The unification (or convergence) of video is upon us but measurement remains the number one challenge for buyers to invest more in cross-platform executions. At the heart of that challenge is a constantly changing viewing landscape and the inherent differences between linear and digital television and all of its incarnations.
The television upfront season generates a great deal of anticipation, as it often foreshadows the performance of the wider premium video industry. This year, the U.S. TV upfront market outperformed expectations, increasing revenues by 6% over last year to reach $19.7Bn. Similar to how several of the new fall shows plan to bring viewers back to familiar territory, with throwback revivals, advertisers have gradually turned back to the TV ecosystem, both linear and digital, amidst concerns around the safety and effectiveness of other digital marketing channels.
The concept of unification and what it means for the premium video advertising industry is one of today’s hottest topics. From changes in publishers’ businesses to how viewers are consuming content, the industry is driving towards buying and selling inventory in a holistic, unified manner across all screens.
The advertising ecosystem was originally built to engage consumers, and it’s no surprise that viewability has become a vital metric. After all, advertising must be viewable to make an impact, particularly for formats such as video. Viewability is a measurement that has been forced into existence in response to the low quality of many advertising […]
At FreeWheel, our partnership with AdMonsters is one that we truly enjoy being a part of. The community of operations professionals fostered in that environment allows us to really dig in with the people who use our technology and understand their businesses, their pain points, and how they go to market.
When the FreeWheel Council for Premium Video (FWC) surveyed 243 brand and ad agency executives in late 2016, the advertising experience was rated as the most significant challenge facing the video industry today. As anyone who is part of the advertising value chain will tell you, there are many variables and responsible parties involved in ensuring the right ad shows up in the right place at the right time, and in the right way.
When FreeWheel was established 10 years ago, the foundational DNA was comprised of a great product, a great team, and great market dynamics. But to take success to the highest level, our founders built a culture of purposeful, proudly unique, and deeply caring individuals—values that are mirrored today across Comcast’s Advanced Advertising Group.
As someone deeply committed to volunteering in my personal life, coming to an organization that values and supports giving initiatives was a key part in my decision to join this great company. Here’s a look back at the many initiatives that our talented and ambitious teams have accomplished so far this year.
Over the past two weeks since returning from the Cannes Lions International Festival of Creativity, I’ve had a chance to reflect on the stellar opportunities afforded by this truly unique global event. After all, Cannes Lions doesn’t just play host to the largest gathering to worldwide advertising professionals but also to 15,000 marketing and media executives— a collective intersection of advertising, entertainment, media, and technology unlike any other. South of France setting aside, is there a better setting for our global teams to bring industry leaders together to strategically drive the industry forward?
Following on the success of the FreeWheel Council for Premium Video (FWC) in North America, we’re excited to announce that the FWC has launched in Europe, extending its remit to champion the premium video industry on an international level. The FreeWheel Council for Premium Video Europe (FWCE) has 13 members at launch, including some of Europe’s largest Broadcasters and Operators.
As we turned the corner into 2017, one thing became clear: the industry has never been closer to true unification in premium video than it is now. The FreeWheel Video Monetization Report: Q1 2017 highlights how the boundaries between what we consider “traditional TV” and digital video are dissolving, and that at the end of the day, it’s all just video. Live and full-episode TV-quality content grew at double-digit rates across the board and nearly half of all digital video consumption occurs on the big screen. New MVPD subscription models are emerging. Viewers have high expectations around all components of the premium content experience, and publishers and advertisers alike are recognizing that cooperation will be crucial in driving the industry forward. Here are a few trends we observed in this quarter’s report to highlight.