{"id":765024,"date":"2023-06-21T08:12:09","date_gmt":"2023-06-21T12:12:09","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/freewheel-launches-theviewer-experience-lab-in-partnership-with-mediascience-to-help-the-tv-industry-improve-the-ad-environment-for-users-across-all-video-platforms\/"},"modified":"2023-06-21T08:12:09","modified_gmt":"2023-06-21T12:12:09","slug":"freewheel-launches-theviewer-experience-lab-in-partnership-with-mediascience-to-help-the-tv-industry-improve-the-ad-environment-for-users-across-all-video-platforms","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/freewheel-launches-theviewer-experience-lab-in-partnership-with-mediascience-to-help-the-tv-industry-improve-the-ad-environment-for-users-across-all-video-platforms\/","title":{"rendered":"FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>FreeWheel Launches <i>The<\/i><i>Viewer Experience Lab<\/i> in Partnership with MediaScience <\/b><b>to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms<\/b><\/p>\n<p class=\"bwalignc\"><b><i>Components include the new State of TV Advertising Viewer Experience (VX) Report, a commitment to ongoing VX research, and continued innovation in FreeWheel\u2019s growing suite of VX products.<\/i><\/b><\/p>\n<p class=\"bwalignc\"><b><i>Advisors include major programmers and streaming-first companies<\/i><\/b><i \/><b><i>from the FreeWheel Council for Premium Video, including <\/i><i>A+E Networks, AMC, <\/i><i>FOX, Paramount, <\/i><\/b><b><i>Warner Brothers Discovery and NBCUniversal.<\/i><\/b><\/p>\n<p>CANNES, France&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nToday, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.freewheel.com&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=FreeWheel&amp;index=1&amp;md5=a80fc64738b19d96cb78f4978b1d8db0\">FreeWheel<\/a>, a global technology platform for the television advertising industry, announced that it is spearheading a new initiative, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.FreeWheel%2FViewerExperienceLab.com&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=The+Viewer+Experience+Lab&amp;index=2&amp;md5=f7a3c65ae0b26a74d541140f57308260\"><i>The Viewer Experience Lab<\/i><\/a>, in partnership with <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.mediascience.com&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=MediaScience&amp;index=3&amp;md5=bcf004313be9ebbe455d180b40c42a27\">MediaScience<\/a>, a leader in media and advertising innovation, research and technology. The goal of the project is to help media companies ensure a quality experience for viewers across the growing array of traditional and emerging advertising channels that support their premium content.<\/p>\n<p>\n\u201cOver 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,\u201d said Mark McKee, General Manager, FreeWheel. \u201cCouple 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\u2019re committed to helping our clients solve this complex challenge.\u201d<\/p>\n<p>\nThe added intricacy in dynamically serving advertising outside of the traditional linear ad environment, whether on AVOD, FAST or other streaming platforms, can result in problems such as latency, ad repetition, the showing of slate and other unwanted consequences. As a result, both the viewing experience and advertising effectiveness can suffer.<\/p>\n<p>\nTo help address these issues, the goal of FreeWheel\u2019s<i> Viewer Experience Lab<\/i> is two-fold:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nConduct quantifiable research to help advertising buyers and sellers understand the impact of different ad experiences on viewer experience and performance, including viewer response to new and evolving ad formats;<\/p>\n<\/li>\n<li>\nDevelop solutions and interoperable technologies fueled by these new insights that allow video content providers to implement best practices and provide seamless ad viewing experiences in a multi-platform, premium video ecosystem.<\/p>\n<\/li>\n<\/ul>\n<p>\nFreeWheel chose MediaScience as an inaugural research partner to provide bespoke research for <i>The Viewer Experience Lab<\/i>. MediaScience has one of the strongest track records in the industry for testing new media innovations.<\/p>\n<p>\n\u201cWe have completed extensive research into viewing experience, especially as it relates to the impact on advertising performance, but as the media world changes, our research needs to keep on evolving,\u201d said Dr. Duane Varan, CEO, MediaScience. \u201cWe are thrilled that FreeWheel, with the support of its council of leading media companies, has chosen us to spearhead this important initiative.\u201d<\/p>\n<p>\nAs its first output, <i>T<\/i><i>he Viewer Experience Lab<\/i> today released a new State of TV Advertising Viewer Experience Report, which is a comprehensive analysis of viewer experience today and an exploration of how our industry should define and approach this important subject.<\/p>\n<p>\nFreeWheel today provides publishers with many capabilities to enhance the viewer experience, including a system for dynamically adjusting the ad load based on time spent viewing, a dynamic ad scheduler for connected TV (CTV) environments, and the ability to frequency cap across devices within the same household. Moving forward, as part of <i>The Viewer Experience Lab<\/i>, FreeWheel will use emerging insights and recommendations to enhance and build new products within its VX suite.<\/p>\n<p>\nCompanies supporting the new initiative through their work with the FreeWheel Council for Video Excellence represent the full spectrum of viewing platforms and distribution channels, including A+E Networks, AMC, FOX, NBCUniversal, Warner Brothers Discovery and Paramount.<\/p>\n<p>\n\u201cOur viewer relationships are at the center of everything we do as a media company and the unique value we are able to deliver to our advertising clients. These relationships are rooted in a viewer-first strategy across a broad, ad-supported distribution ecosystem that spans linear networks, streaming services and emerging, connected TV\/FAST platforms,\u201d said Evan Adlman, executive vice president of commercial sales and revenue operations for AMC Networks. \u201cWe are focused on offering the best data targeting capabilities across all of our inventories, so having insights into the consumer experience that allow us to deliver the best products is invaluable in this dynamic and changing environment. We are thrilled to partner with FreeWheel in this new and novel effort.