FreeWheel and NBCU’s Programmatic Partnership For Paris 2024 Summer Olympics and Paralympics Contributes to Record-Breaking Streaming Event for Advertisers
2024年9月12日 - 9:00PM
ビジネスワイヤ(英語)
Leveraging programmatic technology aided in
NBCU’s record ad revenue totals, enabled increase in number of
advertisers by 90%.
Companies will now work together to bring the
approach to the NFL Season; FreeWheel’s DSP Beeswax is certified
for buyers looking to appear in live events including Sunday Night
Football.
FreeWheel, a global technology platform for the TV industry,
announced today the results of its work powering the advertising of
the 2024 Paris Olympics. Throughout the event, FreeWheel served a
record number of ads and programmatic impressions for a live event,
enabling NBCUniversal to further open inventory to new advertisers,
with an increase in the number of advertisers participating by
90%.
As NBCU’s digital ad insertion and programmatic platform for the
2024 Olympics, FreeWheel was responsible for enabling programmatic
access to advertisers while delivering on all of NBCU’s direct sold
and sponsorship ad commitments. According to NBCU, the 2024
Olympics drove record ad revenue for the company and reached a
daily average of 30.4 million viewers, an increase of 82% compared
to the Tokyo Olympics. Led by Peacock, 23.5 billion minutes of
Paris Olympics Games coverage were streamed.
“FreeWheel’s programmatic approach to the 2024 Paris Olympic
Games provided opportunities for new brands to be part of the most
spectacular event of year,” said Alison Levin, President of
Advertising & Partnerships, NBCUniversal. “With them as
partners, we not only delivered a more seamless advertising
experience for our viewers, but we were also able to secure the
highest advertising revenue in the history of the Games. This is a
whole new approach for live advertising that allows for a diverse
group of clients to engage with consumers, and we look forward to
building on this success with FreeWheel in the future.”
Delivering impressions in a seamless way across screens is
particularly challenging for live events, which have unexpected
spikes in viewership, and run in a no-fail environment. In the 2024
Olympics, FreeWheel broke concurrency records regularly throughout
the event, peaking during Team USA Men’s Basketball Final.
“Streaming has changed the way we all watch our favorite live
programming, and programmatic has changed the way those ads are
bought, sold, and delivered,” said Mark McKee, General Manager,
FreeWheel. “The 2024 Olympics games have opened up the door for
programmatic advertising in ways we’ve never seen before. With
NBCU, our goal was to bring new technology, better infrastructure,
and greater scale to this year’s Olympics, and the numbers speak
for themselves. In many ways, these Olympics were a watershed
moment for advertising—NBCU has ushered in a new era of
programmatic advertising, and the industry is watching.”
As advertisers today try to uncover the most cost- and
time-efficient ways to activate live event advertising in streaming
environments, many are turning to programmatic buying, which can
provide greater automation and increased spend efficiency than
traditional approaches.
FreeWheel has a proven track record powering live events, many
with programmatic buying. Leading up to the Olympics, FreeWheel has
powered the advertising for the World Cup, March Madness, NFL
Playoffs, and Super Bowl, as well as seasonal and daily live events
and programming. For the upcoming NFL season, NBCU will be
leveraging FreeWheel’s new suite of live product capabilities to
better enable their programmatic transactions and expand advertiser
diversity by increasing inventory opportunities; additionally,
FreeWheel’s Beeswax DSP is certified for buyers looking to appear
in live events including Sunday Night Football.
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.
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version on businesswire.com: https://www.businesswire.com/news/home/20240912542297/en/
Media: Meredith Fitzgerald 215-970-8504
Meredith_Fitzgerald@Comcast.com
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