DISH Media Taps FreeWheel to Optimize Across Traditional Demo-Based and Addressable Linear TV
December 11 2019 - 1:00PM
Business Wire
Industry Leading Technology Enables
Distributors to Efficiently Allocate Addressable TV Inventory to
Optimize Ad Spend and Provide a Better Experience for Advertisers,
While Balancing Traditional Linear Sales and Brand Constraints
Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA), announced
that DISH Media will partner with FreeWheel to enable linear
inventory allocation and a holistic view of TV advertising
performance across both traditional, demo-based buys and
household-level, addressable TV campaigns.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20191211005494/en/
FreeWheel developed this industry leading solution to meet a
growing need among distributors and programmers for unification
between the various TV buying opportunities now available to
advertisers, including the rise of addressable linear TV.
Why Is This an Important Advancement for
the Industry?
Typically, a distributor uses one technology
platform to manage and schedule its linear TV spot inventory, and
another technology platform to manage its dynamically inserted
addressable inventory. These different technology platforms manage
inventory in very different ways – namely full spots for linear TV
and impressions against targets for addressable TV. This has led to
friction between the two advertising models – resulting in supply
and pricing conflicts, clearance issues for pre-emptible campaigns,
and inconsistent delivery of addressable campaigns. FreeWheel’s
unified approach allows distributors to holistically consider the
full pool of demand for both sets of inventory and optimize
accordingly.
“A unified view of inventory allows us to help advertisers as
they look to use TV’s full-funnel capabilities – everything from
national linear to targeted, addressable,” said Kevin Arrix, senior
vice president of DISH Media Sales. “FreeWheel’s solution can help
assure we have the inventory to meet both rating and impression
goals, for linear and addressable, while also helping control reach
and frequency, which translates to a better experience for the
viewer.”
Effective linear inventory allocation tools must help the
distributor to use its limited inventory in the most efficient way
possible. FreeWheel’s solution takes in a variety of inputs, such
as inventory availability, viewership forecasts and sales order
data, to help distributors manage their inventory and ensure
advertisers are meeting their media goals.
“Making addressable advertising more viable is important to the
industry. Distributors need to maximize inventory value, while also
reducing manual workflow and improving operational workflows. This
ensures marketers’ campaigns are optimally paced and reach their
targeted audiences in the most efficient way possible. A unified
approach to inventory management, including the growing number of
addressable campaigns, is key to achieving this goal,” said
FreeWheel General Manager Dave Clark.
About FreeWheel
FreeWheel, A Comcast Company, 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
www.freewheel.tv, and follow us on Twitter and LinkedIn.
About DISH Media
DISH Media provides advertisers with intelligent solutions to
efficiently maximize exposure to desired audiences across DISH and
Sling TV. Through innovative platforms like addressable and
programmatic, viewer measurement tools and access to custom
audiences on DISH and Sling TV, advertisers employ strategically
positioned, demographically targeted buys that enhance their
national media campaigns. Visit www.dishmediasales.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20191211005494/en/
Elaine Wong, 929-388-9098 elaine_wong@comcast.com
Erika Dilk, 720-514-5701 erika.dish@dish.com
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Mar 2024 to Apr 2024
Comcast (NASDAQ:CMCSA)
Historical Stock Chart
From Apr 2023 to Apr 2024