New Research from FreeWheel’s Viewer Experience Lab and MediaScience Reveals Actionable Insights for Optimizing Viewer Experience and Brand Impact
January 10 2024 - 9:30AM
Business Wire
Latest report, “Designing a Better Ad Pod,”
shares key considerations for publishers on how to structure their
ad breaks in terms of length, architecture and frequency.
Among the key findings: Ad breaks of two
minutes or less can improve brand impact and ad experience.
Today, FreeWheel, a global technology platform for the
television advertising industry, released new findings from its
Viewer Experience Lab initiative. The report, Designing a Better Ad
Pod, explores how publishers can optimize the quantity and
frequency of ads in an ad pod to improve viewer experience and
brand results.
The new findings come at a time when content continues to
fragment across streaming platforms, making it imperative for
content owners to focus on improving the ad experience to maintain
viewers’ attention and favorability. Developed in partnership with
MediaScience, this is the first research of its kind to provide
insights on how to best optimize ad pods.
“When we launched this initiative at Cannes, we committed to
driving it forward through research and innovation in order to
understand how consumers feel and react to ads and how we can
improve their overall viewing experience,” said Mark McKee, General
Manager, FreeWheel. “With so much choice for consumers on how and
where they engage with content, it’s more important than ever that
platforms prioritize the viewer. This research provides practical
considerations for publishers to make the ad experience better and
limit subscription churn, while giving brands the best environment
to connect with viewers.”
In the study, 700 viewers participated in at-home or in-lab
viewing environments and were shown programming with varied ad pod
lengths, ad durations and frequency. They were then surveyed in
real-time to understand their perception of the ad experience and
test their recall of ads within the content.
The FreeWheel Viewer Experience Lab and MediaScience then
analyzed their responses to create a report that provides
research-backed insights that can be used to design optimal ad pods
and a positive viewer experience:
- Pod Length: Ad breaks of two minutes or less can improve
brand impact and ad experience.
- Pod Architecture: Grouping consistent ad lengths within
individual pods can improve ad sentiment and make breaks feel
shorter.
- Frequency: Capping the frequency of each ad at two to
three per program can positively impact ad recognition and brand
purchase intent.
"This is ground-breaking research that empowers media planners
to best capitalize on their investment,” said Dr. Duane Varan, CEO,
MediaScience. “By applying a research-based approach to a
commonsense problem, the findings finally give due regard to key
characteristics of the ad pod, while also optimizing the ad
environment for viewers. It’s win-win all around."
Designing a Better Ad Pod is part of ongoing research from
FreeWheel to help the TV industry improve the ad environment for
viewers across all premium video platforms. The goal of the Viewer
Experience Lab is to educate the industry and inspire innovation to
address this important and complex topic. Further custom research
studies across the other core areas, Quality and Relevance, are
expected to launch later in 2024.
The full report can be downloaded here.
For additional VX information and access to all VX research,
visit 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, 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 a global pioneer in media and advertising
innovation research - being the first research company to test most
advertising models across most media platforms. With an extensive
toolbox of in-lab and in-home solutions, as well as technology
solutions developed in-house, MediaScience uses the power of
experimental design to answer a myriad of research questions. Its
award-winning research has been recognized globally and regularly
features in top tier peer reviewed journals.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240110397380/en/
Media: Elaine Wong Elaine_Wong@Comcast.com
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Jun 2024 to Jul 2024
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Jul 2023 to Jul 2024