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Published: January 23, 2008 at 01:03 PM GMT
Last Updated: August 20, 2014 at 01:03 PM GMT
As advertisers and agencies accelerate their exploration of new options to traditional television advertising, online video sales organizations such as Tremor Media and Broadband Enterprises, along with broadband video companies Joost, NextNewNetworks, Worldwide Biggies, Veoh, Hulu, BlipTV, VUZE, Pando and others are eagerly ramping up their offerings. Now add to this mix a new company, FreeWheel, founded by former DoubleClick executives to provide an end-to-end online video rights management technology intended to simplify the management of video ad sales, ad serving and ad sales management rights across widely syndicated distribution channels. FreeWheel is launching this week with three charter clients -- Joost, NextNewNetworks and Jumpstart Automotive Media.
Earlier this week, YuMe announced a deal to power the ad serving for NBC Direct, NBC's new video download service and today FreeWheel (www.freewheel.tv) is announcing its proprietary Monetization Rights Management™ system to enable online video content producers, sales organizations and distributors to better manage their inventory and identify revenues across multiple distribution streams. "Our MRM solution enables maximum revenue for all of the partners across a widely syndicated advertising ecosystem," said Doug Knopper, co-CEO of FreeWheel. "Using our system, a real-time ad decision is made across all parties in the advertising value chain as to who is allowed to sell an ad across multiple partners and then accounts for value among them. Video advertising," he added, "is fundamentally different from graphical ad placements and search, and needs a unique solution to deliver maximized revenue with minimal complexity."
"In the music world the concept of digital rights management has been used to protect content and limit distribution. In the video world," Knopper argues, "the opposite should be happening. Content owners should want content distributed everywhere to build large audiences. However, content owners need to exert control over who sells the ads and where it appears."
The poster child for FreeWheel, Knopper told JackMyers Media Business Report, is the major law suit between Viacom and Google over Viacom (The Daily Show) content appearing on YouTube. "The content creators don't generate revenue when their content airs over properties they do not have control over. The web has been turned inside out by video." By offering a system for monitoring the monetization of content, Knopper believes FreeWheel will encourage studios, networks, independent producers and owners of video libraries to release more programming for online distribution. To date, the inability to regulate distribution and monetization, except through lawsuits and limited DRM systems, has restricted distribution. Knopper believes the FreeWheel technology could also provide a solution for the conflicts between the Writers Guild of America and Alliance of Motion Picture and Television Producers.
In the video world, says Knopper, who left BitPass to join FreeWheel and who served as SVP for DoubleClick's ad serving group, "the lines between who owns content, who owns audiences and who is allowed to monetize content are blurred. The existing ad management systems, tools, processes and systems are great at behavioral and contextual targeting," he believes, "but they are not designed to define who has the rights to sell advertising."
"Joost works with multiple content providers and distributors, which creates operational challenges and complex advertising relationships,” said David Clark, EVP/GM of Joost. "FreeWheel’s MRM system dramatically reduces our unique financial risks, allowing us to maintain control of our sales efforts, maximize our revenue, and optimize our advertising yield."
"The FreeWheel premise," Knopper explains, "is that content owners can build the largest audiences possible through networks and control the monetization. We are specifically looking at monitoring exposure to video advertising and integrating with legacy systems," says Knopper, acknowledging that online publishers already have ad serving, behavioral and contextual ad systems in place. Jon Heller, co-CEO of Freewheel, adds "With FreeWheel’s MRM technology in place, content owners can freely syndicate their content, while still keeping control over their advertising relationships, inventory management, and financial rev share accounting."
FreeWheel inserts a code into videos similar to ad tags for rich media. The tag "advises" the FreeWheel servers when advertising within videos is called for (when a play button is clicked). FreeWheel confirms the distributor has rights to generate ad revenues, identifies the most appropriate ad format and delivers information and metrics to the content provider.
Palo Alto based FreeWheel was founded in early 2007 with funding from Battery Ventures. FreeWheel engineering is managed by former DoubleClick lead engineer Diane Yu. The company has a team of engineers in Beijing, China.
For more information, contact Doug Knopper at firstname.lastname@example.org
Video of the Week: Fuse Brings Transcendent to TCA
As ever, one never really knows what’s coming next during a typical day at a Television Critics Association tour – especially during the cable portion. Case in point: The grand finale to the many presentations on Friday was a party thrown by Fuse that proved once again that a smallish network largely off the radar of most critics can break right through and be noticed at this twice-annual event. The Fuse bash topped off a day of memorable panels for such well-received offerings as BBC America’s new adventure series “The Last Kingdom” (from “Downton Abbey” producer Gareth Neame); Starz’ upcoming horror action series “Ash vs. Evil Dead” (instantly one of the most talked about new series of the tour) and dramatic limited series “Flesh and Bone” (about a young woman who joins a prestigious ballet company in New York City); the IFC comedies “Gigi Does It” (starring David Krumholtz of “Numb3rs” as a 70-year-old widow and grandmother) and “Documentary Now!” (a series created by Fred Armisen, Bill Hader and Seth Meyers starring Armisen and Hader that will consist of parodies of well-known documentaries), and AMC’s breathlessly anticipated “Fear the Walking Dead.”
