Insights

Dispatch from the NAB: 2019 is a Very Good Year for Advertisers

Mike McHugh SVP, Media eBusiness, FreeWheel Advertisers

What a week at the NAB convention in Las Vegas! The annual showcase for the broadcast industry never disappoints. Yes, there’s the gee-whiz equipment that brings graphic arts and crystal clear pictures to your living room, but there’s so much more for the 90-thousand attendees, many of whom don’t even make to the convention floor because of the valuable conversations that happen around the event space.

Across the street from the convention, at the Wynn and Encore hotels, there’s real business action for broadcast executives. That’s where the industry players from around the TV ecosystem shuttle between vendors, partners, station meetings, hopping suite-to-suite. For Team FreeWheel, NAB provides a unique opportunity to re-connect with our current and future clients.

This year, the group representing FreeWheel Advertisers was thrilled with the response to our news that our platform is transforming how media buying agencies purchase local television. We’ve automated many of the time-consuming, laborious steps that have plagued our agency clients. There’s no question about the value of TV advertising, but there is concern about the complex process of buying it. Our innovation in this space, specifically to help the buyer with estimated ratings, online negotiations and one-touch schedule optimization, is a win not just for the buyer, but for all broadcasters as well.

Major station groups we met with at NAB not only embraced the idea, but want to help. They asked: how do we get more agencies on board? How do we do it faster? It’s exactly the invigorating response we had hoped for. Even better, we’re just getting started. FreeWheel Advertisers will be releasing tools later this year that automate processes around national TV and audio buying—so stay tuned for more.