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Yearly Archives: 2017

Three Strategies Every Publisher Should Deploy to Improve Ad Experience

Ying Wang
By Ying Wang,
Director, Advisory Services,
FreeWheel

At Variety’s recent Entertainment & Technology conference in NYC, ad experience resurfaced as a hot topic. During a panel on, “The Future of TV Advertising,” it was clear that leaders from both publishers and agencies agreed that consumers should be at the center of the ad experience. There was a consensus that more experimentation was necessary and that the dialogue around ads needs to evolve from “commercial interruption” to “commercial enhancement.”

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The Unified Video Primer: Leveraging the Combined Power of Linear & Digital TV

By James Rothwell,
VP, Global Agency, Brand & Industry Relations,
FreeWheel

There remains a seemingly perennial theme present in the Upfronts: unification and the ability to help advertisers reach their audience regardless of their device or platform. As more of this premium video is consumed across different screens, the quantity of unified transactions that occur across linear and digital TV has increased. With every year that passes, this theme grows ever more pronounced as the aggregation of audiences and execution of unified campaigns creates complexity for buyers and sellers who are often native to one side of the premium video world.

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How FreeWheel is Solving for Endpoint Unification

By Priti Dalal,
Director, Sales Strategy & Enablement,
FreeWheel

As the concept of television continues to evolve, audiences have more options than ever when it comes to viewing premium content. While the ability to connect with consumers across screens is immensely valuable for publishers and advertisers alike, it has also become increasingly complex to insert ads anywhere content appears. Particularly, it is difficult to account for ad insertion challenges, while also honoring the business rules of a deal and delivering an optimal user experience. Several forces are at play here: (1) many endpoints have strict player requirements, (2) advertisers/agencies often have difficulty meeting these technical specifications, and (3) premium publishers struggle to fill inventory requirements for multiple endpoints in a way that maximizes sell-through. These factors are costing buyers and sellers numerous ad dollars from missed revenue opportunities.

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Takeaways from ExchangeWire’s ATS Paris

By Federico Benincasa,
Senior Vice President, Product Management - SSP,
FreeWheel

Thanks a million to ExchangeWire for yet another exciting event: ATS Paris! This full-day event brings a full range of key players across the industry to discuss the challenges and future trends in the programmatic advertising and marketing technology industry. It’s always great to connect with the extended programmatic family. Here are my brief takeaways from this year’s edition.

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Three Crucial Questions for Addressing Brand Safety

By Chris Glover,
Senior Director, Global Marketing,
FreeWheel

Have you scrolled through Twitter, read your favorite industry trade, or dug into your morning news check recently? Then you know the digital ecosystem has become increasingly challenging for brands to navigate. We see advertiser after advertiser making tough choices to ensure their brand messages are appearing where they should – environments that are fit for their blue-chip brands. It’s a great reminder that, now more than ever, quality matters, and premium video represents a beacon of light that brands can rely on to safely find the audiences they are after.

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Advancing the Ad Experience: 250 Brand & Agency Leaders Share Their Views

By James Rothwell,
VP, Global Agency, Brand & Industry Relations,
FreeWheel

With audience buying and cross-screen TV executions ready to play a much larger role in this year’s TV Upfront market narrative, advancing the advertising experience is a crucial topic for both buyers and sellers of premium video. Today the ad experience in digital video is far from perfect. Whether it is too many or poor […]

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Over-the-Top Devices: Where We Are and Where We’re Headed

By Jeremy Scher,
Associate, Advisory Services,
FreeWheel

In the FreeWheel Video Monetization Report: Q4 2016 (VMR) we observed first-hand the tremendous growth of over-the-top (OTT) devices over the past two years. These connected devices have evolved from just 8% share of premium video ad views two years ago in Q4 2014 to a solid 27% in Q4 2016. The message from consumers to publishers aiming to increase viewership and buyers hoping to reach an engaged audience is clear: video will always have a home on the big screen.

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Women’s History Month: Continuing the Conversation

By Ayme Yaiser,
Vice President, Global Brand Marketing,
FreeWheel

On International Women’s Day, I highlighted meaningful conversations with several fabulous women from FreeWheel. The heartwarming response to the candor and wisdom these ladies shared was amazing! Building on that momentum we continue celebrating Women’s History Month by expanding the conversation to include five amazing leaders across other functions within Comcast’s advanced advertising business. Below, we showcase their responses behind the sources of inspiration in their career journey, their definitions of success and the importance of women supporting each other across our expanding global organization.

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Five Themes of the FreeWheel VMR: Q4 and Year-End Insights: 2016

By Ying Wang,
Director, Advisory Services,
FreeWheel

The FreeWheel Video Monetization Report: Q4 2016 (VMR) launched on March 21st. The VMR takes a full-year look at 2016 as a whole, as well as quarter-specific trends, through the lens of general trends and themes that speak to the value of premium content and environments. For the 24th consecutive quarter, the upward trends in video continue, with no sign of slowing down. While our data highlights the opportunity in premium video, it also shines a light on just how complex managing a digital video business is today.

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True Yield: The FreeWheel Perspective

True Yield: The FreeWheel Perspective

By Geoff Wolinetz,
Vice President of Client Relationships,
FreeWheel

In early March, I was fortunate to attend AdMonsters’ Publisher Forum in Palm Springs, CA—an event tailored to senior leaders in ad operations and technology featuring in-depth peer-to-peer discussions that drive actionable results and industry best practices. In addition to being able to escape the frigid New York weather for a couple of days, I had the opportunity to speak to these industry leaders about something that we think about a lot at FreeWheel: True Yield.

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