Viewer Experience Lab
Helping the industry improve ad environments for viewers across all video platforms.
PRIORITIZING THE VIEWER EXPERIENCE
Content fragmentation has made it increasingly difficult for both brands and publishers to ensure a consistent, high-quality advertising experience across all TV and video platforms.
To address this growing industry issue, FreeWheel has partnered with MediaScience to launch the Viewer Experience Lab. This initiative is designed to help media companies improve the quality, quantity, and relevance of TV advertising through quantifiable research, solutions, and technology.
THREE FACTORS OF THE
VIEWER EXPERIENCE
FreeWheel identified three categories that make up the viewer experience for TV and premium video ads.
Learn more about these factors in the report, The State of TV Advertising Viewer Experience.
01
Quantity of Ads
This includes number and length of ad breaks, as well as frequency of ad repetition. Viewers naturally prefer shorter ad breaks, but 24% of streaming ad breaks last 4+ minutes.
02
Quality of Experience
This includes technical aspects like downtime, latency, viewing environment, and the quality of the ad itself (if it fits the screen, if it’s HD, etc.). Live TV accounts for 56% of ad views, and unaided recall was 2.2 times higher for ads viewed on the big screen.
03
Relevance of Ads
This refers to the extent of targeting and contextual relevance. 73% of survey respondents said they prefer ads that are related to personal interests.
WHY IT'S IMPORTANT TO GET IT RIGHT
Both advertisers and programmers have an important role in tackling the issue of viewer experience for premium video. We spoke to industry experts on why it’s crucial to work toward improving viewer experience across the board. Hear what they had to say.
