FreeWheel's Cannes Lions 2023 Message: Refresh the Viewer Experience

quotWe39re attending to connect with all of the other smart thinkers in our industryquot explains David Dworin pictured FreeWheel39s Chief Product Officer quotA big thing we39ll be talking about is how we can optimize the viewer experience focusing on the people watching the content amp8230 and make sure they have the best experience That39s the way we can make sure advertisers get the most value of their advertisements and their media dollars Publishers of content can have the most trusted relationships with those viewers keep them coming back and keep making great content We39re really excited to put the focus therequot Dworin39s back for his second Cannes Lions visit on FreeWheel39s behalf He feels that a search for common ground in giving consumers quality TV programming and commercials that respect their values is more imperative than ever quotFrom the technical execution down to the relevance of the ad you39re looking at the viewer is getting the best experience possiblequot he insists quotYou should have the most seamless delivery with minimal interruptions It should transition you from the story you39ve chosen to watch and the story the advertisers are showing you in the most seamless way possiblequotThat objective is a must for all parties to work out Dworin believes as more people turn from regularly watching linear broadcast and cable networks with as many as 20 minutes of messages per hour and three or four minutes or more inside each commercial break to services distributed through smart TV products and multichannel bundles that run three to five minutes of commercials per hour with each break 90 seconds or less Whatever solutions come about they must deal with technical scheduling and creative issuesquotThere are a lot of things that take people out of their viewing experiencequot he adds quotOne of them is seeing the same ad over and over again It39s also not great for the viewer or the advertiser to see too many ads or backtoback ads These problems detract from the experience along with ads that are not relevant to youquot On the other hand when these problems can be solved viewers quotget presented with product information that keeps them engaged with these different platformsquotBecause viewers opt in to watch less adsupported content you need to make sure you are delivering the best message possible at the best time to the right people because you get fewer shots at itquot he continues quotIt also means the inventory is way more valuable You want to use this inventory as efficiently as possible and as effectively as possiblequotFreeWheel is hosting meetings and technology demonstrations some organized with support from individual clients with a variety of advertising and programming officials throughout Cannes Lions Expect several meetings to showcase tech in the areas of audience targeting audience measurement and clean advertising environments Dworin promises to save time for onthespot conversations with attendees that come with innovative practices worth considering He advises other visitors to budget time for executive connections and checking out new ideasDworin expects interactive advertising video commerce viewer reward campaigns and other developing trends to get major attention at Cannes Lions resulting in a tryout of innovative approaches after the event quotWe39re supporting an ecosystem where people can experiment with all of these different innovations in the way that makes sense for their brand and their contentquot he says quotWhere we39re focused is making sure that the full experience from end to end is as flawless as possiblequotOne of the things that happens with innovation is the level of complexity needs to risequot Dworin concludes quotYou might have proprietary technology you need to deploy or insert You might need user action to happen in a different way They add complexity to the stable nature of TV advertising One thing we want to do with technology is simplify all of that complexity so that people can continue to innovate without disrupting the user interface or the user experience through technical or creative challengesquotFrom Monday June 19 to Thursday June 22 youamp8217re invited to attend the FreeWheel beach for a packed schedule of canamp8217tmiss activities plus oneonone sessions all four daysRegister at httpswwwfreewheelcannescomClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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FreeWheel's Cannes Lions 2023 Message: Refresh the Viewer Experience

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Simon Applebaum

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