FreeWheel Touts “FreeWheel Media” in Push for Programmatic Media Dollars

Marcien Jenckes President of Comcast Advertising opened the presentation by stressing that it is incredibly important that TV remain successfulamp160amp160 amp8220We selfishly want this to work because there are few companies that spend as much on advertising as Comcastamp8221 he saidamp160 amp8220We also sell a lot of adsamp8221 he continued stating that the ability to improve crossdevice targeting and data is important for Comcast as it directly impacts their bottom line in many ways and that they themselves are a huge beneficiary of their improved productThe theme of the day was the focus on incremental reach with transparency at scale along with unification of crossplatform data amp160Brian Wallach pictured at top Senior Vice President Chief Revenue Officer at FreeWheel Media reporting back on findings from a recent buyer study they conducted in January found that buyers are still craving better crossplatform connected reporting and looking for a single equivalent currency for multidevice lineardigital product amp160The study confirmed that media planning and buying is only getting more difficult due to fragmentationPictured above left to rightamp160 Guy Razamp160Rose Stark PenFedamp160Tim Castree GroupM andamp160Dave Clark FreeWheelReach and frequency woes driven by the fragmentation and multiple device world in which we live was a frequent topic during the panels amp160Tim Castree CEO North America at GroupM scolded the industry for doing a terrible job of solving the reach and frequency issues amp8220systematicallyamp8221 with far too many different homegrown solutions amp160Castree voiced his opinion that the agency world should be the lead on this initiative given the size of the investment dollars they controlWhen the topic of performance media vs brand awareness came up several panelists reiterated that there is not a onesizefitsall solution amp160Omnicomamp8217s Chief Research Officer Jonathan Steuer added that even within the same category you may have one client more focused on performance and another prioritizing awarenessPictured above left to rightamp160 Claudio Marcus FreeWheelamp160John Hoctor Data Plus Mathamp160Jessica Hogue Nielsenamp160Laura B McElhinney Horizon Media andamp160Jonatha Steuer OMGThe biggest announcement in what is widely being viewed as a counter move to ATampampTamp8217s Xandr is the launch of FreeWheel Media a buying platform that amp8220brings together audiences premium content and data using the technology that powers the TV ecosystem to deliver outcomesamp8221 FreeWheel Media is initially partnering with Adobe but will offer the pipes up to other DSPs for buyers to transact for their over three billion impression per day inventory amp160Marketers will also be able to use the robust data sources of the Comcast Set Top Box data along with data from their newly announced partnership with Vizio amp160More performancebased metrics such as sales attribution both online and offline can now be provided via a new partnership with Bostonbased company Data Plus Math amp160FreeWheel Media will launch in the US with global launching later this yearAttendees like Dentsu Aegis Senior Vice President of Video Research and Insights Maggie Zhang responded positively to the speakers and panels amp160quotWe believe in the promise of unlocking data and tech to better understand how our clients39 investments in the TV ecosystem are delivering outcomes across all screens and devicesquot said Zhang herself a frequent speaker at industry eventsamp160 amp8220FreeWheelamp8217s continued drive to deliver a unified solution for brands resonates very much with one of the major market challenges that weamp8217re working to solve for todayamp8221Brian Stern Group Director at The Media Kitchen who attended the event with The Media Kitchen39s Chief Executive Officer Barry Lowenthal said that CMOs are facing increasing pressure to demonstrate results in the nearterm amp160quotAdvertisers need tools that are effective and available immediatelyamp8221 he assertedamp160 amp8220Calling this a NowFront was smart because now is a timeframe they tend to likequotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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FreeWheel Touts “FreeWheel Media” in Push for Programmatic Media Dollars

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Jeff Minsky

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FreeWheel Touts “FreeWheel Media” in Push for Programmatic Media Dollars

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