We asked executives across the industry what they expected to be a key conversation to emerge from this year’s upfronts. Here’s what they had to say.
“The upcoming newfronts will mark the year that programmers and brands take a fully data-informed approach to TV. This means leveraging glass-level ACR data at the core of everything they do, from programming and content creation decisions, to powering the next generation of measurement currencies that will help advertisers prove ROI.”
Head of Advanced TV Product
“A key trend we will see this year during the upfronts will be the continued rise of connected TV as a key component of deals. Major networks have already indicated intentions to present a unified media portfolio inclusive of their streaming offerings, which for some is unprecedented. Agencies and holding companies have also been open about moving beyond linear-only as part of their upfront planning. This will be the year where convergence really takes hold.”
SVP, Digital Ad Sales
“Cross-platform measurement will continue to lead upfront conversations this year since there is no agreed-upon universal standard. A+E Networks’ content extends across the entire multiplatform ecosystem and as such we have invested in best-in-class, data-driven targeting and attribution platforms to work with our brand partners to reach their key audiences and measure the efficacy of their advertising campaigns. There is no one-size-fits all model, so the teams that can deliver customization coupled with precision targeting will come out on top.”
“The focal point for us this upfront season is combining the scale and reach of our diverse portfolio of brands with the data insights advertisers need to accurately measure the impact of their media in a consultative, and strategic way. We are bringing the power of automation to arenas like live sports and special events, while renewing our dedication to diversity, equity and inclusion. Disney Advertising intends to triple the $100 million multicultural commitments we received last year.”
SVP, Media Partnership
“This will be the most dynamic upfront season in history. You’ll see dollars shift to new currencies based on tracking and verifying modern, multi-platform consumption habits.