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Maybe NewFronts Aren’t That Different After All

July 7th, 2016   ||    by Callie Wheeler

NewFronts are slowly garnering a more serious look since their introduction in 2012. In the few years since then, OTT providers like Hulu and Amazon are offering award-winning quality content, attracting more attention from brands looking to reach a variety of audiences. What does this mean for advertisers? Are they really that important?

New vs. Up

Upfronts are a vital piece of the advertiser-television industry relationship, and they’re not going anywhere soon. Even as the number of cord-cutters rises, linear TV still offers advertisers reach, with both programmed television and live events.

Even so, NewFronts are a natural evolution of the industry, as the number of OTT providers grows and the quality of their offerings increases. It’s in many ways a digital version of the upfronts. Paul Kontonis is quoted in Digiday and provides more information: “The idea was to create an environment where TV buyers would feel comfortable and allow them to look at digital video and start spending that money.”

The idea that NewFronts and upfronts have to be in competition is beginning to seem a bit dated. Many advertisers are finding room in their budgets for a digital spend in addition to traditional TV, using different mediums to reach different audiences. The scarcity in broadcast and cable television is still relevant, but so is getting in on the next big thing in OTT programming.

A Space for Programmatic

As the amount of OTT content increases, the opportunity for programmatic advances does too. As James Shears points out in a recent AdExchanger piece, the more viewers using the internet to access programming, the more information we have about viewers. Through the services they use, advertisers and providers can learn more than ever about their viewing habits, what they click on, which ads drive them to take action, and more.

As programmatic television opens up, so does the opportunity for cross-device targeting, tailored television content, and more. The more data we have about viewers, the better advertising and viewing experiences can be delivered.

The television industry is evolving, and viewers have more options to consume the content they care about. As advertisers learn to take advantage of the second screen, programmatic buying, native content, and data-driven insights, they shouldn’t be afraid of incorporating the NewFronts into the mix. By driving growth and change, advertisers will be able to use the resulting data to tailor experiences to viewers, giving them greater control over ad relevance and resonance.

Contact Videa for more on the transition from upfronts to NewFronts.

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