It's a shame. Shame that in 2024, some are not yet able to provide a QoE on CTV Ads on par for what viewers coming from L(inear)TV Ads must expect. Fortunately, solutions do exist ! #Latency and #Homogeneity can be eliminated with #SSAI such as @Broadpeak.io that fit ads and content together. #Break_context can be improved with manual or mechanical strategic placement #Fill_Rate could be maximized if we, at last, embraced #Performance_CTV. In this model, any ad has always an optimal eCPM, calculated as the #Expected_Value. There's thus no need to cap delivery on artificially fixed budgets and negotiated prices.
New research from FreeWheel's Viewer Experience Lab finds ads don’t necessarily bother viewers, they are bothered by bad ad experiences such as ad latency, unnatural ad breaks, and slate, which can negatively impact brand perception and recall. #FreeWheelEmp
