According to Havas Digital's Adam Kasper, it's because there isn't any "scarcity" of inventory in the online marketplace, and because online prices are much more "dynamic" and harder to predict online
than on television.
"There's certain pockets of inventory that clients need," Kasper said during the media buyers' "Reality Check" panel at OMMA Video this morning.
"A financial client
might need the ownership button on Yahoo Finance," he said, for example. "So there are areas where certain advertisers should be buying upfront, but in terms of overall impressions, there is not a
lack of scarcity in the marketplace."
Inventory aside, Kasper said the pricing is much more dynamic online – even given the relative variability between TV's upfront and scatter markets.
"In the digital space, pricing is dynamic, so it's very difficult to see what pricing is going to be a year out," he said.
Havas' Kasper is pretty upfront
about the value of an online upfront.
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