FreeWheel gets Drive ad suite into gear in UK
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Editor
| 28 March 2019

Designed for a new era of integrated media-buying and campaign management, Comcast firm FreeWheel has announced Drive, its new advanced suite of advertising solutions for the UK market.

FreeWheel says that as the TV and video landscape changes, and the number of digital channels increases, there are new opportunities for brand marketers to maximise engagement with high-quality viewers. To do so effectively, however, they must overcome the technical complexities and barriers that limit campaign effectiveness.

Originally launched in the US with partner Nielsen’s capabilities, Drive’sDrive’s main goal is said to be enabling marketers to apply data-driven speed, efficiency and ease to one pool of connected inventory. It is designed to allow marketers to plan, buy, deliver and evaluate targeted messages across the OTT, STB VOD, connected TV and digital space, so they can maximise campaign reach and engagement with what the company assures will be high-quality audiences. It also provides them with access to a single store of premium quality inventory from top TV networks and OTT pure-players. FreeWheel has also equipped its new solution with sophisticated performance assessment tools that can be used to create a complete view of offline and online TV impact.

FreeWheel will announce further major OTT measurement partnerships for the European market before the end of the year.

“One of the key challenges for advertisers to date has been reaching consumers at scale and assessing overall TV reach across linear and digital viewing,” explained Massimo de Magistris, VP, head of FreeWheel markets International. “With new TV viewing options now open to consumers and more innovative ways to deliver targeted ads, FreeWheel, powering nearly every major publisher’s and MVPD’s digital video advertising, is perfectly positioned to offer smarter solutions to connect marketers more intelligently with audiences.”