A+E spins FreeWheel to monetise mobile video
Editor ©RapidTVNews | 09-02-2012
A+E Networks has signed up video technology company FreeWheel to deploy its Monetization Rights Management (MRM) system across all of its mobile properties.
The global media content company says that with the monetisation solution it will aim to capitalise on what it claims is “exponential” audience growth on mobile by managing advertising to monetise iPad and iPhone-based premium content.
The MRM technology offers ad management tools that are designed to syndicate mobile content to replicate more closely linear television ad loads. A+E Networks will manage ad sales rights across its mobile Web estate and applications branded with distribution partners, forecast advertising inventory across devices, deliver yield-optimised ads and monitor campaign performance. It will also be able to manage ad loads within specific pods of commercial breaks, optimising advertisements based on user-defined criteria such as CPM and frequency.
“With an installed base of more than a quarter of a billion devices, Apple iOS devices gives our television audience a complementary way to watch our programming, and we have seen amazing growth in the number of people who have done just that,” explained A+E VP of Digital Ad Operations and Solutions Lee Barstow. “FreeWheel has the unrivalled experience with global television and entertainment companies necessary to scale our advertising and revenue opportunities accordingly as we expand our digital footprint even further.”
Added Doug Knopper, co-founder and co-CEO of FreeWheel: “As TV Everywhere proliferates, consumers are reaching for the nearest screen to watch their programming they know and love. For advertisers, this presents more environments in which to engage with a captivated audience, and we are happy to help A+E Networks take advantage of that.”
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