Broadcasters and buyers need to work together to accelerate the data feedback during a campaign, which would allow brands to optimize television in-flight, instead of demonstrating results weeks or months after a campaign, said Jonathan Steuer, Omnicom’s chief research officer, at the FreeWheel event.
Selling campaigns based on outcomes requires more cohesion between the media seller and the buyer, Steuer said. “It raises questions about how they define an outcome, how do they allocate value and what flexibility the media seller has to move inventory around to generate outcomes.”
For instance, a TV buy might traditionally target specific programs or markets. But if FreeWheel has a clearer definition of concrete business goals, like generating in-store sales lift or driving foot traffic to auto lots, then it could optimize campaigns toward specific audiences, shows or media channels that are driving results.
And other broadcasters are converging on outcome-based buying. Turner announced in January that it's using AT&T's Xandr ad unit to connect linear commercials to conversions. And last month NBCUniversal sold its ever TV ad campaign based on guaranteed business outcomes.
It’s no surprise that FreeWheel is mounting such a strong offensive on the buy side, since closer relationships with advertisers improve its attribution – and thus its inventory rates. And if FreeWheel’s SSP business can target more efficiently, it creates more supply because the company doesn’t need to blanket whole audience demos or TV markets to get the necessary results.
If anything, expect FreeWheel to take an even more aggressive approach to its buy-side business. Comcast is looking to acquire additional ad tech companies, and companies it’s considering include the DSP dataxu and Cadent, an advanced TV ad tech company for marketers, according to AdExchanger sources. Previously Comcast kept itself to supply-side tech, like the FreeWheel ad server and StickyAds, the French video SSP.
“Talk to your colleagues and let them know that FreeWheel Media is ready to deliver,” Wallach said. “Let us compete for your business.”