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.

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

    James Rothwell
    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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    Evolving Standards to Improve Video Delivery

    By Alexander Groysman,
    Sr. Director, Client Success, FreeWheel Markets

    In November 2017, the IAB Tech Lab announced that the Video Player-Ad Interface Definition (VPAID) standard will be retired, eight years after it was introduced, to make way for updated standards that address new challenges in the video ecosystem impacting publishers, advertisers, and technology vendors. VPAID revolutionized the evolution of the video market and solved for many of the industry’s problems—though also creating an environment where new problems have become a reality.

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    Four Trends from the FreeWheel Video Monetization Report: Q4 2017

    By David Dworin,
    VP, Advisory Services

    On March 21, our team was proud to launch the FreeWheel Video Monetization Report: Q4 2017 (VMR) with Year-End Insights. This expanded version of the VMR includes not just an in-depth look at the trends shaping the New TV Ecosystem both in the U.S. and in Europe, but also a 2017 Timeline showing the key events that moved the industry forward, and an analysis of how the industry changed over the course of the entire year. Read on for a snapshot of our findings, and for the full benefit of our unparalleled data set, download the complete report.

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    Linear TV: The Next Frontier

    By Geoff Wolinetz,
    Vice President of Client Relationships

    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? 

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    Celebrating #WomenInTech at FreeWheel: Empowering the Next Generation of Women Leaders

    By Terra Mrkulic,
    Social Media & Content Marketing Director

    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.  

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    National Engineers Week: FreeWheel Hacks the Future

    By Song (Free) Du,
    VP, Engineering

    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.

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