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.
There’s a scene in the Seinfeld episode, “The Pitch,” where Jerry and George are pitching their concept for a sitcom about nothing. NBC executives, Jerry and George spend a little time hashing out the sitcom idea in real time. While pressing them on the concept, the president of NBC, Russell Dalrymple (played by Bob Balaban), asks George why, if nothing happens, is he watching it?
Our company has a long-standing commitment to supporting women in technology, as evidenced by the 34% of dynamic women engineers, product experts, sales leaders, services pros and marketers that comprise our global organization. In celebration of Women’s History Month and today, International Day of the Woman, we honor this talented cast who are bound by their passion for our tech industry and the collective impact we have on powering the technology that drives growth and innovation across The New TV Ecosystem.
There is perhaps no more important day in FreeWheel’s event calendar than our annual Hackathon. Every year, FreeWheelers unite from around the globe, transcending geographic and departmental barriers, to collaborate, ideate and innovate new solutions that will propel The New TV Ecosystem forward.
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 […]
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.
When it comes to video, viewers have more choice than ever in terms of what, where, when, and how they consume content. At the same time, advertisers have a wider array of channels through which they communicate with their intended audience. Premium publishers have responded to the increasingly competitive landscape by improving the value they deliver to both consumers and advertisers. They have made content available on a menagerie of devices, both on-demand and live, and through both traditional and new-to-market distribution partners. For advertisers, they continue to offer a brand-safe environment alongside high-quality, engaging, professionally produced content.
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 television upfront season generates a great deal of anticipation, as it often foreshadows the performance of the wider premium video industry. This year, the U.S. TV upfront market outperformed expectations, increasing revenues by 6% over last year to reach $19.7Bn. Similar to how several of the new fall shows plan to bring viewers back to familiar territory, with throwback revivals, advertisers have gradually turned back to the TV ecosystem, both linear and digital, amidst concerns around the safety and effectiveness of other digital marketing channels.
The concept of unification and what it means for the premium video advertising industry is one of today’s hottest topics. From changes in publishers’ businesses to how viewers are consuming content, the industry is driving towards buying and selling inventory in a holistic, unified manner across all screens.
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 […]