FreeWheel is Changing the Way to Track Metrics

That memory came back in a recent discussion I had with FreeWheel Advisory Services39 VP David Dworin pictured below While explaining the new methodologies recommended by FreeWheel39s Advisory team Dworin talked about an athlete39s training process He told me quotthe metaphor we use that we really like is once you have stepped up your game and you39ve decided to go from amateur athlete to endurance athlete to being really competitive you need to have all of this equipment that allows you to get that realtime monitoring so you can make adjustments on the flyquotGiven the complexity of the entire experience with so many partners and technologies involved in the process the industry needs to find simplified and more user friendly ways of monitoring their business That39s just what FreeWheel is doing by providing their premium video publishers new recommendations for ways to monitor revenue create a better customer experience and deliver the highest value to advertisersFor this new research paper FreeWheel worked with a wide range of clients to identify and address the problems they39re facing As Dworin explained quotwe boiled them into challenges that people are facing in the industry and are now empowering publishers across the premium video ecosystem to apply the solutions we39ve identifiedquotTrue YieldFreeWheel39s work with clients resulted in a framework called True Yield to help balance the needs of the different audiences involved with video advertising As Dworin explained quotIf I39m a viewer watching adsupported content I want those ads to be as high quality and relevant as possible The second piece is the advertiser who wants the consumer to be paying attention to as many of their ads as possible In the middle you have the publishersquot He continued quotLet39s take a metric that represents each of these different groups and we show how monitoring against this framework can really help to deliver more value for all of the different parties involvedquotFour Sets of MetricsThrough their work with premium publishers FreeWheel identified four key sets of metrics across three themes that can be used across the industry These metrics help manage revenue improve the viewer experience and deliver the most value to advertisers They even led to a 10 million increase of revenue for one of their clientsIt was critical to FreeWheel to make sure that advertisers are getting all the information they need to verify that they39re getting the value they desire Dworin explained quotSo we looked at both the opportunities and the technical challenges in each of these different categories as an example of how monitoring and tracking in your business can amplify value for all of the different stakeholders including obviously for publishers hitting their revenue goals and aligning with business strategyquotViewer ExperienceFor viewers ad repetition is still a hot topic in premium video Dworin commented quotwe wanted to give publishers the tools to monitor the viewer experiencequot Publishers and advertisers both need to know ad frequency A FreeWheel study found a 20 to 45 dropoff in a content stream depending on ad repetition As Dworin explained quotif you39ve seen the same ad repetitively it introduces monotony into the experience It takes you out of the story of the ad and it takes you out of the experience you39re trying to watchquotAudience TargetingAs they explain in their full report FreeWheel believes it39s critical to manage relevant ad messaging in a way that is both privacy compliant and protects the data of everybody involved FreeWheel makes sure that message frequency and targeting is being implemented in the most effective way possible for advertisers and that gives publishers the tools to monitor that implementationDworin explained quotI can target you more accurately based on your interests beyond just age and demographic profiles I might know the types of financial products you want whether or not you39re in the market for a carquot Dworin added a critical point about today39s viewers quotAs a viewer you can be watching content that is targeted towards somebody of a certain demographic but if you39re not actually in that demographic you don39t not necessarily have to see that adquotAd ConsumptionToday short attention spans and skipping technologies make it critical to be able to know when viewers were exposed to an entire ad Making sure all the expected events are received is more important than the order they arrive but monitoring the order can help investigate other technical issuesToday you have so many systems communicating as well as many different types of devices that the consumer is using to consume content As Dworin explained quotYou have lots of things connecting your content and your stream together and you need to make sure that they39re all passing the right information in the right order at every level so that advertisers are able to see that their ad got seen by the right people at the right timequotAs Dworin summed up quotthe competitive athlete metaphor applies How can we equip our clients with the premium video tools that allow them to gather all the available data learn so much more and use that data most effectively to serve both their advertisers and their own business needsquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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FreeWheel is Changing the Way to Track Metrics

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