The third report from FreeWheel’s Viewer Experience Lab uncovers how ad latency, unnatural ad breaks, and slate disrupt the viewer experience; provides recommendations for addressing them

Research shows latency in particular remains an industry problem, bothering nearly 80% of viewers and impacting perceived quality of program, ads, and brands

FreeWheel and MediaScience's recent report from the Viewer Experience Lab delves into factors influencing ad experiences and how content owners can optimize these experiences for viewers and brands alike.

1. Impact of Ad Quality: Contrary to common assumptions, ads themselves don't significantly affect program enjoyment for viewers. However, issues like ad latency, unnatural ad breaks, and slates negatively impact brand perception and recall.

2. Key Findings: The report highlights that nearly 80% of viewers are bothered by ad latency, leading to decreased perceived quality of programs, ads, and brands. Unnatural ad breaks and slates also contribute to ad intrusiveness and reduced joy in content consumption.

3. Viewer Experience Study: The study involved viewers participating in an in-lab session with varied ad experiences, revealing insights into how different ad formats impact viewer satisfaction and brand recall.

4. Industry Solutions: FreeWheel has developed tools to address these issues, focusing on enhancing creative approval processes, managing ad frequency, and reducing the appearance of blank ads or slates.

Pointers:

• Ad quality significantly impacts brand perception and recall, with issues like ad latency and unnatural ad breaks affecting viewer enjoyment.
• FreeWheel's initiatives aim to improve the ad experience by addressing ad latency, managing ad frequency, and enhancing creative approvals.
• Continued research from the Viewer Experience Lab aims to further understand ad relevance's impact on viewer satisfaction and brand recall.

The collaboration between FreeWheel and MediaScience sheds light on the importance of ad quality in enhancing viewer experiences and brand engagement. Insights from this research pave the way for industry solutions that prioritize viewer satisfaction and optimize ad effectiveness in the evolving media landscape.