Why the NewFronts Shouldn’t Mimic the Upfronts So Much
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With the 2013 NewFronts now upon us, the digital quest for TV budgets continues. But the reviews for last year’s NewFronts were only mixed. There are ways things could go much better this year.
The NewFronts were designed to ask agencies and brands to think about web video the same way they think about TV — a fair request given shifting viewing habits and online production values that are now on par with on-air programming. To hammer the similarities home, NewFront presenters last year imitated the traditional upfront parties where TV networks trot out stars and try to dazzle ad buyers just before negotiations for the fall season begin.
But thinking about the two in similar terms doesn’t necessarily make the case for similar ad spending levels. Missing in between last year’s Mustang giveaway and Jay-Z show was a sustained focus on what makes online video unique. By striving to mirror the precedent set by the upfronts, the 2012 NewFront overlooked what inherently makes digital video valuable: measurement, engagement and flexibility.
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