Advocacy group’s latest paper examines how broadcasters and pay TV operators are transforming by harnessing programmatic technology
London, UK: Programmatic trading is seen as a way of successfully reaching audiences across multiple screens – yet its benefits are often misunderstood. In its new insights paper, Cracking the programmatic conundrum, the FreeWheel Council for Premium Video Europe (FWCE) looks at how broadcasters and pay TV operators are embracing automated technology to enhance their offerings.
The latest paper from the Council – which has 18 European members including Channel 4, Nent Group, Sky Media, Canal+ and Publitalia – examines strategic approaches being taken by premium video broadcasters and pay TV operators to incorporate programmatic trading and how the rest of the ecosystem stand to benefit.
These approaches include:
- Using programmatic advertising to grow local markets
- Automating processes to manage inventory more efficiently
- Harnessing programmatic technology to boost the overall value of the market
The paper provides examples of where these approaches have been successful for premium video providers, such as Sky’s AdSmart allowing a new market of advertisers to focus on specific audiences with an overall lower spend, rather than gaining national reach. It also offers useful definitions of current programmatic trading solutions such as Open / Private Marketplaces and Programmatic Guaranteed.
To date, premium video providers have carefully managed their steady adoption of automation to avoid any value erosion but the advantages of using programmatic as a tactic alongside traditional sales channels are clear.
“The premium video ecosystem is continuously evolving, and technological advances have lowered the barriers to programmatic adoption,” commented Emmanuel Josserand, Brand, Agency and Industry Relations at FreeWheel. “This paper demonstrates the need to map the advantages that programmatic offers to business realities and then match it to workflows and technology to realise its potential. The shift in market adoption will be determined by technology investment, data availability and smart inventory management. As the industry fully grasps the opportunities that programmatic opens up, everyone in the value chain will benefit.’’
The full paper can be downloaded here.
About the FreeWheel Council for Premium Video, Europe (FWCE)
The FreeWheel Council for Premium Video Europe (FWCE) was formed in June 2017 to serve the interest of those in the premium video industry through leadership positions, research, and advocacy. Aligned to the FWC formed in North America in 2015 (with members such as ABC, Fox and NBCUniversal), the FWCE consists of 18 members: Canal+ Régie, Channel 4, Discovery Networks International, European Broadcaster Exchange (EBX), France Télévision Publicité, Medialaan, Publitalia, NENT Group, Next Régie, Sanoma Finland, Proximus, RTÉ, Talpa, SevenOne Media, SFR Régie, Sky Media UK, Sky Media Germany, and TF1 Publicité. Across both Europe and North America, the FWC operates as an educational and organising 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.
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 www.freewheel.tv, and follow us on Twitter and LinkedIn.