FreeWheel Launches First of its Kind Contextual Marketplace, Informed by Research from the FreeWheel Viewer Experience Lab’s New Report, which Found Viewers are 2X More Engaged When Ads are Relevant
FreeWheel has launched a new Contextual Marketplace that leverages advanced video-level insights to enhance ad targeting within streaming inventory. This initiative, informed by the latest report from the FreeWheel Viewer Experience Lab, aims to improve ad relevance and engagement. Key findings indicate that viewers are twice as engaged and have 2X higher unaided recall when ads are relevant, with a 5.2X increase in brand purchase intent.
The marketplace includes KERV.ai and Proximic by Comscore, enhancing targeting solutions for advertisers and unlocking more value for publishers. The platform allows advertisers to deliver ads in the right context, such as placing an airline commercial within holiday travel content while avoiding news about travel delays. FreeWheel's General Manager, Mark McKee, emphasized the power of contextual signals to drive increased engagement and ad recall.
FreeWheel ha lanciato un nuovo Mercato Contestuale che sfrutta avanzate intuizioni a livello video per migliorare il targeting pubblicitario all'interno delle risorse di streaming. Questa iniziativa, informata dall'ultimo rapporto del FreeWheel Viewer Experience Lab, mira a migliorare la rilevanza e l'engagement degli annunci. I principali risultati indicano che gli spettatori sono doppiamente coinvolti e hanno una memoria non sollecitata 2 volte superiore quando gli annunci sono pertinenti, con un aumento di 5,2 volte dell'intenzione di acquisto del marchio.
Il mercato include KERV.ai e Proximic di Comscore, migliorando le soluzioni di targeting per gli inserzionisti e sbloccando un valore maggiore per gli editori. La piattaforma consente agli inserzionisti di presentare annunci nel giusto contesto, come ad esempio posizionare una pubblicità di una compagnia aerea all'interno di contenuti sulle vacanze evitando notizie sui ritardi dei viaggi. Il Direttore Generale di FreeWheel, Mark McKee, ha sottolineato il potere dei segnali contestuali per aumentare l'engagement e la memoria degli annunci.
FreeWheel ha lanzado un nuevo Mercado Contextual que aprovecha la avanzada información a nivel de video para mejorar la segmentación publicitaria dentro del inventario de streaming. Esta iniciativa, informada por el último informe del FreeWheel Viewer Experience Lab, tiene como objetivo mejorar la relevancia y el engagement de los anuncios. Los hallazgos clave indican que los espectadores están dos veces más comprometidos y tienen un recuerdo no asistido 2X mayor cuando los anuncios son relevantes, con un aumento de 5.2X en la intención de compra de la marca.
El mercado incluye KERV.ai y Proximic de Comscore, mejorando las soluciones de segmentación para los anunciantes y desbloqueando más valor para los editores. La plataforma permite a los anunciantes entregar anuncios en el contexto adecuado, como colocar un comercial de una aerolínea dentro de contenido de viajes de vacaciones mientras se evitan noticias sobre retrasos de viaje. El Director General de FreeWheel, Mark McKee, enfatizó el poder de las señales contextuales para impulsar un mayor engagement y recuerdo de los anuncios.
FreeWheel은 스트리밍 인벤토리 내 광고 타겟팅을 향상시키기 위해 고급 비디오 수준 통찰력을 활용한 새로운 맥락 기반 마켓플레이스를 출시했습니다. 이 이니셔티브는 FreeWheel Viewer Experience Lab의 최신 보고서를 바탕으로 하여 광고의 관련성과 참여도를 개선하는 것을 목표로 하고 있습니다. 주요 연구 결과에 따르면, 시청자는 광고가 관련성이 있을 때 두 배 더 많이 참여하며, 비관련 광고보다 2배 더 높은 자발적 회상을 보였습니다. 또한 상표 구매 의도는 5.2배 증가했습니다.
이 마켓플레이스는 KERV.ai 및 Comscore의 Proximic을 포함하여 광고주를 위한 타겟팅 솔루션을 강화하고 출판사에 더 많은 가치를 제공합니다. 이 플랫폼은 광고주가 항공사 광고를 휴가 여행 콘텐츠 내에 배치하는 등의 올바른 맥락에서 광고를 제공할 수 있게 해주며, 여행 지연에 대한 뉴스는 피할 수 있게 합니다. FreeWheel의 총괄 관리자 Mark McKee는 참여도 및 광고 회상을 증가시키는 데 있어 맥락 신호의 힘을 강조했습니다.
FreeWheel a lancé un nouveau Marché Contextuel qui exploite des analyses avancées au niveau vidéo pour améliorer le ciblage des publicités au sein de l'inventaire de streaming. Cette initiative, éclairée par le dernier rapport du FreeWheel Viewer Experience Lab, vise à améliorer la pertinence et l'engagement des publicités. Les principales conclusions indiquent que les téléspectateurs sont deux fois plus engagés et ont un rappel non assisté 2X supérieur lorsque les publicités sont pertinentes, avec une augmentation de 5,2X de l'intention d'achat de la marque.
Ce marché inclut KERV.ai et Proximic de Comscore, améliorant les solutions de ciblage pour les annonceurs et débloquant plus de valeur pour les éditeurs. La plateforme permet aux annonceurs de diffuser des publicités dans le bon contexte, comme placer une publicité aérienne dans un contenu de voyage de vacances tout en évitant les nouvelles sur les retards de voyage. Le directeur général de FreeWheel, Mark McKee, a souligné la puissance des signaux contextuels pour stimuler l'engagement et le rappel des publicités.
