FreeWheel, a global technology platform for the television advertising industry, and OrkaTV, the top streaming TV marketplace, announced their partnership to give marketers a new option for purchasing advertising in the rapidly expanding free-ad-supported streaming television (FAST) market. Through this partnership, OrkaTV’s streaming TV marketplace will offer more than 3,500 FAST channels to advertisers using FreeWheel.
Access to a more varied pool of FAST ad inventory will be the end result. Thus, the market for such ad inventory will become more in demand. More precise contextual advertising and targeting capabilities are another important aspect. At the moment, advertisers can bid on inventory to guarantee that ads are positioned correctly thanks to metadata capabilities. But occasionally, the metadata is inconsistent or absent. By means of OkraTV’s value-added tech layer, the two companies are tackling this problem. OkraTV makes sure the ad buyer has access to consistent contextual video data that can be mapped to relevant audience segments. To reach their well-defined demographics, advertisers can then enable buying through FreeWheel to target consistent channel names.
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These new features are being introduced by FreeWheel and OrkaTV to give marketers greater reach and scale in identifying and locating new audiences in the quickly expanding FAST space of today. 3 out of 5 FAST buyers are currently using the medium’s niche programming to target specific audiences, and 84% of advertisers plan to increase spending in this sector in 2024, according to a recent Xumo and Comcast Advertising report. This final component is crucial for advertisers, but it’s getting harder to achieve as viewing habits in a disjointed and complicated media landscape keep changing.
Emily Bromley, VP, Growth, FreeWheel said
Improving the viewer experience is a top industry priority for us and this new partnership with OrkaTV will help pave the way for that. With this new integration, advertisers can better reach target audiences at a granular level, while engaging and capturing their interest with a new array of premium FAST channels.
Mike Woods, Founder and CEO, OrkaTV added,
It’s an exciting time to be in the FAST space. With new channels and a growing stream of audiences tuning into this sector, we wanted to create a new way to give advertisers what they need to maximize the impact of their campaigns, while bringing the scale, reach and efficiency of TV to FAST.
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