The NewFront – the digital world's answer to the TV upfront marketplace – wrapped up last week with a number of high-profile, extravagant showcases of new content from Yahoo, Aol, The Weather Channel and others. At the same time, programmatic buying methods have adopted traditional models of locking in guaranteed sales, months ahead of schedule.
But can digital, with its near-infinite inventory and lack of a fall season or defined day parts, successfully emulate these traditional models?
AdExchanger checked in with Pam Horan, president of the Online Publishers Association, for her take on what's in front of digital sellers these days.
AdExchanger: What do you think of the way the NewFront period has evolved? Is it meaningful in terms of becoming a marketplace that actually generates revenue, in the way that the upfront is for television?
PAM HORAN: Making a direct comparison between the NewFront and television upfronts is always going to be difficult simply because the seasonal structure of TV schedules and the nature of their inventory is so different. I think the NewFront has played an important role in highlighting the depth and breadth of digital content that advertisers can partner with. The impact of it is spread out more than television’s upfront because digital is always generating new content and doesn’t have a “fall season” to front-load.