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Upfront 2019: Look for This Canary in the Coal Mine

Upfront 2019: Look for This Canary in the Coal Mine

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Jack Myers

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10 8

In Upfront 2019, look for the canary in the coal mine -- the early signs of a power shift from network sales groups to agency/brand buying organizations.  A new study among 750 advertiser and agency executives by The Myers Report has uncovered an unexpected undercurrent among leading brand marketers that could be a canary in the coal mine for all those involved in the Upfront ecosystem. For the past several strong Upfront seasons, there's been an increased focus on data and analytics as the primary Upfront story, replacing the historic emphasis on programming schedules and buyer/seller relationships.  While content remains a staple of most Upfront presentations, the movement toward targeted impressions vs. content environment will be more present this year.  Leading TV networks have successfully been encouraging buyers to adopt a content-agnostic model that spreads budgets across multiple screens and content sources.  Media agencies are equally invested in this shift as they introduce their own data resources, often integrated with their clients' first-party data.  And many of the largest advertisers are moving programmatic and automated buying in-house and opening their arms to new vendors who promise greater targeting capabilities and increased cost efficiencies.  Ironically, just as the TV industry is delivering on two-plus decades of addressable technology and data promises, marketers are joining together and, with their agencies, shifting their attention back to content and trust.  MyersBizNet members can scroll down to read more or access The Myers Report online.

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Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection… read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

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#Ask-GenZ
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Future of Men
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MediaVillage “The Business” is the industry Knowledge Exchange, where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “The Business” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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