Starcom: Make Upfront Cross-Platform
The CEO of Starcom, one of the most powerful and forward-thinking of media agency networks, all but called for the end of the upfront
The CEO of Starcom, one of the most powerful and forward-thinking of media agency networks, all but called for the end of the upfront
The CEO of Starcom, one of the most powerful and forward-thinking of media agency networks, all but called for the end of the upfront. AdAge reports John Muszynski,said “the upfront must transform from a TV upfront to a video upfront.”
It’s the first time agencies have talked of morphing the upfront into something bigger than one channel. It was always a versus game before. Now that the networks have massive digital holdings — and this year really is the first time that’s happened — perhaps there’s a good reason to make the party cross-platform. But then what of Yahoo! and Google? What of CNET and YouTube and the other huge Web platforms that are unaffiliated with the boob tube? Will they get to play too?
Anyway, that’ll be interesting to see but somewhat beside the point in the Web v. TV battle for ad dollars. At the end of the upfront, nobody’s going to know whether television has sustained real damage. The moment of truth will be at the end of the year, when the scatter market has played itself out. Last year, digital boosters cheered when the upfront sank, but scatter buys were very strong and overall TV spending wound up higher than it was in 2004.
So all digital media people, please hold the confetti until December/January.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article