FreeWheel Views

  • Welcome to the FreeWheel Blog. Our presence at the center of the New TV Ecosystem provides us with a unique point of view on the many issues facing the industry. The purpose of the FreeWheel blog is to share our perspective on industry opportunities, news and stories, including a look behind the scenes at how we power the advertising businesses of the largest media and entertainment companies in the world, while enabling them to scale their business and maximize value from their content.

  • OTT Advertising: Superhero of the New TV Landscape

    Mike Goodman
    By Mike Goodman,
    Sr. Director Demand Sales

    Today, I was privileged to address the audience at AdExchanger’s PROGRAMMATIC I/O conference in New York to talk about Over-the-Top (OTT) advertising.  This talk coincided with the launch of FreeWheel’s DRIVE – a suite of advanced advertising solutions designed to help marketers reach consumers across emerging forms of TV, including OTT, Set-top Box Video on Demand (STB VOD) and digital video, using advanced data and measurement capabilities.  

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    Connecting with the Technology Leaders of Tomorrow at the Grace Hopper Celebration

    By Tracey Kopper,
    Vice President, HR

    This September, I was delighted to accompany Team FreeWheel as we joined forces with Comcast and NBCUniversal at the Grace Hopper Celebration (GHC), the world’s largest meeting of women technologists. This year’s gathering attracted more than 22,000 attendees from over 90 countries to Houston, TX for three days of inspiring content and connection with women at all stages of their careers. 

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    The New Living Room: Taking Advantage of the Big Screen

    By James Rothwell,
    VP, Global Agency, Brand & Industry Relations

    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.

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    Taking a holistic approach at DMEXCO: Why collaboration and innovation are vital for the future of premium video

    By Marie Giesbert,
    VP, Marketing

    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 […]

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    Premium Video: Delivering Value Across the Marketing Funnel

    By David Dworin,
    VP, Advisory Services

    In Q2, premium video gained momentum as a marketing platform in both the U.S. and Europe as the TV industry continues to embrace technology and articulate its proposition across the full marketing funnel. During the 2018 U.S. Upfront buying season, CPMs increased across networks, with most reporting high single- or double-digit growth year-over-year. This demonstrates that advertisers see TV as a critical platform for their marketing success.

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    FreeWheel Women in Tech: Spotlight on Diane Yu

    By Terra Mrkulic,
    Social Media & Content Marketing Director

    It’s a well-established fact across the tech industry that women co-founders are rare, even though studies show that companies with women in leadership positions perform better. Since Diane Yu co-founded FreeWheel in 2007, she has driven our technology and product division as CTO—taking our company from startup to industry leader. In the process, Diane was able to fulfill her dream of building and evolving a research and development hub in her native Beijing.

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    FWCE – Demystifying Premium: The Key Attributes of Premium Video

    By Emmanuel Josserand,
    Brand, Agency and Industry Relations

    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 […]

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    The Future of TV is Unified: Takeaways from the FreeWheel 2018 U.S. Client Summit

    By Mark McKee,
    SVP, Marketing

    Our annual U.S. Client Summit consistently serves as a foundational event to bring together a diverse set of valued clients from all corners of the advertising ecosystem. The event provides a forum in which we can discuss where we currently stand as an industry, the future we’re trying to move towards, and how FreeWheel can partner across the ecosystem to achieve the ultimate goal: results for marketers. This full-day event offers a unique setting in which ideas are ignited and solutions are discovered through the content we share and in the conversation that follows. 

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    2018 Key Takeaways From FreeWheel Cannes Beach Featuring Advertising’s Industry Leaders

    By Marie Giesbert,
    VP, Marketing

    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 […]

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    Four Signs of Premium Video’s Strength from the FreeWheel VMR: Q1 2018

    By David Dworin,
    VP, Advisory Services

    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.  

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