FreeWheel confirms attribution partnerships

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Suggesting that the partnerships will allow advertisers and agencies to attribute more accurately TV ad spend and monitor campaign performance more efficiently video advertising software specialist FreeWheel has confirmed its commitment to work with three attribution partners – TV advertising platform Adalyser, market research provider Happydemics, and cross-platform TV ad measurement specialist TVSquared.

Freewheel says the partnerships will enable its media managed services teams to offer expanded measurement and reporting capabilities for agencies and advertisers of all sizes, allowing media buyers to understand better the role of TV in the customer journey.

The partnerships will leverage the brand and sales lift capabilities of Adalyser and TVSquared to offer media buyers comprehensive performance insights into the uplift generated by their TV campaigns. From this, media buyers can track patterns and trends they can build on to optimise their campaigns’ effectiveness. Happydemics will provide detailed insights into viewers’ response to TV ads, in particular, the impact that campaigns have on key brand metrics, such as ad recall, awareness and consideration.

These partnerships follow a lengthy trial period during which FreeWheel tested solutions from a number of different providers to gauge attribution capabilities for clients.

“Media buyers have always relied on TV as a key channel to reach highly engaged consumers,” stated Stefanie Briec, Director, Demand Sales UK and International of Freewheel. “As the industry continues to make progress in the convergence of linear and digital, it’s crucial for media buyers to have more accurate attribution tools to make confident and fully informed decisions on the most effective channels to reach their campaign KPIs. These attribution partnerships are the first of a number of initiatives planned for 2021, which will continue to enhance FreeWheel’s offering for our clients in Europe.”

“Adalyser’s mission is to grow the TV advertising market by delivering a software platform that makes it easy for anyone to research, plan, book, manage and measure a TV campaign,” added David Cloudsdale, Founder at Adalyser. “Digital video advertising is a huge part of this vision. We are delighted to announce a partnership with FreeWheel and look forward to helping their clients maximise the effectiveness of their TV advertising.”

“TVSquared’s global scale, combined with the transparency and precision of our platform, ensure that advertisers can attribute and inform TV’s reach and performance across linear and OTT,” advised Jo Kinsella, President, TVSquared. “We are excited to work with FreeWheel as it pushes the TV ecosystem forward with the convergence of linear and digital and amplifies advanced measurement to prove TV’s role in the customer journey.”

“Happydemics and FreeWheel share a common digital and customer-centric DNA that has enabled the development of a solid partnership for over two years, at the service of advertisers,” noted Diane Massenet, International Customer Success Manager, Happydemics. “Happydemics’ technological solution allows to continuously evaluate the performances of FreeWheel campaigns from the actual exposure to their message, and to provide high-value advertising impact indicators for brands.”


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