FreeWheel Unveils New Suite of Live Product Capabilities to Better Enable Programmatic Transactions Across Largest, Most Prestigious Live Events on Streaming Platforms—Including the Olympic Games Paris 2024
18 Giugno 2024 - 8:00AM
Business Wire
FreeWheel also releases report on trends, best
practices, and programmatic opportunities for advertisers across
the growing array of live events moving to streaming platforms.
FreeWheel, a global technology platform for the television
advertising industry, today announced the launch of an enhanced
product suite for programmatic transactions on live steaming
events—including the Olympic [& Paralympic] Games Paris 2024.
In addition, FreeWheel released a new report entitled, “It’s Only
Live Once: How TV Advertisers Can Capture Audiences in the
Moment…and How Streaming Is Changing the Game,” adding additional
support for marketers interested in advertising and exploring
programmatic opportunities in the live streaming environment.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240617169797/en/
(Graphic: Business Wire)
As the report asserts, live events continue to offer advertisers
large, simultaneous audiences; highly-engaged viewing environments;
and positive brand associations, yet as live events begin to move
onto streaming platforms, challenges also present themselves. Ad
technologies must deliver an advertiser’s message into a dynamic
environment with millions of simultaneous views, with little room
for failure or errors. Hence, the roll out of FreeWheel’s new
capabilities that solve some of the key challenges of transacting
programmatically within live events.
“Streaming opened the path for publishers to transact
programmatically within their highly valuable live inventory. But
most programmers, understandably, took a walk, jog, run approach.
Now, with advanced ad technologies, proven business models, and
unprecedented scale of streaming audiences, we’re at a new stage in
the programmatic evolution,” said Mark McKee, General Manager,
FreeWheel. “There are still different approaches for different
events, but publishers interested in opening their premier
inventory to automated trading, can do so with confidence. As they
say, it’s only live once, which is what makes these events so
special for advertisers.”
New Capabilities for Live Event Advertising
FreeWheel has a history of ad serving at scale into live events,
including tentpole events like the Super Bowl and FIFA World Cup;
major sports leagues including MLB, NCAA, NFL, NHL and Premier
League; and an array of regional sports networks. As more major
events move to streaming, sometimes as the sole distribution
platform, publishers can serve a more customized ad experience to
viewers, and that ability increases with the use of real-time
programmatic capabilities. At the same time, however, the magnitude
and complexity of digital ad serving escalates, due to concurrent
viewing spikes, making pacing and latency control even more
critical.
To meet these new demands, FreeWheel is introducing now and over
the next few months a suite of new capabilities to ensure smooth
delivery of ads even during the largest streaming events. These
include the ability to:
- Expedite programmatic activation via creative pre-approvals and
transcoding to minimize latency,
- Expand advertiser diversity by increasing inventory
opportunities for more advertisers,
- Anticipate real time surges in live viewership to properly
scale server capacity, and
- Adjust campaign pacing to account for high viewership to
maintain seamless ad experience.
These new capabilities offer several benefits to advertisers and
publishers alike, including:
- Increased reliability and confidence that ads will run as
planned,
- Enhanced fill rates and monetization for publishers,
- Greater access for new advertisers who leverage programmatic as
a primary buying strategy, and
- More personalized ad experience for viewers with fewer
repetitive ads.
“As our industry shifts to an always on marketplace, we have
been able to bring in advertisers of all sizes to our content
across our entire ecosystem through programmatic, especially to the
highly coveted sports and live events programming we air,” said
Mark Marshall, Chairman, Global Advertising & Partnerships,
NBCUniversal. “This allows for a greater diversity of marketers to
access our premiere content, while also enhancing targeting and
engagement with the right audiences. We are excited for the
continued marriage of premiere programming and advanced ad
technologies, as its impact will be unsurpassed.”
Why is Live TV Special?
According to FreeWheel’s new report, the appetite for live
programming continues to grow. Whether tuning in to tentpole events
like the Super Bowl, which broke viewership records this year, or
in-season games, U.S. households watch 23 hours of live sports per
month.
There are three broad drivers of its appeal:
- It is current—the top reason viewers watch live programming is
that it happens in real-time,
- It is engaging – live events garner 22% longer tune-in than all
other programs,
- It is communal—live events are 17% more likely to be viewed by
multiple people together, and 54% of sports viewers say they often
watch live sports with others.
Click here to view the full report It’s Only Live Once:
How TV Advertisers Can Capture Audiences in the Moment…and How
Streaming Is Changing the Game.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are
structured to provide the full breadth of solutions the advertising
industry needs to achieve their goals. We provide the technology,
data enablement and convergent marketplaces required to ensure
buyers and sellers can transact across all screens, across all data
types, and all sales channels, in order to ensure the ultimate goal
– results for marketers. With offices in New York, Chicago, London,
Paris, Beijing, and across the globe, FreeWheel, A Comcast Company,
stands to advocate for the entire industry through the FreeWheel
Council for Premium Video. For more information, please visit
https://www.freewheel.com/, and follow us on X and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240617169797/en/
Media: Meredith Fitzgerald
meredith_fitzgerald@comcast.com 215-970-8504
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