In partnership with LG and Nielsen, YuMe conducted a two pronged research study, one part tied to better understand how consumers are engaging with ads within connected TV. The study tests the consumer within a more natural living room environment, interacting with and sharing their perceptions of different Smart TV ad formats, while testing all brand metrics including recall, favorability, and purchase intent. The second part of the study hopes to reveal connected TV audience’s behavioral, lifestyle and psychographic profile data. The results quantify the opportunity that connected TV provides advertisers to reach a differentiated audience and why connected TV is an essential component of every media plan. The key findings address online and offline behaviors, media consumption, ownership, preferences, attitudes, and influence.