May
16
Why You Should (Kind of) Care About the NewFronts
Posted in: Uncategorized
What’s the point of the Digital Content NewFronts?
Although they were inspired by TV’s annual upfronts bazaar for ad time in the new season, and some buyers stake out some inventory after they see presentations by digital video publishers, the NewFronts haven’t become an upfronts-style marketplace.
The dog-and-pony nature of the upfronts make sense for traditional broadcasters because TV has one thing digital does not: scarcity. The upfronts are essentially a futures market where buyers purchase ad time in advance. Missing out on the negotiations could mean paying much more for airtime later.
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