,
Inc. (NYSE:YUME), the global audience technology company powered by
data-driven insights and multi-screen expertise, and Nielsen
(NYSE:NLSN), today released a new neuroscience-informed research report
demonstrating how the unique power of virtual reality (“VR”) platforms
present marketers with incredible potential, as well as new challenges,
in delivering highly immersive experiences that can elicit strong
emotional engagement. It also reinforced the need to align content with
the right platform to produce optimal consumer engagement.
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Groundbreaking Virtual Reality Research Showcases Strong Emotional Engagement For Brands, According to YuMe and Nielsen (Graphic: Business Wire)
The research featured content from an entertainment advertiser and the
Las Vegas Convention and Visitors Authority (LVCVA). Consumers
experienced the content, which originally was developed for highly
immersive platforms, in three distinct environments – mobile VR,
360-degree video on a flat screen and flat, two-dimensional TV screens.
Content on VR produced the highest emotional engagement, showcasing the
rich, exploratory experiences that brands can develop. But it also
reinforced the challenges in connecting consumers with key branding
moments in a platform that can encourage self-driven discovery. The
report offers practical advice for advertisers and media companies who
are looking to incorporate new immersive and experiential ad formats
into their campaigns.
“Advertisers need to artfully balance freedom of exploration and
storyline flow in new immersive environments to deliver highly engaging
viewer experiences,” said Stephanie Gaines, Vice President, Corporate
Marketing, YuMe. “As an industry we’ve spent a lot of time deep in the
conversations about virtual reality. Now is the time, however, to move
from hype to action -- and this report clearly shows the path to
incorporating these powerful new formats.”
Powered by the integration of Nielsen’s biometric, eye-tracking and
behavioral coding technologies, the study shows that VR presented
participants with the opportunity to play director, navigating through
experiences in their own, unique ways. Brands must understand this
journey in order to effectively divert attention to key branding
moments, without interrupting the experience.
“Brands have more platforms than ever on which to connect with
consumers, and this study showcases how virtual reality presents a
unique opportunity to deliver a highly-engaging experience with the
right content,” said Dr. Carl Marci, Nielsen’s Chief
Neuroscientist. “We’ve used neuroscience technology for years to study
and understand consumer engagement with different platforms. We’ve also
identified the importance of tailoring content specific to the intended
platform in order to realize optimal consumer engagement."
Key takeaways from the study include:
- With content optimized for the platform, VR can deliver higher
emotional engagement than flat environments, including 2D and
360-degree experiences
-
VR elicited 27% higher emotional engagement than in a 2D
environment and 17% higher emotional engagement than a 360-degree
video on a flat screen.
-
VR viewers are emotionally engaged 34% longer than when they view
the same content in 2D and 16% longer than when they view the same
content in 360-degree video on a flat screen.
- Immersive content in VR and 360-degree experiences needs to balance
freedom of exploration and flow to convey the narrative
-
Content that provides viewers with the opportunity to explore a
virtual world can deliver increased engagement, but storyline flow
is critical for effectiveness. Since viewers are in control of
their own experience, attention is easily diverted to aspects in
view (scenery, landmarks) apart from the primary storyline.
-
Guided exploration is critical for brands to convey their message
and leverage branding opportunities.
- VR requires a new breed of content directors
-
Immersive environments offer viewers the opportunity to play
‘director’ of their experience. This creates new challenges and
opportunities for those directing content creation; they must
leverage new techniques while re-considering what may not
translate well from linear environments.
-
The use of audio and language are critical for guiding viewer
attention and narrative flow.
“Las Vegas is a leader in the tourism industry, and continues to pave
the way by finding creative and innovative ways to embrace the latest
technology and trends, most recently through virtual reality,” said
Cathy Tull, Senior Vice President of Marketing for the Las Vegas
Convention and Visitors Authority. “Users are able to explore what Las
Vegas has to offer in a virtual setting and gain the excitement needed
to book their own Las Vegas adventure. The results of the Nielsen and
YuMe study demonstrate strong emotional engagement from immersive VR
experiences and reinforce why we believe virtual reality is the future
of vacation planning.”
