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1、THE STATE OF TV ADVERTISINGVIEWER EXPERIENCEDear Friends and Partners,We are living in the golden age of TV content.No matter what screen we choose to view on,there are hours andhours of premium content to be watched,all from the comfort of our own home.But for viewers watching ad-supported TV conte
2、nt,the advertising is also crucial to making a viewingexperience feel“premium.”So how are we doing?There is great innovation happening in the TV advertising space.There is no question,however,that the added complexity in dynamically serving ads outside of the traditional linear ad environment has ma
3、de it moredifficult for both brands and publishers to ensure a consistent,high-quality experience acrossall ofthe TV and videoplatforms into which they now serve advertising.Too many ads,too many of the same ad,too muchdowntime between ads it all disrupts the emotional connection of watching great t
4、elevision.Viewer experience matters.For advertisers,delivering a message in a less disruptive,quality environment forges a stronger connection to their audience.For publishers,it can mean less churn in subscription services,moreengagement with content on those services,and better return on investmen
5、t for advertisers.Thats whyFreeWheel,in partnership withMediaScience,is launching theFreeWheelViewer Experience Lab atCannes Lions this year,a new initiative to help media companies ensure a quality experience for viewers across thegrowing array of traditional and emerging advertising channels that
6、support their premium content.As a first step,we have developed this State of TV Advertising Viewer Experience report,a comprehensive analysis of viewer experience today,which weve created with an eye toward how our industry should define-and approach-this important issue.As both advertisers and pro
7、grammers focus on extracting the greatest return on investment possible fromstreaming audiences,we must prioritize the person seeing the final ad.We must focus on the viewer.We at FreeWheel look forward to updating you on our future research,best practices,and product launches to help our clients an
8、d partners optimize viewer experience in a multi-platform,ad-supported world of streams.Stay tuned.Mark McKee General Manager,FreeWheel2|The State of TV Advertising Viewer Experience 2023 FreeWheel,A Comcast Company.All rights reserved.How Important is Viewer Experience to Advertisers?2/3 of adverti
9、sers say viewer experience is either“important”or“very important”when planning TV and video ad campaigns.1Importance of Viewing Environment and User Experience When Planning TV/Video Campaigns4%Not Very Important17%Very Important1%Not at all Important29%Somewhat Important49%Important3|The State of T
10、V Advertising Viewer Experience 2023 FreeWheel,A Comcast Company.All rights reserved.As streaming becomes the destination for some of the most popular and talked-about content,consumers are flocking to their favorite apps and viewing platforms to watch.Meanwhile,to be sure their message is seen by t
11、heir audiences,advertisers are working with new technologies,new systems,new partners,and new platforms and often finding that the path to their audience isnt as smooth as it was when linearTV was the only platform in town.Viewer experience has long been a focus for advertisers when it comes to thei
12、r creative they spend millions of dollars on commercials that look,sound,and feel great.But a viewers ad experience on streaming extends to how the media is placed and executed.This is where issues can surface.The traditional path from programmer to viewer.Exponential fragmentation has led to expone
13、ntial complication.VIEWERMVPDDISTRIBUTORTelevisionPLATFORMPROGRAMMERPROGRAMMERvMVPDsMVPDTVE AppsDTCFASTDeviceOEM/Smart TVsMobileGamingWebSTB VODDISTRIBUTORSPLATFORMSVIEWERFragmentation of TV content can create a viewer experience problem.4|The State of TV Advertising Viewer Experience 2023 FreeWheel
14、,A Comcast Company.All rights reserved.Complexity is the main culprit.For years,viewers have watched traditional TV for hours at a time without ever seeing the same ad twice or experiencing downtime between those ads.Why isnt this the case for streaming?There are a few factors at play.1 Hypertargeti
15、ng:Advertisers are looking to more narrowly target their audiences with relevant messaging.As a result,audiences can sometimes be whittled down too far;this in turn can result in the same small group of people seeing the same ad(s)over and over again.2 Accessibility:The economics and minimal barrier
16、s to entry of connected TV(CTV)have made it possible for advertisers of all sizes to participate and share their message.This can lead to an inconsistent viewer experience as lesser known and less experienced sellers work to monetize this inventory.3 Walled Gardens:In an ecosystem where many major i
17、nventory suppliers operate as“walled gardens”of data,building smooth,consistent connections from buyer to seller and managing frequency becomes more difficult.4 Sales Channel Conflicts:Buyers may not realize they are bidding on duplicative supply coming from multiple exchanges leading to the same ad
