FreeWheel and OrkaTV Announce Partnership for FAST Channel Market
FreeWheel, a global technology platform for the television advertising industry, and OrkaTV, the top streaming TV marketplace, announced their partnership to give marketers a new option for purchasing advertising in the rapidly expanding free-ad-supported streaming television (FAST) market. Through this partnership, OrkaTV’s streaming TV marketplace will offer more than 3,500 FAST channels to advertisers using FreeWheel.
FAST Ad Inventory
Access to a more varied pool of FAST ad inventory will be the end result. Thus, the market for such ad inventory will become more in demand. More precise contextual advertising and targeting capabilities are another important aspect. At the moment, advertisers can bid on inventory to guarantee that ads are positioned correctly thanks to metadata capabilities. But occasionally, the metadata is inconsistent or absent. By means of OkraTV’s value-added tech layer, the two companies are tackling this problem. OkraTV makes sure the ad buyer has access to consistent contextual video data that can be mapped to relevant audience segments. To reach their well-defined demographics, advertisers can then enable buying through FreeWheel to target consistent channel names.
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Benefits of the partnership
These new features are being introduced by FreeWheel and OrkaTV to give marketers greater reach and scale in identifying and locating new audiences in the quickly expanding FAST space of today. 3 out of 5 FAST buyers are currently using the medium’s niche programming to target specific audiences, and 84% of advertisers plan to increase spending in this sector in 2024, according to a recent Xumo and Comcast Advertising report. This final component is crucial for advertisers, but it’s getting harder to achieve as viewing habits in a disjointed and complicated media landscape keep changing.
Here’s what they said
Emily Bromley, VP, Growth, FreeWheel said
Improving the viewer experience is a top industry priority for us and this new partnership with OrkaTV will help pave the way for that. With this new integration, advertisers can better reach target audiences at a granular level, while engaging and capturing their interest with a new array of premium FAST channels.
Mike Woods, Founder and CEO, OrkaTV added,
It’s an exciting time to be in the FAST space. With new channels and a growing stream of audiences tuning into this sector, we wanted to create a new way to give advertisers what they need to maximize the impact of their campaigns, while bringing the scale, reach and efficiency of TV to FAST.
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Dynata and Comcast Partner for Accurate Media Measurement
The largest provider of first-party data for insights, activation, and measurement in the world, Dynata, has reached an agreement with Comcast. According to the arrangement, Comcast data will be licensed and involved in Dynata’s offering of advertising solutions. AudienceXpress, one of the companies from Comcast, uses analytics to deliver omnichannel advertising. More than 300 million people have access to it nationwide. The Effectv ad sales division and the FreeWheel platform for ad management solutions are some further brands.
Dynata-Comcast Advertising Join Hands
As a result of the agreement, marketers will be able to evaluate the success of their marketing initiatives across broadcast, cable, streaming, and addressable television for the first time using a combination of the precision and depth of Comcast’s aggregate viewership data and Dynata’s real-time survey data. By combining these solutions, marketers can measure the effectiveness of their TV advertising using a single source, agreed-upon, panel-based approach. This is compared to how well video assets perform on average across all screens and gadgets. The collaboration highlights both businesses’ commitment to advancing and quickening development in audience-based measurement across media channels. Additionally, it will give advertisers the ability to calculate their cross-screen media investment with a lot more assurance.
A compelling narrative can be created by marketers and creative experts to engage their audience and make a lasting impression. The expanded coverage of Dynata by Comcast’s representative footprint improves the stability and dependability of the inputs utilized to report effectiveness as measured by the shift in customer’s perceptions of the advertiser. A more detailed narrative about the best channels to use and how to more effectively tailor messaging deployment for the greatest engagement and lasting impact is also portrayed thanks to the wider reach.
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Here’s what they said
Larry Allen, VP & GM, Addressable Enablement, Comcast Advertising said,
We’re very excited to support Dynata in their efforts to enable marketers to better measure the impact of their media investment and understand consumer perceptions, favorability, and intent. Our ecosystem is stronger when marketers and media owners have a clear understanding of how cross-media campaigns perform and how their brand messages impact consumers.
Eric Sandberg, managing director of Dynata’s global advertising solutions business added,
Partnering with Comcast to enhance our advertising solutions product suite is a strategic investment in our commitment to deliver innovative products that help our customers make practical marketing decisions through the highest quality and scalable passive television viewership data sets. This partnership reflects Dynata’s commitment to delivering customer-centric solutions that enable more accurate insights, smarter strategies, and more effective campaigns.
