A majority of marketers are using forms of advanced TV advertising to reach target audiences, according to a new survey for Comcast’s ad tech company FreeWheel conducted by Advertiser Perceptions. The survey of about 300 marketers and agencies found that 66% of respondents have bought advertising on over-the-top or connected TV.
Dish Media, a provider of national addressable advertising, said it will employ a new technology platform from Comcast’s FreeWheel that handles both linear and addressable advertising, enabling the company to optimize campaigns against both types of inventory.
Per-transaction fees and resistance by walled gardens are hampering the development of tools to streamline the complicated world of buying and selling spot TV advertising.
Local media planners and buyers expect their spending on advanced TV advertising to increase over the next 12 months, according to a report by Comcast’s FreeWheel. It surveyed users of its Strata platform and found that 79% are extremely or very interested in using advanced TV. By comparison, 87% said they were at least very interested in using local TV and cable.
End-to-end automated buying within the Strata platform removes common barriers to buying premium OTT video. It opens up access to OTT marketplace for all Strata clients, from agency holding companies to independent media buying shops.
Comcast’s FreeWheel Advertisers has launched enhancements to its Strata platform that it says will bring additional automation to the local TV advertising process. These enhancements will bring greater efficiencies to many of the tasks associated with buying local TV advertising for both agencies and local broadcasters. The new automated capabilities will be made available to […]
Developers of the software or platforms that make automated spot sales possible will be demanding a small percentage of the business they handle, possibly up to 1.5%. With broadcasters’ ringing up several billion in national spot sales each year, the automation fees could quickly run into tens of millions of dollars.
The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
A little more than half of all premium long-form and live TV content comes through TV Everywhere-approved, advertising-based digital sites, according to a new report. FreeWheel, a Comcast-owned video advertising tech company, says 56% of all “video ad views on long-form and live content now come from behind authentication walls.” This is a near sixfold increase over a year ago.
The purchase of the online ad tech firm will help Comcast make money from ads placed on its content over a variety of platforms as FreeWheel technology evolves and gets better.
Comcast Corp. is closing in on a deal to acquire the video ad platform FreeWheel for around $320 million. FreeWheel’s platform facilitates the cross-platform insertion of advertising in on-demand programming and live streaming feeds, making it easier for content companies and distributors to squeeze more advertising revenue from their content offerings over time.
Across video channels, publishers continue to experiment with the right balance of content and advertising. Year-over-year, long-form ad loads for traditional-cum-digital publishers rose 12%, while mid- and short-form ad loads remained flat, according to new findings.
The dominant ad server for cable and broadcast networks, FreeWheel has added ABC Television Group to its roster, including ABC.com, ABCFamily.com and ABCNews.com, allowing the network to sell ads into shows whether they’re viewed on ABC.com, Yahoo or mobile apps.