Great read Mike. Do you have a sense of how the streamers are splitting their inventory? Meaning, for the biggest shows/events close to premiere, how much are they selling on reserve vs. programmatically? I am trying to understand how much the media companies are trying to preserve scale as a differentiator.
no yelling here, but I think there are lots of other factors that evolve rather than revolutionize upfronts. I don't think they go away, but they change.
a. Big brands need certainty of reach against audiences and will commit in forward contracts (upfront, scatter, spot) for it.
b. Linear is decelerating but it's 2x CTV right now so we'll be in the transition phase for at least five years where brands/agencies are planning and buying against both.
c. Large scale is hard and expensive to pull off in digital.
You can already see upfront presos over the last few years involve more on tech, data, partnerships, and measurement. Like most things, 'and' is the most powerful word. Linear and programmatic = CTV and it will take aspects of both in the future. 'And' is where disruption, innovation and the evolution happen. Just my 7 cents....(2 cents inflation adjusted)
Great read Mike. Do you have a sense of how the streamers are splitting their inventory? Meaning, for the biggest shows/events close to premiere, how much are they selling on reserve vs. programmatically? I am trying to understand how much the media companies are trying to preserve scale as a differentiator.
no yelling here, but I think there are lots of other factors that evolve rather than revolutionize upfronts. I don't think they go away, but they change.
a. Big brands need certainty of reach against audiences and will commit in forward contracts (upfront, scatter, spot) for it.
b. Linear is decelerating but it's 2x CTV right now so we'll be in the transition phase for at least five years where brands/agencies are planning and buying against both.
c. Large scale is hard and expensive to pull off in digital.
You can already see upfront presos over the last few years involve more on tech, data, partnerships, and measurement. Like most things, 'and' is the most powerful word. Linear and programmatic = CTV and it will take aspects of both in the future. 'And' is where disruption, innovation and the evolution happen. Just my 7 cents....(2 cents inflation adjusted)