FreeWheel Views

Yearly Archives: 2018

Four Signs of Premium Video’s Strength from the FreeWheel VMR: Q1 2018

David Dworin
By David Dworin,
VP, Advisory Services

The value of premium video has never been stronger. Big screen viewing, controlled ad loads, and the growth of live offerings create highly engaged audiences. However, it is a tumultuous time for the broader advertising industry. Brands are demanding transparency, control, and a high return on investment in a brand-safe environment. Big advertisers continue to vocalize their grievances with the walled gardens, citing lack of transparency into the content against which ads are placed and concerns that ads are viewed for no more than a few seconds. Meanwhile, the entire digital marketing ecosystem is working through the impact of Europe’s new General Data Protection Regulation (GDPR), which requires stricter management of consumer data.  

Read More

First-Price Auctions Aren’t the Best Solution for Publishers or Brands

By Julie Van Ullen,
VP, Publisher Sales and Account Management

Second-price auctions have been the unquestioned auction model in online advertising since the rise of Google paid search. However, as recent reports have demonstrated, they have rapidly been giving way to first-price auctions in many programmatic ad exchanges.

Read More

[New Research] Engaging The Viewer: Designing A Winning Ad Experience

By David Dworin,
VP, Advisory Services

Premium video consumers have more options than ever before. They decide what programming to watch – where, when, and how to watch it – and even how to pay for it. Increasingly, ad-supported video competes with ad-free subscription services like Netflix and Amazon in addition to ad-free networks like HBO and Showtime.

Read More

Three Key Trends Overheard at the 2018 Upfronts

By Brian Wallach,
Senior Vice President, Chief Revenue Officer, FreeWheel Markets

Memorial Day Weekend signifies the start of summer, and in the TV buying community it also means the start of negotiations as the Upfront presentations come to a close.  While there’s a lot of work to do, we think this is an incredibly exciting time to be in the TV industry. Change is afoot, with more high-quality programming being rolled out to feed the desires of fragmented consumers. Marketers’ quest for engaged audiences is directly influenced by consumers’ demand that brands and content experiences meet their ever-higher expectations. Despite shrinking budgets and inventory scarcity, advertisers know there is no better platform to engage with consumers at scale than TV.

Read More

FWCE Members See GDPR as a Positive Step for Premium Video

Discussion around the General Data Protection Regulation (GDPR) is reaching a peak as the enforcement date of 25th May approaches, but the specific impact on broadcasters and premium video providers has not been widely explored.

Read More

Celebrating #MomsInTech at FreeWheel

By Terra Mrkulic,
Social Media & Content Marketing Director

We’ve heard the stories—tech can be a tough destination for women, and perhaps even more so for mothers. The industry’s reputation is rooted in a culture where ping-pong tables outnumber lactation rooms, and late nights and sacrificing one’s personal life are synonymous with tech success. While this might appeal to some, the FreeWheel story has a very different narrative, where moms aren’t an anomaly at any level of the organization and our culture is built on putting family first.

Read More

New Research: The Six-Second Ad Experience

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

In a follow-up study on the advertising experience last year, the FreeWheel Council for Premium Video (FWC) recently conducted research in partnership with Realeyes, focused on better understanding the impact of ad length on the ad experience and business outcomes.

With the rise of the six-second ad format in TV and premium video, it’s important to understand the best application of this format in relation to other longer ad creatives and how marketers can use it as one of many creative options in their arsenal to engage consumers.

Read More

TV as a Platform: Automation & Efficiency [FWC Video Series]

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

TV’s scale and quality are undeniable, and with addressability and smarter application of data, it has evolved as a platform to meet the full set of marketer’s needs, no matter what the campaign goals are. In our final installment of the this Upfronts series featuring roundtable discussion taped during the FreeWheel Council for Premium Video’s (FWC) Executive Board dinner in March, decision-makers at major TV companies talked about the way in which TV’s evolution as a platform has enabled more simplified buying at scale, leveraging the best of digital to create efficiencies.

Read More

FreeWheel Granted Accreditation for Mobile In-App Video Ad Impression Measurement

FreeWheel Granted Accreditation for Mobile In-App Video Ad Impression Measurement Supports Growing Cross-Screen Viewership of Premium Video FreeWheel recently achieved accreditation by the Media Rating Council (MRC) for its measurement of Served Display and Video Ad Impressions in Mobile In-App environments. The MRC accreditation is based on FreeWheel’s compliance with MRC’s Minimum Standards for Media […]

Read More

TV as a Platform: Data & Intelligence [FWC Video Series]

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

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.

Read More

engage

We use cookies to manage our website. Further information on our use of cookies is in our privacy policy. Please confirm your acceptance to the placement of cookies on your device here