FreeWheel and NBCU’s Programmatic Partnership For Paris 2024 Summer Olympics and Paralympics Contributes to Record-Breaking Streaming Event for Advertisers
FreeWheel, a global TV technology platform, announced record-breaking results from powering advertising for the 2024 Paris Olympics. The company served a record number of ads and programmatic impressions for a live event, helping NBCUniversal increase participating advertisers by 90%. This contributed to NBCU's record ad revenue for the Olympics, which reached a daily average of 30.4 million viewers, an 82% increase from the Tokyo Olympics.
Key achievements include:
- 23.5 billion minutes of Olympics coverage streamed, led by Peacock
- Highest advertising revenue in Olympics history for NBCU
- Peak concurrency during Team USA Men's Basketball Final
FreeWheel and NBCU will continue their partnership for the upcoming NFL season, leveraging new live product capabilities to enhance programmatic transactions and expand advertiser diversity.
FreeWheel, una piattaforma tecnologica globale per la TV, ha annunciato risultati da record nel fornire pubblicità per le Olimpiadi di Parigi 2024. L'azienda ha gestito un numero record di annunci e impression programmatici per un evento dal vivo, aiutando NBCUniversal a incrementare il numero di inserzionisti partecipanti del 90%. Questo ha contribuito a un fatturato pubblicitario record per NBCU durante le Olimpiadi, che ha raggiunto una media giornaliera di 30,4 milioni di spettatori, un aumento dell'82% rispetto alle Olimpiadi di Tokyo.
I risultati chiave includono:
- 23,5 miliardi di minuti di copertura olimpica trasmessi, guidati da Peacock
- Fatturato pubblicitario più alto nella storia delle Olimpiadi per NBCU
- Punto di picco di utenti simultanei durante la finale di basket maschile della Team USA
FreeWheel e NBCU continueranno la loro partnership per la prossima stagione NFL, sfruttando nuove capacità di prodotto live per migliorare le transazioni programmatiche e ampliare la diversità degli inserzionisti.
FreeWheel, una plataforma tecnológica global de TV, anunció resultados récord en la provisión de publicidad para los Juegos Olímpicos de París 2024. La compañía gestionó un número récord de anuncios e impresiones programáticas para un evento en vivo, ayudando a NBCUniversal a aumentar el número de anunciantes participantes en un 90%. Esto contribuyó a los ingresos publicitarios récord de NBCU para los Juegos Olímpicos, que alcanzaron un promedio diario de 30.4 millones de espectadores, un aumento del 82% en comparación con los Juegos Olímpicos de Tokio.
Los logros clave incluyen:
- 23.5 mil millones de minutos de cobertura olímpica transmitidos, liderados por Peacock
- Ingresos publicitarios más altos en la historia de NBCU durante los Juegos Olímpicos
- Pico de audiencia durante la final de baloncesto masculino del equipo de EE. UU.
FreeWheel y NBCU continuarán su asociación para la próxima temporada de la NFL, aprovechando nuevas capacidades de productos en vivo para mejorar las transacciones programáticas y ampliar la diversidad de anunciantes.
글로벌 TV 기술 플랫폼인 FreeWheel은 2024 파리 올림픽에서 광고를 지원하며 기록적인 성과를 발표했습니다. 이 회사는 생방송 이벤트를 위해 기록적인 수의 광고와 프로그램화된 노출 수를 제공하였으며, NBCUniversal의 참여 광고주 수를 90% 증가시키는 데 도움을 주었습니다. 이는 NBCU의 올림픽 광고 수익이 기록적으로 하루 평균 3040만 명의 시청자를 기록하는 데 기여했으며, 이는 도쿄 올림픽과 비교하여 82% 증가한 수치입니다.
주요 성과는 다음과 같습니다:
- Peacock이 주도한 235억 분의 올림픽 방송 스트리밍
- NBCU의 올림픽 역사상 가장 높은 광고 수익
- 팀 USA 남자 농구 결승전 중 최고 동시접속자 수
FreeWheel과 NBCU는 다가오는 NFL 시즌을 위해 파트너십을 지속하며, 새로운 실시간 제품 기능을 활용하여 프로그래매틱 거래를 강화하고 광고주 다양성을 확장할 예정입니다.
