YuMe Releases Reach Calculator Based on Nielsen Research

written by: Richard Kastelein

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yumelogoYume released the first-of-its kind interactive Reach Calculator based on US results of its multi-national research with Nielsen on multi-screen reach and brand impact. The fully-functional tool computes unduplicated reach across TV, online, smartphone, tablet, and connected TV and serves as a directional tool for marketers to use while developing their multi-screen video plan.

“We’re responding to our clients requests for more insight into why they should shift dollars from TV to digital and, more importantly, how much and the impact of doing so on brand metrics,” says Ed Haslam, SVP Marketing, YuMe. “This is the first time we have built a tool based on research that media agencies can use in their offices to do multi-screen video planning.”

Client reactions to the calculator, which was recently presented at YuMe’s global research roadshow as part of a larger Nielsen-powered research study, ranged from ‘very useful’ to ‘I can’t wait to begin using this’. 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.

 

“This research and accompanying Reach Calculator gives us a tangible resource to bring to the clients now,” says David Klein, Group Planning Director, Assembly. “I think we know the concept of adding a new media channel to our mix, but having the ability to break it out between the different channels and screens is important to us.”

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

To read the full YuMe-Nielsen report, view the infographic, or to watch the video, visit:www.YuMeResearch.com

To demo the Reach Calculator, visit: yumecalculator.com .

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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