No matter how much you spend on creating an ad, if it is not being seen, or if the environment in which viewers are seeing the ad is not right, there is no impact and ultimately no ROI.
The viewer experience has always been central to broadcasters who are constantly fine tuning and trying to establish an optimum ad experience. This is a very delicate balancing act at the crossroad between maintaining a positive user experience, ensuring advertisers reach their campaign goals and, generating revenue to fuel new investments in premium content.
In this new episode we spoke to Jon Lewis, Head of Commercial Innovation & Partners at Channel 4 to talk about their latest ad experiments and innovations.