免费软件查看器体验实验室呈现：让广告体验更相关（英）

MAKING THE AD EXPERIENCE MORE RELEVANTTHE FREEWHEEL VIEWER EXPERIENCE LAB PRESENTS:Dear Friends and Partners, Since the onset of advertising, brands have been looking for ways to improve the effectiveness of their ads to make them more impactful. A key aspect of impact is ensuring that ads are relevant to the intended audience to create a meaningful connection between a brand and viewer. Today, as new technical capabilities create opportunities for more relevant advertising, we wanted to understand how relevancy impacts the viewer experience. We started the FreeWheel Viewer Experience Lab to help the industry understand the importance and necessity of a great viewing experience for audiences, and how that ultimately benefits both advertisers and publishers. This latest research, conducted with MediaScience, investigates the role that tailored, relevant ads play in enhancing the viewer’s connection to the content and ads they are watching, and how that can lead to better brand outcomes. It also provides a framework for developing relevant ads and suggests ways that buyers and sellers can come together to take advantage of these opportunities.With more choice of where and when to watch premium content, audiences remain in control. Understanding how ad experiences can impact their overall viewing, engagement, and enjoyment is crucial to succeeding in a multiscreen TV landscape. Mark McKee General Manager, FreeWheelThe Importance of Ad Relevancy and the Viewer Experience2 | The FreeWheel Viewer Experience Lab Presents: Making the Ad Experience More Relevant© 2024 FreeWheel, A Comcast Company. All rights reserved.Purpose of the ResearchSummary of Key FindingsThe Viewer Experience Lab is committed to helping the industry understand how to create a great viewing experience for audiences. Previous reports included Designing a Better Ad Pod and Improving the Quality of Ad Experiences.This latest report, Making the Ad Experience More Relevant, shares insights into how relevant ads can have a positive impact on brand outcomes. It will also lay out the steps that buyers and sellers need to consider when developing more relevant ad experiences for their audiences.This data is primarily from an at-home study conducted in partnership with MediaScience, where viewers were shown TV ads and their responses and experiences examined. Additionally, the report also includes eye tracking data from TVision to understand visual attention to ads in relevant program categories.ViewersViewers have a more complementary viewing experience when ads are relevant, reporting 2X more liking and over 2X more engagement.BuyersAdvertisers benefit from the increased attention and the 2X higher recall that occurs when their ads relate to the audience or content.SellersPublishers hold the key to enabling relevancy in advertising.3 | The FreeWheel Viewer Experience Lab Presents: Making the Ad Experience More Relevant© 2024 FreeWheel, A Comcast Company. All rights reserved.Relevan