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.
In Q2, premium video gained momentum as a marketing platform in both the U.S. and Europe as the TV industry continues to embrace technology and articulate its proposition across the full marketing funnel. During the 2018 U.S. Upfront buying season, CPMs increased across networks, with most reporting high single- or double-digit growth year-over-year. This demonstrates that advertisers see TV as a critical platform for their marketing success.
It’s a well-established fact across the tech industry that women co-founders are rare, even though studies show that companies with women in leadership positions perform better. Since Diane Yu co-founded FreeWheel in 2007, she has driven our technology and product division as CTO—taking our company from startup to industry leader. In the process, Diane was able to fulfill her dream of building and evolving a research and development hub in her native Beijing.
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 […]
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.
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 […]
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.
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.
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.
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.
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.