让广告体验更相关 THE FREEWHEEL VIEWER EXPERIENCE LAB PRESENTS - MAKING THE AD EXPERIENCE MORE RELEVANT

THEFREEWHEELVIEWEREXPERIENCELABPRESENTS:

MAKINGTHEADEXPERIENCEMORERELEVANT

TheImportanceofAdRelevancyandtheViewerExperience

DearFriendsandPartners,

Sincetheonsetofadvertising,brandshavebeenlookingforwaystoimprovetheeffectivenessof

theiradstomakethemmoreimpactful.Akeyaspectofimpactisensuringthatadsarerelevanttotheintendedaudiencetocreateameaningfulconnectionbetweenabrandandviewer.

Today,asnewtechnicalcapabilitiescreateopportunitiesformorerelevantadvertising,wewantedtounderstandhowrelevancyimpactstheviewerexperience.

WestartedtheFreeWheelViewerExperienceLabtohelptheindustryunderstandtheimportanceand

necessityofagreatviewingexperienceforaudiences,andhowthatultimatelybenefitsbothadvertisersandpublishers.Thislatestresearch,conductedwith

MediaScience

,investigatestherolethattailored,

relevantadsplayinenhancingtheviewer’sconnectiontothecontentandadstheyarewatching,andhowthatcanleadtobetterbrandoutcomes.Italsoprovidesaframeworkfordevelopingrelevantads

andsuggestswaysthatbuyersandsellerscancometogethertotakeadvantageoftheseopportunities.

Withmorechoiceofwhereandwhentowatchpremiumcontent,audiencesremainincontrol.

Understandinghowadexperiencescanimpacttheiroverallviewing,engagement,andenjoymentiscrucialtosucceedinginamultiscreenTVlandscape.

MarkMcKee

GeneralManager,FreeWheel

2|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

PurposeoftheResearch

The

ViewerExperienceLab

iscommittedtohelpingtheindustryunderstandhowtocreateagreatviewingexperienceforaudiences.Previousreportsincluded

DesigningaBetterAdPod

and

ImprovingtheQualityofAdExperiences

.

Thislatestreport,MakingtheAdExperienceMoreRelevant,sharesinsightsintohowrelevantadscanhaveapositiveimpactonbrandoutcomes.Itwillalsolayoutthestepsthatbuyersandsellersneedtoconsiderwhendevelopingmorerelevantadexperiencesfortheiraudiences.

Thisdataisprimarilyfromanat-homestudyconductedinpartnershipwithMediaScience,

whereviewerswereshownTVadsandtheirresponsesandexperiencesexamined.Additionally,thereportalsoincludeseyetrackingdatafromTVisiontounderstandvisualattentiontoadsinrelevantprogramcategories.

SummaryofKeyFindings

Viewers

Viewershaveamorecomplementaryviewingexperiencewhenadsarerelevant,reporting2Xmorelikingandover2Xmoreengagement.

Buyers

Advertisersbenefitfromtheincreasedattentionandthe2Xhigherrecallthatoccurswhentheiradsrelatetotheaudienceorcontent.

Sellers

Publishersholdthekeytoenablingrelevancyinadvertising.

3|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

Doestheaudiencehaveapropensitytowatch?

Istheador

brandrelevanttotheaudience?

AUDIENCE

CONTENT

AD

Relevancyin

AdvertisingTakesManyForms

Relevancyinadvertisingisabouttheaudience,content,andad–andtheirrelationtooneanother.

Relevancycanbedefinedascontextual(basedonthecontent)andbehavioral(basedontheviewer).

Istheadrelatedtothecontent?

(Tone,scene,product,ortopic)

4|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

5|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

ADRATINGSBYADRELEVANCY(ASDEFINEDBYVIEWER)

RespondentRatings:Scale1-7,7BeingBest2

Relevantadsdeterminedbyviewerresponsetopostexposuresurveyquestion.

ViewersAreTwiceasEngagedWhenAdsAreRelevant

+2X

5.8

+2.2X

5.6

+2.4X

5.9

TVadscanbestbedescribedasentertainingandinformativebutonly13%ofpeoplewouldbestdescribethemasrelevant.1Developingadsthatarerelevanthasimportantbenefits.

Adlikingandengagementaresignificantlyhigherforadsthatviewers

feelarerelevanttothem.Mostimportantly,relevantadscomplementtheviewingexperience,whichcanresultingreaterattentionduringadbreaks.

2.9

2.6

2.5

Engagement

Liking

ComplementedtheViewingExperience

RelevantAds

IrrelevantAds

1.GWI,Oct2023.

2.FreeWheelViewerExperienceLabstudyconductedbyMediaScience,Nov2023.Fordatashown,n=461.

