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FreeWheel Council for Premium Video launches in Europe

Advocacy group launches with 13 members including Canal+ Régie, Channel 4, Discovery Networks International, MTG, RTÉ,

The FreeWheel Council for Premium Video is launching in Europe with the backing of Channel 4, Canal+, RTE, MTG and Sky Media among others.

The FreeWheel Council for Premium Video Europe (FWCE) is an advocacy group consisting, at launch, of 13 members. It is committed to serving the shared interests of those in the premium video industry through leadership positions, research and advocacy to promote the premium video economy.

The FWC launched in North America in 2015, where it has 30 members.

To mark the European launch, the FWCE has published its first position paper, Why Premium Video Matters for Advertisers: a European Perspective.

The paper represents the first collective output for the FWCE and is built on shared market-leading insights. It provides a definition of premium video and an overview of how it differentiates itself from the digital fray.

The key takeaways from the paper are:

– What sets premium video apart is its capacity to elicit engagement with both publisher content and the advertising that appears alongside it.

– All too often the industry is trying to measure premium video by the standards of other formats, pinning its worth on metrics like viewability alone, without recognising its potential to engage the consumer.

– In TV-like environments, brand-safety is assured and fraud is virtually non-existent and advertisers can reach real humans, engaged with content they have chosen to watch.

“The launch of the FreeWheel Council in Europe will allow us to highlight the importance and value of premium video to a wider audience,” commented Jonathan Lewis, head of Digital and Partnership Innovations at Channel 4. “It will provide a voice for those invested in the premium video economy and share insights that will benefit the advertising, marketing and media industries. It is a privilege to be part of the group and we’re excited to advance the industry in this fast-paced world of premium video advertising.”

Thomas Bremond, managing director international of FreeWheel added: “We are delighted to build on the success of the FreeWheel Council in North America by offering its advocacy and thought leadership to a whole new audience in Europe. We are looking forward to addressing the unique issues impacting the region.”

The 13 launch members of FWCE are Canal+ Régie, Channel 4, Discovery Networks International, Medialaan, MTG, Nelonen, Proximus, RTÉ, SBS Broadcasting, SFR Régie, Sky Media UK, Sky Media Germany and TF1 Publicité.