james rooke

LONDON – The advertising industry is grappling with a paradox. As premium video content flourishes, accessing it can sometimes seem like a labyrinthine process, particularly for smaller advertisers seeking to expand their reach. No wonder many in advertising are technology are trying to simplify the complexity that has grown up. “The number one change or […]

LONDON, UK — The TV industry will in a hybrid world for many years to come, where the worlds of traditional linear TV and streaming converge, and the opportunity lies in reaching audiences instead of demographics. That is the vie according to James Rooke, President, Comcast Advertising. But, to get there, Rooke thinks the TV business […]

LONDON, UK — In a week in which ad exchange operator Index Exchange announced a direct integration with TV ad-tech platform FreeWheel, the latter’s owner sees FreeWheel becoming a gateway for an array of TV ad buyers. “When you’re an industry platform, then interoperability is really important,” James Rooke, President, Comcast Advertising, told me in […]

NEW YORK – This year’s CIMM Summit arrives as the media, marketing and adtech industries debate the best ways to set the value of cross-platform advertising for brands of all sizes. “We’re 18 months to two years into a transition to a multicurrency marketplace,” Jon Watts, managing director of the Coalition for Innovative Media Measurement […]

NEW YORK – The sudden jump in viewership for streaming video sped up a longer-term shift away from linear television. Amid these changes, both channels have a role in helping advertisers to reach consumers most effectively. “There’s a bit of a false narrative in the market at the moment that’s getting pushed in terms of […]

As marketers seek to reach consumers among a variety of media channels and electronic devices, Comcast Advertising is working to help them to harness data to improve their targeting. “We’re really proud of the work we’ve done across Comcast Advertising more broadly at enabling more programmers and networks to be lit up by addressable enablement,” […]

Sports fans will find a way to watch their favorite players and teams despite significant disruptions, as seen in the past year. That commitment gives marketers a chance to connect with consumers even as they divide their viewing time among multiple devices. Amid these shifts, media and marketing executives from a variety of companies have […]

Sports programming is an important anchor for advertisers in reaching audiences, not only when fans watch their favorite teams, but also when they consume other kinds of content. Reaching them takes an audience-based approach — and that become much more apparent last year when the pandemic capsized the sports calendar. “What we’ve found is that […]

Consumers are watching video content on a broader range of devices including smartphones, making multi-screen measurement an essential part of the growth in video advertising. The shift in video consumption habits will underpin a move away from traditional methods of measuring viewership and toward metrics that include more media channels. “We need to move away […]

Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. “Our roots are very much in […]

When Digiday reported recently how Comcast-owned NBCUniversal was beginning to use FreeWheel, its ad-tech software stablemate, to schedule linear TV ads, it set industry tongues wagging. That sort of integration requires extensive infrastructure development. But bigger things are coming, says James Rooke, FreeWheel GM, publishers, who explains the workings in this video interview with Beet.TV. […]

Having veered into negative territory over the past few years, the pendulum of industry discourse about digital video is swinging back to positive. And while there’s work to be done to streamline the planning and execution of premium video advertising, more marketers now have a deeper understanding of the benefits of being in its brand-safe […]

The latest FreeWheel Council for Premium Video position paper contains many insights and conclusions, one of which in particular stands out to James Rooke. When it comes to delivering optimal ad experiences across different screens, there is shared accountability and responsibility. “There was a clear understanding, based on the conversations that we had with brands […]

COLOGNE — Programmatic ad-trading technology has been used to automate and refine the process of buying and selling online display ads. Now it is also making in-roads to online video. Next, many hope it will similarly revolutionise TV advertising. But is programmatic automation really all it’s cracked up to be? “When people talk about programmatic and they […]

A host of ad tech platforms is helping marketers break down the boundaries between buying TV ads, VOD ads, digital video ads and all the other flavors of moving-image ads. That’s the topic that seems set to dominate the upcoming DMEXCO digital marketing expo in Cologne. Speaking with Beet.TV in this video interview, FreeWheel marketplaces GM James Rooke channels […]

FORT LAUDERDALE — Online video viewing that requires consumers log in is growing, now that TV Everywhere services have popularized the notion. That is according to video ad tech platform FreeWheel, which expects to observe growth in its upcoming Q4 video monetization report. FreeWheel’s business solutions GM James Rooke expects “continued growth in viewing taking place behind the authentication […]

FORT LAUDERDALE — Viewers love TV, but they love watching TV on multiple device screens even more, says a video ad tech vendor targeting benefits form the consumer shift. “Consumers see TV as TV – an episode of Family Guy is an episode of Family Guy, regardless of where you watch it,” says video ad […]

NAPA, CA — Comcast-owned video ad server FreeWheel cut its recent partnership with TubeMogul to protect but empower both sides of the advertising chain, says FreeWheel business solutions GM James Rooke. The partnership sees advertisers use their own audience data to buy video ads via TubeMogul, whilst TubeMogul lets publishers do deals using that data – but sensitivities […]