Apr
07
Digital Newfronts Poised to Rake in $1 Billion in Ad Deals
Posted in: Uncategorized
Does the internet need a TV-like upfront? Conventional wisdom was no — unlike TV, there’s no scarcity on the web, and little to buy six or nine months in advance.
But agency execs and clients cast that thinking aside at the first Digital Content Newfronts last year, packing theaters around New York City to witness glitzy sales pitches. YouTube treated them to Jay-Z, and AOL’s Tim Armstrong gave away a car.
And beyond the show, upfront business actually got done. Buyers realized that while there’s an inexhaustible supply of online banners, the content that really matters — high-quality video and exclusive sponsorships — is limited.
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