\n
Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event between today and the chic, cerulean glitz of Cannes.<\/p>\n
We\u2019re talkin\u2019 upfronts, the ad industry\u2019s annual dog-and-pony show where media buyers and TV networks plan out their advertising deals on upcoming programming. If advertisers agree to terms today\u2014or up front\u2014there could<\/em> be a discount. (The rest of the inventory, of course, is left to the scatter market, where rates can change on a whim.)<\/p>\nThis year, advertisers are projected to spend roughly $18.8 billion during the upfronts, or around one-third of total TV ad spending and about 17% of digital video spending, according to a 2023 eMarketer report.<\/p>\n
Naturally, the upfronts have gone through the same technical transformation as the rest of the industry, and ad-supported streaming has continued to grow. Last year, about two-thirds of upfront spending was expected to be allocated to digital advertising, per eMarketer.<\/p>\n
During the week of presentations this week, Netflix and YouTube will hold court, while legacy media companies like Warner Bros. Discovery, Disney, Fox, and NBCUniversal will continue to pitch their linear networks and streaming platforms alike. This year, Amazon will join the party for the first time, pitching Prime Video\u2019s nascent ad tier. Expect champagne. We broke down some of the biggest trends to expect during the week below.<\/p>\n
Upstream:<\/strong> It\u2019s a tale as old as time during upfronts week. Linear audiences continue to shrink, while streaming audiences continue to grow. More specifically, ad-supported streaming has exploded in popularity, with Amazon Prime Video and Netflix leading the way.<\/p>\nThe ad-supported expansion means there\u2019s more streaming impressions for advertisers than ever, a welcome change from past years, where inventory scarcity meant higher prices, Dave Sederbaum, EVP and head of video investment at Dentsu, said. \u201cThe amount of available impressions to buy has just grown leaps and bounds,\u201d he told Marketing Brew.<\/p>\n
Since greater supply generally results in less expensive impressions, he said, \u201cprice is going to have to come down in order for partners to stay competitive and compete for those ad dollars.\u201d<\/p>\n
This upfronts season, \u201cstreaming investment is going to be a very high consideration set,\u201d Ian Mullin, SVP of integrated investment at Havas Media Network, told Marketing Brew.<\/p>\n
\u201cThere\u2019s just a lot of the same out there right now,\u201d he said. \u201cWe are really taking a deeper evaluation into partnerships and trying to find very clear differentiators that each make each one of these stand out amongst their competitive set.\u201d<\/p>\n
\n
\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
With that all said, both Mullin and Sederbaum said not to count out the OG: linear TV. It\u2019s still got news and live sports, with the NFL absolutely crushing live TV viewership. There\u2019s immediate reach and the opportunity for the oft-mentioned water-cooler moments.<\/p>\n
The shiny new toys:<\/strong> Typically, platforms have used the upfronts to tout new partnerships and technological capabilities. Interested in Shoppable inventory? NBCU and Amazon have it. What about clean rooms? They\u2019re being pitched by both Roku and Disney. New capabilities can be interesting, but might be limited by scale and reach across the broader marketplace, Sederbaum said.<\/p>\n\u201cThe biggest challenge is making sure that you\u2019re navigating the space to find what is scalable, and what you can look at across the entire marketplace, not just within a walled [garden],\u201d he said.<\/p>\n
For the first time, retail media networks, like those belonging to Walmart and Kroger, are expected to play a crucial role this year in negotiations, Business Insider reported, noting Disney\u2019s partnership with Kroger, Best Buy\u2019s deal with Roku, and more recently, NBCU\u2019s partnership with Instacart and Walmart.<\/p>\n
Measure for measure:<\/strong> Remember a few years ago, when the industry almost ditched Nielsen? The legacy measurement service\u2019s accreditation snafu led to a surge of interest in alternative metrics. Today, the industry is still largely using Nielsen, and that isn\u2019t likely to change anytime soon.<\/p>\n\u201cWe\u2019ve been talking about measuring currencies, specifically for almost three years now, and I wouldn\u2019t say there\u2019s much clearer light at the end of the tunnel,\u201d Mullin said.<\/p>\n
Looming over it all is a bigger question about the viability of the upfronts in such a vastly different media landscape than when they were first dreamt up decades ago. Given the dynamism of digital advertising and the constant release of new programming, well, why commit the money\u2026up front?<\/p>\n
\u201cThat\u2019s the literally multibillion-dollar question going into this marketplace,\u201d Sederbaum said. \u201cThat is a conversation we need to have with our partners: What is the value exchange in order to commit those dollars up front as opposed to simply buying opportunistically through a platform? It\u2019s an ongoing test. It\u2019s never been tested to the degree it will be this year.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event between today and the chic, cerulean glitz of Cannes. We\u2019re talkin\u2019 upfronts, the ad industry\u2019s annual dog-and-pony show where media buyers and TV networks plan out their advertising deals on upcoming […]<\/p>\n","protected":false},"author":1,"featured_media":21163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21162","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
Streamers surge puts upfronts to the test | Brandiary<\/title>\n<meta name=\"description\" content=\"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21162\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Streamers surge puts upfronts to the test | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21162\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-10T18:33:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-10T18:33:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/05\/1715366031_81d932c9bfd613027b1af02e6f76741a82cd3230-1500x1000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21162#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21162\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Streamers surge puts upfronts to the test\",\"datePublished\":\"2024-05-10T18:33:50+00:00\",\"dateModified\":\"2024-05-10T18:33:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21162\"},\"wordCount\":856,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21162#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21162\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21162\",\"name\":\"Streamers surge puts upfronts to the test | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2024-05-10T18:33:50+00:00\",\"dateModified\":\"2024-05-10T18:33:52+00:00\",\"description\":\"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21162#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21162\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21162#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Streamers surge puts upfronts to the test\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Streamers surge puts upfronts to the test | Brandiary","description":"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21162","og_locale":"en_US","og_type":"article","og_title":"Streamers surge puts upfronts to the test | Brandiary","og_description":"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event","og_url":"https:\/\/mysourcefunding.com\/?p=21162","og_site_name":"Brandiary","article_published_time":"2024-05-10T18:33:50+00:00","article_modified_time":"2024-05-10T18:33:52+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/05\/1715366031_81d932c9bfd613027b1af02e6f76741a82cd3230-1500x1000.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21162#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21162"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Streamers surge puts upfronts to the test","datePublished":"2024-05-10T18:33:50+00:00","dateModified":"2024-05-10T18:33:52+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21162"},"wordCount":856,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21162#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21162","url":"https:\/\/mysourcefunding.com\/?p=21162","name":"Streamers surge puts upfronts to the test | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2024-05-10T18:33:50+00:00","dateModified":"2024-05-10T18:33:52+00:00","description":"Advertisers survived the holiday whiplash of CES. They ran through the digital noise of the NewFronts. Now there\u2019s only one more major tentpole event","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21162#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21162"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21162#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Streamers surge puts upfronts to the test"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21162","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21162"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21162\/revisions"}],"predecessor-version":[{"id":21164,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21162\/revisions\/21164"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21163"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}