David Cohen, CEO of IAB, emphasizes the rise of digital video as it takes center stage at the NewFronts, surpassing traditional TV's Upfronts in significance. This year's focus shifts towards connected TV and measurable ROI amid economic uncertainty, with a strong call for publishers to adapt their business models as CTV seeks a slice of performance marketing. Cohen underlines the collapsing traditional marketing funnel, highlighting the rapid movement from consumer inspiration to immediate purchasing, marking a significant evolution in digital advertising strategies and expectations.
We're not the side show. We are the show. Digital is where the action is.
Content, commerce and creators - that's the big thematic.
It's not just for top-of-the-funnel activity. In times of economic uncertainty, people focus on ROI.
The funnel's collapsing. From inspiration to shopping cart in half a second.
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