FreeWheel hat einen neuen Kontext-Marktplatz gestartet, der fortschrittliche Einblicke auf Videoebene nutzt, um die Werbung im Streaming-Inventar besser auszurichten. Diese Initiative, die auf dem neuesten Bericht des FreeWheel Viewer Experience Lab basiert, zielt darauf ab, die Relevanz von Werbung und das Engagement zu verbessern. Wichtige Ergebnisse zeigen, dass Zuschauer doppelt so engagiert sind und eine 2X höhere ungestützte Erinnerung haben, wenn die Werbung relevant ist, sowie einen Anstieg von 5,2X in der Kaufabsicht der Marke.
Der Marktplatz umfasst KERV.ai und Proximic von Comscore und verbessert die Targeting-Lösungen für Werbetreibende und schaltet mehr Wert für Publisher frei. Die Plattform ermöglicht es Werbetreibenden, Werbung im richtigen Kontext zu platzieren, zum Beispiel einen Fluggesellschafts-Werbespot innerhalb von Reisewoche-Inhalten zu platzieren und gleichzeitig Nachrichten über Reiseverzögerungen zu vermeiden. Der Geschäftsführer von FreeWheel, Mark McKee, betonte die Kraft kontextueller Signale zur Steigerung von Engagement und Erinnerungsvermögen von Werbung.
- Viewers are twice as engaged with relevant ads.
- 2X higher unaided recall for relevant ads.
- 5.2X higher brand purchase intent with relevant ads.
- None.
Insights
The launch of FreeWheel's Contextual Marketplace represents a significant advancement in targeted advertising technology, particularly as the industry grapples with identity and privacy challenges. The research findings showing 2X higher engagement and 5.2X higher brand purchase intent with relevant ads demonstrate compelling ROI potential for advertisers using this platform.
This development is strategically important for Comcast (CMCSA) as it strengthens their advertising technology offerings through FreeWheel. The partnership with KERV.ai and Proximic adds sophisticated AI-powered contextual targeting capabilities, which could drive higher advertising revenue through premium pricing for better-targeted inventory. This comes at a important time when streaming platforms are increasingly focused on advertising revenue optimization.
The technical implementation of KERV's AI technology, which analyzes video content at the pixel level for contextual matching, represents a sophisticated approach to solving advertising relevancy without relying on personal data. This is particularly valuable in the current privacy-focused environment where traditional tracking methods are becoming less viable.
The platform's ability to provide granular, scene-level metadata for ad adjacency is a significant technical achievement that could set new standards for contextual advertising in streaming media. The integration of IAB Tech Lab Content Taxonomy further enhances the platform's interoperability and scalability, making it more attractive to enterprise advertisers seeking standardized solutions.
KERV.ai is announced as an inaugural member of the Contextual Marketplace, joining Proximic by Comscore, which will expand targeting solutions across premium video at scale for advertisers, and unlock more value for publishers
The Contextual Marketplace stems from the latest findings in the FreeWheel Viewer Experience Lab report, “Making the Ad Experience More Relevant,” which also comes out today. The report illustrates the importance of contextual solutions for advertisers today and lays out steps for buyers and sellers to consider when developing more relevant ad experiences.
“In the age of identity challenges, we believe contextual signals can be a new constant that unlocks additional value for publishers and new, premium opportunities for advertisers,” says Mark McKee, General Manager, FreeWheel. “We’ve seen from the Freewheel Viewer Experience Lab research that viewers are twice as engaged when ads are relevant, illustrating the power contextual has to drive increased engagement and higher ad recall that all advertisers desire.”
Importance of Tailored Ads
As streaming changes the way viewers consume their favorite programs, the FreeWheel Viewer Experience lab was launched in 2023 to help inform and improve ad environments for viewers across multiscreen devices. In this latest report, they set out to understand how relevancy impacts the viewer experience. Key findings from the report “Making the Ad Experience More Relevant” include:
- Viewers like ads twice as much, and are twice as engaged, when the ads are relevant
- There is 2X higher unaided recall for relevant ads
- Relevant ads result in 5.2X higher brand purchase intent
Delivering Ads in the Right Context
FreeWheel’s first of its kind Contextual Marketplace enables publishers to easily automate and scale new monetization opportunities across their premium, multiscreen inventory, while giving advertisers a sophisticated way to reach the right audiences without identity signals in a more granular way than ever before. For instance, an advertiser such as an airline can deliver a commercial within holiday travel content while avoiding any news programming about travel delays.
With KERV’s advanced, scene-level metadata informing pod-level ad adjacency, available via FreeWheel, along with Proximic by Comscore’s integration, and the IAB Tech Lab Content Taxonomy and publisher proprietary signaling, buyers and publishers have a direct and transparent connection to bring the benefits of contextual targeting to premium CTV inventory.
“Contextually targeted advertising has been around for decades in display and linear, but it is now an increasingly sought-after capability across streaming inventory,” said Bradford Quinn, SVP Enterprise Partnerships, KERV. “Our integration with FreeWheel makes it easier than ever before for brands to deliver more personal and relevant ad experiences to help them drive outcomes such as increased engagement, purchase intent, and brand sentiment.”
KERV’s patented AI technology captures metadata across every video frame at the pixel edge to identify, analyze and match context and objects to their immersive and shoppable ad products.
Download the full findings from the latest Viewer Experience Lab report Making the Ad Experience More Relevant, here.
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
About KERV.ai
KERV Interactive is the leader in AI-powered video analysis, performance and monetization. Using patented recognition and correlation technology, our pixel-edge technology captures metadata across every frame in any video, allowing us to identify, analyze and match objects with contextually relevant advertising experiences. These immersive and shoppable solutions empower consumers to learn, explore, and transact through dynamic video, creating deeper relationships and real business outcomes for the world’s leading brands and publishers.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241205317534/en/
Media
FreeWheel
Emily Miller
Emily_Miller@Comcast.com
Source: FreeWheel
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