FreeWheel and OrkaTV Introduce a New Industry Solution for Advertisers to Reach Target Audiences on FAST Channels
30 Noviembre 2023 - 8:30AM
Business Wire
This new partnership gives marketers using the
FreeWheel platform access to more than 3,500 FAST channels
available via OrkaTV’s streaming TV marketplace.
The end result is access to a more diversified
pool of FAST ad inventory.
FreeWheel, a global technology platform for the television
advertising industry, and OrkaTV, the leading marketplace for
streaming TV, today announced that they have partnered to provide
marketers with a new way to buy advertising in today’s
fast-growing, free-ad supported streaming television (FAST)
sector.
Per this partnership, advertisers working with FreeWheel now
have access to more than 3,500 FAST channels available through
OrkaTV’s streaming TV marketplace. The end result is access to a
more diverse pool of FAST ad inventory. This, in turn, will help
drive up demand for such ad inventory.
Another key feature is more accurate contextual advertising
targeting abilities.
Currently, metadata capabilities allow advertisers bidding on
inventory to ensure ads are properly placed. In some instances,
however, the metadata is missing or inconsistent. The two companies
are addressing this issue through OrkaTV’s value-added tech
layer.
The latter ensures consistent video contextual data is available
to the ad buyer and can be mapped to corresponding audience
segments. As such, advertisers can then enable buying through
FreeWheel to target consistent channel names to reach their clearly
defined demographics.
FreeWheel and OrkaTV are launching these new capabilities as a
way to provide marketers with more scale and reach when it comes to
finding and discovering new audiences in today’s rapidly growing
FAST space. Per a recent Xumo and Comcast Advertising report, 84%
of advertisers will increase spending in this sector in 2024, and 3
in 5 FAST buyers are currently using the medium’s niche programming
to target specific audiences. This last element is critical for
advertisers and yet has become increasingly harder to accomplish as
viewership habits continue to shift in a fragmented and complex
media landscape.
“Improving the viewer experience is a top industry priority for
us and this new partnership with OrkaTV will help pave the way for
that,” said Emily Bromley, VP, Growth, FreeWheel. “With this new
integration, advertisers can better reach target audiences at a
granular level, while engaging and capturing their interest with a
new array of premium FAST channels.”
“It’s an exciting time to be in the FAST space,” said Mike
Woods, Founder and CEO, OrkaTV. “With new channels and a growing
stream of audiences tuning into this sector, we wanted to create a
new way to give advertisers what they need to maximize the impact
of their campaigns, while bringing the scale, reach and efficiency
of TV to FAST.”
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 New York, 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
https://www.freewheel.com/, and follow us on X and LinkedIn.
About OrkaTV
OrkaTV is the leading Streaming TV marketplace monetizing over
3,500 FAST channels, generating 35B Ad Requests/Month, and growing.
The Orka Ads Marketplace consists of high quality FAST channels,
watched on televisions, delivering an engaging, traditional TV
experience, without popups or skipping. OrkaTV is headquartered in
Santa Monica, CA.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20231130547386/en/
Media: FreeWheel Elaine Wong elaine_wong@comcast.com
OrkaTV marketing@orka.tv
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