FreeWheel Adds Third-Party Attention and Emotion Signals to CTV Inventory Packages

Business Wire··US·Read original
2▲1 ▼0Impact / 5
Summary · why it matters

FreeWheel has introduced new third-party inventory scoring capabilities within its Premium Signals Packaging, creating dynamic inventory packages based on how viewers engage with premium CTV environments. The launch partners are Mediaprobe, Adelaide, and Magid, which respectively measure emotional intensity and programming quality at the placement level, predict a placement's likelihood of capturing attention and driving business outcomes, and use survey-based panels to gauge attention, emotion, and engagement. FreeWheel scores and packages video inventory using supply signals including number of ad breaks, ad duration, time of day, live or on-demand status, and device type. The company cited joint FreeWheel and Mediaprobe research finding that ad loads of six minutes per hour delivered 89% higher recall than ad loads of 12 minutes per hour. Larry Allen, Vice President, Global Strategy at FreeWheel, said the market needs a better way to understand not only what viewers are watching but how they are watching, and Nicolas Grand, Executive Director of Research & Value Analytics at WPP Media U.S., said the approach reflects the direction his firm is taking in linking viewing-experience quality to business outcomes.

Impact on assets 2

Cloud & Digital Infrastructure▲
Comcast Corp
CMCSA
▲ PositiveTechnologyrelevance

Comcast's FreeWheel unit launched third-party attention/emotion inventory scoring in its Premium Signals Packaging, a product development for its CTV ad business.

Others▲

Off-coverage companies 4

FreeWheeli
Private▲ PositiveTechnologyrelevance

FreeWheel itself introduced new third-party inventory scoring capabilities with Mediaprobe, Adelaide, and Magid as launch partners.

Adelaidei
Private▲ PositiveDemandrelevance

Adelaide is a named launch partner predicting a placement's likelihood of capturing attention and driving business outcomes.

Magidi
Private▲ PositiveDemandrelevance

Magid is a named launch partner supplying survey-based attention, emotion, and engagement measurement for FreeWheel's packages.

Mediaprobei
Private▲ PositiveDemandrelevance

Mediaprobe is a named launch partner providing emotional intensity and programming-quality measurement for FreeWheel's new packages.