MIAMI \u2013 Viewing of premium video continues to shift from desktop to the big television screen. Underlying the transition are big increases not only in video views and full-episode player content consumption, but also a surge in watching live sports in over-the-top environments.<\/p>\n

Citing the FreeWheel<\/a> Video Monetization Report for the second quarter of 2017, combined OTT, connected-TV device and set-top box VOD represented 49% of consumption in its ad management platform, says Neil Smith, SVP, FreeWheel Markets.<\/p>\n

\u201cIt\u2019s really shifted to the actual television screen,\u201d Smith says in this interview at the recent Beet Retreat Miami 2017<\/a>.<\/p>\n

It\u2019s been about a year since FreeWheel and StickyADS.tv came together via acquisition. One of the biggest yields has been a unified solution for publishers that have traditionally sold most of their inventory through direct-sale insertion orders.<\/p>\n

Now, having added a programmatic sales channel facilitates \u201ca unified ad decision against any demand that publisher has access to,\u201d says Smith.<\/p>\n

As a result, there\u2019s more unification of sales efforts as digital and linear work together. FreeWheel is seeing \u201ca much bigger appetite and focus on programmatic guaranteed deals.\u201d Switching from paper insertion order deals into programmatic pipes \u201cbut still fixed price guaranteed,\u201d is how Smith explains it.<\/p>\n

Being able to safely deliver programmatic executions in premium environments has led to more opportunities for sellers and buyers.<\/p>\n

\u201cWe have a number of publishers that have major live sporting events and they\u2019re now starting to use programmatic monetization in those events,\u201d says Smith. \u201cAnd the reality is it\u2019s a great use case for it.\u201d<\/p>\n

For example, if a game goes into overtime, if a series runs to a seventh game, the ability exists to \u201ctap into that impression by impression demand in a way that\u2019s safe and doesn\u2019t disrupt the user experience or cause sales channel conflict with direct-sold ads.\u201d<\/p>\n

One of FreeWheel\u2019s main priorities has been extending the programmatic solutions it\u2019s long offered for desktop, mobile, OTT and set-top box VOD into the traditional linear TV realm.<\/p>\n

\u201cWe\u2019ve got a good idea of what brands and markets are looking for as we move in the next generation of premium video and television. It\u2019s really now a matter of execution,\u201d says Smith.<\/p>\n

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 Viewing of premium video continues to shift from desktop to the big television screen. Underlying the transition are big increases not only in video views and full-episode player content consumption, but also a surge in watching live sports in over-the-top environments. Citing the FreeWheel Video Monetization Report for the second quarter of 2017, […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6898],"tags":[5301,5267,5609,5661,5883,5994],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49465"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=49465"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49465\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49465"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49465"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}