FreeWheel Unveils New Suite of Live Product Capabilities to Better Enable Programmatic Transactions Across Largest, Most Prestigious Live Events on Streaming Platforms—Including the Olympic Games Paris 2024
FreeWheel also releases report on trends, best practices, and programmatic opportunities for advertisers across the growing array of live events moving to streaming platforms.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240617169797/en/
![(Graphic: Business Wire)](https://mms.businesswire.com/media/20240617169797/en/2161857/4/FreeWheel_Its_Only_Live_Once_Report_Social_Stat_1080x1350.jpg)
(Graphic: Business Wire)
As the report asserts, live events continue to offer advertisers large, simultaneous audiences; highly-engaged viewing environments; and positive brand associations, yet as live events begin to move onto streaming platforms, challenges also present themselves. Ad technologies must deliver an advertiser’s message into a dynamic environment with millions of simultaneous views, with little room for failure or errors. Hence, the roll out of FreeWheel’s new capabilities that solve some of the key challenges of transacting programmatically within live events.
“Streaming opened the path for publishers to transact programmatically within their highly valuable live inventory. But most programmers, understandably, took a walk, jog, run approach. Now, with advanced ad technologies, proven business models, and unprecedented scale of streaming audiences, we’re at a new stage in the programmatic evolution,” said
New Capabilities for
FreeWheel has a history of ad serving at scale into live events, including tentpole events like the
To meet these new demands, FreeWheel is introducing now and over the next few months a suite of new capabilities to ensure smooth delivery of ads even during the largest streaming events. These include the ability to:
- Expedite programmatic activation via creative pre-approvals and transcoding to minimize latency,
- Expand advertiser diversity by increasing inventory opportunities for more advertisers,
- Anticipate real time surges in live viewership to properly scale server capacity, and
- Adjust campaign pacing to account for high viewership to maintain seamless ad experience.
These new capabilities offer several benefits to advertisers and publishers alike, including:
- Increased reliability and confidence that ads will run as planned,
- Enhanced fill rates and monetization for publishers,
- Greater access for new advertisers who leverage programmatic as a primary buying strategy, and
- More personalized ad experience for viewers with fewer repetitive ads.
“As our industry shifts to an always on marketplace, we have been able to bring in advertisers of all sizes to our content across our entire ecosystem through programmatic, especially to the highly coveted sports and live events programming we air,” said
Why is Live TV Special?
According to FreeWheel’s new report, the appetite for live programming continues to grow. Whether tuning in to tentpole events like the
There are three broad drivers of its appeal:
- It is current—the top reason viewers watch live programming is that it happens in real-time,
- It is engaging – live events garner 22% longer tune-in than all other programs,
- It is communal—live events are 17% more likely to be viewed by multiple people together, and 54% of sports viewers say they often watch live sports with others.
Click here to view the full report It’s Only Live Once: How TV Advertisers Can Capture Audiences in the Moment…and How Streaming Is Changing the Game.
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
View source version on businesswire.com: https://www.businesswire.com/news/home/20240617169797/en/
Media:
meredith_fitzgerald@comcast.com
215-970-8504
Source: FreeWheel