With the Newfronts in full gear and annual Upfront Week looming, agency and advertiser executives are "salivating" at one extreme and "sending messages" at the other. New MyersBizNet research (see below) has uncovered disparities on important issues (adblocking, fraud, privacy and high frequency exposure) between brand and agency decision-makers. Last week, MyersBizNet published data suggesting the Upfront may not generate the record-setting growth that most forecasters, including this one, have forecast, with 95% of brand marketers and media agency planners/buyers stating they plan to increase their investments in digital video media in this year's Upfront as an alternative to network television. According to the MyersBizNet survey, conducted in March/April, 72% of brand marketers and 63% of media agency buyers and planners project total Upfront spending will be flat to negative.
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