NewFronts for Newbies
What do you know about NewFronts??? Here’s a brief primer in case you were wondering what exactly it is. In a sentence, it is the annual upfronts for digital and interactive media. Once a year during upfront season, usually in the spring, broadcast and cable networks showcase their upcoming fall lineup for media buyers and marketers. The marketers and media buyers can then purchase their television advertising in secure, advanced, ad placements for fall season programming and better planning for the upcoming year. Separate upfronts are even held for niches like children’s and Spanish-language programming. Last year more than $9 billion dollars was spent during the upfronts!
Just think about it. We live in a time where most of our media consumption occurs on multiple screens. Some of the biggest television programs aren’t even being aired on television due to the major success of Netflix. There has definitely been a missed opportunity to expose advertising opportunities to media buyers in the way that it’s done annually for television. Advertising on digital properties has become a way to secure large targeted reach for considerably less than television.
One major difference in the digital and television upfronts is that digital does not have the ad space scarcity issues that television does. There is no limit to how much digital ad space is available like there is in television. This makes the need for the digital upfront less of a media buying necessity and more of an excellent opportunity to learn more about the digital brands, what they have to offer, and to make some useful contacts.
Until next time… follow us on Facebook and Twitter for more Media Buying Tips.