Crown Media Family Networks Launches Digital Advertising Sales Solutions, Driven by Expanded Original Programming Slate [Global Data Point]
(Global Data Point Via Acquire Media NewsEdge) Crown Media Family Networks, home of Hallmark Channel and Hallmark Movie Channel, announced today the expansion of its sponsorship solutions unit to include innovative digital sales packages designed to meet a growing demand in the marketplace. Fueled by Hallmark Channel's and Hallmark Movie Channel's growing slates of premium content, the company's transition into the digital advertising landscape will allow marketers the opportunity to leverage their brand message across Crown Media's multiple distribution platforms.
In an effort to optimize all video, mobile, and display advertising, Crown Media has partnered with FreeWheel, the industry's leading video advertising technology provider. FreeWheel will deliver digital solutions to advertisers within the Hallmark Channel and Hallmark Movie Channel environment and offer marketplace insight and guidance in tandem with a new video technology platform.
Hallmark Channel, available in 87 million homes, and Hallmark Movie Channel, available in over 52 million homes and one of the fastest growing networks on cable, are marquee brands offering a unique blend of family friendly programming, including original movies and series, lifestyle shows, classic off-network series, specials, and titles from the acclaimed Hallmark Hall of Fame library. The launch of digital advertising solutions comes at a key time for Crown Media, which is expanding its programming slate to include more original movies for Hallmark Movie Channel, as well as the introduction of original scripted series on Hallmark Channel, starting with the debut of "Cedar Cove" on July 20, which was the number one show on cable in its Saturday time slot (8/7C) for five consecutive weeks.
"With the recent ratings success of Hallmark Channel's first original scripted series, 'Cedar Cove'; the return of the network's popular original daytime series, 'Home & Family' for a second season; and the expanded slate of original movies on Hallmark Movie Channel, Crown Media offers more opportunities than ever before to advertisers," said Ed Georger, Executive Vice President, Ad Sales, Crown Media Family Networks and General Manager, Hallmark Movie Channel. "As viewer habits continue to evolve beyond the traditional television screen, it is imperative that we create unique marketing opportunities that extend into the digital space, across the many screens and platforms where our audience engages with our content. We are delighted to be partnering with FreeWheel, who will help enhance our marketplace offerings, meet the growing needs of our clients, and ensure that we leverage all monetization options available."
FreeWheel's Monetization Rights Management® (MRM) technology helps manage advertising sales rights, forecast advertising inventory, deliver yield-optimized ads, and monitor campaign performance across Hallmark's content distribution footprint. In addition to leveraging FreeWheel's technology, Hallmark will be utilizing FreeWheel's Advisory Services team to garner consultative insight, rooted in hands-on experience.
"FreeWheel operates in the center of the video ecosystem enabling us to bring informed perspective on issues shaping our industry. We are looking forward to supporting Hallmark's efforts to effectively monetize their highly-regarded content across screens and devices," said James Rooke, Vice President of Advisory Services at FreeWheel. "Our work with Hallmark continues our effort to provide enterprise-class TV companies with insightful marketplace guidance while also offering the most effective rights management and monetization technology."
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