As a strategist myself, I’m finding that it’s becoming harder and
harder to predict the industry even five years out. So it was with great interest that I attended MediaPost’s Outfront Forum, where agencies debated the future of the upcoming upfronts, as well as what the upfront might look like five years from now.
Upfronts 2018-2019
There are some topics that seem to swirl through the media ecosystem in waves. This year it’s blockchain, the advanced advertising platform OpenAP,
and the reduced ad load on certain networks, which might lead to
increased pricing. Panelists prognosticating on the next few months were
concerned about how pricing would impact their buys, though they
understood the need to reduce clutter in order to improve viewer
engagement and attention.“I support the fact that we live in fragmented world,” stated Maureen Bosetti, chief investment officer at Initiative. “The networks are trying to create a more engaging ad experience and increase attention. They created a world with more clutter and are now trying to pull back.”
Read the full article on the Videa blog.
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