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.
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.
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.
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.
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.
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.
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.
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.
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 […]
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.