FreeWheel expands into Australian market with opening of Sydney office
Launch reflects growing demand for premium, brand-safe video advertising solutions in region
Sydney, Australia, 23 May 2018: FreeWheel, a Comcast Advanced Advertising company, today announced the opening of a new office in Sydney to support its investment and expansion in the Australian and New Zealand markets. The latest launch follows a succession of other international openings – including in SEA and MENA – as FreeWheel continues to cement its position as the industry’s most complete advertising management solution.
Building on its strong, existing US and European footprints, FreeWheel aims to provide much-needed support to broadcasters and premium video publishers in ANZ by offering technology that serves higher levels of both control and transparency.
Following his appointment as FreeWheel’s Commercial Director in the ANZ region, Arjun Arora is leading the team in the Sydney office. He commented: “Two of the main areas in which Australian broadcasters are keen to see improvement is the unification of linear and digital video ecosystems, and greater economic transparency in video ad trading. FreeWheel is in a very strong position to provide solutions to these.”
The company is already developing strong partnerships with some of the region’s biggest media brands – including the Daily Mail Australia – who are now experiencing the benefits of FreeWheel’s premium technology. Willian Vargas, Programmatic Manager AUNZ at the Daily Mail, said: “By using FreeWheel’s technology, we as a video publisher are given full, essential control over our advertising business model. For brands and advertisers to build long-standing relationships with their audience, guaranteeing transparency and developing trust is essential – and working with FreeWheel allows us to do both in a diverse and complex advertising environment.”
Video monetisation and programmatic advertising are areas experiencing significantly increased demand in Australia and New Zealand, with Nielsen statistics revealing that over two-thirds of digital adverts in this region are now bought programmatically. With a local presence, FreeWheel will be well positioned to provide the technology required to serve this growing market.
Gilles Chetelat, SVP International Business Development, APAC and MENA, added: “FreeWheel’s aim is to offer broadcasters and premium video publishers in this region a complete and holistic video advertising solution on the ad serving and SSP-side, and become a trusted partner to them. We look forward to demonstrating our commitment to the ANZ market as we witness and support strong levels of growth in this area.”