Key Findings in Premium Multiscreen TV Content Experience
Understanding Premium Multiscreen TV Content
In today’s rapidly evolving media landscape, understanding what constitutes premium multiscreen TV content is crucial. A recent global report from a collaboration between FreeWheel, a technology provider in television advertising, and NBCUniversal has shed light on the essential elements that shape high-quality viewing experiences.
Components of High-Quality Viewing
The findings of the report illuminate four critical components defining premium content: platform, content, device, and ad load. Each of these factors plays a significant role in shaping the viewer's perception of quality. The research suggests that the right combination of these elements can enhance quality metrics significantly, offering users an experience they find enjoyable and valuable.
The Influence of Content Quality on Perception
The report also highlights an important correlation between content quality and brand perception. When advertisements were placed within premium content, an impressive 68% of respondents indicated that they viewed these ads as higher quality. Furthermore, 66% believed that brands advertised in high-quality settings were more credible. This points to an essential insight for marketers: aligning brands with premium content can enhance their reputation.
Impact of Viewing Environments
“Advertisers and marketers have long believed that premium content fosters trust, and our research offers concrete definitions of this trust,” remarks Thomas Bremond, Chief Revenue Officer, International, FreeWheel. He emphasizes that the insights derived from this study can assist advertisers in identifying impactful content, while also aiding publishers in creating enhanced viewing environments.
Key Findings from the Survey
The extensive study comprised 8,000 interviews with adults aged 16-64 across various countries, unearthing valuable insights into the viewing habits and preferences of audiences globally. The report indicates that a similar appreciation for high-quality viewing experiences exists across different age groups and regions.
Advertising Experience Matters
Additionally, the research highlighted the importance of the advertising experience itself. It was found that shorter ad breaks yield significantly higher quality perceptions. Specifically, limited ads and ad placements that are less intrusive correlated with a 2.1x higher quality index, showcasing the value of respectful advertising in cultivating viewer engagement.
Engagement and Return on Investment
According to David Evans, VP Research, Global Data and Insights, NBCUniversal, audiences globally are increasingly engaged with premium video content, seeking options with impressive production values and compelling narratives. This intentional selection and engagement with content not only fosters connections between viewers and the materials they consume but also drives discussions and recommendations among peers.
When high-quality ads are introduced into this mix, a powerful environment emerges for advertisers, leading to improved attention and return on investment. In essence, premium content serves as a powerful vehicle for effective marketing outcomes.
Overview of FreeWheel and NBCUniversal
FreeWheel stands at the forefront of The New TV Ecosystem, providing necessary technology and data solutions for the advertising sector. With a global presence, it plays a pivotal role in facilitating transactions across assorted screens and sales channels. The company is dedicated to promoting the interests of the industry through initiatives like the FreeWheel Council for Premium Video.
NBCUniversal, a subsidiary of Comcast Corporation, is renowned for its extensive portfolio of entertainment and information platforms, delivering top-notch content across multiple formats. It operates several well-known brands and offers a comprehensive array of viewing experiences through its film, television, and streaming offerings.
Frequently Asked Questions
What are the main findings of the FreeWheel and NBCUniversal report?
The report identifies four key components of premium TV content: platform, content, device, and ad load, which significantly affect viewer perception and brand quality.
How does content quality impact brand perception?
Higher quality content enhances brand credibility, with many viewers associating premium content with trustworthy and high-quality brands.
What role does the advertising experience play in viewing quality?
A reduced number of ads and shorter ad breaks improve the quality perception for viewers, making advertising less intrusive and more effective.
What was the scope of the research study?
The study involved 8,000 online interviews with respondents aged 16-64 from multiple countries, ensuring a diverse and comprehensive data set.
How does premium content affect marketing outcomes?
Premium content leads to increased viewer engagement and a higher return on investment for advertisers when combined with a quality advertising experience.
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