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.
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 […]
When the FreeWheel Council for Premium Video (FWC) surveyed 243 brand and ad agency executives in late 2016, the advertising experience was rated as the most significant challenge facing the video industry today. As anyone who is part of the advertising value chain will tell you, there are many variables and responsible parties involved in ensuring the right ad shows up in the right place at the right time, and in the right way.
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?
Following on the success of the FreeWheel Council for Premium Video (FWC) in North America, we’re excited to announce that the FWC has launched in Europe, extending its remit to champion the premium video industry on an international level. The FreeWheel Council for Premium Video Europe (FWCE) has 13 members at launch, including some of Europe’s largest Broadcasters and Operators.
As an advocate for premium video, defined as professionally-produced content in brand-safe, curated environments, the FreeWheel Council for Premium Video is focused on insights that help drive a broader understanding of the New TV Ecosystem and industry-wide collaboration. What is the market share of premium video in relation to the whole video ecosystem? This is a […]
There remains a seemingly perennial theme present in the Upfronts: unification and the ability to help advertisers reach their audience regardless of their device or platform. As more of this premium video is consumed across different screens, the quantity of unified transactions that occur across linear and digital TV has increased. With every year that passes, this theme grows ever more pronounced as the aggregation of audiences and execution of unified campaigns creates complexity for buyers and sellers who are often native to one side of the premium video world.
With audience buying and cross-screen TV executions ready to play a much larger role in this year’s TV Upfront market narrative, advancing the advertising experience is a crucial topic for both buyers and sellers of premium video. Today the ad experience in digital video is far from perfect. Whether it is too many or poor […]
On Tuesday, February 28th, Le Petit Web, French online media – specialized in digital economy news – held their conference “Open Gardens, Walled Gardens: the New TV & Video Alliances” in Paris. This intense half-day conference, of which FreeWheel was a sponsor, brought together top media and entertainment executives to discuss how French and European media groups can build a balanced, transparent, and sustainable video economy with the support of the entire advertising value chain.
The FreeWheel Council for Premium Video was proud to achieve a number of successes in 2016—a critical year in which we laid the foundation of our mission to serve the collective interest of those in the premium video industry through leadership positions, research, and advocacy promoting the New TV Ecosystem. And as we are looking […]