Advertiser Perceptions interviewed 373 advertisers – 54% media agencies, 46% advertisers – during May and June 2017, with 33 of the top 200 advertisers and 49% holding positions at VP level or above. On average, advertisers attended 12 events in person or via simulcast, according to the survey.
Advertisers want more from upfront/newfronts TV and media presentations. “Better ways for advertising effectiveness” and “cross-platform measurement” each earned 36% closely followed by digital viewability (31%); fraud, brand safety (30%); and audience reach, composition and engagement (29%).
This past upfront period saw declines in attendance at the Newfronts – due to the pullback by some digital media companies – as well as a few traditional TV network companies that abandoned glitzy upfront events. They opted for smaller meetings with media agencies and their ad clients.
Among digitally focused advertisers, the topic of cross-platform measurement topped the list (37%); most cited by TV-focused advertisers is “strategic partnerships” (52%).
Wayne Friedman, Advertisers To Upfronts: More Info On Content, Cross-Platform Data. MediaPost.
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