Ad Buyers Slowly Taking Digital NewFronts More Seriously
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Digital platforms are aggressively seeking TV dollars again in this year’s NewFronts presentations, which kick off on Monday. And while the dollars shifting into digital are still expected to pale in comparison to the size of TV’s upfront market, on which the NewFronts are based, advertisers are getting closer to considering these platforms on the same playing field as traditional TV networks.
The trick is finding web video that will accumulate a big audience and perhaps even become a recurring franchise — something the NewFronts, for all their expensive parties and confident presentations, have largely failed to deliver.
In an attempt to better find content that works, media agencies this year have begun hosting conversations with pure digital players like Microsoft’s Xbox and Sony’s Crackle at the same time as they are meeting with the traditional TV networks.
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