Components include the new State of TV
Advertising Viewer Experience (VX) Report, a commitment to ongoing
VX research, and continued innovation in FreeWheel’s growing suite
of VX products.
Advisors include major programmers and
streaming-first companies from the FreeWheel Council for
Premium Video, including A+E Networks, AMC, FOX, Paramount,
Warner Brothers Discovery and NBCUniversal.
Today, FreeWheel, a global technology platform for the
television advertising industry, announced that it is spearheading
a new initiative, The Viewer Experience Lab, in partnership with
MediaScience, a leader in media and advertising innovation,
research and technology. The goal of the project is to help media
companies ensure a quality experience for viewers across the
growing array of traditional and emerging advertising channels that
support their premium content.
“Over the past few years, the ability for media companies to
provide a uniform, quality experience across all of the diverse
platforms into which they now serve advertising has grown
exponentially harder,” said Mark McKee, General Manager, FreeWheel.
“Couple this with the reality that protecting their relationship
with viewers has become paramount in an increasingly competitive ad
marketplace, and you can see why we’re committed to helping our
clients solve this complex challenge.”
The added intricacy in dynamically serving advertising outside
of the traditional linear ad environment, whether on AVOD, FAST or
other streaming platforms, can result in problems such as latency,
ad repetition, the showing of slate and other unwanted
consequences. As a result, both the viewing experience and
advertising effectiveness can suffer.
To help address these issues, the goal of FreeWheel’s Viewer
Experience Lab is two-fold:
- Conduct quantifiable research to help advertising buyers and
sellers understand the impact of different ad experiences on viewer
experience and performance, including viewer response to new and
evolving ad formats;
- Develop solutions and interoperable technologies fueled by
these new insights that allow video content providers to implement
best practices and provide seamless ad viewing experiences in a
multi-platform, premium video ecosystem.
FreeWheel chose MediaScience as an inaugural research partner to
provide bespoke research for The Viewer Experience Lab.
MediaScience has one of the strongest track records in the industry
for testing new media innovations.
“We have completed extensive research into viewing experience,
especially as it relates to the impact on advertising performance,
but as the media world changes, our research needs to keep on
evolving,” said Dr. Duane Varan, CEO, MediaScience. “We are
thrilled that FreeWheel, with the support of its council of leading
media companies, has chosen us to spearhead this important
initiative.”
As its first output, The Viewer Experience Lab today released a
new State of TV Advertising Viewer Experience Report, which is a
comprehensive analysis of viewer experience today and an
exploration of how our industry should define and approach this
important subject.
FreeWheel today provides publishers with many capabilities to
enhance the viewer experience, including a system for dynamically
adjusting the ad load based on time spent viewing, a dynamic ad
scheduler for connected TV (CTV) environments, and the ability to
frequency cap across devices within the same household. Moving
forward, as part of The Viewer Experience Lab, FreeWheel will use
emerging insights and recommendations to enhance and build new
products within its VX suite.
Companies supporting the new initiative through their work with
the FreeWheel Council for Video Excellence represent the full
spectrum of viewing platforms and distribution channels, including
A+E Networks, AMC, FOX, NBCUniversal, Warner Brothers Discovery and
Paramount.
“Our viewer relationships are at the center of everything we do
as a media company and the unique value we are able to deliver to
our advertising clients. These relationships are rooted in a
viewer-first strategy across a broad, ad-supported distribution
ecosystem that spans linear networks, streaming services and
emerging, connected TV/FAST platforms,” said Evan Adlman, executive
vice president of commercial sales and revenue operations for AMC
Networks. “We are focused on offering the best data targeting
capabilities across all of our inventories, so having insights into
the consumer experience that allow us to deliver the best products
is invaluable in this dynamic and changing environment. We are
thrilled to partner with FreeWheel in this new and novel
effort.”
In addition to launching the State of TV Advertising Viewer
Experience Report, FreeWheel and MediaScience have begun work on a
custom analysis into viewing experience that will analyze
consumers’ responses to viewer experience stimuli in a lab
environment and provide best practices for the industry. Initial
findings are expected to be released in January 2024.
For additional VX information and access to all VX research,
visit https://www.freewheel.com/viewerexperiencelab.
About FreeWheel FreeWheel empowers all segments of The
New TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement and convergent marketplaces
required to ensure buyers and sellers can transact across all
screens, across all data types, and all sales channels, in order to
ensure the ultimate goal – results for marketers. With offices in
New York, San Francisco, Chicago, London, Paris, Beijing, and
across the globe, FreeWheel, A Comcast Company, stands to advocate
for the entire industry through the FreeWheel Council for Premium
Video. For more information, please visit freewheel.com, and follow
us on Twitter and LinkedIn.
About MediaScience MediaScience is the leading provider
of lab-based audience research, incorporating a range of technology
and tools to measure human emotion directly, through neurometrics,
facial expression analysis, eye tracking, EEG, and more. With
state-of-the-art labs in New York, Chicago, and Austin -
MediaScience is discovering key insights in advertising, emerging
digital technology, media, and consumer trends.
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version on businesswire.com: https://www.businesswire.com/news/home/20230621382233/en/
Media: Elaine Wong Elaine_Wong@Comcast.com
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