Comcast/FreeWheel Client Summit 2017

Can industry optimism and collaboration defeat fragmentation? From the viewpoint of Marcien Jenckes, the answer is a resounding yes. Jenckes, who is President, Advertising, Comcast Cable believes now is the time to be very optimistic about what premium video can be. “It is the best way for marketers to reach their audiences. We’re coming off […]

As mantras go, “know thy audience” certainly speaks volumes about cross-platform television viewing. Content providers that take this to heart will become preferred partners to agencies and advertisers as innumerable publishing options are inevitably winnowed out by their capabilities and the quality of their offerings, says Nancy Dubuc. The President and CEO of A+E Networks […]

When mobile devices emerged as platforms for video viewing, there was a steep learning curve for ad buyers. Fast forward to over-the-top viewing on big-screen television sets and it’s déjà vu all over again. There’s no denying the trend of OTT viewing in the living room environment. As FreeWheel reported earlier this week in its […]

Now that OTT devices are responsible for the lion’s share of premium video viewing, there’s no shortage of content on the publisher side. What is lacking is a deep understanding of how best to buy and sell OTT inventory, which FreeWheel is addressing with its new research track called Signature Insights. The first installment of […]

What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation. While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as […]

Viewing of premium video is certainly fragmented. But the same holds true for selling ad inventory programmatically, regardless of whether “pipes are connected” from the desktop all the way to set-top box video on demand. “There are different levels of maturity in terms of the ease or liquidity of programmatic transactions and there are different […]

Pleasing television viewers while meeting advertiser goals is the constant balancing act facing ad-supported content providers. With this in mind, Fox Networks Group recently embraced YouTube’s six-second ad format as it continues to experiment with limited-ad offerings and enhanced audience targeting. “Our biggest form of competition in human attention in the entertainment television space is […]

Coming off of its best TV Upfront ever, NBCUniversal has seen at least a tripling of its data products. While it’s a testament to the company’s investments in data capabilities and the NBCU Audience Studio, there’s still work to be done to deliver the best possible ad experience to consumers. This is the assessment of […]