Mediaset teams with FreeWheel for next-gen monetisation strategy | Ad Tech | News | Rapid TV News
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As part of the Italian broadcaster’s overarching advertising video-on-demand (AVOD) strategy, FreeWheel and Comcast Technology Solution have announced a partnership with Mediaset to help unify its video distribution and advertising stack.

Freewheel Comcast Black RGBThe Mediaset group’s core business is generalist commercial TV and, in Italy, Mediaset has three national channels: Canale 5, Italia 1 and Retequattro, while in Spain, the group has two national channels Telecinco and Cuatro.

The new solution is centred around the Mediaset Play live and on-demand online streaming service, and is the result of a new collaboration and deployment of technologies powered by FreeWheel and Comcast Technology Solutions (CTS), both part of Comcast Cable.

Mediaset Play integrates the combined technologies of Comcast Technology Solutions’ online video management platform and FreeWheel’s ad management platform. Together, these technologies will unify and power Mediaset’s monetisation strategy for content and ads as it launches new apps on the web, iOS, Android and smart TV, the latter being developed with HbbTV technology. Mediaset Play also enriches the new generation of advertising products offered by Publitalia, Mediaset’s sales unit, enabling new models of interactive and addressable TV advertising.

Mediaset was the exclusive broadcaster of the 2018 FIFA World Cup and using this new Mediaset Play offering, it was able to reach a wider audience and increase sales. The broadcaster transmitted every match live. As a result, it reached nearly 300 million viewers in total and amassed 35 million views online and on mobile, further enriching content fruition via smart TVs with the interactive HbbTV app, and generating greater user engagement and increasing sales through this innovative platform and partnership.

FreeWheel says that one of the main benefits of the integration is the ability for Mediaset to optimise the distribution of its VOD services. As a result, it says that the broadcaster will be able to reach a wider set of consumers and give consumers greater choice through enhancing the user experience through the platform’s stability and improving the functionality of its live streaming.

“By being able to use the Comcast Technology Solutions and FreeWheel platforms as part of an integrated technology stack, Mediaset will be able to achieve high quality delivery and improved time to market through one standardised platform and vendor, commented Paola Colombo, General Manager, Adtech and Business Development for Publitalia. “The collaboration will also ensure that we, in partnership with Mediaset, can better monetise content optimally, and increase revenue and provide a better yield on investment.”