"Performance is the TV ad industry's biggest craving this year. The pressure marketers are under to prove their ad budgets work pushes media buyers to increasingly prioritize performance marketing. So this week, the main message media companies had for buyers is that the big screen on the wall is, in fact, a performance marketing channel. Here's how performance came up in every upfront we attended:"
"NBCUniversal peacocked its Performance Insights Hub, which will fully roll out this year and comes with access to a long list of outcomes-based measurement and data providers."
"Fox used its upfront stage to tout new outcomes-based reporting from roughly 20 data partners now available in its ad platform. Fox also cited the engaged viewers for high-production entertainment, including on Tubi, who are arguably more likely to take action after seeing a well-targeted ad."
TV and video publishers focused on performance marketing during upfront negotiations, aiming to show that TV campaigns deliver more control and better results than alternatives. Media buyers increasingly prioritize performance because marketers face pressure to prove ad budgets work. Major companies presented measurement and reporting capabilities tied to outcomes, including access to outcomes-based measurement and data providers. Platforms highlighted expanded partnerships with data providers to deliver outcomes-based reporting. Publishers also pointed to engaged viewers and high-production entertainment as audiences more likely to take action after targeted ads. Overall, the emphasis centered on flexibility and measurable results to influence TV ad spend over the next year.
Read at AdExchanger
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