"Lionsgate ran the RFP this year as it "began taking a little bit more control over our inventory," Chase Brisbin, EVP and head of global channels, told AdExchanger. Brisbin, who for 14 years at Lionsgate has focused primarily on licensing, is new to ad tech. As is the Lionsgate studio as a whole. Lionsgate selected FreeWheel, she said, because it needed a trusted partner to "guide us through this," since the studio doesn't have a legacy business in advertising."
"How it started Lionsgate's entrée to the ad world started only a couple of years ago when the company began offering a menu of FAST channels via platforms and manufacturers, including DirecTV, Pluto TV, LG and Vizio. Lionsgate worked with a CTV reseller, which Brisbin said went well enough. However, the studio was seeing large viewership and relatively low CPMs from its streaming channels and wanted to "take more control and show that we are a premium offering to the marketplace," she said."
Lionsgate chose Comcast's FreeWheel as its exclusive ad server to manage and monetize expanding ad inventory from FAST and streaming video-on-demand channels. The studio initiated an RFP as it began taking more control over its inventory but lacked legacy advertising experience and sought a trusted partner to guide the transition. Lionsgate launched FAST channels on platforms including DirecTV, Pluto TV, LG and Vizio and initially used a CTV reseller. The studio observed high viewership but relatively low CPMs, prompting interest in asserting premium positioning. Lionsgate is evaluating whether to sell inventory directly, pursue programmatic auctions, and determine valuable data for advertisers.
Read at AdExchanger
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