Connecting The Dots To Ad Attribution: FreeWheel’s Rothwell

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 […]

 
 

Comcast’s Clark Discusses The Challenges Facing ‘TV As A Platform’

SAN JUAN, Puerto Rico—Why can’t TV behave more like the platforms do? That is the question buyers have, and that’s where technology can help by relieving some of the unwanted friction that now exists in the world of cross-platform video advertising, says David Clark. In this interview at Beet Retreat 2018, the EVP of Advanced […]

 
 

Driven By Better Targeting, Political Spending On Local Cable Soars: FreeWheel’s Baer

ORLANDO—Driven by advances in data-driven targeting, political advertising on local cable television is soaring in advance of the mid-term elections. To FreeWheel’s Joy Baer, it’s a microcosm of what lies ahead for all advertisers. “Emotions are running high. The good news is spend is running very high as well,” already surpassing spending in the 2016 […]

 
 

Why Less Can Matter More When Brands Seek Consumer Engagement: IBM’s Hammer

ORLANDO—For brands trying to engage with consumers, “making less matter more” is a much better business strategy than simply creating tons of content and not being channel-specific in the process, says IBM Chief Content Officer George Hammer. “I don’t think we should try to mimic business models that aren’t necessarily thriving,” Hammer adds in this […]

 
 

Clorox CMO Reynolds: Balancing Performance And Brand Marketing

ORLANDO—Marketers need to find the nexus of performance marketing—“a bunch of clicks and data and sets”—and the big, thematic and typically slow-moving ideas that have long characterized brand marketing, according to the CMO of Clorox. “I’m going to suggest that we have to figure out how to pull them both together around one consumer in […]

 
 

Comcast’s FreeWheel Advises Niche OTTs On Path To Revenue

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 […]

 
 

FreeWheel’s Clark Sees Growing TV Unity, A Ready Buy-Side

COLOGNE – There are cultural and regulatory differences, but the television industry in Europe and the United States realizes it needs more unity to meet advertisers’ expectations. And the buy-side is ready to go, even though more tools are needed to fully realize advanced TV, according to FreeWheel’s Dave Clark. From his position as GM, […]

 
 

Powered By AI Insights, Sizmek Offering Will Unite Advanced-TV Inventory

COLOGNE – The world’s largest independent buy-side advertising platform, Sizmek, says it will roll out an advanced-television solution that fully integrates linear, addressable and connected-TV advertising inventory. It will be powered by artificial-intelligence insights derived from digital advertising to TV for optimal targeting, reach and frequency across full campaigns. In this interview today at the […]

 
 

Challenges And Opportunities Of New Ad Formats: A FreeWheel Panel At Cannes

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

 
 

Fox’s Marchese To TV Networks: ‘Be Prepared To Work In Chaos’

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

 
 

Nissan’s Witherspoon Drives Cannes FreeWheel Discussion On Television’s Future

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At […]

 
 

Fox’s Marchese On TV Future: Upfront Will Endure As ‘Dumb’ CPM Evolves

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and […]

 
 

TV Ad Load Reduction Could Cause ‘Short-Term Up And Down Pain’: MediaLink’s Spiegel

CANNES – At gatherings like the Cannes Lions International Festival of Creativity, audience segmentation strategies have been been front and center for the past few years. “I think now that a lot of learning discussions have come out we’ve come back to if you do that type of targeting, what are you going to say […]

 
 

L’Oreal To TV Networks: We Want A Seat At The Ad Formats Table

CANNES – While L’Oreal USA’s Nadine Karp McHugh is happy to hear lots of conversations by television networks about how to improve the viewer advertising experience, she’d like to hear more marketer voices giving their input. “I think that’s really important to solve for. But they should start with not only the consumers but also […]

 
 

On The Heels Of Cannes, true[X] Strikes A Deal With Essence

CANNES – Two highlights at the 2018 Cannes Lions International Festival of Creativity for true[X] President Pooja Midha are some “very promising conversations” about the company’s engagement ad formats and positive response to measuring brand lift. “People really appreciate that the engagement ad format, which is the core of our business, has the power and […]

 
 

Digital And Linear No Longer Two Separate Worlds: Wavemaker’s Richman

CANNES – Like many industry executives, Amanda Richman applauds the “shared sense of purpose” among parties looking to advance measurement capabilities and experiment with new ad formats instead of “letting those conversations sit at a committee level.” When she eyes the video landscape, Richman sees it evolving toward the opportunity for more precision targeting without […]

 
 

Video Needs More Consumer-Relevant Ad Formats: Nissan’s Witherspoon

CANNES — Why broadly advertise convertibles to everyone in Russia when you can now target potential buyers by vehicle segment? “The thing that’s really exciting me right now is actually being able to create more relevant one-to-one communications with consumers,” says Allyson Witherspoon, Nissan Motor Corp.’s GM, Global Brand Engagement. “We have so much available […]

 
 

In A Cross-Platform World, You Need A Host Of Partners: NBCU’s Colella

CANNES – In the modern-day television business, you can’t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space. “We understand that brands are going to demand their own special measurement. It’s not our place to determine exactly who they should use,” says […]

 
 

FreeWheel Extends OTT Measurement with Nielsen

FreeWheel announced that it will expand its measurement capabilities to over-the-top and set-top box video on-demand inventory, after a partnership with Nielsen. In this video interview with Beet.TV, FreeWheel general manager David Clark says the deal will help ad buyers get better incremental reach, including to light TV viewers. The partnership will expand measurement to over-the-top […]

 
 

New FreeWheel Research Quantifies The Complexity Of Video Ad Experiences

David Dworin, VP Advisory Services, FreeWheel highlights findings from a very deep data dive by FreeWheel into the complex subject of creating the optimal video advertising experience for viewers: “We’re realizing that ad experience is more complicated than just cutting the number of ads.” But while there’s plenty of complication, “There’s actually a lot of other […]

 
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