We recently shared the first in a video series filmed at the FreeWheel Council for Premium Video’s Executive Board dinner last month. Decision-makers from ABC, Comcast, ESPN, NBC Universal and others discussed the key issues impacting the television industry as we head into the 2018 Upfronts season, and how TV is now acting like a unified platform to drive results. It shouldn’t be surprising that the conversation naturally turned to two of premium video’s most compelling attributes for advertisers: quality and scale.
Transparency and brand safety concerns plague the digital media industry, but TV and premium video continue to serve as a beacon of light for advertisers by providing consistently high-quality production, immersive video experiences and curated, trusted environments for brands to engage audiences.
Since the dawn of television advertising in the early 1940’s, TV has provided the scale for large brands to capitalize on as a means of building awareness and brand affinity. Today, through the use of anonymized data and addressability, advertisers can segment these premium audiences across platforms to drive large-scale subsets of the population down the purchase funnel.
Through improved technology, premium video providers are also able to re-aggregate scale of those audiences choosing to consume video on different digital-enabled screens, so brands can find those viewers regardless of the screen or device of choice.