Consumers are more receptive towards video adverts in the early morning. That’s according to new research from audience technology provider YuMe which just released its Publisher’s Guide to emphasise consumer habits in video viewing and advertising receptivity.
Despite evening video viewing continuing to be strong, overall receptivity towards mobile adverts was highest during the early morning hours. This could lead to higher advertising costs in the future as consumer receptivity is almost twice as high compared to the rest of the day.
Ad receptivity and video viewership by time of day
The research found that mornings from 3am to 11:59am, generally resulted in higher ad recall (29%) as well as attention (22%) metrics. Performance dropped to 22% for late nights.
Awareness by time of day
Persuasion metrics are even more dramatic across time of day. Overall brand favourability was significantly higher during the morning (17%) compared to the afternoon (3%), whilst recommendation and purchase intent showed a similar divide.
Persuasion metrics are strong in the morning
Ad receptivity during the morning hours isn’t restricted to an age group either, but universal among Millennials, Generation X users and Baby Boomers. However, Boomers are the least receptive towards ads overall. Likewise, gender doesn’t seem to play a role in ad receptivity, video viewing and time of day.
However, viewership does change according to devices. Smartphone users tend to view videos during breakfast and lunch time, whilst tablet users are watching more video in the evenings.
Device viewership differences by time of day
Viewership does not equal ad receptivity. Advertisers take note: ad receptivity is highest on tablets in the mornings. Smartphones showed spikes in the early mornings, but also in the evenings. Potentially, marketers could more optimally target smartphone users during two times in the day.
Ad receptivity by device and time of day
Content remains king. As usual – the better your content, the more engagement you will see. The YuMe research confirmed this simple rule.
Ad length matters. 30 second adverts were rated preferable over viewing multiple shorter mobile video ads. Overall, consumers do not consider longer ads to be negative. Indeed, some of the highest results for brand favourability were linked to longer video ads.
Ad length and brand favourability
So how important are video advert length, skippability and choice? YuMe found that for non-Millennials, skippable content was a more important consideration. It gives the user a choice to either view or skip an ad and that choice is worth a lot to some. Though not so much for Millennials. They scored higher for ad length.
Length and skippability of ads are important
Stephanie Gaines, Vice President, Corporate Marketing, YuMe, explains:
“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. We believe publishers can improve effectiveness when they use consumer insights to match content and adapt publishing practices to optimize ad receptivity and effectiveness.”
The study shows that publishers should focus on timing their campaigns well alongside configuring which devices work best for their messages and campaigns.