This is a story of two inter-related events, one past and one coming up: the NewFronts and the upfront marketplace. With the former, more than a dozen major digital and social players made their pitch to attract more ad dollars, showing off new content, a more dedicated approach to measurement and a desire to pull even more ad dollars away from traditional TV firms.
And the upfront, that bizarre bazaar of buying, well it’s changing too as buyers demand greater flexibility from sellers if they want a greater share of marketers’ ad dollars in long-term commitments, and as the aforementioned digital players give the traditional players a run for their money.
Taking a look at the NewFronts
Buyers reached for this story generally shrugged their shoulders about any standout content but commended the increased effort to shore up measurement across myriad platforms as a way to demonstrate effectiveness. The growing appeal of social video as a valid channel to reach consumers also stood out.
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