As anyone who is part of the advertising value chain will tell you, there are many variables and responsible parties involved in ensuring the right ad shows up in the right place at the right time, and in the right way.
Fragmentation of viewing options for consumers has compounded the challenge, but it’s not just the screen that impacts the type of ad experience. The content type, whether long-form full episodes (traditionally 30-60 minutes) or short-form clips (less than five minutes), create different viewer expectations of appropriate lengths and frequency of ads supporting that premium content.
The FreeWheel Council for Premium Video, partnering with Realeyes, sought to study the behavior of almost 3,000 US viewers in order to understand how engagement and emotional reactions are impacted by different content and ad scenarios.
Surveying those consumers after the viewing experience of premium video clips and advertising also created a better understanding of expectations of the ad experience, which in turn enables both publishers and advertisers to work together on driving better and more engaging advertising.
The viewers (aged 18-49) were exposed to a set of nine different scenarios of content and ads, measuring different reactions through our technology.