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