What Might Replace the Set-Top Box?
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One of the most interesting things about covering the cable days of the twice-yearly Television Critics Association tours is observing which networks or network groups most successfully grab the attention of the hundreds of reporters and critics attending their press conferences and which ones don't make much of an impression at all. The results can be very surprising.
The CFO/CMO Union
Will the CFO and CMO ever form a more perfect union? I recently saw a study produced by Ernst & Young and reported in the Wall Street Journal that claims collaboration between CFOs and CMOs is increasing. The survey also acknowledges that there is still a long way to go to establish a real partnership between their responsibilities, particularly as it pertains to "common practices and cultural differences." In my opinion a perfect union is unlikely but a better working relationship is not only necessary but critical to the success of a business. Let's explore.
Multi-Sensory Experiences for Brands
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TV is from Mars and Video is from Venus
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The Macro Forces Behind Slow GDP Growth
Ever since the end of the Great Recession a few years ago, there has been much written about the lack of both economic growth and inflation. Much of this coverage mentions that the post-recession recovery is much slower than the recovery of past recessions of the late 20th century.
Early AT&T/DirecTV Merger Questions
Now that the consummation of AT&T's merger with DirecTV is done, how will this $40 billion-plus deal impact consumers from both parties and the TV world at large? Chances are you haven't heard much over that question up to now, in part because of how this deal was completed last week -- Federal Communications Commission approval mid-Friday afternoon, and AT&T putting out a press release, and only a release, of the consummation less than two hours later. That's way late for much analysis on the part of the business news channels or journalism in general.
Trevor Noah Hits TCA; Nat Geo Honors Cecil
In performance on stage Tuesday night and again in a press conference Wednesday morning, members of the Television Critics Association got to know the man they will likely honor in the years ahead with multiple TCA Awards in the category of Outstanding News Program – controversial comedian Trevor Noah (pictured at top), who will take over Comedy Central's "The Daily Show" on September 28. Noah, a smart and engaging guy who joined "The Daily Show" last year as a contributor, quickly and efficiently charmed the group, setting the stage for years of admiration and handily putting behind him lingering memories about a series of sexist and anti-Semitic jokes he tweeted a couple of years ago.
Is TV Currency Dead? Predictions from AOL Open Series
There is a lot of talk these days about the changing TV landscape, from the advancement of programmatic to the demise of dayparts, the Upfront and even our current currency. All of this made for a lively discussion at the recent AOL Open Series on Programmatic TV. The event featured a panel of media executives from across the spectrum including Dermot McCormack, President AOL Video and Studios; Jaime Power, Senior Partner at MODI Media; Dana Hayes Jr, Group Vice President of Global Partner Development for Acxiom, and Dan Aversano, Senior Vice President, Client & Consumer Insights at Turner Broadcasting. The panel was moderated by Dan Ackerman, Senior Vice President, Programmatic TV at Adap.tv.
Is the ESPN Bubble About to Burst?
It’s episode 24 of Media Unplugged with branding authority Tom Asacker and media strategist Mark Ramsey.
At Summer TCA 2015, Netflix is Everything
Is Netflix everything? It certainly seemed that way yesterday at the Beverly Hilton Hotel during the historic opening day of the 2015 Summer Television Critics Tour. In a quantum leap of participation, and perhaps as a reflection of its current position in the home entertainment marketplace, Netflix impressively filled an entire day with panels for current and upcoming programs, along with a session with Chief Content Officer Ted Sarandos (pictured at top). And just like that, the scrappy streamer joined the ranks of CBS, NBC, ABC, Fox and FX – the only programmers who consistently present full days of panels during TCA tours, at least those in the summer.
Stuart Elliott: A 'Gawkward' Media Moment
It probably won't be long before the gatekeepers at the world's dictionaries are asked to approve a new word: "Gawkward," meaning an embarrassing or discomforting situation drenched in schadenfreude, as when a website known for anything-goes posts that upset and provoke others gets a turn in the barrel.
The Generation Gap(s) in Digital Media
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Media Execs' Priorities for New Media Marketplace
The rapid proliferation of new digital, mobile and social (DMS) channels has completely changed the way that companies are connecting with their consumers. DMS channels are increasingly becoming a top priority for advertisers when developing strategies and campaigns to target and engage their consumers. The opportunities and challenges that this shifting landscape presents have been well documented.