“Our research with Nielsen shows that VR and 360-degree video, done
correctly, provides a very high level of viewer emotional engagement,”
said Paul Neto, Senior Director, Research, YuMe. “It also shows there
are no shortcuts to the most effective video engagement -- VR and 360
experiences are at their most effective in driving audience engagement
when content is of very high quality and content developers leverage the
specific strengths of each format. By putting the audience first, and
focusing on creating an immersive and highly engaged experience, brands
have the opportunity to realize higher levels of engagement and greater
branding success.”
Study Background
150 study participants’ emotional responses were gauged by Nielsen’s
neuroscience team, with eye tracking identifying their gaze and eye
movements and a biometric monitoring device measuring electrodermal
response and heart rate changes, as well as behavioral-coding methods.
Participants were monitored while watching a scene from an entertainment
advertiser and two short clips from LVCVA on mixology and an aerial
helicopter tour of the Las Vegas strip. Consumers viewed these clips in
three different environments: an immersive VR experience on a headset, a
360-degree video on a tablet, and video on a conventional, flat screen
TV.
Additional details regarding the research can be found here: http://www.yume.com/insights/video-advertising-research.
About YuMe
YuMe, Inc. (NYSE: YUME) is a leading provider of global audience
technologies, building relationships between brand advertisers and
consumers of premium video content across a growing range of connected
devices. Combining data-driven technologies with deep insight into
audience behavior, YuMe offers brand advertisers end-to-end marketing
software that establishes greater brand resonance with engaged
consumers. It is the evolution of brand advertising for an
ever-expanding video ecosystem. YuMe is headquartered in Redwood City,
California, with worldwide offices. For more information, visit www.YuMe.com/pr,
follow
@YuMeVideo and like YuMe
on Facebook.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global performance management
company that provides a comprehensive understanding of what consumers
watch and buy. Nielsen's Watch segment provides media and advertising
clients with Total Audience measurement services for all devices on
which content—video, audio and text—is consumed. The Buy segment offers
consumer packaged goods manufacturers and retailers the industry's only
global view of retail performance measurement. By integrating
information from its Watch and Buy segments and other data sources,
Nielsen also provides its clients with analytics that help improve
performance. Nielsen, an S&P 500 company, has operations in over 100
countries, covering more than 90% of the world’s population. For more
information, visit www.nielsen.com.
Forward Looking Statement
This press release contains forward-looking statements, including those
in management quotations. In some cases, you can identify
forward-looking statements by the words "may," "will," "expect,"
"intend," "plan," "objective," "anticipate," "believe," "estimate,"
"predict," "project," "potential," "continue" and "ongoing," or the
negative of these terms, or other comparable terminology intended to
identify statements about the future. All statements other than
statements of historical fact are statements that could be
forward-looking statements, including, but not limited to, statements
about research findings as they relate to the different immersive
content platforms; the future of VR; growth strategies; market trends;
and quotations from management. These forward-looking statements are
subject to risks and uncertainties, assumptions and other factors that
could cause actual results and the timing of events to differ materially
from future results that are expressed or implied in the forward-looking
statements. Factors that could cause or contribute to such differences
are discussed under "Risk Factors" in YuMe's Quarterly Report on Form
10-Q for the quarter ended June 30, 2016 that has been filed with the
U.S. Securities and Exchange Commission (the "SEC"), and in our future
filings and reports with the SEC. The forward-looking statements in this
press release are based on information available to YuMe as of the date
hereof, and we assume no obligation to update any forward-looking
statements.
View source version on businesswire.com: http://www.businesswire.com/news/home/20161109005274/en/
Contacts:
YuMe, Inc.
Stephanie Gaines, 408-642-8441
Source: YuMe, Inc.
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