Six Key Trends as Upfront, NewFront Blend Into a Giant Play for Video Ad Dollars
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Upfront season is becoming increasingly complex amid the addition of a wide array of competing video alternatives, such as tablets and online streaming. As the conversationaround traditional TV continues to change at a rapid pace and the influx of digital media shakes up the industry, the traditional TV upfront and premium Digital NewFronts have blended into one major, cohesive play for advertising spend.
A number of key elements will shape the outcomes of this year’s negotiations:
The Multi-Screen Space Leads the Conversation. While we’re still hearing a lot of chatter around social TV, the multi-screen space will drive the conversation. Co-viewing behavior is exploding, and the industry will start seeing more advertisers market apps that coincide with TV shows and target consumers across the multiple devices in their hands.
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