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As a response to mounting pressure on its Ad business, MVPDs and Programmers supported FreeWheel’s initiative to create a dedicated group to defend and represent the interest of the Premium ecosystem
The FWC was established in 2015 to advocate for the premium video economy. As part of the FWC mission, we create leadership positions and research on the most relevant topics affecting premium video and aim to influence industry bodies to shape their agendas and push for applicable standards to further the industry. It starts with the advertisers and buyers of media, and the buy-side are a key audience for the FWC, so we are engaging with the likes of the ANA, 4 A’s, iab…
Today the Council is 29 members strong, made up of the largest media and entertainment companies, representing the most influential TV and video providers in the US.
In 2016, we set out to deliver thought leadership across 4 themes/positions: 1/ Value of Premium Video: Prioritizing safety & transparency through premium video investment will drive engagement, leading to better business outcomes for brands. New data not only highlights that premium video is highly viewable, but also that the industry should be elevating the conversation to engagement instead of just focusing on metrics that are more necessary for lower-tier inventory. For example, the Council conducted a study with MOAT which showed an almost 38 percentage-point improvement for premium video in a key engagement metric that measures if an ad was audible and visible upon completion – not just whether it was viewable for a couple of seconds. In addition, premium video is experiencing the fastest growth across inherently viewable, fraud-free, and advertiser-friendly environments such as over-the-top and set-top box video-on-demand. This type of viewing continues to solidify premium video differentiation by fostering engagement with both the content and the advertising message in the same way as traditional television. This is in line with the recent newsletter published by the SNPTV 2/ Reconstructing Programmatic for Premium Video: Campaign objectives, along with premium publishers’ goals, should drive programmatic execution, while guarding against the misaligned interests of intermediaries 3/ Improving the Ad Experience: Ad Breaks should mirror quality of content for maximum engagement; positive ad experiences drive better brand associations and effectiveness 4/ Unification: The Path to Scale and Simplicity: Unifying recaptures scale previously lost due to fragmentation, allows for utilization of all screens in campaigns and cross-screen measurement enables true ROI verification
These positions were pushed via media outlets [Ad Age Digital Edition, AdExchanger, ANA Smartbrief] and industry events [Advertising Week, ANA Masters of Marketing, Paley Centre, Beet Retreats, iab…]
Here is a quick example of one of the position we published at the end of last year looking at ’Advancing the Ad Experience’.
In this first output for Ad Experience, the council took a look at the challenge of delivering an optimal ad experience from the publisher perspective. The FWC looked at FW customer data (1 BN ads over 7 days) to assess the amount of times ads were repeated more than twice in an hour stream, and the results were surprising- it happened only 4% of the time in on-demand environments, and 11% of the time in live environments. Users generally are more likely to drop out of a stream during the content (80%) versus the ads (20%) which suggests that they are willing to put up with the ads but it does not mean we should stop trying to improve. The FWC suggested 3 areas for improvement:
1. Prevent Ad Fatigue from Repeat Ads - Controlling for frequency of exposure to messaging is a vital part of the ad experience equation - FW data suggests that frequency capping is generally working on long-form and live content (89-96% of streams have creatives repeating twice or less) - But there is room for improvement, perpetuated by a lack of creative diversity provided by the buy-side, duplication of campaigns from secondary demand channels and technology challenges for cross-screen tracking. 2. Customize the Ad Experience based on content consumption - We believe the viewer’s acceptance of ads is related to their consumption of content. - Different types of viewers, whether sampling short form content or binge-watching full episodes, have different expectations of the amount and timing of delivered ads. - Tailoring the ad experience based on the screen (e.g. mobile vs OTT) is also a key factor in managing viewers’ expectations and engagement - We are seeing many premium video publishers experimenting with different ad experience models to meet advertisers’ goals while retaining (and growing) audiences. 3. Maximize creative diversity and quality - There are a number of challenges in delivering the optimal set of creative executions in all formats (to be explore in a subsequent publication). - Scaling premium video businesses usually involves granting sales rights to partners, which adds complexity. - To maintain a consistently positive ad experience, it’s important to optimize the quality of creatives and appropriate amount of tags from all demand sources
In the first part of this year the council will look to focus on the ongoing work in terms of Ad Experience and Unification. Here I wanted to share a couple of graphics extracted from our latest custom research, partnering with Ad Perceptions, looking into the buy-side’s perspective on the dynamics and responsibility for improving the video ad experience. We will be putting out this paper highlighting our findings in the next month.
The research was compiled from 242 interviews from Brand Marketers and Agencies. As a sneak peak, here are a couple of graphics.
-> Creating a better consumer ad experience is seen as a critical challenge facing the Video Industry, and is an issue of major importance to advertisers
It impacts campaign effectiveness: 9 in 10 say it’s a key to helping achieve campaign goals – specifically improved ROI/ROAS and brand loyalty
It impacts who gets their business: Majority agree that a company’s approach to ad experience factors into partner selection (of both media and agency partners)
Overall most agree (2 in 3) Creative Roles/Agencies are seen to have the most responsibility for user experience, including ensuring optimal # of CreativesMore to come over the next few weeks…
Grand Format "Jardins Ouverts, Jardins Clos" du 28/02/2017 - Présentation Freewheel
FREEWHEEL COUNCIL FOR PREMIUM VIDEO
Petit Web – Jardins Ouverts / Jardins Clos
Thomas Bremond – Directeur Général, FreeWheel International
Average time spent per adult per day – total US
#1 Trend in TV/Video
It’s harder to reach consumers at scale and on a
US TV advertising
0% 10% 20% 30% 40% 50% 60% 70% 80%
~ $50bn of ad revenue
contributes ~49% of
The FreeWheel Council for Premium Video (FWC) serves the
collective interest of those in the premium video industry
through leadership positions, research, and advocacy to
promote the premium video economy
The Unrivaled Value of
CONTENT TRANSACTION CREATIVE SCALE
Viewers complain about poor ad experiences
seeing same creative
over and over
ad takes too long
POOR CREATIVE QUALITY
low resolution, breaking stream
inconsistent fill of breaks, lots of slate
in a break
Improving the ad experience: a buy-side perspective
Creating a better ad experience for
Managing/integrating big data
Biggest challenges facing the video ad industry? Who has responsibility for improve ad experience?
Agency's creative department
Tech vendor partners