Recently, I attended two marketer-centric events which allowed me to speak directly with CMOs and other marketing executives across a wide range of industries. Since FreeWheel is focused on helping marketers grow their businesses with premium video content, much of our discussions focused around TV and video advertising—what’s working, what’s not, and what marketers would like to see on the horizon.
Headlines would suggest that TV is dead, or at least enduring a slow death. The reality is that TV viewing is very different than what it was three years ago, let alone 10. How we define “TV” is still being debated. Is it the content, device or pipe that presents it to the viewer? But one thing is clear: with the proliferation of devices now powering TV content in the home, the living room dynamic has radically changed.
Taking a holistic approach at DMEXCO: Why collaboration and innovation are vital for the future of premium video
Team FreeWheel was once again thrilled to take part in DMEXCO 2018. Still a key event in the ad tech calendar, it is an amazing meeting place for major players in the digital, marketing and innovation sectors.. « Innovation » continued to be a main topic in Cologne; however, this year the emphasis was also on personalisation […]
Over the past few years the rise of digital advertising has encouraged a short-termist approach to marketing, where the focus is delivering information to audiences at the lowest possible cost, without sufficiently considering whether it will effectively drive the required brand outcomes. Digital has accelerated the direct response market where instant performance metrics are more […]
Cannes Lions once again provided Team FreeWheel a unique opportunity to strengthen our relationship with our clients, partners and industry peers – from the largest TV broadcasters and publishers, to leading agencies and advertisers. Nearly 1,500 top executives from over 60 countries joined us at our beach space where they could network with peers, catch […]
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.
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.
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?
The phrase “Advanced TV” is everywhere these days – in the trades, on social media, and in industry-related conversations – and it’s commonplace to encounter a different definition of Advanced TV in each setting. Some think it’s as simple as an internet connected television. Others believe it’s a far off, future concept. And still more equate Advanced TV with “programmatic,” a term in itself so confusing that the IAB recently called to abolish the term. One thing we can all agree on is that the current definition of Advanced TV is vague at best. It’s time to set the record straight.