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 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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    TV as a Platform: Automation & Efficiency [FWC Video Series]

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

    TV’s scale and quality are undeniable, and with addressability and smarter application of data, it has evolved as a platform to meet the full set of marketer’s needs, no matter what the campaign goals are. In our final installment of the this Upfronts series featuring roundtable discussion taped during the FreeWheel Council for Premium Video’s (FWC) Executive Board dinner in March, decision-makers at major TV companies talked about the way in which TV’s evolution as a platform has enabled more simplified buying at scale, leveraging the best of digital to create efficiencies.

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    FreeWheel Granted Accreditation for Mobile In-App Video Ad Impression Measurement

    FreeWheel Granted Accreditation for Mobile In-App Video Ad Impression Measurement Supports Growing Cross-Screen Viewership of Premium Video FreeWheel recently achieved accreditation by the Media Rating Council (MRC) for its measurement of Served Display and Video Ad Impressions in Mobile In-App environments. The MRC accreditation is based on FreeWheel’s compliance with MRC’s Minimum Standards for Media […]

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    TV as a Platform: Data & Intelligence [FWC Video Series]

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

    In a continuation of the FreeWheel Council’s (FWC) Upfronts series, we are featuring more of the roundtable discussion taped during the FWC’s Executive Board dinner in March, where a number of decision-makers from major TV companies talked about the way in which TV’s evolution as a platform combines the best of linear and digital to create unrivaled opportunities for advertisers to drive results at scale.

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    TV as a Platform: Quality Scale [FWC Video Series]

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

    We recently shared the first in a video series filmed at the FreeWheel Council for Premium Video’s Executive Board dinner last month. Decision-makers from ABC, Comcast, ESPN, NBC Universal and others discussed the key issues impacting the television industry as we head into the 2018 Upfronts season, and how TV is now acting like a unified platform to drive results. It shouldn’t be surprising that the conversation naturally turned to two of premium video’s most compelling attributes for advertisers: quality and scale.

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    Insights Survey: How Programmatic is Shaping the Industry

    By Harvey Kent,
    SVP, Global Agency Business

    Inspired by the 2018 IAB ALM, in which the key takeaway for publishers, brands and technology partners need to focus on trust and transparency for quality storytelling, we queried key decision-makers from our 1,200 agency client base to understand how they embrace programmatic in their efforts to connect marketers and their brands, to consumers.

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    FWC Upfronts 2018 Video Series: The Most Powerful Platform is…TV

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

    With the Upfront season fast approaching, it’s important to take a step back and view the state of the TV industry through the lens of its digital evolution.

    This is not a revolution, as linear TV remains the dominant share of viewing figures, but TV companies are evolving, embracing and adapting to the opportunities that digital consumption brings with it.

    The core value proposition of TV and premium video remains: brand-safe, quality reach in engaged environments. That value is being augmented by data and “targetability” as well as simplified ways of accessing those key audiences.

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    FreeWheel Women in Tech Video Series: A Culture of Inclusivity

    By Terra Mrkulic,
    Social Media & Content Marketing Director

    In honor of Women’s History Month and International Women’s Day, I had the unique opportunity to interview two dozen of my female peers in New York, Chicago, San Francisco, London, and Beijing. From senior leaders to women who are newer to our business, this talented cast of engineers, product experts, sales leaders, services pros and marketers are united in their passion for our company and the innovative role we play in powering the New TV Ecosystem.

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