Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Tess O'Brien: Managing director ANZ at FreeWheel.
Time in current role/time at the company:
One month in Sydney in my current role, more than eight years at FreeWheel’s head office in New York.
How would you describe what the company does?
FreeWheel is the global advertising technology platform for the premium video industry, specialising in broadcaster video-on-demand (BVOD), streaming, free ad-supported streaming TV (FAST) and connected TV (CTV) inventory. We provide a comprehensive portfolio of solutions to connect media companies and media buyers, including our natively integrated ad server and programmatic marketplace.
What do you do day-to-day?
Right now, I’m managing operations across Australia & New Zealand, supporting FreeWheel’s global expansion. Working in such a dynamic sector in this stage of our growth means there’s no typical day. I’m immediately focused on building awareness and understanding of FreeWheel’s technology and sharing our global experience. A large part of my role involves engaging with stakeholders across the ecosystem to evaluate the market needs and how FreeWheel can support them.
Define your job in one word:
Energising.
I got into the industry because:
I love TV/film and solving complex problems. Our industry has gone through an incredible transformation to reach today’s digital set-up, but it has always retained its timeless storytelling power. Technology has played a fundamental role in this evolution, and I believe advertising is a vital part of fueling the content we all love to watch.
What’s the biggest challenge you face in your role?
While FreeWheel is the trusted platform powering premium video advertising in the US, UK and Europe, our innovative offering is new to the APAC region. I believe that our experience in global markets and singular focus on solving problems for the new TV ecosystem sets us apart. What motivates me is the opportunity to bring that breath of understanding and learnings to a new set of customers in Australia and New Zealand.
What’s the biggest industry wide challenge you’d like to see tackled?
Measurement is one of the biggest challenges in digital advertising at the moment and cracking this problem is critical to maintain trust in the industry. In addition to cross-screen measurement, I believe the industry needs to focus on getting the fundamentals of the ad experience right in streaming environments.
Who has been a great mentor to you and why?
I have had the privilege of being mentored by some incredible female leaders and I hope to pay this forward by supporting other women in our field. In addition, FreeWheel’s general manager Mark McKee has consistently been a sounding board and coach, and I’m indebted to his advice, as well as his reminder that "what brought me here will not take me further". This advice has empowered me to prioritise growth over comfort.
Words of advice for someone wanting a job like yours?
Our industry can seem complex and intimidating. Opaque terminology and over-complicated concepts stand in the way of collaboration and solution-building. Regardless of your experience level, don't be afraid to ask questions and request simplification. I think it’s important to embrace constant learning; seeking understanding is more valuable than having all the answers.
If I wasn’t doing this for a living, I'd be:
A news anchor or a high school teacher.
My philosophy is:
Seek progress not perfection.
My favourite advert is:
I loved E.l.f cosmetics TV ad with Jennifer Coolidge that played during the Super Bowl last year, their first ever investment in TV. I loved how they used humour to capitalise on star power and create a memorable moment. It was also great example of a predominantly digital advertiser tapping into TV/Streaming and utilizing the power of live events to skyrocket their brand awareness. I can’t wait for the next season of The White Lotus, although it won’t be the same without Jennifer Coolidge.
Music and TV streaming habits: what do you subscribe to?
You name it, I have it. Streaming has brought an incredible array of choices to consumers, and as I previously mentioned, advertising is helping make it all more accessible.
Tell us one thing people at work don’t know about you?
I love history. I’m constantly listening to historical fiction on Audible or my favourite history podcasts. We can learn so much from the past; taking these lessons on board can help us all gain a deeper understanding of ourselves.
In five years time I'll be:
Living happily with my family and my son will be finishing his first year of school. On the work front, I will still be tackling complex industry challenges and helping to make advertising simpler and more effective for both advertisers and media companies. It’s what I Iove to do so I hope I will still be doing that.
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