In a continuation of the FreeWheel Council’s (FWC) Upfronts series, we are featuring more of the roundtable discussion taped during the FWC’s Executive Board dinner in March, where a number of decision-makers from major TV companies talked about the way in which TV’s evolution as a platform combines the best of linear and digital to create unrivaled opportunities for advertisers to drive results at scale.
We recently shared the first in a video series filmed at the FreeWheel Council for Premium Video’s Executive Board dinner last month. Decision-makers from ABC, Comcast, ESPN, NBC Universal and others discussed the key issues impacting the television industry as we head into the 2018 Upfronts season, and how TV is now acting like a unified platform to drive results. It shouldn’t be surprising that the conversation naturally turned to two of premium video’s most compelling attributes for advertisers: quality and scale.
Inspired by the 2018 IAB ALM, in which the key takeaway for publishers, brands and technology partners need to focus on trust and transparency for quality storytelling, we queried key decision-makers from our 1,200 agency client base to understand how they embrace programmatic in their efforts to connect marketers and their brands, to consumers.
With the Upfront season fast approaching, it’s important to take a step back and view the state of the TV industry through the lens of its digital evolution.
This is not a revolution, as linear TV remains the dominant share of viewing figures, but TV companies are evolving, embracing and adapting to the opportunities that digital consumption brings with it.
The core value proposition of TV and premium video remains: brand-safe, quality reach in engaged environments. That value is being augmented by data and “targetability” as well as simplified ways of accessing those key audiences.