Ensuring quality experience for viewers throughout the current array of advertising channels has become paramount in the increasingly competitive ad marketplace.
FreeWheel addresses the multiple issues regarding advertising outside of the traditional linear ad environment through the development of a new initiative in collaboration with MediaScience, a leader in media and advertising innovation research and technology with one of the strongest track records in the industry for testing new media innovations as an inaugural research partner to provide bespoke research.
- The result of such partnership is The Viewer Experience Lab, where the main goals are to:
- 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.
The Viewer Experience Lab’s first release, ‘State of TV Advertising Viewer Experience Report’, a comprehensive analysis of viewer experience and a suggested approach to today’s viewers, is a reflection of The Lab’s focus of viewer relationships’ unique value in order to provide the best approach strategy.
FreeWheel and MediaScience continue to work together on a custom analysis regarding consumers’ responses that is expected in 2024.
“As the media world changes, our research needs to keep on evolving.”
Dr. Duane Varan, CEO, MediaScience
Read more about The Viewer Experience Lab here