james rothwell

Sports fans will find a way to watch their favorite players and teams, giving advertisers a way to participate in programming among a wider variety of devices. Amid the fragmentation of the media market, audience-based targeting is central to reaching those fans, especially younger consumers. “Whatever you’re a fan of today, you can find that […]

TV commercials may often seem like they are full of ads for traditional mainstay brands. But TV is now a medium that can drive results even for upstarts, according to a new piece of research. The Halo Effect, a report from VAB and Comcast Advertising’s Effectv, examined direct-to-consumer (D2C) and 50 other brands to discover […]

FreeWheel and its premium-video advocacy group are putting their weight behind an initiative for the industry to adopt Ad-ID, in a bid to solve problems caused by media fragmentation. In this video interview with Beet.TV, James Rothwell, VP of global agency, brand and industry relations at Comcast Advertising, says the industry needs a universal ad ID to […]

In an age of content abundance, gaining cut-through seems harder than ever. So, how should media and entertainment companies best use advertising to drive attention for their new releases? Over a sustained period, across platforms and using a targeted approach, according to James Rothwell, Comcast VP, Global Agency, Brand & Industry Relations for Comcast Spotlight, which […]

LONDON — Just a few short years ago, the worlds of media had become islands. Online, supremely trackable, was selling ads in a vacuum. TV, disconnected, looked isolated by comparison. Now, digital TV and identity resolution technologies are building a bridge, however. In its latest report entitled Assigning TV Credit: A Practical Guide to Attribution, FreeWheel […]

ORLANDO—Lack of scale has been a common excuse to avoid trying to reach TV viewers using dynamic devices to view content on the big screen in their living room. But with set-top box VOD and OTT viewing soaring, it’s time for advertisers to “catch up to that viewership,” says FreeWheel’s James Rothwell. “I think we’re […]

With broadcasters like Turner experimenting with shorter ad loads in order to improve premium video ad experiences, what is the commercial break anymore – and what is the optimum length of an ad? Suddenly, all bets are off – and answers to those questions are becoming necessary. That’s why the FreeWheel Council for Premium Video, […]

CANNES – Expanding its premium video advocacy footprint beyond North America, FreeWheel debuted the FreeWheel Council for Premium Video Europe (FWCE) at the Cannes Lions Festival of Creativity. Right out of the gate, the FWCE garnered the support of the some of the biggest TV programmers and operators across the region. Initial FWCE members include […]

LOS ANGELES – More than half (52%) of 250 agency and brand leaders surveyed by the FreeWheel Council for Premium Video believe that improving the video ad experience for consumers is the biggest challenge for the industry. The findings underscore the need for creative diversity so that messaging is appropriate across all screens. Given the 2017 […]

What is the value of premium video in the modern marketing mix? Big and growing, according to a three-strong panel assembled by Beet.TV to chew over the latest issues. In this interview, our panelists discuss lingering fraud issues, vendor challenges and the multi-dimensional value of video… Cross-platform brand safety  Brand safety on web may have been […]

MIAMI — “Multi-screen”, “converged”, “transmedia”, or “platform-neutral”? The number of ways you could describe the new challenge of reaching consumers across multiple devices is mindboggling. But one word is inarguable – “complex”. That’s why the FreeWheel Council for Premium Video, a collection of video providers advocating alongside the video ad-tech vendor, is aiming to stitch back together […]

ORLANDO – After studying video consumption patterns, the FreeWheel Council for Premium Video has established a position on improving the consumer ad experience in three areas: proper frequency, customizing the ad experience and maximizing the diversity and quality of advertising creative. “It’s really important for us to ensure that the ad experience and all of […]

FORT LAUDERDALE — They say you can’t teach an old dog new tricks – but that’s exactly what is going to happen in media, as old-fashioned linear TV begins learning some of the ad targeting tactics digital advertisers have long enjoyed. That change is happening because, as TVs or TV boxes get connected to the internet and […]

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” Rothwell tells Beet.TV. “Appointment, live viewing is very important. The first […]

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel. “We see it as very important with the upfront season coming up for […]