Checklist for buying premium TV advertising
In a move to enhance transparency and accountability in the video advertising industry, last month, the FreeWheel Council for Premium Video (FWC) and the Video Advertising Bureau (VAB) have collaborated to introduce a new checklist for buying premium TV advertising.
In a move to enhance transparency and accountability in the video advertising industry, last month, the FreeWheel Council for Premium Video (FWC) and the Video Advertising Bureau (VAB) have collaborated to introduce a new checklist for buying premium TV advertising.
This checklist, titled Buying Premium Video: A Definitive Checklist, outlines the key factors that buyers and sellers should consider when engaging in video transactions.
The checklist emphasizes three critical aspects of premium video advertising:
- Quality Environment: Ensuring a positive viewing experience for audiences by maintaining high-quality content delivery, reducing ad clutter, and employing trusted programmatic methods.
- Brand Safety: Upholding brand requirements and safeguarding against objectionable content through robust verification processes and accountability measures.
- Transparency & Legitimacy: Providing clear and comprehensive information about the video inventory being purchased, ensuring viewable ads are placed in appropriate content, and verifying that ads are seen by real people.
The checklist also introduces a new definition for premium video, based on research conducted by Comcast Advertising: "Premium video is content delivered transparently, in a trusted, brand-safe environment, seen by real people within a high-quality viewing experience."
This definition underscores the importance of transparency, quality, and brand safety in premium video advertising. By adhering to these principles, buyers can make informed decisions that maximize brand growth and optimize their video advertising investments.
The FreeWheel Council for Premium Video (FWC) is an industry group composed of over 30 premium video providers, including leading programmers, operators, and digital pure-plays. The Video Advertising Bureau (VAB) represents the national TV networks and a broader community of influential media companies.
PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.
Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.
You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.
Know more about us or contact us via info@ppc.land
Our latest marketing news:
- Amazon launches Target Promotion for Sponsored Products advertisers
- Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
- FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
- Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
- Meta tackles Nigerian financial Sextortion Scams in massive account purge
- FTC launches probe into surveillance pricing practices of eight companies
- Location-based advertising: revolutionizing digital marketing strategies
- Reddit's exclusive Search Deal with Google raises concerns over AI Data
- Netflix surges in Nielsen rankings, streaming dominates TV consumption
- Kargo and TikTok partner to enhance offline sales insights for advertisers