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.

LATEST RESEARCH

Improving the Quality of Ad Experiences

This third report from FreeWheel’s Viewer Experience Lab explores what factors contribute to a low-quality ad experience and how content owners can improve ad experiences for viewers in order to provide brands with the best results.

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FROM THE LAB

Blog

As Sports Move to Streaming, Viewer Experience Matters More Than Ever

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Report

Prescribing Premium – What does ‘High-Quality’ Mean to Viewers?

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Blog

Unpacking the F Word: Lessons in Ad Frequency

Read More

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.

It's important that the advertising industry really understand viewer experience and get it right. If that experience is bad...it can make viewers remember a brand or a company or a message or an ad campaign in a negative way. On the flip side, if the advertising experience is good, it feeds, it enhances, it elevates a brand's ability to connect.

Daniel Cox
VP of Strategic Planning, Harmelin Media (Advertiser’s Perspective)

In a world of so much fragmentation within the TV landscape, so many different competitive entry points to watch...we want to make sure that viewer experience is what’s keeping them engaged on all of our content and not going different places to watch.

Tyler DeNicola
VP of Programmatic Revenue & Partnerships, A+E Networks
(Seller’s Perspective)

What we need is a win-win proposition. We need a win for the audience so that they have an experience that they can tolerate and enjoy and we need one for the marketeer so that they can actually effectively market.

Dr. Duane Varan
CEO, MediaScience (Scientist’s Perspective)

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