18、 appearing in the same pod.5 Too Many“Hops”:Perhaps the biggest issue is the increase in“stops”on the way from ad call to ad delivery in many programmatic scenarios.While a traditional TV ad pod usually follows a direct path from advertiser to programmer,a programmatic ad pod is subject to many comp
19、lex“speed bumps”along the way in the forms of auctions,exchanges,and ad calls,creating more opportunities for viewer experience issues.This issue is demonstrated in the following illustration.5|The State of TV Advertising Viewer Experience 2023 FreeWheel,A Comcast Company.All rights reserved.AD REQU
20、ESTAD DELIVERYNO AD:CompetitiveSeparation IssueFIRSTAUCTIONNO AD:Empty CreativeSECONDAUCTIONNO AD:Time Out Waitingfor Creative ReturnTHIRDAUCTION“Slate”screen is shownto viewer in place of adMore“hops”in the ad delivery process means more chances for a disrupted ad experience.6|The State of TV Adver
21、tising Viewer Experience 2023 FreeWheel,A Comcast Company.All rights reserved.What consumers have to say.We asked nearly 300 consumers what helps make a TV viewing experience“premium.”Heres what they said:2“Not a lot of commercials”“Limited commercial breaks”“On demand,was high quality,and featured
22、only limited commercials”“Not a lot of intrusive ads”“Limited ads to interrupt the programming”“Not a lot of ads during the episode”Viewer experience matters.A study commissioned by Comcast Advertising found that 75%of consumers cited they were okay with ads if the content was free.3 In fact,researc
23、h has shown that advertising can actually improve the viewing experience,because as people become acclimated to the content they are viewing(the stimulus),there tends to be decreased enjoyment of the content that a commercial can help reset.4Ads are not unwelcomed by consumers,but the experience of
24、viewing those ads matters.Audience receptivity to video content correlates with minimal disruption during consumption,5 and disruption can come in the form of repeated ads,overly long ad breaks,downtime between those ads,and ads inserted into content,irrespective of natural breaks.There needs to be
25、a win-win scenario both for audiences and advertisers.The audience needs anexperience they canenjoyand the marketer needs to effectively market.That should be our paramountobjective.-Dr.Duane Veran,CEO,MediaScience7|The State of TV Advertising Viewer Experience 2023 FreeWheel,A Comcast Company.All r
26、ights reserved.Three factors make up advertising viewer experience.FreeWheel identified three categories that make up viewer experience for TV and premium video ads,which are explored on the following pages:1 Quantity of Ads:Frequency,pod size,number of pods2 Quality of Experience:Slates,downtime,la
27、tency,quality of the ad itself(fits the screen,HD,etc.)3 Relevance of Ads:Extent of targeting and contextual relevance 8|The State of TV Advertising Viewer Experience 2023 FreeWheel,A Comcast Company.All rights reserved.The State of Viewer Experience:Quantity of AdsPod LengthAn analysis on the FreeW
28、heel platform shows that about two-thirds(66%)of streaming ad durations shown mid-content are typically less than three minutes6 similar or lower to a linear TV viewing experience.7However,nearly one quarter of all streaming ad breaks(24%)last four minutes or longer arguably a long time to be watchi
29、ng ads at once.Additionally,the research revealed that live streams carry longer breaks than on demand content(one cause of the longer breaks would be the preset breaks to match the linear TV distribution.)How long should an ad break be?72%of respondentsfeel TV ads should be“in line with the content
30、 length.”3While moreresearch is needed to determine the optimal balance betweenadvertiser monetization of content and audience viewer experience,those of us who watch streaming programming may agree that less is more.1MINUTE1 1:59MINUTES2 2:59MINUTES3 3:59MINUTES4+MINUTES8%32%26%10%24%Midroll Durati
31、on34%of midroll ad breaks last longer than three minutes.9|The State of TV Advertising Viewer Experience 2023 FreeWheel,A Comcast Company.All rights reserved.54%of Campaigns HaveFrequency Caps9Ad Repetition:A known pain point for viewers is excessive ad repetition.A recent study found that two-third
32、s(67%)of viewers are annoyed by seeing the same ad more than once within the same ad pod.Visual attention to ads drops when viewers are exposed to the same ad within two minutes.8Advertisers can address repetition with frequency capping to control how often an ad is seen.It can be set for the length
33、 of the content or for a set amount of time such as one impression per 30 minutes.However,not all advertisers take advantage of frequency capping:In Q1 2023,nearly half of all streaming ad placements had no frequency capping applied.Ad repetition can vary widely by publisher and program and can be i
34、nfluenced by a number of factors.Over and Over AgainAn analysis of premium video content reveals the same ad is repeated only about 10%of the time10 when watching an ad-supported program on a premium streaming provider.But,the amount of ad repetition can vary widely by publisher and program and can
