为什么前瞻如此陈旧

互联网培养了人们不断做出改变的能力, so how come national broadcast advertising is still being transacted in the upfronts (the same format that started in 1962), which require an annual dollar and audience-reach commitment in advance to buy and sell advertising?

“While some marketers continue to buy portions of their TV ad inventory in advance, what is notably different today is that many brands are allocating as much campaign investment for CTV as linear TV,The Trade Desk在一份基于2022年12月进行的一项调查的报告中表示. “自2019年以来，线性电视的前期支出一直相对停滞不前.15 percent), whereas CTV upfront spend has risen 195 percent, according to eMarketer.”

如果观众正在大规模观看所谓的优质CTV库存, 它们在一年中不断改变它们的观看行为, shouldn’t the television networks be selling inventory in a way that reflects this? If we can do just-in-time packaging to ensure we are able to insert whatever ad is sold programmatically or otherwise for an SSAI insertion, 难道我们不应该更灵活地捕捉广告价值吗?

根据报告, 在2023年国际消费电子展(CES)的综艺小组会议上, 派拉蒙广告公司总裁约翰·哈雷指出, “前期已经发生了重大变化, 特别是在过去的十年里. … Digital never used to trade in the upfronts and it’s now almost half of the money being agreed to. We deal with a product in a market of scarcity—futures are very important in those kinds of marketplaces.’ ”

让我们再往前走几步. 为什么这个市场不应该更有活力呢? How will streaming companies become profitable if they can’t get top dollar for their best inventory? 如果库存随着时间的推移变得更有价值, 他们为什么不能提高价格呢? My local supermarket has increased prices many times over the last year for almost everything, 但我还是不停地买吃的.

根据报告, 69% of respondents want the upfront deals to be in biddable channels or real-time bidding via a live auction. “When you ask marketers how they would prefer their 2023 upfront spending to be allocated, an average of 28 percent of respondents’ spend is expected to be purchased publisher direct, [and] the other 72 percent of spend is expected to be purchased through programmatic guaranteed (PG) deals (28 percent), 私人市场(PMP)交易(23%), 或者通过需求方平台/广告网络进行公开市场竞标(21%),报告说。.

The digital environment provides data, and that data is not only very valuable, but very proprietary. Agencies and brands want to know how data value fits into their whole advertising buy. “I think data is going to become more important across the industry for everyone—brands, 机构, 内容提供商, 像我们这样的出版商, 和经销商. The reason being is as the different data regulations get more severe and regulated, 你真的需要拥有它,Lynette Kaylor说, 富宝的高级副总裁兼北美销售主管. Otherwise, you’re not complying with privacy requirements, and that’s a whole other major problem.

“我们有很棒的收视率数据, 我知道每个人都想看《周一橄榄球之夜. 他们喜欢这些观众. It’s an engaged audience, and that audience doesn’t just watch Monday Night Football. 他们看很多其他的东西，”凯勒说. “你可以跟着观众走, 我认为这对我们是有益的, 因为这是另一个收入来源, but it’s beneficial to advertisers because they’re staying in front of the right people.”

富博的观众是一个非常有价值的群体. They aren’t even a look-a-like audience; they are actual registered viewers who can be tracked via a clean room where some brands may even be able to see if the anonymous consumer who saw a car ad also bought that car (or another product where the brand has first-party data).

fubo positions itself as being nimble with its premium inventory because it’s not owned by a bigger media company. “你可以来找我们说, ‘嘿, 我有这个预算, 但我想通过我的经纪公司PMP,’”凯勒说. 该品牌也可以通过PG或直销购买. “我们对任何事情都持开放态度，”她指出.

Regardless of how the inventory is bought, the premise is that the inventory value is not static. 如果有X个观众看到广告, and Y number actually buy something after seeing that ad while being tracked in a privacy-safe way, 你的库存变得更加有效和高效.

Because the upfronts are an old paradigm, they don’t reflect the media environment anymore. 现在, we have a valuable commodity being sold to brands—very precise targeting and an understanding that reaching that market is worth not only a premium, 但这是广告客户愿意购买的现行价格. 旧的做事方式, 这在某种程度上是由预先定价决定的, 会放弃利润吗. 毕竟，流媒体服务可以使用它们所能获得的所有收入.

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