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.