ITV

Tag: FreeWheel

  • FreeWheel forge dynamic partnership to accelerate growth of CTV Solutions in India

    FreeWheel forge dynamic partnership to accelerate growth of CTV Solutions in India

    Mumbai: FreeWheel, a Comcast company and the global technology platform for the television advertising industry, has solidified a strategic partnership with CereOne, one of India’s leading digital media companies, as it seeks to accelerate its presence on the Indian market. As part of this collaboration, FreeWheel will provide CereOne with access to its digital full stack, facilitating seamless onboarding of online video and Connected TV inventory across India’s burgeoning premium video media landscape.

    CereOne has, in the last few years, extended its offerings from native-only ads to content marketing, digital out-of-home and premium video. FreeWheel’s digital full stack will offer CereOne unified and holistic decisioning on how to monetize content, curate audiences and ensure brand safety.

    “We’re excited to continue to grow into the complex but opportunity-rich Indian premium video market. Adoption of connected devices has grown significantly in the last couple of years in the region. This rapid growth coupled with the rise of international sport events on streaming is bringing exciting new opportunities for media owners to tap into global ad spend,” said Alvin Tan, commercial director, APAC at FreeWheel. “CereOne has a robust regional supply and demand network and we look forward to working with them as they launch their CTV ad offering and augment brand interactions.”

    Welcoming the new partnership with FreeWheel, CereOne Media director Deepak Karnani commented, “Aligned with our ambitious expansion strategies, our collaboration with FreeWheel empowers us to meet the growing demand for video ads and CTV in India. This partnership not only bolsters our offerings but also grants our clientele access to the cutting-edge technology that FreeWheel is renowned for worldwide.”

    CereOne Media co-founder Harish Patil, highlighted the significance of the partnership with FreeWheel. “Our partnership with FreeWheel and the support of its digital full stack will optimize and consolidate our bouquet of services as we strengthen our CTV offerings in the region,” said Patil.

  • Comcast snaps up ad tech company Visible World

    Comcast snaps up ad tech company Visible World

    NEW DELHI: As predicted by several media experts almost a decade earlier, the era of mergers and acquisitions has picked up pace with the big fish often either eating the small fish or letting it co-exist in partnership.

     

    An interesting aspect of this is that large players in the information technology and broadcasting field who can develop technologies of their own find it cheaper to enter into agreements with other companies for this. And this trend is not just confined to India, but globally.

     

    Visible World, a specialist in the addressable and programmatic advertising business, has been bought over by Comcast Cable.

     

    Visible World will operate as an independent company and will continue to develop new services for existing companies and grow its customer base.

     

    “For more than a decade, we have been focused on developing a portfolio of solutions that offer a wide variety of services to a wide range of customers. Comcast’s investment in our business will accelerate our ability to deliver on our vision and provide more open and efficient systems that will encourage more valuable and collaborative relationships across the TV ecosystem,” said Visible World CEO Seth Haberman.

     

    “Visible World is a dynamic company and a real complement to our existing advanced advertising initiatives. Visible World offers a diverse spectrum of services that serve a variety of needs across the television advertising landscape,” added Comcast Cable Executive vice president and chief network officer John Schanz. 

     

    “This partnership reflects the business and technology trends we are seeing in the television industry today. We look forward to helping the talented Visible World team expand and accelerate their business and create more value for distributors, advertisers, agencies, programmers and affiliates,” Schanz added.

     

    The terms of the deal were not disclosed. Earlier this year, Comcast acquired Freewheel, a company that personalizes and inserts video ads for a number of media companies, for $360 million. 

  • Video ad views show growth in last quarter of 2014 as against 2013

    Video ad views show growth in last quarter of 2014 as against 2013

    NEW DELHI: Video ad views grew 30 per cent as against 2013, according to FreeWheel’s Q4 2014 Video Monetisation Report that revealed yet another quarter of strong growth and evolution in the digital TV market.

     

    Contrary to the negative predictions the industry has heard about the television marketplace, the report reveals that the TV ecosystem continues to expand.

     

    Viewers have not abandoned their favourite content but rather found new ways to access it. Not only did Q4 2014 cap off a full year of 30 per cent and 27 per cent growth in ad and video views respectively, publishers also succeeded in drawing audiences to their most premium content.

     

    Several new trends emerged this past year as viewers and publishers continued to modify how they watch and monetise their shows, sports, clips and more.

     

    Live viewing grew 297 per cent year-over-year, driven by strong growth in Sports streaming and News simulcasts.

     

    First-run broadcast shows attracted far more viewers this quarter than the year prior, as seen by a 67 per cent increase in digital video ad views.

     

    OTT streaming devices, overwhelmingly used for long-form and live viewing, overtook tablets, accounting for eight per cent of all video ad views.

     

    Viewers are accessing current season content throughout the television season. Sixty-four per cent of viewing occurred over a week after that content’s original air date.

     

    Authenticated viewing grew 591 per cent year-over-year, as 56 per cent of all video ad views on long-form and live content now come from behind authentication walls.