With the rise of AVODs and FAST channels, and the TV panorama altering greater than ever earlier than, it’s simple for the patron expertise to grow to be misplaced within the shuffle. So to be able to put that side of promoting entrance and heart, ad-tech platform FreeWheel introduced its new Viewer Expertise Lab initiative at present at Cannes.
“You begin with the patron. The buyer is the No. 1 factor for content material creators as a result of it’s how they monetize their enterprise. It’s the No. 1 factor for the advertiser as a result of it drives their enterprise,” Mark McKee, normal supervisor, FreeWheel, advised Adweek. “The attain and relevancy of getting these messages out to these individuals has all the time been paramount within the promoting world. That is to assist to proceed to try this globally.”
The initiative, in partnership with media and promoting innovation firm MediaScience, appears to be like to assist the TV trade enhance the advert surroundings throughout video platforms all through the rising array of conventional and rising promoting channels that help premium content material.
To deal with points within the shopper expertise and convey a finest practices playbook to {the marketplace}, the Viewer Expertise Lab will embrace an ongoing State of TV Promoting Viewer Expertise Report, a dedication to ongoing analysis and continued innovation in FreeWheel’s suite of viewer expertise merchandise.
“It was a type of issues the place [we asked ourselves], ‘How will we assist to carry numerous the learnings that we’ve as a connector between consumers and sellers, and a connector throughout the ecosystem for premium video, to adapt to this new approach of working?’” McKee stated, noting that there are lots of of endpoints the place adverts attain shoppers and management will get misplaced alongside the way in which, resulting in points similar to latency and advert repetition.
McKee advised Adweek the corporate is trying to have a State of TV Promoting Viewer Expertise Report popping out at the least on a six-month rotation, and the preliminary report is a “place to begin,” with stats he referred to as eye-opening.
Among the many findings: Almost one-quarter of all streaming advert breaks (24%) final 4 minutes or longer, and 25% of avails are usually not crammed on FAST channels.
“Whether or not you argue common shoppers like promoting or not, what they don’t like is a bizarre expertise,” McKee stated. “There’s an expectation. And so while you see that, ‘We’ll be again in 10 seconds,’ that’s not the best person expertise.”
