FreeWheel Viewer Experience Lab: Designing a Better Ad Pod

In June 2023, FreeWheel launched the Viewer Experience Lab to help the industry improve ad environments for viewers across all premium video platforms. The initial report, The State of TV Advertising Viewer Experience, identified three factors that make up viewer experience: quality, quantity, and relevance.

As part of the ongoing initiative to address this important industry topic, the Viewer Experience Lab, along with MediaScience, designed follow-up research focused on ad quantity. This report provides actionable insights and key findings for publishers looking to create the optimal ad pod in terms of length, architecture, and frequency to improve viewer experience and brand results.

These three areas have a major impact on the ad experience, and it is critical that the industry works to optimize them in order to provide the best viewer experience.

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