US Partners Launch Viewer Experience Lab

TV ad industry tech platform FreeWheel has partnered with ad research and tech firm MediaScience to launch The Viewer Experience (VX) Lab, which will conduct research to help advertising buyers and sellers understand the impact of ads on viewer experience and performance.

The lab's aim is to develop solutions and interoperable technologies allowing video content providers to implement best practices for ad viewing experiences in a multi-platform video ecosystem. MediaScience uses traditional, biometric and neuroscience tools to study conscious and emotional reactions to media, and was chosen by FreeWheel to provide bespoke research for the lab.

As its first output, the lab has released the State of TV Advertising Viewer Experience Report, which the firms say provides a 'comprehensive analysis of viewer experience' and an exploration of how the industry should define and approach this subject. In addition, FreeWheel and MediaScience have begun work on a custom analysis of viewing experience in a lab environment, to provide best practices for the industry. Initial findings are expected to be released in January 2024.

Mark McKee (pictured), General Manager of FreeWheel, comments: 'Over the past few years, the ability for media companies to provide a uniform, quality experience across all of the diverse platforms into which they now serve advertising has grown exponentially harder. Couple this with the reality that protecting their relationship with viewers has become paramount in an increasingly competitive ad marketplace, and you can see why we're committed to helping our clients solve this complex challenge'.

Web sites: www.freewheel.com and www.mediasciencelabs.com .