Hot List: NewFronts Don’t Shine Shoes No More
When the NewFronts started, it was to give Microsoft, AOL, Yahoo, and YouTube and Digitas’ plucky web-first content creators a voice on Madison Avenue.
If you ask TVREV thought leader Paul Kontonis, “It was set up to help digital companies take advantage of how slow TV was. This was digital, it was fast. We could sell a show and make it, not sell an idea that takes a year.”
The event gots pats on the head by the big wigs, but to borrow from Joe Peschi in Goodfellas, the concept of digital being less important is garbage. And the NewFronts? They don’t shine shoes no more, Tommy.
This year, while networks and cable companies scramble to pivot and slow the bleeding, YouTube ad revenues posted at 21% jump to $8 Billion in a quarter.
Expanding on that, a shout to TLC members VIZIO, LG and Samsung for showing the marketplace how they are best positioned to curate the audience, deliver innovations at a meta-level, between apps and channels.
While there is no question Meta and TikTok are moving the retail needle, shopping on TV is becoming a thing. That’s why Iron Chefs like Tom Colicchio and VIZIO and chopping up exclusives.
Meanwhile Roku, which has arguably the single largest authenticated data set in all of TV, cut two historic deals leveraging said data set: first a horse trade with the Trade Desk to tie their pipes more closely together. And another with iSpot, which will give the TV ad measurement company— and all its customers- person level viewership from 81 million accounts. If you’re taking notes, iSpot already is the default provider for TTD. Adding Roku and its data puts the company in the catbird seat for person level, cross-platform currency of tomorrow.
This week in TVREV, Alan Wolk’s Week In Review explains why Warner Brothers Discovery now needs the NBA more than ever and why that’s likely to spur a bidding war with NBCU, before giving you his big takeaways from the NewFronts and what you need to do about them.
Elsewhere, Tim Hanlon explores what happens when broadcasters actually do work together, with a deep dive into the UK’s hot new Freely streaming service, a joint BBC, ITV and Channels 4 and 5 production that rolls the broadcasters into one great big user-friendly app.
Meanwhile, Mike Shields takes on the retail media explosion and how everyone suddenly wants to be a player, Brandon Katz explores at the balancing act streaming services play with classic and new-ish library content, John Cassillo looks at how the NBA can successfully walk the tightwire between streaming and broadcast, while Eleanor Semeraro shows us why the NBA playoffs are leading the ratings again this week.
Don’t miss our intriguing interview with Cynthia Clevenger on Tubi’s breakthrough original content strategy and why it’s resonating so well with audiences looking for authentic storylines.
Register Now For TVREV’s Next Webinar, ‘Monetizing Passion’
Where do niche channels fit within the FAST ecosystem? Discover this and more in our upcoming webinar, moderated by Alan Wolk – May 8 at 12 PM EST.
Learn from industry experts why investing in niche channels is smart for everyone from FAST platforms to advertisers and how you can leverage these insights for your benefit, thanks to our sponsors Applicaster and Amagi.
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This report, designed as a primer on the TV operating system and why it’s assumed such major importance, looks at how control of the OS means control over programming, advertising, data and more. In part 1 of the three-part series, we’ll look at how the “OS Wars” got started, what they look like from region to region and who the players are, with a look at independent operating systems like ZEASN, and where they fit into the ecosystem. Download your copy for free thanks to our sponsors, LG Ad Solutions and ZEASN.
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9 个月Thanks Alan Wolk !