Read More: Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory
Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory
Basis Technologies, a supplier of global programmatic advertising and media automation solutions, has announced an interface with FreeWheel. Through the partnership, advertisers will have direct access to the best-connected TV (CTV) ad inventory. FreeWheel and Basis Technologies have been partners for a long time. According to this association, Basis platform customers will have access to programmatic assured buying capabilities on video inventory across publishers in the ad ecosystem. This is thanks to FreeWheel, an international technology network for TV ad businesses.
The interconnected apps that make up the Basis platform automate manual tasks, standardize company procedures, and enhance marketing and advertising effectiveness. Ad purchasing options include programmatic, vendor-direct, search, and social. Addressable TV advertising is powered by its BasisTV+ system with 1,000 targeting parameters and 80 trackable indicators.
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Important Elements of Integration
This novel partnership and its attendant capabilities stand out for providing advertisers with guaranteed, upfront-style premium CTV ad inventory obligations. They will be on an even playing field with rivals with bigger ad spend budgets. Furthermore, Basis and FreeWheel are extending CTV advertising’s supply, progress, and capability to a wider range of advertisers. For this, they are streamlining and facilitating access to this kind of ad inventory by making it more direct.
With this agreement, Basis will hold a distinct place among programmatic ad tech companies. The majority of ad space for high-quality CTV programming is now only accessible through direct channels. Deals that have been agreed upon with publishers and processed through IOs, or those that have been brought about via programmatic guaranteed or private marketplace buying, are included. Basis and FreeWheel hope to increase the number of brands that can use CTV advertising by providing additional integrated possibilities.
The CTV Landscape
Streaming services are becoming more and more popular among TV viewers, which has increased the demand for connected TV advertising. In June, CTV advertising made an unprecedented $1 billion in spending. In addition, more programmatic businesses are considering collaborations with CTV-focused businesses as a safeguard against the changing market. Additionally, CTV is anticipated to increase by over 13 percent globally to 25.9 billion in 2023, according to projections made by GroupM. With internet-connected televisions and streaming devices, brand advertisers have the chance to interact with highly engaged and targeted audiences. CTV, as opposed to regular TV, enables more exact behavioral and demographic targeting. This implies that marketers can target users who are engaged with material with tailored messages. Furthermore, it offers advertisers a simpler method for more accurate campaign performance measurement, allowing them to optimize their plans for maximum impact.
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Here’s what they said
Jon Mansell, U.S. Head of Marketplace Demand, FreeWheel stated,
When people think of ‘programmatic guaranteed,’ the first association or use case that may come to mind is the upfronts, but nowadays, the potential and opportunity for this medium have expanded beyond that. We’re excited to team up with Basis to democratize, simplify, and open up access to this inventory, as well as drive creative and innovative uses for it, among today’s buyers.
According to Tyler Kelly, President of Basis Technologies, Basis has overcome this difficulty by providing an omnichannel DSP that allows marketers to utilize premium advanced TV inventory in addition to media automation tools that facilitate direct dealmaking with publishers. He said,
There is high demand among marketers trying to reach audiences on CTV today and as such, we’ve teamed up with FreeWheel to remove some of the barriers to growth and to further democratize this channel. FreeWheel is the right partner for this given its track record and commitment to simplifying and creating more direct supply paths to different pools of ad inventory. Our programmatic advertising and media automation platform has been delivering to FreeWheel a critical mass of regional and local advertising demand sourced from our agency and brand customers.
About Basis Technologies
Basis Technologies offers software and services for media automation and programmatic advertising to businesses all around the world. By integrating automated workflows, cross-channel campaign planning, programmatic and direct media buying, universal reporting, and business intelligence, the Basis platform enhances omnichannel marketing performance. It offers a thorough range of purchasing options across all platforms and gadgets, utilizing all significant creative sorts and formats. With a single system of record, seamless team collaboration, and actionable data-driven insights, Basis, whether delivered by a world-class media services team or via a SaaS model, reduces the complexity of digital media and boosts profitability. Basis Technologies, with offices in Chicago and offices serving North America, South America, and Europe, has won multiple awards for its dedication to its workforce and workplace culture.
About FreeWheel
FreeWheel strengthens all facets of The New TV Ecosystem. They are set up to offer the entire range of solutions the advertising sector requires to accomplish its objectives. In order to achieve the ultimate goal – results for marketers – they provide the technology, data enablement, and convergent marketplaces necessary to assure buyers and sellers are able to interact across all screens, data kinds, and sales channels. FreeWheel, a Comcast Company, has offices in New York, San Francisco, Chicago, London, Paris, Beijing, and other cities around the world. Through the FreeWheel Council for Premium Video, it advocates for the entire industry.
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