The Big Story: Frontline Reporting from TV and Podcasts
NewFronts are old news. Now it’s all about advances, which are old. But don’t forget podcast upfronts, which are newer than NewFronts but named after old television fronts…or upfronts.
Then these dazzling events are called “fronts” because they are the places where big media companies woo the advertising industry for big budget commitments. In this week’s episode, the team reports on the TV and podcast industry with the latest in these markets – both decades-old TV conglomerates and hungry young podcasters.
AdExchanger’s Anthony Vargas listened to the podcast presentations and Alyssa Boyle represented Hollywood for the week of Madison Ave glitz and celebrity glamour. But sports, sports and finally more sports – the world’s most enduring advantage of old-fashioned television against streaming media – was also a standout this year.
But there were a few items missing from the agenda. Ad tech didn’t make much of an appearance on the frontlines, and while broadcasters very publicly distanced themselves from Nielsen this year, there was also a noticeable lack of discussion about television rating alternatives.
There were, however, a few mentions of ad tech here and there. YouTube, in its very first initial presentation, praised Google Display & Video 360 DSP, which according to Allan Thygesen, Google’s President of the Americas, now reaches 93% of US CTV households.
The same cannot be said for the audio. In the podcast industry, programmatic is in the single digits — a mere 2% of all podcast ads, according to the IAB.