{"id":22232,"date":"2025-05-03T14:10:49","date_gmt":"2025-05-03T14:10:49","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22232"},"modified":"2025-05-03T14:10:50","modified_gmt":"2025-05-03T14:10:50","slug":"what-to-expect-ahead-of-this-years-newfronts","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22232","title":{"rendered":"What to expect ahead of this year\u2019s NewFronts"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Dust off that blazer and start practicing your small talk. Next week, the Interactive Advertising Bureau (IAB) kicks off the industry\u2019s annual dog-and-pony-show season with the NewFronts, where digital platforms like Meta, LinkedIn, Snap, TikTok, Tubi, and YouTube show off their snazzy new toys ahead of traditional studios and broadcasters.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Marketing Brew spoke with Cintia Gabilan, SVP of the IAB\u2019s centers of excellence and industry initiatives, about what it\u2019s like throwing an advertising party during so much economic uncertainty and how that might interfere with negotiations.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\"><em>This interview has been lightly edited and condensed for clarity.<\/em><\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\"><strong>We\u2019re teetering on a global recession, and advertisers are obviously not immune. What conversations do you expect to dominate the NewFronts this year?<\/strong><\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">I think NewFronts will be different this year. I think it\u2019s going to come with opportunities, as it always does, but also with a little bit of pressure.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Economic uncertainty is definitely on everybody\u2019s mind. Given the rising cost of energy, the new tariffs, there is a lot of US household debt\u2014the cost of doing business in video advertising isn\u2019t just about media budgets anymore\u2026Buyers, brands, and agencies are trying to make every single dollar work as hard as possible and are pushing partners [into] more measurement and transparency, so they see exactly what is going on and happening to every single dollar they invest.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\"><strong>What do you plan on focusing on in your keynote?<\/strong><\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">I\u2019d say it\u2019s around three major things that are happening\u2014how the video ecosystem itself is evolving\u2026how formats are evolving, how the metrics are shifting because of economic uncertainty, and how the buying process has changed.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Second, not surprisingly at this point, I can do a drinking game about AI in my world [laughs]. This unstoppable rise of AI that is not only fundamentally changing how media is created, is bought, is measured, but also what it\u2019s doing to the ecosystem at large. And of course, I will touch on economic uncertainty\u2026and how digital video is more expensive to operate than ever before.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-14f00b84-1 jysDZg inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">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<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\"><strong>Forecasters are anticipating a less robust ad economy. How do you see that impacting negotiations between buyers and platforms?<\/strong><\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Because of this rising cost of doing business, I think people might expect higher CPMs\u2026I think sellers will see more aggressive negotiation behavior from brands because, again, they are rethinking where and how to spend\u2026I was telling someone on my team today that all this video innovation and AI are pushing the industry forward, but in a way, the economic uncertainty is pulling back a little bit, so we will see that dance during the event, for sure.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\"><strong>Economic uncertainty often makes big ad commitments hard to stomach. Are you expecting an emphasis on more flexibility in ad buys this year?<\/strong><\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Flexibility is the name of the game. Now that we have this 24\/7, 365-days-of-the-year real-time optimization bidding, the idea of the NewFronts and upfronts still sounds funny to people. If we can buy everything everywhere at every time, why do we need this notion of committing dollars? [But] with live sports, live events, these types of things, you need to commit dollars.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Yes, brands want more flexibility, but at the same time, they also want to understand, from a technology standpoint, context, data, what is crucial for them to have\u2026You will hear much more throughout the day [about] data-driven solutions, audience insights, creative usages, and measurement solutions for that very reason\u2014that people are [feeling pressure] to do more with less.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\"><strong>Are there any first-time presenters this year? Tell me about why they\u2019re additions to the show this year.<\/strong><\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Yes, we have LinkedIn, which is super fun. They are investing heavily on their video solutions, which will be fun to watch. Tubi is back, which is great.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/05\/02\/iab-cintia-gabilan-newfronts-2025-what-to-expect?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dust off that blazer and start practicing your small talk. Next week, the Interactive Advertising Bureau (IAB) kicks off the industry\u2019s annual dog-and-pony-show season with the NewFronts, where digital platforms like Meta, LinkedIn, Snap, TikTok, Tubi, and YouTube show off their snazzy new toys ahead of traditional studios and broadcasters. Marketing Brew spoke with Cintia [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22232","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What to expect ahead of this year\u2019s NewFronts | Brandiary<\/title>\n<meta name=\"description\" content=\"Dust off that blazer and start practicing your small talk. 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