Advanced TV doesn\u2019t only concern the myriad streaming apps that are competing for customers\u2019 attention. The industry\u2019s shifts are changing the way traditional formats, like local television advertising, operate as well.<\/p>\n

According to Brian Wallach, svp and CRO of advanced TV at FreeWheel, which is owned by Comcast, local TV used to be the black sheep of the industry. That\u2019s changed, as a more fractured market has made marketers reconsider how they reach the audiences they\u2019re targeting. FreeWheel is working with MVPDs to aggregate their local inventories, as the most advanced part of the business is household addressable, where premiums are up to 15x the rate, Wallach told Beet.TV in an interview with Jim Nail, principal analyst at Forrester, at the Beet Retreat hosted by Publicis Media in New York.<\/p>\n

\u201cPeople are jumping in to buy the same local inventory, proudly to declare they\u2019re using household addressable, and that local inventory went from, \u2018Ick, ew, I don\u2019t want to be next to that,\u2019 to \u2018Wow, this is really powerful inventory when you can understand you\u2019re reaching the consumer,\u201d says Wallach.<\/p>\n

While national television is regularly upheld for its reach, providing fast access to a mass audience, local TV is more aligned with personalized targeting that marketers are increasingly looking to supplement their video advertising strategies with.<\/p>\n

\u201cMost people make decisions locally,\u201d says Wallach. \u201cIt\u2019s really high quality, valuable inventory.\u201d<\/p>\n

FreeWheel\u2019s core role is to help marketers find audiences at scale across the different platforms and programming where they\u2019re consuming content. The company makes it more efficient to find the right places to advertise across different networks and streaming services by modeling desired audiences and offering next-day reporting.<\/p>\n

It\u2019s a work in progress, says Wallach, trying to make the process of buying ads and targeting more customers more efficient. According to Wallach, it will be an industry-wide effort to get it right.<\/p>\n

\u201cI\u2019m really excited about partnering across the industry in terms of data. We work with Vizio, and Inscape, to try to expand what that offering is and find real scale for these audiences really easily, that\u2019s critical,\u201d he says. \u201cWhen you have great data and insights, and great supply, you can connect the dots and make an impact.\u201d<\/p>\n

This video was produced at the\u00a0Beet Retreat leadership event<\/a> hosted by Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event, please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Advanced TV doesn\u2019t only concern the myriad streaming apps that are competing for customers\u2019 attention. The industry\u2019s shifts are changing the way traditional formats, like local television advertising, operate as well. According to Brian Wallach, svp and CRO of advanced TV at FreeWheel, which is owned by Comcast, local TV used to be the black […]<\/p>\n","protected":false},"author":21,"featured_media":63442,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8180],"tags":[5267,6681],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63440"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=63440"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63440\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/63442"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=63440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=63440"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=63440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}