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.

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

    Julie Van Ullen
    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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    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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