Advocacy group’s latest guide helps buyers and planners navigate the rapidly evolving TV and digital video ecosystem.
New York — The FreeWheel Council for Premium Video (FWC) today releases its Buyer’s Guide to the New Living Room. This reference guide aims to deliver a clear and unrivalled explanation of how to take advantage of the many combinations of linear and digital viewing options utilized by the modern TV viewer – for the benefit of those in the planning and buying world.
Representing 29 premium video providers and 46 globally, the FWC provides advertisers and their agency partners with information to overcome some of the legacy challenges that viewing fragmentation has created.
While viewers are increasingly choosing to build their own schedules – comprising a blend of live, catch up and DVR – they are still drawn to the TV set for the best viewing experience. As a result, the living room is not only the point where traditional TV viewing and online content converge, it’s also the center of a multi-viewer experience. With an increasing spectrum of devices delivering premium digital video and broadcast content and more targeting options available, the potential for advertising impact is vast.
While consumers have been quick to grasp all viewing options in “the new living room” with both hands, the advertising business has been slower to do so. There are several hurdles to adoption, not least measurement, and the need to combine TV and digital teams, skill sets and processes, for a holistic approach. There is no doubt, however, that those who commit to adapting their knowledge and capabilities across the value chain will reap the benefits.
Key takeaways from this new report include:
- Become a subject matter expert in the new living room to gain advantage while these channels are still nascent and growing
- Create a plan using complementary channels to balance reach and precision, using the common and unique attributes of each
- Work through measurement hurdles and use the tools and KPIs that are available to access these engaged yet underserved audiences
- Personalize messaging and manage frequency through addressable options with creative diversity on all campaigns delivered to the new living room
- Optimize for scale by adjusting KPIs for platforms as necessary, such as viewability targets in channels that aren’t able to be measured
“The dynamics of the living room have changed and TV is now consumed in a much more personalized way, based on viewers’ preferences for timing, device and service. The impact for advertisers is increased complexity and for media planners and buyers is a need to continue to learn the nuances of these dynamics to reach these valuable audiences efficiently,” commented James Rothwell, VP, Global Agency, Brand and Industry Relations at FreeWheel. “This guide should be on the desk of every agency buyer and planner wanting to keep pace with modern viewers and drive ROI and positive business outcomes.”
The full reference guide can be downloaded here.
About the FreeWheel Council for Premium Video (FWC)
The FreeWheel Council for Premium Video (FWC) serves the interest of those in the premium video industry through leadership positions, research and advocacy to promote the premium video economy. The FWC operates as an educational and organizing resource to assist marketers to reach desired audiences in premium video environments, conduct research documenting the benefits of premium video and represent the interests of member publishers and the market. The FWC is comprised of today’s leading premium video publishers including ABC, A+E Networks, Comcast, Discovery Communications, ESPN, Fox, NBC Universal, Turner Broadcasting System and Univision Communications.
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 power 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 freewheel.tv, and follow us on Twitter and LinkedIn.
Elaine Wong, Comcast
Charlotte Green, GingerMay PR
T: +44 (0)203 642 1124