NEW YORK–(BUSINESS WIRE)–Nov 15, 2023–Today, the FreeWheel Council for Premium Video (FWC) and the Video Advertising Bureau (VAB) introduced a new initiative to supply steering round shopping for premium video promoting as the medium grows and content material proliferates throughout screens.With this announcement, the FWC, an {industry} group comprised of over 30 publishers convened by FreeWheel, and the VAB are rolling out a doc entitled “ Buying Premium Video: A Definitive Checklist” that clearly outlines the elements that consumers and sellers ought to think about when participating in video transactions.
“The urgency for higher accountability and transparency in the video promoting {industry} has by no means been extra necessary. Yet too usually, entrepreneurs are compelled to settle for opaque environments, handing their hard-earned funding to a black field,” stated Danielle DeLauro, Executive Vice President, VAB. “We are proud to accomplice with the FreeWheel Council for Premium Video as an example the greater commonplace of belief and functionality delivered by premium video platforms, encouraging entrepreneurs to maximise model development and apply this guidelines to all their video companions.”The guidelines units forth three key elements that consumers ought to think about when shopping for premium video. These embrace:Quality Environment: Upholding viewers belief and requirements with trusted programmatic supply, much less litter and an optimum viewing expertise.Brand Safety: Holding companions accountable for model necessities and avoiding objectionable content material, with reliable verification processes.Transparency & Legitimacy: Knowing precisely what you’re shopping for, guaranteeing viewable advertisements are working in applicable content material, and seen by actual folks.“We know that advertisements airing in premium video create optimistic experiences for viewers and gasoline optimistic model associations,” stated Mark McKee, General Manager, FreeWheel. “But the {industry} lacks a clear definition of what ‘premium’ means. By partnering with the VAB and endeavor analysis to outline premium video, we will advocate for transparency, high quality and model security in video advert shopping for. This will assist each consumers and sellers make extra knowledgeable selections as the TV promoting {industry} continues to broaden and evolve.”As a part of the Checklist, the FWC and the VAB are proposing a new, clear definition for premium video, primarily based on analysis performed by Comcast Advertising: Premium video is content material delivered transparently, in a trusted, brand-safe setting, seen by actual folks inside a high-quality viewing expertise.“Providing an distinctive viewing expertise anchored by our premium content material choices throughout each display screen and platform is considered one of Paramount’s core goals in serving our promoting companions and audiences alike,” stated Jarred Wilichinsky, SVP, Ad Operations, Paramount. “As extra and extra premium video stock feeds into the market, we’re thrilled that the VAB has partnered with the FWC to equip consumers with the data they should make the greatest shopping for choices, guaranteeing that consumers’ {dollars} go farther in attracting and participating viewers in really premium environments.”Click right here to learn Buying Premium Video: A Definitive Checklist and right here for the in-depth report.About The Video Advertising Bureau The Video Advertising Bureau (VAB) – whose members embrace the nationwide TV networks alongside a broader group of influential media corporations – performs a twin function in the video promoting {industry}. VAB is fiercely advocating for the adjustments that result in a extra revolutionary and clear market. VAB additionally offers the insights and thought management that allows entrepreneurs to develop business-driving advertising methods. Visit VAB on-line and entry its constantly rising content material library at https://thevab.com/.About FreeWheel Council for Premium Video Founded in 2015 and headquartered in New York, the FreeWheel Council for Premium Video (FWC) is comprised of over 30 premium video suppliers globally, together with industry-leading programmers, operators and digital pure-plays. Following the success of the FWC in North America, we launched the FreeWheel Council for Premium Video in Europe in 2017 to help the pursuits of European-based broadcasters, operators and video publishers.
About FreeWheel FreeWheel empowers all segments of The New TV Ecosystem. We are structured to supply the full breadth of options the promoting {industry} wants to realize their objectives. We present the know-how, knowledge enablement and convergent marketplaces required to make sure consumers and sellers can transact throughout all screens, throughout all knowledge varieties, and all gross sales channels, in order to make sure the final purpose – outcomes for entrepreneurs. With workplaces in New York, San Francisco, Chicago, London, Paris, Beijing and throughout the globe, FreeWheel, A Comcast Company, stands to advocate for the complete {industry} by way of the FreeWheel Council for Premium Video. For extra data, please go to https://www.freewheel.com/, and comply with us on X and LinkedIn.View supply model on businesswire.com:https://www.businesswire.com/information/residence/20231115691743/en/CONTACT: Media:FreeWheelElaine [email protected]: UNITED STATES NORTH AMERICA NEW YORKINDUSTRY KEYWORD: OTHER COMMUNICATIONS TECHNOLOGY AUDIO/VIDEO MARKETING ADVERTISING COMMUNICATIONS GENERAL ENTERTAINMENT TV AND RADIO OTHER TECHNOLOGY TELECOMMUNICATIONS SOFTWARE ENTERTAINMENT NETWORKS INTERNET MOBILE/WIRELESSSOURCE: FreeWheelCopyright Business Wire 2023.PUB: 11/15/2023 06:00 AM/DISC: 11/15/2023 05:58 AMhttp://www.businesswire.com/information/residence/20231115691743/en
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