COLOGNE — The new capabilities of the emerging world of addressable TV and digital video delivery are not just an opportunity for the big guns. Smaller programmers, too, are rising up and getting a piece of the action.
But are they getting a piece of the revenue pie? That’s where FreeWheel international GM Thomas Bremond hopes his company can help.
The Comcast-owned tech company may more commonly be thought of as helping big networks monetize their ads using advanced targeting. But Bremond says smaller publishers need help, too.
“If you are a fan of mixed martial arts, you can find, on either your connected tv or an OTT app, a site, or an app dedicated to that form of content,” he explains.
“Of course, you still have the cuisine TV and those things that are very prevalent, but generally, because there are so many launching now, they have to find the right business model, right? Is it advertising first? Is it subscription first? We are also helping them to find that right business model.”
FreeWheel, which was acquired by Comcast, majors on offering technology to companies hoping to capitalize on digital distribution.
But Bremond says technology isn’t the only offer.
“We work very closely amongst our various business units here at Comcast present in Europe to help them find the right holistic monetization setup between their various revenue streams,” he explains.
“Our advisory team at FreeWheel, which has been very active both in the US and here, in helping our clients understand the business dynamics around things like addressable TV.”
This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.