FreeWheel, A Comcast Company, is partnering with DISH Media to enable linear inventory allocation and a holistic view of TV advertising performance across both traditional, demo-based buys and household- level, addressable TV campaigns. FreeWheel developed the solution to meet a growing need among distributors and programmers for unification between the various TV buying opportunities now available to advertisers, including the rise of addressable linear TV.
“A unified view of inventory allows us to help advertisers as they look to use TV’s full-funnel capabilities – everything from national linear to targeted, addressable,” said Kevin Arrix, senior vice president of DISH Media Sales. “FreeWheel’s solution can help assure we have the inventory to meet both rating and impression goals, for linear and addressable, while also helping control reach and frequency, which translates to a better experience for the viewer.”
Effective linear inventory allocation tools must help the distributor to use its limited inventory in the most efficient way possible. FreeWheel’s solution takes in a variety of inputs, such as inventory availability, viewership forecasts and sales order data, to help distributors manage their inventory and ensure advertisers are meeting their media goals.
“Making addressable advertising more viable is important to the industry. Distributors need to maximize inventory value, while also reducing manual workflow and improving operational workflows. This ensures marketers’ campaigns are optimally paced and reach their targeted audiences in the most efficient way possible. A unified approach to inventory management, including the growing number of addressable campaigns, is key to achieving this goal,” said FreeWheel General Manager Dave Clark.