35、be influenced by a number of factors including hypertargeting,walled gardens,and sales channel conflicts.As a result,viewers in some cases may see the same ad three,four,or more times per program if they arent using ad technologies to mitigate these factors.10|The State of TV Advertising Viewer Expe
36、rience 2023 FreeWheel,A Comcast Company.All rights reserved.The State of Viewer Experience:Quality of ExperienceDowntime/TimeoutsWhen a programmatic call is made and an exchangedoesntreply in time,or provides an empty VAST response,this leads to an ad“timeout”and a slate or essentially a blank scree
37、n or screensaver being shown to theviewer.From a viewers perspective,a“slate”is a gap in the live stream adbreak thatis notfilled with a dynamically served ad.In addition to disruptingthe viewers experience,this is less than ideal for the publisher who couldhave capitalized on revenue by airing an a
38、d in the slot.EnvironmentA Comcast Advertising study found that 67%of respondents felt that ads running on the TV screen are generally less disruptive than ads on mobile devices.3 This may be because ads seen on a TV screen are more memorable and engaging:Another study found that unaided recall was
39、2.2x higher and purchase intent was 1.3x higher for the ads viewed in the big screen“TV”environment compared to the“mobile digital”environment.11The Extra Challenge with Live StreamingProviding a positive viewer experience in live TV is particularlyimportant,especially since it makes up over half(56
40、%)of adviews.12However,live provides added complexities includinginconsistent breaks,variable audience levels,and decisioningacross different demand channels.Decisioning must happen often and fast or there is risk for latency and slate;as the viewing of live premium content on digitalchannels contin
41、ues to increase,itsimportant to partner withproviders that can address these challenges.Up to 25%of ad avails are not filled on FAST channels,adding a lot of downtime for viewers and underutilized inventory for FAST programmers.1311|The State of TV Advertising Viewer Experience 2023 FreeWheel,A Comc
42、ast Company.All rights reserved.The State of Viewer Experience:Relevance of AdsWhile its widely known that advertisers benefit from targeting ads to consumers more likely to buy their product,studies suggest viewers benefit as well.In a recent study,73%of respondents said they prefer ads that are re
43、lated to personal interests.3 To align better with consumers personal interests,behavioral targeting can be employed.Relevance is a positive for viewers,but there is a downside:with more targeting sometimes comes more ad frequency,as there is a smaller pool of relevant consumers to reach with any pa
44、rticular ad.This is why audience-targeted ads work best as a complement to traditional TV advertising.Audience Share of Targeted Campaigns 2H 2022,US12Audience Targeting Growth YOY 2H 2022 vs.2H 2021,US122H 20222H 2021+51%YOY72%BEHAVIORAL28%DEMO12|The State of TV Advertising Viewer Experience 2023 F
45、reeWheel,A Comcast Company.All rights reserved.FreeWheel is putting the viewer back into the viewing experience.As a leader in premium video advertising and an agency connector,FreeWheel is launching the Viewer Experience Lab,in partnership with MediaScience.This initiative is designed to help media
46、 companies ensure a quality experience for viewers across the growing array of traditional and emerging advertising channels that support their premium content with:Quantifiable research to help advertising buyers and sellers understand the impact of different ad experiences on viewer experience and
47、 performance.Solutions and interoperable technologies that allow video content providers to implement best practices and provide seamless ad viewing experiences in a multi-platform,premium video ecosystem.For additional insights and updates,keep up with this initiative at State of TV Advertising Vie
48、wer Experience 2023 FreeWheel,A Comcast Company.All rights Sources1.FreeWheel Survey of Marketers:Advertiser Perceptions,March 20232.Comcast Advertising,MediaScience Study,May 2023,survey responses,N=2843.Comcast Advertising,Third-Party Research Study using Happydemics,2021,N=21624.Christy,K.R.,Mi,R
49、.Z.,Tao,R.,Lu,L.“Disruptive versus Nondisruptive Advertising in Online Streaming Video Services.”Journal of Advertising Research,March 20235.Clark,K.R.,Leslie,K.R.,and Garcia-Garcia,M.,“How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad Blocking.”Journal of Advertising Research,Septem
50、ber 20186.FreeWheel Aggregate Analysis of Length of Mid-Roll Breaks,Q1 2023 7.Vivvix TV Schedule Analysis,Average of 30 Ad-insertable Cable networks from Apr23,M-Su 6a-12m8.Yahoo&Publicis Media Study,March 2023,“Attracting Attention:Capture It and Keep It on CTV“9.FreeWheel Aggregate Analysis of Frequency Caps,Q1 202310.FreeWheel Aggregate Analysis of Ad Repetition,Q1 202311.Comcast Advertising,MediaScience Study,March 2022,“TV Makes Memories Report”12.FreeWheel Video Marketplace Report,2H 202213.FreeWheel Aggregate Analysis of Ad Availability on FAST,Q1 2023