At both the Upfronts and NewFronts this year, conversations around privacy and brand safety, scalable content and reach dominated. They were reflected in the scaled down NewFront presentations still reeling from issues around transparency in the programmatic space, as well as across all of the network presentations as each tried to discuss ways to combat the decline in linear TV usage with new streaming options. Where those presentations struggled, however, was in finding ways to connect the reach and impact that TV has long been respected for to the new streaming services and, in turn, the end benefit to advertisers who are looking for a big impact using mass media.
Take a moment to consider this seemingly straightfoward question: What word would you use to describe the opposite of "fragile"? "Resilient"? "Robust"? "Unbreakable"? By definition, something fragile is "easily broken or damaged" when subjected to stressors, pressures and volatility. Conversely, words like "resilient" and "robust" merely suggest the ability to withstand or resist shocks. What they don't adequately capture is the ability to actually get stronger from the adversity.
Definition of virtuous circle: "A chain of events in which one desirable occurrence leads to another which further promotes the first occurrence and so on resulting in a continuous process of improvement" -- Merriam Webster. "A chain of events that reinforce themselves through a feedback loop with favorable results" -- Wikipedia