FreeWheel, une plateforme technologique mondiale de télévision, a annoncé des résultats record dans la gestion de la publicité pour les Jeux Olympiques de Paris 2024. L'entreprise a diffusé un nombre record d'annonces et d'impressions programmatiques pour un événement en direct, aidant NBCUniversal à augmenter de 90 % le nombre d'annonceurs participants. Cela a contribué à un chiffre d'affaires publicitaire record pour NBCU lors des Jeux Olympiques, atteignant une moyenne quotidienne de 30,4 millions de téléspectateurs, soit une augmentation de 82 % par rapport aux Jeux Olympiques de Tokyo.
Les réalisations clés comprennent :
- 23,5 milliards de minutes de couverture olympique diffusées, menées par Peacock
- Recettes publicitaires les plus élevées de l'histoire des Jeux Olympiques pour NBCU
- Pic de connexions simultanées lors de la finale de basketball masculin de l'équipe USA
FreeWheel et NBCU continueront leur partenariat pour la prochaine saison de la NFL, tirant parti des nouvelles capacités de produits en direct pour améliorer les transactions programmatiques et élargir la diversité des annonceurs.
FreeWheel, eine globale TV-Technologieplattform, hat rekordverdächtige Ergebnisse bei der Werbung für die Olympischen Spiele 2024 in Paris bekannt gegeben. Das Unternehmen veröffentlichte eine rekordverdächtige Anzahl an Anzeigen und programmatischen Impressionen für eine Live-Veranstaltung, wodurch NBCUniversal die teilnehmenden Werbetreibenden um 90% steigern konnte. Dies trug dazu bei, dass NBCUs Rekordwerbeeinnahmen für die Olympischen Spiele, die im Durchschnitt 30,4 Millionen Zuschauer pro Tag erreichten, einen Anstieg von 82% im Vergleich zu den Olympischen Spielen in Tokio verzeichneten.
Wichtige Erfolge sind:
- 23,5 Milliarden Minuten Olympiabedeckung, angeführt von Peacock
- Höchste Werbeeinnahmen in der Geschichte der Olympischen Spiele für NBCU
- Höchstzahl an gleichzeitigen Zuschauern während des Finale im Herren-Basketball-Team USA
FreeWheel und NBCU werden ihre Partnerschaft für die kommende NFL-Saison fortsetzen und neue Live-Produktfunktionen nutzen, um programmatische Transaktionen zu verbessern und die Vielfalt der Werbetreibenden zu erweitern.
- Record number of ads and programmatic impressions served for a live event
- 90% increase in number of participating advertisers
- NBCU achieved record ad revenue for the Olympics
- 82% increase in daily average viewers compared to Tokyo Olympics
- 23.5 billion minutes of Olympics coverage streamed
- Partnership extension for NFL season with new live product capabilities
- None.
Insights
The partnership between FreeWheel and NBCU for the 2024 Paris Olympics marks a significant shift in advertising strategies for major live events. The 90% increase in advertisers and record-breaking ad revenue highlight the effectiveness of programmatic advertising in reaching a broader audience. This success is likely to influence future advertising approaches across the industry, particularly for high-profile live events.
The 82% increase in viewership compared to the Tokyo Olympics, coupled with 23.5 billion minutes of streamed content, underscores the growing importance of digital platforms in sports broadcasting. This trend could accelerate the shift of ad budgets from traditional TV to streaming services, potentially impacting the valuation of media companies heavily invested in either space.
As FreeWheel extends this approach to the NFL season, we may see a democratization of advertising opportunities for smaller brands, potentially disrupting the dominance of traditional big-budget advertisers in prime-time sports events.
FreeWheel's success in handling unprecedented concurrency loads during the Olympics, especially during high-stakes events like the USA Men's Basketball Final, demonstrates significant advancements in ad-tech infrastructure. This capability is important for the future of live event streaming, where unpredictable viewership spikes can occur.
