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»upfronts

An Introduction To TV Advertising: The Upfronts

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column by Steven Golus, founder at Steven Golus Consulting, is the second in a series that will present the fundamentals of how TV advertising works and how it is changing. In our previous article, we discussed pre-upfront presentation... Continue reading »
by AdExchanger // July 9th, 2020 //
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An Introduction To TV Advertising: Pre-Upfront Planning

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column by Steven Golus, founder at Steven Golus Consulting, is the first in a series that will present the fundamentals of how TV advertising works and how it is changing. I spend a lot of time educating linear TV... Continue reading »
by AdExchanger // June 11th, 2020 //
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YouTube Brings More Inventory, TV Set Targeting To The Upfront

YouTube is expanding the amount of inventory it’s availing in the upfront this year through a new offering called YouTube Select, the company said Tuesday. YouTube Select grows the pool of inventory advertisers can purchase on a guaranteed upfront basis by bringing more channels into Google Preferred. The new channels, called “emerging lineups,” are organized... Continue reading »
by Alison Weissbrot // May 19th, 2020 //
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COVID-19 Will Forever Reshape The Upfront

  Is COVID-19 the beginning of the end for upfronts? Buyers and sellers have long questioned the necessity of flashy presentations, especially as the broadcast TV business declines. Disney chairman Bob Iger recently predicted an end to the antiquated upfront process altogether as a result of the economic crisis. Ad buyers have been pushing to... Continue reading »
by Alison Weissbrot // April 28th, 2020 //
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Keeping the Value Chain Flowing At This Year’s TV Upfronts

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Jay Prasad, chief strategy officer at LiveRamp TV and Data Plus Math, and an IAB Video Board Member. The goal coming out of upfronts used to be as simple as securing enough network inventory... Continue reading »
by AdExchanger // April 16th, 2020 //
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What Happens In A Year With No Upfronts; Will The Internet Hold?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Let Me Be Upfront Beyond canceling the glitzy upfront events this year, the coronavirus pandemic might have a broader impact on how TV ad dollars are negotiated for the season. With studio productions for fall 2020 in limbo, most of the dealmaking between ad... Continue reading »
by AdExchanger // March 23rd, 2020 //
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Networks Cancel Upfronts. Does It Matter?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All The Canceled Upfronts ViacomCBS, NBCU, WarnerMedia/Xandr and Roku all said Thursday that, due to fears around COVID-19, they’re canceling their live upfront events in favor of video presentations. Read more. The upfronts weren’t the only big events affected. The ANA canceled its Media... Continue reading »
by AdExchanger // March 13th, 2020 //
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As Prices Rise And Ratings Fall On Linear TV, Brands Pay More For Mass Reach

As audiences erode on linear TV, supply is shrinking and pricing is going up on scarcity value. Advertisers have already shifted a significant amount of money out of linear TV as audiences flock to digital. According to Zenith, digital will make up more than half of ad spend globally for the first time in 2021,... Continue reading »
by Alison Weissbrot // August 9th, 2019 //
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Digitally Native Companies Spent $1 Billion To Dominate NBCUniversal’s TV Upfront

Digitally native companies made nearly $1 billion in commitments during this year’s upfront, making them the biggest advertiser category in NBCUniversal’s $7 billion upfront, the company said during its Q2 earnings Thursday. The digitally native category includes the “FAANG” companies (Facebook, Apple, Amazon, Netflix, Google) as well as direct-to-consumer companies like Peloton, NBCU’s CEO Steve... Continue reading »
by Sarah Sluis // July 25th, 2019 //
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At The NewFronts, It’s More About The Buzz Than The Buy

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Steve Carbone, chief digital and investment officer at MediaCom US. With another NewFronts upon us, there are, as always, a number of key trends, themes and questions that have emerged. Among those that have... Continue reading »
by AdExchanger // April 29th, 2019 //
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