FreeWheel expands UK footprint with Channel 4 deal
FreeWheel, the video technology company that manages the economics of content for the enterprise-class world of entertainment, today announced its ad management technology, Monetization Rights Management (MRM), will be powering the video and display advertising operations of Channel 4.
The multi-year agreement with FreeWheel enables Channel 4 to consolidate their ad operations for Channel 4, E4 and Film4 onto the MRM system and gives the broadcaster more options in managing ad rights for its 4oD video on demand service, display advertising across its network web sites and video content syndicated to partner sites such as YouTube. Channel 4, which has first right of sale of UKTV’s network content, will also use MRM to maximise yields for the UKTV’s VOD services and websites. With 215 million long-form video views in the first half of 2011, Channel 4 is the largest commercial broadcaster in the UK’s VOD market.
“Our viewers understand our dedication to bringing content from Channel 4’s network channels to digital platforms through our syndication efforts on iOS smartphones and tablets, gaming consoles like the Xbox 360 and PS3, and partner sites like YouTube,” said Barry John, Advertising Operations & Inventory Controller, Channel 4. “FreeWheel’s technology allows us to tie all of that together, so that we can better manage our ad selling process and maximize the revenue generated from our video content.”
FreeWheel’s flagship MRM product provides a number of powerful tools that gives Channel 4 daily updates on what pieces of content are generating the most revenue and a deeper understanding of content performance using every business metric that is important to them. Channel 4 will also be able to better manage advertiser conflicts and honour ad sponsorships and exclusives across a multiplicity of devices.
“Our vision from the beginning has been to create and develop the necessary infrastructure that allows entertainment companies to profitably scale their content distribution to any and all platforms,” said Doug Knopper, co-founder and co-CEO of FreeWheel. “There are many opportunities to do that internationally, and Channel 4 will be using FreeWheel’s technology to do that in the burgeoning UK market.”
The company currently works with many customers in the UK and internationally, including Sky, ESPN, and Discovery International, and makes online revenue decisions for 70% of the standard US cable channel line-up.