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.

  • FWCE – Demystifying Premium: The Key Attributes of Premium Video

    Emmanuel Josserand
    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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    First-Price Auctions Aren’t the Best Solution for Publishers or Brands

    By Julie Van Ullen,
    VP, Publisher Sales and Account Management

    Second-price auctions have been the unquestioned auction model in online advertising since the rise of Google paid search. However, as recent reports have demonstrated, they have rapidly been giving way to first-price auctions in many programmatic ad exchanges.

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    [New Research] Engaging The Viewer: Designing A Winning Ad Experience

    By David Dworin,
    VP, Advisory Services

    Premium video consumers have more options than ever before. They decide what programming to watch – where, when, and how to watch it – and even how to pay for it. Increasingly, ad-supported video competes with ad-free subscription services like Netflix and Amazon in addition to ad-free networks like HBO and Showtime.

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    Three Key Trends Overheard at the 2018 Upfronts

    By Brian Wallach,
    Senior Vice President, Chief Revenue Officer, FreeWheel Markets

    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.

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    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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    Celebrating #MomsInTech at FreeWheel

    By Terra Mrkulic,
    Social Media & Content Marketing Director

    We’ve heard the stories—tech can be a tough destination for women, and perhaps even more so for mothers. The industry’s reputation is rooted in a culture where ping-pong tables outnumber lactation rooms, and late nights and sacrificing one’s personal life are synonymous with tech success. While this might appeal to some, the FreeWheel story has a very different narrative, where moms aren’t an anomaly at any level of the organization and our culture is built on putting family first.

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    New Research: The Six-Second Ad Experience

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

    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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