Hasta La Creative!

Getting advertisers to spend their dollars on web video through the Digital Content NewFronts has proved to be a big challenge for companies like Yahoo, Microsoft and AOL. In response, they’re tweaking their pitches to feel more like a TV buy.

A major obstacle for the NewFronts is supply. There’s enough digital video that advertisers don’t feel the urgency to make commitments ahead of time. And many individual web series reach discouragingly small audiences.

Then there’s the ask. Unlike TV networks at the upfronts, NewFront presenters often want marketers to sponsor whole series.

Continue reading at AdAge.com