TV 2 Partners with FreeWheel to Boost Value of its Premium Ad Inventory

Collaboration with one of Norway’s largest commercial broadcasters will see FreeWheel increase its footprint in the Scandinavian markets

Oslo, 19 September 2024 – FreeWheel, the global technology platform for the premium video advertising industry, and TV 2, Norway’s largest commercial broadcaster, have today announced a partnership that will enable TV 2 to greatly scale its monetisation strategies. The collaboration will empower the Norwegian media company to increase operational efficiency while implementing FreeWheel’s technology to maintain high standards of data privacy. It will also give advertisers greater access to TV 2’s premium inventory while retaining transparency and control over its supply.

Through the partnership, TV 2 will leverage FreeWheel’s leading ad management platform. The platform allows media companies to make the most of their premium video assets by maximising yield, driving scaled demand, and ensuring a high-quality viewing experience. FreeWheel’s European market expertise will play a vital role in helping TV 2 optimise its ad decisioning process in an evolving and fragmented video landscape.

With eight channels, a streaming platform, and a dedicated news service, TV 2 reaches more than 90% of Norwegian households and caters for diverse audience interests, offering a wide range of programming including current affairs, sports, entertainment, drama, and popular local shows. It also holds broadcasting rights for various major sports events, including Norwegian football and international competitions.

“TV 2 prides itself on its connection with local and national audiences, and its high standards of programming, efficiency and data privacy,” said Marius Høgebøl, Sales Director, TV 2. “After evaluating a number of ad servers, we selected FreeWheel as our partner due to its advanced technologies and close alignment with our requirements.”

“We are delighted to partner with TV 2 as it seeks to boost advertising revenues through increased monetisation of its premium inventory,” said Stefan Beckmann, Senior Regional Director, Northern Europe at FreeWheel. “FreeWheel’s expanding presence in the Scandinavian markets will enable better advertising experiences for publishers, brands and consumers across the region, and strengthens our position as the leading advertising platform in Europe.”

About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on X and LinkedIn.

About TV 2
TV 2 is a commercial broadcaster, and an innovative media house. Our passion is to tell stories and create content that enables you to catch up on the latest news, documentaries, sports, and entertainment whenever, wherever, and however you choose. At TV 2, our passion for storytelling meets the curiosity of technology, and our 900 co-workers aim to create stories that make the time you spend with us valuable. Our purpose is to tell and share stories that would not have been told without us.

TV 2 is a part of Egmont, a leading Nordic media company committed to significant stories and journalism; We bring stories to life.