What a difference a year makes. A year ago, marketers and their agencies were looking to reduce their ad spend, looking for maximum flexibility, and even pondering whether COVID-19 would end the entire concept of Upfronts; or at least dramatically change them. Most sellers, recognizing the pandemic reality, were accommodating, not wanting to damage long-term revenue and relationship. A year later, the Upfront is back, and with the exception of virtual presentations and no shrimp or 'pigs in blankets', it appears that we are back to pre-pandemic behavior. In fact, there is a sense that with the pent-up demand for travel, dining, and any experience that gets us out of the house, so called "Revenge Living", could bring about the next Roaring Twenties. But with the threat of inflation, global supply chain issues, uneven job improvement, and the threat of COVID variants, will we? That and many important industry discussions from audience targeting to brand safety to consumer post-pandemic behavior were part of the two-day CDX Accelerate Advertising & Media Summit.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.