FreeWheel and AMC Networks Launch New, Fully Self-Service Linear Addressable Capabilities Across Multi-Screen Campaigns
June 16 2022 - 11:30AM
Business Wire
New industry solution allows programmers to
unlock previously unreachable inventory for monetization and
provides ease of management for cross-screen campaigns.
FreeWheel today announced that it has teamed up
with AMC Networks to introduce a new, fully self-service linear
addressable solution. This new industry offering will allow
programmers to unlock previously hard-to-access inventory for
monetization purposes as well as provide ease of management for
multi-screen campaigns.
This new solution is noteworthy as it addresses two current
industry problems: First, programmers want access to addressable
advertising across all of their inventory supply pools, including
digital, set-top-box video on demand (STB VOD) and linear.
Secondly, programmers currently do not have a way to break down
individual ad units into impressions.
With this new offering, advertisers can now:
- Make real-time decisioning and optimization decisions across
previously siloed supply to improve audience reach and
monetization.
- Utilize a self-service solution to give programmers control of
their inventory.
- Use an automated schedule ingest to identify addressable supply
and capture relevant business rules (e.g., industry categories,
SASO), thereby reducing the need to identify spots in multiple
systems.
“We’re approaching an inflection point in addressable
advertising. Interest and spend in this sector is growing, and
until now, programmers have been constrained by a lack of scale,”
said Mark McKee, General Manager, FreeWheel. “At FreeWheel, our
purpose is to better connect buyers and sellers with solutions that
make TV advertising more efficient, and we believe this new
solution will go a long way in achieving that goal for linear
addressable and the industry.”
According to research from Go Addressable, an industry
initiative to advance the adoption and scale of addressable
advertising, nearly 90% of advertisers agree that addressable is
important to the future of TV advertising, and one in three
addressable TV advertisers plan to increase their spending this
year.
AMC Networks has established a leadership position in bringing
addressable advertising to television. After successful trial
campaigns in late 2020 and 2021, the company in 2022 is offering
three national addressable slots in every hour of original
programming on AMC and WE tv, with Amazon on board as the first
advertising partner to take advantage of the opportunity to more
effectively reach consumers with relevant advertising through this
enhanced level of targeting.
“As we are demonstrating with our own inventory every day,
addressable advertising has arrived, and now the next step is
making it even more widely available and easier to buy,” said Evan
Adlman, senior vice president of advanced advertising and digital
partnerships for AMC Networks. “We are thrilled FreeWheel agreed to
partner with us to expand access to this superior approach to
television advertising, unlocking inventory that allows businesses
to deliver more relevant and targeted messages to viewers across
the country.”
FreeWheel is currently working with Canoe (an industry joint
venture formed by Charter, Comcast and Cox) to introduce this new
solution with AMC Networks. Moving forward, it will be available
through other programmers later this year.
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, San Francisco,
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 freewheel.com, and follow us on Twitter and
LinkedIn.
About AMC Networks
AMC Networks is a global entertainment company known for its
popular and critically-acclaimed content. Its portfolio of brands
includes fast-growing targeted streaming services AMC+, Acorn TV,
Shudder, Sundance Now and ALLBLK, as well as AMC, BBC AMERICA
(operated through a joint venture with BBC Studios), IFC,
SundanceTV, WE tv and IFC Films. AMC Studios, the Company’s
in-house studio, production and distribution operation, is behind
some of the biggest titles and brands known to a global audience,
including The Walking Dead, the Anne Rice catalog and the Agatha
Christie library. The Company also operates AMC Networks
International, its international programming business, and 25/7
Media, its production services business.
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version on businesswire.com: https://www.businesswire.com/news/home/20220616005218/en/
Media: FreeWheel Elaine Wong elaine_wong@comcast.com AMC
Networks Jim Maiella jim.maiella@amcnetworks.com
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