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Category: FreeWheel Council for Premium Video

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.

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New Research: The Six-Second Ad Experience

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.

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

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.

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

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.

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TV as a Platform: Quality Scale [FWC Video Series]

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.

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FWC Upfronts 2018 Video Series: The Most Powerful Platform is…TV

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.

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Navigating the Complexities of Cross-Platform Metrics: The European Video Measurement Matrix

As we kick off the new year, the FreeWheel Council for Premium Video, Europe (FWCE) has released its latest output: The European Video Measurement Matrix. The latest insights from the European advocacy group bring together methodologies and capabilities from some of Europe’s main players in today’s complex cross-platform measurement landscape to provide a unique overview […]

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FreeWheel Council for Premium Video: A 2017 Retrospective

The FreeWheel Council for Premium Video (FWC) has had a pivotal and important year. If 2016 was about setting our foundation, 2017 was about raising the bar and delivering on the promise of continuing our narrative on the Ad Experience and Unification, as well as launching the FWC in Europe.

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Premium Video Unified: The Currency Conundrum

The unification (or convergence) of video is upon us but measurement remains the number one challenge for buyers to invest more in cross-platform executions. At the heart of that challenge is a constantly changing viewing landscape and the inherent differences between linear and digital television and all of its incarnations.

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High Definition: Clarifying the Muddled Video Viewability Picture

The advertising ecosystem was originally built to engage consumers, and it’s no surprise that viewability has become a vital metric. After all, advertising must be viewable to make an impact, particularly for formats such as video. Viewability is a measurement that has been forced into existence in response to the low quality of many advertising […]

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