6|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

RelevantAdsLeadtoBetterOutcomesforBrands

Outdoors,Nature,&Hunting

Contentrelevancypavesthewayforgreaterattentionduringadbreaks.46%ofpeoplesaytheyarelikelytopayattentionwhentheadrelatestothecontenttheyareviewing.1Eyesonscreendatashowcasesexamplesoftheincreasedattentiongarneredbyadvertisercategoriesrelevant

Home&Garden

tothecontentgenre.Brandsbenefitfromthisincreasedattentionwithgreaterrecallandaliftinpurchaseintent.

2X

higherunaidedrecallforrelevantads2

5.2X

higherbrand

purchaseintent2

Food

1.ComcastAdvertisingconsumersurveyconductedbyCINT,n=1789,Dec2023.

2.FreeWheelViewerExperienceLabstudyconductedbyMediaScience,Nov2023.Fordatashown,n=461.Comparedtoadsviewersratedasirrelevanttothem.

3.TVision,1H2024.AttentiontoDurationIndex.Programsaggregatedacrossnetworksandgroupedintocategoriesbasedongenreofcontent(n=736).

ATTENTIONLIFTBYCATEGORYFORRELEVANTADVERTISERS3

Attentionlift:liftinvisualattentiontoadsforthatcategorycomparedtoallcategorieswithingenre.

TVContentGenre

AdvertiserCategory

SportingGoods+17%

RVs+16%

Landscaping+13%

Mortgage+11%

Ready-to-EatMeals+13%

Alcohol+12%

7|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

HowtoMakeAdvertising

MoreRelevant

AdvertisersShouldConsiderTargetingFromAllAngles

Today,advertiserscanleveragepublisherfirst-partydataandidentitygraphsforbehavioralaudiences.Theseareenabledwithindemand-sideplatformsandactivatedviadirectdeals.

Intheabsenceofaudiencesignals,audiencescanbetargetedwheretheyhaveapropensitytowatch,oradscanbeservedcontextually

withinrelevantcontent.

Targetingbehaviorallyorcontextuallyisnotaneither-orapproach,as

advertiserscanutilizedifferentapproachesbasedondesiredoutcomes.

Istheadorbrand

relevanttotheaudience?

Useaudiencesignals

totargetviewersby

purchasestage,

demographic,orlifestyle.

Doestheaudiencehaveapropensitytowatch?

AUDIENCE

Whenaudiencesignals arenotavailable,targetaudiencesbycontenttheyhaveapropensitytowatch.

CONTENTAD

Istheadrelatedtothecontent?

(Tone,scene,product,ortopic)

Targetgenresthatrelatetothead,or

contextuallytargetcontentsegmentswith

elementsortonethatalignwiththead.

PublishersHoldtheKeytoEnablingRelevantAds

Manypublishershaveaudiencetargetingsolutionsinplacetobehaviorallytarget,butcontextualsignalsarelesscommonandrequiremoreeffort.Unlikedigitaladvertising,thereisnopageto

crawlforcontentsignals.Publishersshouldconsiderwhattypesofcontextualsignalstheycanenableandhowtheywillclassifythem.

RECOMMENDATIONS

AnalyzeVideoatScale

Contextualsolutionproviderscananalyze

contentatscaleandbeintegratedwithinthe

adserver,givingbuyersaccesstocontextual

signalstofacilitatethedeliveryofmorerelevantadstotransactondirectlyorprogrammatically.

ClassifyContent

Therearestandardtaxonomiesusedto

classifycontentliketheIAB’sContent

Taxonomy3.0thatallowpublisherstoeasilypasssignalsinprogrammaticbidstreams.

WhyRelevancyMatterstoPublishers

AlternativeTargetingOpportunities

Providesadditionaltargetingoptionsasprivacy

becomesmorecomplexandsignallosscontinues.

MonetizationOpportunities

Makesiteasiertomonetizesupplythatcanbe

challengingtosellwithoutmorespecificcontentsignals(e.g.,news,FASTcontent).

InventoryInsights

Contextualsignalsprovidevaluabledetailsaboutinventorywithlittleassociatedmetadata.

8|TheFreeWheelViewerExperienceLabPresents:MakingtheAdExperienceMoreRelevant©2024FreeWheel,AComcastCompany.Allrightsreserved.

ImprovingAdRelevancyIsEssential

Onethingremainsclear:TV,inallitsforms,isnotgoingawayandadvertisingwillalwaysplayan

importantroleinitsevolutionacrosstraditionalandstreaming.However,weasanindustryneedtocontinuetoimprovetheadexperienceforaudiencessotheiroverallviewingexperienceisenhanced.

Asaccesstoaudiencesignalscontinuetoerode,alternativeformsofID-lesstargetingcanhelpcreatearelevantviewingenvironmentthatbenefitsbothviewersandbrands.

Relevancycantakemanyformsincluding(butnotlimitedto)targetingaudiencesbyw