\u201d<\/p>\n<p>\nIn addition to launching the State of TV Advertising Viewer Experience Report, FreeWheel and MediaScience have begun work on a custom analysis into viewing experience that will analyze consumers\u2019 responses to viewer experience stimuli in a lab environment and provide best practices for the industry. Initial findings are expected to be released in January 2024.<\/p>\n<p>\nFor additional VX information and access to all VX research, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.freewheel.com%2Fviewerexperiencelab&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.freewheel.com%2Fviewerexperiencelab&amp;index=4&amp;md5=41adbfe03c43b9ee03327deec6998b36\">https:\/\/www.freewheel.com\/viewerexperiencelab<\/a>.<\/p>\n<p><b>About FreeWheel<br \/>\n<br \/><\/b>FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal \u2013 results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.freewheel.com%2F&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=freewheel.com&amp;index=5&amp;md5=f06e93ee39bc6ace65564d44dfa2c119\">freewheel.com<\/a>, and follow us on\u00a0<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Ftwitter.com%2Ffreewheel%3Flang%3Den&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=Twitter&amp;index=6&amp;md5=774bb63165df218c122b9731ed98b788\">Twitter<\/a>\u00a0and\u00a0<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Ffreewheel&amp;esheet=53426551&amp;newsitemid=20230621382233&amp;lan=en-US&amp;anchor=LinkedIn&amp;index=7&amp;md5=0fc6e2c7cae215ed4a69cc5a3f7eed43\">LinkedIn<\/a>.<\/p>\n<p><b>About MediaScience<br \/>\n<br \/><\/b>MediaScience is the leading provider of lab-based audience research, incorporating a range of technology and tools to measure human emotion directly, through neurometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin &#8211; MediaScience is discovering key insights in advertising, emerging digital technology, media, and consumer trends.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20230621382233r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20230621382233\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20230621382233\/en\/<\/a><\/span><\/p>\n<p><b>Media:<br \/>\n<\/b><br \/>Elaine Wong<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:Elaine_Wong@Comcast.com\">Elaine_Wong@Comcast.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> France Europe<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Software Media Networks Internet Data Management Technology Other Communications Marketing Advertising Audio\/Video Communications Other Technology Telecommunications<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20230621382233\/en\/1824127\/3\/FreeWheel_Comcast_Black_RGB.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms Components include the new State of TV Advertising Viewer Experience (VX) Report, a commitment to ongoing VX research, and continued innovation in FreeWheel\u2019s growing suite of VX products. Advisors include major programmers and streaming-first companiesfrom the FreeWheel Council for Premium Video, including A+E Networks, AMC, FOX, Paramount, Warner Brothers Discovery and NBCUniversal. CANNES, France&#8211;(BUSINESS WIRE)&#8211; Today, FreeWheel, a global technology platform for the television advertising industry, announced that it is spearheading a new initiative, The Viewer Experience Lab, in partnership with MediaScience, a leader in media and advertising innovation, research and technology. The goal of the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/freewheel-launches-theviewer-experience-lab-in-partnership-with-mediascience-to-help-the-tv-industry-improve-the-ad-environment-for-users-across-all-video-platforms\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-765024","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/freewheel-launches-theviewer-experience-lab-in-partnership-with-mediascience-to-help-the-tv-industry-improve-the-ad-environment-for-users-across-all-video-platforms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms Components include the new State of TV Advertising Viewer Experience (VX) Report, a commitment to ongoing VX research, and continued innovation in FreeWheel\u2019s growing suite of VX products. Advisors include major programmers and streaming-first companiesfrom the FreeWheel Council for Premium Video, including A+E Networks, AMC, FOX, Paramount, Warner Brothers Discovery and NBCUniversal. CANNES, France&#8211;(BUSINESS WIRE)&#8211; Today, FreeWheel, a global technology platform for the television advertising industry, announced that it is spearheading a new initiative, The Viewer Experience Lab, in partnership with MediaScience, a leader in media and advertising innovation, research and technology. 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Market Newsdesk","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.marketnewsdesk.com\/index.php\/freewheel-launches-theviewer-experience-lab-in-partnership-with-mediascience-to-help-the-tv-industry-improve-the-ad-environment-for-users-across-all-video-platforms\/","og_locale":"en_US","og_type":"article","og_title":"FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms - Market Newsdesk","og_description":"FreeWheel Launches TheViewer Experience Lab in Partnership with MediaScience to Help the TV Industry Improve the Ad Environment for Users Across All Video Platforms Components include the new State of TV Advertising Viewer Experience (VX) Report, a commitment to ongoing VX research, and continued innovation in FreeWheel\u2019s growing suite of VX products. Advisors include major programmers and streaming-first companiesfrom the FreeWheel Council for Premium Video, including A+E Networks, AMC, FOX, Paramount, Warner Brothers Discovery and NBCUniversal. CANNES, France&#8211;(BUSINESS WIRE)&#8211; Today, FreeWheel, a global technology platform for the television advertising industry, announced that it is spearheading a new initiative, The Viewer Experience Lab, in partnership with MediaScience, a leader in media and advertising innovation, research and technology. 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