As part of efforts to evolve the DirecTV Everywhere service and help advertisers reach customers on digital and mobile devices, DirecTV has partnered with leading video advertising technology provider FreeWheel.
Through the partnership, DirecTV will integrate FreeWheel’s digital video ad insertion solution, creating new revenue streams by allowing program partners and advertisers to reach customers not only on the big screen, but on mobile devices and digital platforms as well. According to a press release, FreeWheel “will play a key role in DirecTV’s design and implementation of their digital ad insertion service scheduled to launch later this year.”
Tony Goncalves, senior vice president, Digital Entertainmnent Products at DirecTV says in a statment, “We are constantly looking for new ways to grow our DirecTV Everywhere platform with the best and most recent content available from top programmers. Being able to offer our programming partners seamless digital advertising will help us secure top content and provide our customers with the most robust ‘everywhere’ product available. FreeWheel is a leader in the industry with an expert management team and is widely used by many programmers, making it a perfect match for DirecTV.”
Doug Knopper, co-founder and co-CEO of FreeWheel, says, “We are proud to welcome DirecTV to our customer set, which includes over 70 percent of brands found in the standard cable television line-up. Our work with DirecTV allows us to continue our efforts to connect the largest content owners with the broadcast distributors to increase video syndication.” Knopper discusses the syndicated video economy in this interview with Beet.TV last month.
As part of today’s announcement, DirecTV also announced that they have taken an equity position in FreeWheel. Terms were not disclosed.
We have republished our interview with Knopper from earlier this year.