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Upfront Flexibility, Optimization… and Trust

  • # sales

  • # marketer

  • # Upfront

Upfront Flexibility, Optimization… and Trust

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Hank Close

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Thought Leaders
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I've watched with interest the last several months as Upfront positioning among buyers and sellers has unfolded. Plenty of issues to address, both legacy and COVID-19 related. Flexibility regarding quarterly options is clearly a burning issue as we approach negotiations. My recent work with a TV-based media company had me engaging with the buying community as the COVID crisis deepened. When many clients asked for relief of their TV commitments, conversations between networks and agencies grew less cordial. Some brand categories were easy for networks to grant relief to, given their exposure. Sellers believed other categories were using the crisis to re-capture committed dollars, and to re-direct some of those dollars down the purchase funnel closer to online sales, where the action would increasingly be. Were the sellers right? I don't know, but the same brands demanding "relief" from TV networks were still running ads on digital platforms where they own the flexibility to pull them. When buyers also claimed that other TV partners had granted relief, on-going checks of iSpot didn't confirm some claims. What was going on here?

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Hank Close photo

Hank Close

Hank Close, currently serving as Founder, Close & Co., LLC is a forward-looking sales and marketing executive focused on advising both traditional and digital media companies in maximizing top and bottom-line performance. Prior to founding Close … read more

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  • # television

  • # network

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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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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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