The integration of programmatic technology with live streaming at this scale is a technical milestone. It allows for real-time ad insertion and targeting, potentially improving ad relevance and viewer experience. This could lead to higher engagement rates and better ROI for advertisers.
FreeWheel's expansion into NFL coverage, including Sunday Night Football, suggests that their technology is scalable and adaptable to various live event formats. The certification of their Beeswax DSP for live events buyers indicates a move towards more accessible and efficient ad buying processes in the streaming ecosystem.
NBCU's achievement of record ad revenue for the 2024 Olympics signals a strong return on investment for their digital advertising strategy. The 90% increase in advertiser participation suggests a broader revenue base, which could lead to more stable and predictable ad income for future events.
The success of this programmatic approach could potentially increase the value of streaming rights for major sporting events, as broadcasters can now monetize these events more effectively. This might lead to higher bidding prices for future Olympic broadcasts and similar high-profile live events.
For FreeWheel, owned by Comcast, this success could translate into increased market share and revenue growth in the competitive ad-tech sector. The expansion to NFL coverage presents an opportunity for sustained growth beyond one-off events, potentially boosting Comcast's ad-tech division's contribution to overall company performance.
Leveraging programmatic technology aided in NBCU’s record ad revenue totals, enabled increase in number of advertisers by
Companies will now work together to bring the approach to the NFL Season; FreeWheel’s DSP Beeswax is certified for buyers looking to appear in live events including Sunday Night Football.
As NBCU’s digital ad insertion and programmatic platform for the 2024 Olympics, FreeWheel was responsible for enabling programmatic access to advertisers while delivering on all of NBCU’s direct sold and sponsorship ad commitments. According to NBCU, the 2024 Olympics drove record ad revenue for the company and reached a daily average of 30.4 million viewers, an increase of
“FreeWheel’s programmatic approach to the 2024 Paris Olympic Games provided opportunities for new brands to be part of the most spectacular event of year,” said Alison Levin, President of Advertising & Partnerships, NBCUniversal. “With them as partners, we not only delivered a more seamless advertising experience for our viewers, but we were also able to secure the highest advertising revenue in the history of the Games. This is a whole new approach for live advertising that allows for a diverse group of clients to engage with consumers, and we look forward to building on this success with FreeWheel in the future.”
Delivering impressions in a seamless way across screens is particularly challenging for live events, which have unexpected spikes in viewership, and run in a no-fail environment. In the 2024 Olympics, FreeWheel broke concurrency records regularly throughout the event, peaking during Team
“Streaming has changed the way we all watch our favorite live programming, and programmatic has changed the way those ads are bought, sold, and delivered,” said Mark McKee, General Manager, FreeWheel. “The 2024 Olympics games have opened up the door for programmatic advertising in ways we’ve never seen before. With NBCU, our goal was to bring new technology, better infrastructure, and greater scale to this year’s Olympics, and the numbers speak for themselves. In many ways, these Olympics were a watershed moment for advertising—NBCU has ushered in a new era of programmatic advertising, and the industry is watching.”
As advertisers today try to uncover the most cost- and time-efficient ways to activate live event advertising in streaming environments, many are turning to programmatic buying, which can provide greater automation and increased spend efficiency than traditional approaches.
FreeWheel has a proven track record powering live events, many with programmatic buying. Leading up to the Olympics, FreeWheel has powered the advertising for the World Cup, March Madness, NFL Playoffs, and Super Bowl, as well as seasonal and daily live events and programming. For the upcoming NFL season, NBCU will be leveraging FreeWheel’s new suite of live product capabilities to better enable their programmatic transactions and expand advertiser diversity by increasing inventory opportunities; additionally, FreeWheel’s Beeswax DSP is certified for buyers looking to appear in live events including Sunday Night Football.
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/20240912542297/en/
Media:
Meredith Fitzgerald
215-970-8504
Meredith_Fitzgerald@Comcast.com
Source: FreeWheel
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