Comcast’s ad tech company, FreeWheel, is making waves in the advertising industry with its latest offering that allows advertisers to utilize connected TV as a performance marketing channel through its Beeswax demand-side platform. This move is set to revolutionize the way advertisers target, optimize, and measure campaigns on connected TV.
One of the key features of these new tools is FreeWheel’s Identity Network, which enables advertisers to accurately and precisely target their audience at the household level. This is crucial in a landscape where CTV buyers rely heavily on IP addresses to reach households, which are not always stable identifiers. FreeWheel’s general manager, Mark McKee, emphasized the importance of measurable results and effective optimization for performance marketers, stating that these are non-negotiables in today’s advertising landscape.
The new tools offered by FreeWheel aim to help advertisers reach their conversion goals, optimize efficiently, and prove the effectiveness of their campaigns. One standout feature within FreeWheel’s performance suite is a machine-learning powered cost-per-acquisition bidding strategy that is tailored to each buyer’s campaign goals and data.
One success story that highlights the effectiveness of these tools is that of Agency Optimal Media, which saw a 40% increase in conversions and a 32% decrease in cost per acquisition for a national auto manufacturer using the CPA bidding strategy. Optimal Media’s VP of client strategy, Paula Thompson, praised the partnership with FreeWheel for driving increased conversions while simultaneously reducing the cost per acquisition for their client.
Overall, FreeWheel’s new tools are set to provide performance marketers with the advanced, results-driven, efficient, and transparent tools they need to achieve their campaign goals while maximizing their budgets. This move is a game-changer in the world of connected TV advertising and is sure to set a new standard for performance marketing in the industry.
In conclusion, FreeWheel’s offering of tools that enable advertisers to use connected TV as a performance marketing channel through its Beeswax demand-side platform is a significant development in the advertising industry. With its advanced targeting capabilities, efficient optimization tools, and proven effectiveness, FreeWheel is poised to revolutionize the way advertisers approach performance marketing on connected TV. This partnership between FreeWheel and performance marketers is sure to drive increased conversions, reduce costs, and ultimately deliver measurable results for advertisers in the ever-evolving landscape of digital advertising.