Why TV advertising’s upfront model won’t fade away
TV advertising’s 60-year-old upfront model may be all but inextinguishable. It’s in the midst of an overhaul but is unlikely to be abolished.
For years — and especially over the past three years — the end of the upfront, as TV ad industry observers’ favored forecast, has been rivaled only by the divining of Netflix’s entry into advertising. Well, now that the latter has happened, surely the former isn’t far off. Erm, probably not.
Despite the financial confines of the upfront’s year-long commitments, TV ad buyers and sellers continue to seek economic comfort in the upfront model’s revenue guarantees and pricing assurance, as broken down in the video below.
TelevisaUnivision’s Donna Speciale sees TV’s measurement shift shoring up underrepresentation issue
The Hispanic-centric TV network has seen its core audience undercounted by measurement panels by as much as 35%, Speciale said in the latest Digiday Podcast.
How YouTube is mixing up the TV ad market
Now that YouTube has become the streaming service people spend the most time watching on TV screens, it’s becoming hard to argue that YouTube isn’t TV.
Future of TV Briefing: Short-form video rev-share options mount but have yet to amount to much
This week’s Future of TV Briefing assesses the revenue-sharing options for short-form vertical video creators.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
Future of TV Briefing: Top takeaways from Digiday’s ‘The Future of TV’ series
This week’s Future of TV Briefing recaps Digiday's five-part video series on the TV, streaming and video advertising business.
Why creator Jorge Soto prioritizes YouTube Shorts over TikTok
The connection between YouTube Shorts and YouTube’s more lucrative long-form video platform has proven valuable enough for Soto to orient his short-form video strategy around the platform.