FreeWheel, a video-advertising technology provider, has hired James Rooke, formerly head of strategy for Time Warner Cable Media, as vice president of its Advisory Services group.
The company also said it will expand the Advisory Services business unit to provide consulting for existing customers and other large entertainment companies, including strategies for optimizing content monetization and yield management.
Prior to TWC, Rooke led the Strategy & Transformation practice in New York for Capgemini's Media & Entertainment sector.
"We are in the midst of a fundamental change in how television and video content is being consumed; our customers have identified this shift and are determining the right approaches that deliver on consumer expectations while maximizing profitability from their professional content," Rooke said in a statement.
San Mateo, Calif.-based FreeWheel counts customers including AOL, ESPN, Fox, NBCUniversal, Sky, Turner Broadcasting System and Vevo. According to the company, 70% of its technology clients have enlisted the Advisory Services group.