Online Video Ad Growth Potential Enhanced by New FreeWheel System

As advertisers and agencies accelerate their exploration of new options to traditional television advertising online video sales organizations such as Tremor Media and Broadband Enterprises along with broadband video companies Joost NextNewNetworks Worldwide Biggies Veoh Hulu BlipTV VUZE Pando and others are eagerly ramping up their offerings Now add to this mix a new company FreeWheel founded by former DoubleClick executives to provide an endtoend online video rights management technology intended to simplify the management of video ad sales ad serving and ad sales management rights across widely syndicated distribution channels FreeWheel is launching this week with three charter clients Joost NextNewNetworks and Jumpstart Automotive MediaEarlier this week YuMe announced a deal to power the ad serving for NBC Direct NBC39s new video download service and today FreeWheel wwwfreewheeltv is announcing its proprietary Monetization Rights Managementamp8482 system to enable online video content producers sales organizations and distributors to better manage their inventory and identify revenues across multiple distribution streams quotOur MRM solution enables maximum revenue for all of the partners across a widely syndicated advertising ecosystemquot said Doug Knopper coCEO of FreeWheel quotUsing our system a realtime ad decision is made across all parties in the advertising value chain as to who is allowed to sell an ad across multiple partners and then accounts for value among them Video advertisingquot he added quotis fundamentally different from graphical ad placements and search and needs a unique solution to deliver maximized revenue with minimal complexityquotquotIn the music world the concept of digital rights management has been used to protect content and limit distribution In the video worldquot Knopper argues quotthe opposite should be happening Content owners should want content distributed everywhere to build large audiences However content owners need to exert control over who sells the ads and where it appearsquotThe poster child for FreeWheel Knopper told JackMyers Media Business Report is the major law suit between Viacom and Google over Viacom The Daily Show content appearing on YouTube quotThe content creators don39t generate revenue when their content airs over properties they do not have control over The web has been turned inside out by videoquot By offering a system for monitoring the monetization of content Knopper believes FreeWheel will encourage studios networks independent producers and owners of video libraries to release more programming for online distribution To date the inability to regulate distribution and monetization except through lawsuits and limited DRM systems has restricted distribution Knopper believes the FreeWheel technology could also provide a solution for the conflicts between the Writers Guild of America and Alliance of Motion Picture and Television ProducersIn the video world says Knopper who left BitPass to join FreeWheel and who served as SVP for DoubleClick39s ad serving group quotthe lines between who owns content who owns audiences and who is allowed to monetize content are blurred The existing ad management systems tools processes and systems are great at behavioral and contextual targetingquot he believes quotbut they are not designed to define who has the rights to sell advertisingquotquotJoost works with multiple content providers and distributors which creates operational challenges and complex advertising relationshipsamp8221 said David Clark EVPGM of Joost quotFreeWheelamp8217s MRM system dramatically reduces our unique financial risks allowing us to maintain control of our sales efforts maximize our revenue and optimize our advertising yieldquotquotThe FreeWheel premisequot Knopper explains quotis that content owners can build the largest audiences possible through networks and control the monetization We are specifically looking at monitoring exposure to video advertising and integrating with legacy systemsquot says Knopper acknowledging that online publishers already have ad serving behavioral and contextual ad systems in place Jon Heller coCEO of Freewheel adds quotWith FreeWheelamp8217s MRM technology in place content owners can freely syndicate their content while still keeping control over their advertising relationships inventory management and financial rev share accountingquotFreeWheel inserts a code into videos similar to ad tags for rich media The tag quotadvisesquot the FreeWheel servers when advertising within videos is called for when a play button is clicked FreeWheel confirms the distributor has rights to generate ad revenues identifies the most appropriate ad format and delivers information and metrics to the content providerPalo Alto based FreeWheel was founded in early 2007 with funding from Battery Ventures FreeWheel engineering is managed by former DoubleClick lead engineer Diane Yu The company has a team of engineers in Beijing ChinaFor more information contact Doug Knopper at dknopperfreewheeltv

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Online Video Ad Growth Potential Enhanced by New FreeWheel System

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Jack Myers

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