Web Video, NewFront Deals, Impact on Upfronts

CMO Today: Appointment TV: Web Video’s Impact on Upfronts Limited - CMO Today - WSJ: "... Digital overall is making every big marketer rethink their ad spending, and the growth of online video is one of a number of factors in TV’s upfront being down. But creating a viable alternative marketplace for original Web series that would steal significant market share from TV budgets in head to head negotiations is something else altogether. And digital buyers say that isn’t realistic at this point. Some agencies have only just started negotiating with Web video outlets, after finishing up negotiations with broadcast and cable networks. That fact says a lot about the pecking order in the media world, and the lack of urgency to lock up big Web video deals for some advertisers–at least in the 2014 marketplace... One place that TV dollars might be going that won’t necessarily show up in NewFront deals is branded entertainment, specifically videos produced by top YouTube talent that either feature brands or were created specifically for advertisers. That’s because these branded entertainment deals happen either between creators and advertisers or are facilitated by intermediaries like Maker Studios or Fullscreen..."

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