Contextual Advertising Platform, FreeWheel, Unveils Marketplace
In the ever-evolving world of advertising, a new offering has been launched by Comcast's FreeWheel ad tech platform - the Contextual Marketplace. This innovative platform aims to revolutionise the way advertisers reach their audiences, particularly in the streaming sector.
The Contextual Marketplace allows advertisers to connect with their target audiences in a more granular manner than before, all without the need for identity signals. This is a significant development, as it enables advertisers to deliver more personal and relevant ad experiences.
The launch of the Contextual Marketplace was inspired by findings from the FreeWheel Viewer Experience Lab report, "Making the Ad Experience More Relevant." This report, released on Dec. 5, emphasises the importance of contextual solutions for advertisers.
The Contextual Marketplace provides publishers with precise, contextual classification insights within their streaming inventory. This, in turn, allows them to develop targeted media buys, ensuring that ads are shown in the most relevant context.
KERV.ai and Proximic by Comscore are among the companies that have joined the Contextual Marketplace. Proximic by Comscore has integrated with the platform, providing additional resources for contextual targeting.
KERV's advanced, scene-level metadata informs pod-level ad adjacency via FreeWheel, further enhancing the precision of contextual targeting.
According to Bradford Quinn, senior vice president of partnerships at KERV, contextually targeted advertising is increasingly sought-after across streaming inventory. The report "Making the Ad Experience More Relevant" supports this, stating that viewers are twice as engaged when ads are relevant, and there is 2 times higher unaided recall for relevant ads.
Moreover, relevant ads result in 5.2 times higher brand purchase intent, making contextual advertising a powerful tool for advertisers.
Magnite has also joined FreeWheel's context marketplace, attracted by the large pool of streaming inventory it offers. This makes it an attractive option for advertisers seeking high-quality, contextually relevant streaming ad placements.
An example of contextual targeting is an airline delivering a commercial within holiday travel content while avoiding any news programming about travel delays. This ensures that the ad is shown in a relevant context, increasing its effectiveness.
The Contextual Marketplace enables publishers to automate and scale new monetization opportunities across their premium multiscreen inventory. This development is set to redefine the landscape of advertising, making it more personalised, relevant, and effective for both advertisers and viewers.
For those interested, the report "Making the Ad Experience More Relevant" can be downloaded from its official source.
